2024 GMS ‘State of Music in Media’ Conference Recap

The music synchronization community was brought together in the spirit of education for the 10th annual Guild of Music Supervisors’ State of Music in Media Conference held at West LA College in Culver City on August 17, 2024. The panels covered many important topics including legal aspects of the music business, navigating creative challenges, music clearance negotiation strategies, and celebrating the legacy of music in media. 

This year’s keynote speaker was Lisa Loeb, whose song, “Stay (I Miss You),” was a breakout hit thanks in part to being featured on the Reality Bites 1994 soundtrack. She was the first unsigned artist to have a number one hit, which shows the power of music in visual media.  

APM Music Marketing Director Sarah Scarlata speaks at a panel during the Guild of Music Supervisors’ State of Music in Media Conference held at West LA College in Culver City on August 17, 2024.

APM Music Senior Account Director for TV, Film, Documentaries Jim Cathcart explains a point during the Guild of Music Supervisors’ State of Music in Media Conference held at West LA College in Culver City on August 17, 2024.

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APM’s very own Sarah Scarlata (Music Marketing Director) and Jim Cathcart (Senior Account Director, TV, Film, Documentaries) lent their expertise to the pool of esteemed panelists. Jim discussed advanced business topics in Music Clearance 301: Trends in Music Clearance Today which tackled the evolving and emerging clearance trends of the past ten years, works for hire, and navigating the publishing for tracks not available on the Shazam platform. 

Sarah’s panel Synch Talk: Exploring the Indispensable Roles Played in the Intricate World of Synch offered important advice to aspiring songwriters and the advantages of representation. Knowing the different avenues available in placing music in media is a key factor in the success of any music catalog. 

Lindsay Wolfington, the President of the Guild of Music Supervisors, had this to say about APM and their contributions to the event:  

“APM has been a tremendous supporter and sponsor of the Guild of Music Supervisors over the years. We were thrilled to feature two of their own on panels at the GMS State of Music in Media Conference, discussing music libraries and music clearance. Thank you Sarah Scarlata and Jim Cathcart for lending your wisdom and experience to our community!” 

The Music Production & Music Supervision in Ads session offered unique insight into the music we hear in advertising and the creative processes that go into them. Chip Herter from the Deutsch LA agency spoke about the origins of the Taco Bell Super Bowl ad campaign featuring Doja Cat. Her cover of “Celebrity Skin” by Hole was a unique choice and a song she was excited to perform. These creative decisions have many variables, and the execution of the idea is a key factor in their success. 

The Emmys© are right around the corner and the nominated music supervisors, composers, and songwriters discussed their celebrated productions. Music supervisor Maggie Phillips discussed key music placements in Fargo including Yes’ “Your Move / I’ve Seen All Good People” in the opening moments of the season five premiere and the impact it made on the scene. Composer Atticus Ross outlined his process for creating the distinctive score for Shogun and the creative recording techniques implemented to create his dramatic soundscapes. 

The bizarre stories behind our favorite television and film productions are usually the most memorable moments of any conference. John Houlihan, SVP of Music at 20th Century Studio, recounted a story about working with legendary film composer Rachel Portman. When Portman was flown in from the UK to work on a film score, the movie studio rented a house for her in Burbank. She was shocked to find a dead body floating in the pool in the backyard and calmly called the studio to report the grisly discovery. There is never a dull moment in the entertainment business! 

APM Music was the first organization to sponsor the Guild of Music Supervisors organization from the very beginning. They continued this tradition of sponsorship for the State of Music in Media Conference and enjoyed reconnecting with everyone in attendance. APM applauds the Guild of Music Supervisors for another successful event!