The medium is the message is a panel featuring top-level executives and music supervisors discussing with the audience how sync and composition for film, TV, games, advertising, interactive and brands works, what the needs of the music supervisors and projects are, and what are the best ways, means and resources that the people who make and own music - the audience - need to do to best position themselves for success in the worlds of sync and composition. This would focus on both the creative needs and process needs of projects as well as best practices and discovery methods.