Ever wondered what the differences between licensed and original music are? Or what the benefits are for creating bespoke music versus finding an existing song for a project? In this session, leading music supervisors, creative agency executives and creative directors will walk audiences through a real-world case study of the music licensing process from agency brief to execution. The panelists will provide a first-hand look at the impact of a commercial license, from streams to social following to show attendance, while diving into what a brand sounds like, who curates the brand sound, who signs off on it and what the overall execution looks like. They will also drill into financial aspects and ownership rights - providing a snapshot of the whole landscape.