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May 25, 2017

Time: 11:30 - 1:45 p.m.

PROMO PROWESS: Curating And Licensing Music for Promos

The world of TV promos is high volume and fast paced.  And every promo needs music.  From library music, to known and indie artist songs, to custom music - we will explore both the creative processes and contractual aspects of promo music with panelists who range from the promoters of music to the users of music. 


Steve Celi
Music Manager, FOX On-Air Promo

Karen Falzone
Owner, Mostly Music Agency

Cassie Lord
President, 5 Alarm Music

Natalie Wali
Music Supervisor, ANTFARM


Michael Eames
President, PEN Music Group / AIMP President

AIMP Panel

Place: View Map
Lawry's The Prime Rib
100 N. La Cienega Blvd. (near Wilshire)
Beverly Hills, CA 90210

From left, Michael Eames/PEN Music Group & AIMP President, Karen Falzone/Mostly Music Agency, Natalie Wali/ANTFARM, Cassie Lord/5 Alarm Music and Steve Celi/FOX.

Photos by Liz Redwing & Marcus Colbert, courtesy of Lawry's The Prime Rib.

Additional Speaker Information

Music Supervisor/Producer/Singer/ Songwriter Steve Celi has over 20 years of experience in music and TV. Currently managing music for Fox On-Air Promotion, he is responsible for overseeing all aspects of music usage for the marketing of the entire Fox primetime lineup. Steve previously worked for E! Entertainment Television. He’s also the “Don” Henley in his Eagles cover band Dark Desert Highway!

Karen Falzone started Mostly Music in 2007 out of a great love for music and a talent for business and bringing people together. Karen started as a studio in-house paralegal, most recently as Director of Business Affairs at Starz Entertainment, where she oversaw rights and clearances for all original productions, including talent and music. Karen currently handles licensing, clearance and business affairs for song publishers and libraries, as well as individual composers and companies operating in our space. Her consultancy spans working on behalf of publishers and productions/studios/trailer houses, so she has a very broad view of current licensing trends and process from all angles. Karen is a member of the Academy of Television Arts & Sciences, the Production Music Association, the California Copyright Conference and the Association of Independent Music Publishers.

Cassie Lord’s 30-year background includes BMI, the show “Star Search”, building APM from its inception and establishing the Film & Television Division for Zomba’s music library. During the Internet boom, she consulted to Thomas Dolby’s company, Beatnik. As the founder of 5 Alarm, Cassie facilitated the acquisition of 5 Alarm by Imagem Music Group, and now spearheading 5 Alarm under the recent acquisition by Ole. 5 Alarm Music encompasses every aspect of a Music Library, representing 101 music libraries and hundreds of independent artists. Feature film placements include: "XXX: Return Of Xander Cage", “Monster Trucks”, “Ghost In The Shell” and Television Shows like “Nashville”, “Better Call Saul”, “House of Cards”, “Game Of Thrones”, and “Santa Clarita Diet” and including commercials like Nike, Coca-Cola and Adidas. Cassie is currently a Board Member of the PMA.

Natalie Wali is a music supervisor born, raised, and based in Los Angeles. She began her exploration of music at the age of 7 with the piano which turned out to be a gateway drug and has been playing (about 14 different instruments), writing (mostly orchestral score), and singing (though mostly in her car now until she makes eye contact with someone) ever since. She kicked off her career in music supervision via television and film working on such projects as Brothers & Sisters, Samantha Who?, Dirty Sexy Money, Nine, Paper Man, The Beginners, Burn Notice, Smallville, Southland, Mike & Molly, The Mentalist, Rizzoli & Isles, Despite The Falling Snow, and many others before making the jump into trailers. She now works at Ant Farm/Industry Creative and mainly on theatrical, video game, and TV promo projects like Burnt, Joy, Transformers, Ninja Turtles, 13 Hours, The Gambler, American Hustle, The Big Short, Call of Duty, Assassin’s Creed, The Division, Rainbow Six, Mad Max, Watch Dogs, Outlander, Power, Black Sails, The Last Ship, The Mummy, etc. Working in trailers has allowed her to bring together the love of score/songs and the creativity in working with artists, DJs, and composers to create custom tracks or remix pre-existing ones from the ground up. It’s an ever changing game and she’s happy to be a part of it!

Michael Eames is President of PEN Music Group, Inc. Founded in April 1994, PEN is a full-service independent music publishing company with a worldwide presence who is celebrating its 23rd anniversary in 2017. PEN offers efficiency and personal attention as a boutique company. With PEN’s A-list music contacts in film, TV and advertising, and a success rate that continues to grow (with 100+ placements each year), it is an effective alternative to the large multinational publishing companies. Eames and PEN proudly represent the catalogues of writer/artists as diverse as: JOHN FARRAR (legendary producer of Olivia Newton-John who wrote many of her biggest hits); DON FELDER (formerly of The Eagles who co-wrote the classic copyright “Hotel California”); Oscar®-winner DONNY MARKOWITZ (including the smash hit "(I've Had) The Time Of My Life" from DIRTY DANCING); OLIVIA NEWTON-JOHN herself; Grammy®-nominated artist/producer WENDY WALDMAN (who co-wrote “Save The Best For Last”); Emmy®- nominated lyricist AMY POWERS; GINA SCHOCK of the Go-Gos; the estates of late composers EARLE HAGEN and ALLYN FERGUSON who between them co-wrote classic TV themes such as The Andy Griffith Show, Barney Miller (and its spinoff Fish), Mod Squad, I Spy , Gomer Pyle, U.S.M.C. and The Dick Van Dyke Show, and many others. PEN is also well known for supporting and developing indie buzz artists such as Kimberly Cole and ShyBoy (both of whom have over 1 million followers on Twitter), as well as many other up-and-coming artists and writers. PEN has also recently begun to represent the videogame scores owned by Zenimax Media which include the Elder Scrolls franchise. PEN’s songs have been recorded by artists including The Black Eyed Peas, Celine Dion, the cast of GLEE, Selena Gomez, Miley Cyrus, Cazzette, kd lang, Santana, Christina Aguilera, Corinne Bailey Rae, Faith Hill, Paulina Rubio, Macy Gray, Kenny Rogers and Luther Vandross, among countless others. In the current climate of change in the music business, PEN has also partnered with various independent labels such as Oglio Records and Cheap Lullaby Records to leverage collective strengths. PEN has similarly been entering into joint ventures with respected music executives who start their own companies, most notably Eddie Gomez (formerly of Bug Music) who launched his Little Brother Music in 2012 and Lynn Grossman whose Secret Road Music Services manages Ingrid Michaelson and is a very successful company licensing music to film/TV/ads.

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