Music In TV: Alexander, Luces-Tucker, Sheldon in LA

Music In TV: Alexander, Luces-Tucker, Sheldon in LA


At this NARIP program, top experts discuss this major and fast-changing sector of the business, with its constant demand for new music.


This audio program is a recording of NARIP’s Music In Television program. Also discussed: marketing music for television to make it more attractive to buyers, where to find them, the need for speed, and how to put yourself in line for the best possible deal.

Artist Managers, Producers & Artist Reps
A&R, Artist Development and Marketing Executives
Record, Distribution & Music Publishing Executives
Music & Entertainment Attorneys
Anyone seeking placement opportunities in television.

  • Types of music deals in television
  • Major areas of negotiation in music-TV deals
  • Making the pitch: necessary elements
  • What television executives, producers and music supervisors really look for
  • How to increase the impact and marketability of music for television
  • Leading players in music-in-television
  • Marketplace trends

Jason Alexander, Music Supervisor, Hit The Ground Running
Max Luces-Tucker, Music Supervisor, Bunim / Murray Productions
Dean Sheldon Serwin, Esq., Attorney At Law
Tess Taylor, NARIP President (moderator)

PROGRAM DATE: May 19, 2011
PROGRAM TIME: 2 hours, 16 minutes, 34 seconds (2:16:25)

QUESTIONS? Call 818-769-7007 or contact NARIP



Dean Sheldon Serwin, Esq., Attorney At Law

A graduate of UCLA Law School who began his practice of law in 1990, Dean Serwin works primarily in the entertainment industry. His experience prior to establishing his private practice included working for a sole practitioner with several platinum artists, as head of legal for a film and TV production and distribution, and positions at the Director’s Guild of America, BMI and Capitol Records. Dean has lectured extensively for groups ranging from Art Center film students to Harvard MBA’s and from California Lawyers for the Arts conferences to The Learning Annex. Dean’s Hollywood, CA based solo law practice began in 1994 and serves clients in all areas of the music, film, video, TV, internet and distribution businesses including record labels; music publishers; recordings artists; songwriters; music, television and film producers; managers; television, film and internet production and distribution companies; business executives and consultants; authors, clothing companies, as well as others involved within the entertainment industry.

Max Luces-Tucker, Music Supervisor, Bunim / Murray Productions

Max Luces-Tucker has supervised in the music department for many of Bunim Murray’s shows including MTV’s THE REAL WORLD, television’s first reality show. After serving on two seasons, San Diego and Philadelphia, she took on more serious topics where she was the Music Supervisor of the Emmy Award winning TV Show STARTING OVER, a women’s daytime drama on NBC. Currently, she is the Music Supervisor of the wild and crazy BAD GIRLS CLUB on the Oxygen Network, the highest rated show in Oxygen history. Max has also tapped into the world of social documentary; she worked on HBO’s Primetime Emmy Award winning film, AUTISM: THE MUSICAL, a project about children who suffer from autism, to name a few diverse programs. As a seasoned Music Supervisor Max is responsible for the “sound” – she is involved in music acquisitions and placements. This includes negotiations and strategic initiatives involving music and music-related programming. Max prides herself in helping break independent acts when traditional methods aren’t yet checking for them. She has redefined her role to include educating and empowering artists, songwriters and producers to look outside of the “old box.”

Jason Alexander, Music Supervisor, Hit The Ground Running

Jason is Music Supervisor providing music to television and film clients in Los Angeles. Current projects include CSI, CSI: NY and Nikita, and a feature film called Butter. In 2009 he co-founded Pusher, a custom music solution for film trailers.


Program music courtesy of Sparks & Silhouettes


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