“Music In Trailers and Advertising: Landing The Sync and Retaining Value”

    • February 13, 2024
    1024 536 The California Copyright Conference

    Date(s) -


    2:30 pm - 4:00 pm


    “Music In Trailers and Advertising: Landing The Sync and Retaining Value”

    There’s more music in more media than ever before, and nowhere more than advertising, marketing & branded content. But how does it get there? How do you value it? How do you land it and not lose it? From trailers for billion-dollar film franchises to TikTok videos for trillion-dollar companies, artist sponsorship packages and global, integrated marketing campaigns soundtracked by hit songs, classic copyrights, and up-and-comers, our panel of expert guides take us on a tour of the modern marketing-music milieu, and share insights on best practices to work collaboratively to create opportunity and retain value.



    Kristina Guerra Benson | Founder, Sweet On Top, LLC



    Georgette Bivins | Business Affairs, GSD&M

    Danny Exum | Head of Music/AV Producer, Workshop Creative

    Russell Nygaard | Senior Creative Director, Defend Music

    Lilah Obregon-Wilson| Founder, Disco Cha Cha



    Tuesday, February 13, 2024

    2:30pm – 4:00pm PST | Zoom Webinar Broadcast


    Advance Reservation:
    CCC Members $0 per person | Non-members $5 per person


    Registration deadline is Tuesday, February 13, at 1:30pm PST


    – No refunds –

    Stick around for the “after hour, happy hour” chat following the webinar!
    Catch up and network with the CCC community from the
    comfort of your own couch


    Questions? Email is at questions@theccc.org


    Kristina Guerra Benson | Founder, Sweet On Top, LLC

    Kristina began her career with a degree in opera from University of California at Irvine and took piano lessons in her spare time under Miles Davis’s sideman Kei Akagi. After stints as a promoter and DJ, she segued into a role as a branding specialist for DoStuffMedia, where she spearheaded engagement initiatives for brands such as Goose Island, Grey Goose and Pabst Blue Ribbon, working closely with local influencers to produce interactive brand experiences. She went from there to acting as Music Director for Lip Sync, and after many successful placements and two wonderful years at Lip Sync, she decided the time had come to start her own agency. In the short time since it has opened its doors, Sweet On Top has landed placements with high-quality brands such as Apple, Michael Kors, Macy’s, Vogue and St. Regis, promotions for the Olympics and “Songland”; and in television shows including “Station 19,” “Grey’s Anatomy,” “All Rise,” “Firefly Lane,” “High Fidelity,” “Ray Donovan” and “The Blacklist.” Additionally, her writers have secured cuts with Dim Mak and Warner Records’ artists. Kristina also worked closely with the Guild of Music Supervisors’ education committee and is a member of the California Copyright Conference and the Association of Independent Music Publishers.

    Georgette Bivins | Business Affairs, GSD&M

    With 20+ years of TV, music, and advertising knowledge under her belt, Georgette Bivins is no stranger to the Entertainment Business. She started her career within the television music department at Walt Disney Studios, clearing music for Touchstone Television. Later transferred over to IP clearance at Corbis/GreenLight Rights, where she was instrumental in the success of several music video games and launching the Hallmark “Play It With Music” greeting card & product line. She then took a chance and leaped into the world of Advertising by switching careers and becoming a Business Affairs Manager. She has worked at such agencies as Deutsch, Saatchi & Saatchi, 72andSunny, & has made a home at GSD&M in Austin, spearheading the Business Affairs team for Capital One.

    Danny Exum | Head of Music, Workshop Creative

    Danny Exum is currently the Director of Music for Workshop Creative, leading the music department and overseeing all creative music endeavors at the agency.

    Danny got his start in the music industry as a DJ and live mix engineer at the esteemed 88.9 WERS in Boston, before bolting westwards to work in EMI’s Film/TV department. Since those days he has built a strong career placing music in marketing campaigns for many types of films, including Bombshell, Rocketman, Toy Story 4, Good Boys, The Big Sick, Baywatch, Jumanji, Detroit, Kubo And The Two Strings, and many more.

    In addition to his film trailer work, Danny has music supervised a number of independent films and advertising campaigns and is co-producer for Cypress Grove where he most recently produced a volume of songs by the lost Delta Bluesman Hayes McMullan. He has been nominated for a Guild of Music Supervisors award four times for Best Use Of Music in a film trailer.

    He collects early American music and ephemera, and needs more room for his records.

    Russell Nygaard | Senior Creative Director, Defend Music

    Russell Nygaard is a Los Angeles based music publisher with more than 10 years experience negotiating sync uses for worldwide ad campaigns, TV programs, films, trailers, and video games for artists including The Black Keys, Sharon Jones & The Dap Kings, Vulfpeck, and more. Currently Russell is the Senior Creative Director at indie publisher Defend Music where he procures sync placements in all forms of media, sets up writing sessions, and signs new writer/producer clients. Russell has placed songs in ad campaigns for Apple, Infiniti, Skyy Vodka, and AMEX, among others, and has helped countless songs find their way into TV programs and films across the streaming universe.

    Lilah Obregon-Wilson| Founder, Disco Cha Cha

    I’m an LA born 1st generation Mexican-American immigrant, based in NY via a softball scholarship. With cultural roots in Chicano soul and a youth spent in the ‘90 East LA party crew scene, I followed my passion for music and opened The Lucky Cat venue in Brooklyn artists such as: Sharon Jones, Reggie Watts, Dr. Dog and TVOTR, as well as a top underground DJ. I brought my music relationships and legal expertise (JD, Benjamin N. Cardozo School of Law) into advertising as a music supervisor, ultimately ascending to head of the Music department at J. Walter Thompson. In 2011 I went freelance and developed a roster including: Coach, Michael Kors, and Remezcla.  I also kicked off my film career in ‘11 with “We Are Young” and Sundance’s Audience Award winner, “Sleepwalk with Me.” I have since worked on numerous films, including: Cine Arte’s #1 Latin American Doc. of the decade, “Chavela” and Annie nominated VR, “BattleScar”.  Advocating for diverse storytelling I’ve united with creators to champion Chicano, Native and immigrant stories. I’m also a Board Member of the Golden Hornet.

    Attention Attorneys: This virtual activity has been approved for Minimum Continuing Legal Education Credit by the State Bar of California in the amount of one (1) hour. The CCC certifies that this activity confirms to the standards for approved education activities prescribed by the rules and regulations of the State Bar of California governing minimum continuing legal education.  Following this virtual presentation, we will verify your attendance via Zoom reporting and email your certificate of attendance to the email provided at registration.

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