Production Management

This event is over.


I. Discussion of the Upcoming SAG-AFTRA Commercials Contract Negotiations (11:10 - 12:00PM)
The SAG-AFTRA Commercials Contract and SAG-AFTRA  Audio Commercials Contract expire March 31, 2022.  Stacy Marcus, Chief Negotiator for the JPC, will once again lead the industry in the negotiations, which start February 15th. The Contracts are valued at $1 billion in annual advertiser spend -- $3 billion over the 3-year term of the Contracts. The 2022 negotiations hope to make even bigger advances in overhauling the Contracts than what the industry accomplished with the 2019 Alternate Compensation Structure.

Stacy Marcus, Chief Negotiator for the JPC

II. How Brands Use Music & Sonic Branding to Build Relationships with Consumers, Shape Culture, and Drive Business (12:05 – 12:55PM)
This session will be led by music and marketing industry leaders and will cover trends, insights, and best practices in the power of music and sound to grow brands. Three areas of focus include:  1. how brands are leveraging music and sharing strategies on how they can create or customize music, 2. how sonic identity systems work to bring consistent voice to brands and 3. the benefits to brands that are centralizing music and sound management.

Joe Belliotti,
CEO - MassiveMusic North America
Mike Tunnicliffe,
EVP Brand Solutions - Soungtradr/Massive Music

Closing Remarks

Speaker Bios


Joe Belliotti
MassiveMusic North America

With more than 20 years industry experience, Joe has helped some of the world’s biggest brands drive business value and shape culture. He currently holds the position of CEO of MassiveMusic North America, and prior to this he launched The Music Division -- an outsourced music department helping emerging and established brands leverage the power of music.

It was during his tenure as Head of Global Music at The Coca-Cola Company that Joe created a series of globally renowned programs, partnerships, strategies, and campaigns including the FIFA World Cup, The Olympic Games, Share a Coke and a Song, Product (RED), and Spotify, and realized the true value of music for a brand. His previous work saw him hold a role in talent development at the music publishing arm of Maverick (a Madonna/Warner Bros. joint venture) and build programs with hundreds of artists and music industry, from emerging talent to the most iconic artists such as Queen, Drake, and Janelle Monae.

Joe has been recognized by Billboard magazine on both the ‘Power 100’ and ‘Branding Power Players’ lists. A sought-after speaker, Joe Belliotti has spoken at SXSW, Advertising Week, and The Gathering among others, while his work and thought-leadership have been featured on Forbes, The Economist, CNN, ABC News, AdAge, AdWeek, and The Drum. Joe is a graduate of Berklee College of Music in Music Production and Engineering.

Mike Tunnicliffe
EVP Brand Solutions
Soungtradr/Massive Music

Mike joined Songtradr/Massive Music as EVP Brand Solutions from Universal Music Group where he was EVP / Head of Universal Music Group and Brands - USA (UMGB), a music strategy, partnerships and activation division that worked closely with all UMG labels, artists and their management. Mike, with his team, created music programs and partnerships with many marquee brands including American Express, Marriott, American Airlines, Honda, Citi, Mars/M&M’s, featuring high profile artists including The Weeknd, Imagine Dragons, X- Ambassadors, Carly Rae Jepson, Keith Urban & Nick Jonas, as well as many up-and-coming artists, before they broke through including Shawn Mendes, Jessie Reyez & James Bay, among others.

Mike has spent most of his career working with brands in a variety of senior positions at major advertising and media agencies across the globe. Immediately prior to joining UMG, Mike was the global Chief Growth & Marketing Officer at WPP's GroupM, the world’s largest Media Investment Management business. He has also been an entrepreneur, investor, and advisor, helping develop new businesses at the intersection of brands, entertainment, and technology