One of the key takeaways from his speech: ‘The value of our music is more important than the process by which we license it.’

Currently celebrating its 20th anniversary, the Production Music Association (PMA) is wrapping its fourth annual Production Music Conference (Oct. 4-6) at the Loews Hollywood Hotel. In keeping with its 2017 theme — “Building on the Past, Defining the Future” — the conference features another day-long series of forward-thinking sessions today (Oct. 6).

Kicking off the slate is a keynote address by Academy Award-winning film composer Mychael Danna (Life of PiLittle Miss Sunshine and The Ice Storm). From there, attendees can choose from a diverse lineup of panel sessions that include “The 4 M’s: Music, Metadata, Marketing and Money,” “Writing a Production Music Hit!: 10 Elements Every Track Must Have” and “Turning Riffs into Revenue: Marketing Production Music in the Digital Age.”

One of PMC 2017’s highlights the day before was the keynote speech by David Israelite, president/CEO of the National Music Publishers’ Association (NMPA). He opened his hour-long talk with the mention of a “very disturbing trend” that’s happening in the production music industry.

“Your licensees are starting to take what I would call morally questionable positions with regard to their requests about what you must give them in order for them to use your music,” Israelite told the 400-plus people in attendance. Examples of these “morally questionable positions” being taken by networks and motion picture studios include asking creators to give the latter entities partial credit for the composition itself.

Read the full article in Billboard here: