Tuesday, September 28 10:45 AM - Noon Track IV: Music Industry - Brand Extension in Games, Wireless, Broadband and TV While the traditional music industry revenue streams continue to erode, a new music industry dynamic and revenue model is emerging in the industry’s relationship to the worlds of wireless, games, TV and other brand integrated experiences. From the emergence of wireless ringtones as bestsellers and cell phones as listening devices to "American Idol" and half-time appearances as kick-offs to careers or CD sales, the integration of the music industry and the other medias and technologies has never been stronger. How important and long-lasting is this phenomenon and what is to come? In this session, we will try to probe the question of how the music industry is evolving. Ken Hertz, Senior Partner, Goldring Hertz & Lichtenstein LLP Jason Hirschhorn, Senior Vice President, Digital Music and Media, MTV Networks Rob Weiss, Head of Programming, FUSE Music Network Alberto Moriondo, Worldwide Director, Content & Applications Personal Communications Sector, Motorola Tommy Tallarico, President, Tommy Tallarico Studios, Inc. Patrick Mahoney, Analyst, Consumer Technologies & Services, The Yankee Group, Moderator Additional speakers to be announced Kenneth Hertz, Senior Partner, Goldring, Hertz & Lichtenstein: Hertz, managing partner in the Beverly Hills law firm of Goldring, Hertz and Lichtenstein LLP, specializes in representing talent in the entertainment industries. The firm’s clients include Will Smith, Destiny’s Child, Beyonce Knowles, Christina Aguilera, No Doubt, Hillary Duff and Alanis Morissette. Prior to joining the firm, Hertz was vice president, music -- business and legal affairs -- for The Walt Disney Company. Hertz is also a principal in Membrain, an entertainment marketing strategy consulting firm that consults a number of firms engaged in businesses operating in the entertainment content, technology and marketing industries (including Hasbro, Alliance Entertainment, BMG and The Estate of Elvis Presley, Def Jam and Paul Frank Industries). Hertz is a frequent speaker on the subjects of entertainment, convergence and technology, and has been an instructor at UCLA’s Anderson Graduate School of Management. Hertz is also active in various causes and in December 2002 he, and his partner Fred Goldring, received the ACLU’s Bill of Rights Award for their extraordinary commitment to social justice. Rob Weiss, VP of Programming, FUSE: As Head of Programming for Fuse, Rob Weiss oversees all development and production of original programming, as well as the day-to-day oversight of the network’s on-air promotions, program scheduling, acquisitions and talent departments. He is also responsible for the network’s digital content, including online and new media programming. Known as an innovator and prodigious trend spotter, Mr. Weiss joined Fuse from VH1 where he spent more than two years, last as Head of East Coast Development. In this capacity, he developed highly-rated series such as "True Spin," "One-Hit Wonders," "VH1 Goes Inside" and "Surviving Nugent." He also oversaw the re-development of the franchise series, "The Greatest" – including the10-hour miniseries, "200 Greatest Pop Culture Icons." Mr. Weiss joined VH1 in 2001 from FX Networks where he was the Executive Consultant of Original Programming, supervising all the drama and comedy series development for FX Networks. While at FX Networks, he helped develop the Emmy-award winning series, "The Shield." Prior to his tenure at FX Networks, Weiss served as Senior Vice President of Alternative Programming for All American Television. While there, Weiss oversaw the development and executive produced the Emmy-nominated variety series, "Penn & Teller’s Sin City Spectacular." As a producer and writer, Mr. Weiss has created shows for a wide array of broadcast, cable, syndication and new media companies. With more than one thousand hours of television to his credit, he has worked with ABC, The WB Network, NBC, Lifetime, Animal Planet, FOX, The Discovery Channel, The Learning Channel, Tribune Entertainment, Buena Vista Productions, FX Networks, Warner Brothers Television, Chris-Craft Television and MTV. Mr. Weiss earned a Bachelor of Science Degree in Journalism at Northwestern University. In recent years, Variety has named Weiss as one of the top fifty up-and-coming "creative forces" in Hollywood. In addition, Weiss has been named to the Electronic Media Hot List, which identifies the top twelve people 35-years or younger to watch in the television industry. Alberto Moriondo, Worldwide Director, Content & Applications Personal Communications Sector, Motorola: As Worldwide Director, Content & Applications for Motorola's Personal Communications Sector, Alberto Moriondo’s responsibilities include defining and bringing to market new applications in the areas of gaming, music, personalization and productivity… His team has been instrumental in working with developers and operators to bring over 200 premium J2ME games to market for Motorola handsets, as well as successfully launching entertainment solutions in the areas of music and personalization… Currently involved in an agreement with MTV, defining new applications and content…. Before joining Motorola, was Product Manager with Lucent; Vice President of Sales & Marketing for Verson Division of Allied Products; Business Development and Operations Manager with FMC Corporation; and Strategic Management Consultant with Andersen Consulting in Buenos Aires… Holds a bachelor of science degree from Universidad Catolica Argentina, and a master of business administration degree from the Wharton School of the University of Pennsylvania… Guest speaker at JavaOne 2003, Mobile Musicon Conference, and other industry gaming/entertainment events. Patrick Mahoney is an analyst for the Yankee Group’s Consumer Technologies & Services Advisory Service. Mahoney covers vendor strategies, consumer behavior, and market structure regarding connectivity in the Broadband and Data Services sector. Patrick specializes in analysis of applications and services that utilize broadband for alternate and additive revenue streams. While at the Yankee Group, Mahoney has been quoted in prominent news sources such as The Wall Street Journal, The New York Times, and on CNBC. Prior to joining the Yankee Group, Mahoney was a consultant with ADVENTIS, a strategy and management consulting firm focusing on the communications industries where he advised broadband and media clients on their digital content distribution strategies. Patrick Mahoney received his B.A. in English from Boston College, with a concentration in Marketing. Tommy Tallarico, President, Tommy Tallarico Studios, Inc.: Tommy Tallarico is a veritable video game industry icon. As one of the most successful video game composers in history, he has helped revolutionize the gaming world, creating unique audio landscapes that enhance the video gaming experience. As a well-recognized on-air television personality, Tommy brings his in-depth knowledge, years of experience, and love of multimedia and video games to the masses. An accomplished musician, Tallarico has been writing music for video games for more than 14 years. In 1994, he founded Tommy Tallarico Studios, the multimedia industry’s largest audio production house. In video games, television, film, radio, soundtracks, toys and even on floats in the New Year’s Day Rose Parade in Pasadena, California, Tallarico’s music has been heard by hundreds of millions of people around the world. In 2002 Tallarico’s music was used as the opening song for Aerosmith’s "Girls of Summer" world tour. His top titles include The Terminator, Earthworm Jim, Disney’s Aladdin, Cool Spot, Metroid Prime, Maximo, Tomorrow Never Dies, Tony Hawk Pro Skater and Spider-Man as well as top selling popular game franchises such as Madden Football, Blitz Football, Pac-Man, Knockout Kings, Unreal, Mortal Kombat, Twisted Metal & Time Crisis. Tommy recently finished designing the audio for the multi-channel DTS theatrical trailer logo appearing soon in movie theaters and homes across the world. Tallarico has been featured on numerous national and international television shows, appearing repeatedly on CNN and MTV. Currently, Tommy hosts Judgment Day for G4, the 24-hour, seven-day-a-week TV network fully dedicated to the world of video games. He also hosts, writes and co-produces the longest running award-winning video game television show, The Electric Playground (www.elecplay.com), which has been on the air since 1995. The show is syndicated internationally and airs daily in primetime. The Electric Playground won the 2001 Telly Award for "Best Entertainment Cable Program." Tallarico was the first musician to release a video game soundtrack worldwide (Tommy Tallarico’s Greatest Hits Vol. 1 – Capitol Records). He has released five video game soundtrack albums since, including the highly acclaimed James Bond Tomorrow Never Dies. He has written, produced and recorded with a wide range of talented musicians – from the Hungarian National Symphony Orchestra and Budapest Chamber Choir, to the band "Fear Factory." Tommy was also the first to use 3-D audio in a game (Q-Sound) and was instrumental in bringing true digital interactive surround 5.1 (6-channel) to the gaming industry. From 1991 to 1994, he headed Virgin Interactive’s music and video division, and executive produced numerous "green screen shoots" for films including "Demolition Man" with Sylvester Stallone and Wesley Snipes. Tommy has worked in the games industry as a games tester, product manager, producer, writer, designer and heads of both music and video departments. He is the founder and president of G.A.N.G. (Game Audio Network Guild), which is a non-profit organization educating and heightening the awareness of audio for the interactive world (www.audiogang.org). Tommy is an advisory board member for the Game Developers Conference, a proud member of the International Game Developers Association and a nominating committee member for the Academy of Interactive Arts & Sciences. Tallarico has appeared in myriad magazines and newspapers, including the Los Angeles Times, New York Times and the Chicago Tribune. In 1999, he helped secure official recognition of video game music by the National Academy of Recording Arts and Sciences (NARAS) and the Grammy’s. Also in 1999 he co-designed the award winning boxing game "Knockout Kings" for the N64 with Electronic Arts which went on to win the "Best Console Sports Product of 1999" by the A.I.A.S. He has won over 20 industry awards for best video game audio and has worked on more than 200 game titles; to date, they total sales of more than 75 million units and two billion dollars. Tommy has consulted for Fortune 500 companies such as Intel, Sony, Microsoft and Apple as well as audio companies including DTS, Dolby, Roland, THX and Creative Labs. He has given lectures and speeches all over the world on audio and video games which include his keynote at the 1999 Game Developers Conference, and 2000 MILIA (the multimedia conference in Cannes, France). He also teaches courses and has been the guest speaker at many schools, organizations & universities such as UCLA, USC & Full Sail University. The IDG video game industry white paper mentions Tommy as one of the people who contributed the most to the advancement and growth of the industry in 2003. His most recent accomplishment was performing the grand finale music act on national television with BT & Mobius 8 for the 2004 G-Phoria video games award show.