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How Brands Choose Brands


(The Bright Family Screening Room)

5:15pm - 6:00pm

with Nickie Kolb (Mullen Lowe Group), Kristen Bushnell (Director, Creative Synchronization - Atlas Music Publishing), Matthew Hemerlein aka Lo-Fang (song-writer, producer, performer)

 Moderated by Lauren Reynaldo (Synch Manager, Secretly Canadian)


Join Lauren Reynaldo (Synch Manager, Secretly Canadian) for a comprehensive discussion about the the use of music in advertising with Nickie Kolb (Mullen Lowe), Kristen Bushnell (Atlas Music Publishing), and artist Matthew Hermerlein (aka Lo-Fang). The panelists will outline the process of finding and licensing music from start to finish from the perspectives of the music supervisor, the publisher, and the artist; as well as dissect what makes for an effective brand/band pairing today and what the ultimate result of these partnerships can be. 

Nickie Kolb

Business Affairs Manaer, Mullen Lowe

Nickie is a proud native Angeleno who fell into advertising after graduating from Emerson College in 2010. Quickly moving back from Boston to Los Angeles she got her start in commercial + music video production at Caviar Content, but really hit the ground running when she joined HUM Music and Sound Design. There, she spent three years licensing and producing original music for ads, including the 2015 Super Bowl spot and a RadioShack holiday ad starring Weird Al Yankovic, in addition to working with brands such as Kia, Nike, Southwest Airlines, Hyundai and Geico. Currently, she is a Business Affairs Manager at Mullen Lowe in El Segundo focusing primarily on Acura and Patron. When not out at a show or scouring the web for new tunes, she’s most likely eating ice cream.

Matthew Hemerlein aka Lo-Fang

Singer, Songwriter, Producer

Matthew Hemerlein, aka Lo-Fang, is a Los Angeles-based singer-songwriter, producer, and classically trained musician. After traveling and recording across Cambodia, Bali, London, Nashville, and Tokyo, he released his debut album "Blue Film" on 4AD records (home of Ariel Pink, Future Islands, Grimes, Tune Yards & more). His collaboration with Baz Luhrmann for Chanel No. 5 perfume has garnered over 16 million views and the praise of music fans across the globe. Billboard writes, “Blue Film funnels Hemerlein’s various vagabond experiences in 12 tracks of ornate, rhythmic electronica worth disappearing in.”

Kristen Bushnell

Director, Creative Synchronization - Atlas Music Publishing

Kristen is the Director of Creative Synchronization for Atlas Music Publishing, a service-oriented music publisher founded by industry veteran Richard Stumpf in 2013. Prior to joining Atlas, she spent several years in Creative Licensing at SONGS Music Publishing, whose roster includes Diplo, The Weeknd, Q-Tip, Lorde, Sleigh Bells and Jose Gonzales. As a member of the Atlas team, Kristen pitches the roster for synch opportunities in Film, Television, Advertisements, Trailers and Video Games. She has also been featured as a panelist at the Billboard Film/TV Music Conference, ASCAP Expo, SyncSummit, and The Recording Academy's Music Business Night School.

Lauren Reynaldo (Moderator)

Synch Manager,Secretley Canadian

Lauren Reynaldo has worked with large catalogs from the likes of Kiss, Marilyn Manson, Jerry Reed and REO Speedwagon, to underground, indie up-and-comers like Moses Sumney and Webster X, all the way to the fast-paced world of production library music.  


Lauren is currently Synch Manager at Secretly Group (consisting of Secretly Canadian, Dead Oceans, Jagjaguwar, Numero Group, and Secretly Canadian Publishing) working with indie favorites including Bon Iver, Angel Olsen, Foxygen, The Tallest Man On Earth, Whitney and many more.  She is also co-head of the exclusive music licensing group, Synch This.  

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