Getting Your Music In Sports – SXSW Interview with Stephen Knill

Stephen Knill is EVP, Music and Entertainment for GMR Marketing, part of Omnicom Group. Knill develops strategies and business building initiatives for GMR clients in various entertainment verticals (music, film, branded entertainment and gaming). Since joining GMR Marketing in 1989, he has developed, negotiated and managed numerous programs for clients such as MillerCoors, Kraft Foods, Chrysler Group and Mercedes-Benz, among others. He has also produced large-scale music events and technology/entertainment displays at the Olympics and CES for Corporate clients. Prior to joining GMR, Knill worked at various management firms and record labels. He started his career as a recording and touring musician.

He will be moderating the Getting Your Music In Sports panel at South by Southwest on Thursday, March 15 from 2:45PM to 3:45PM in the Austin Convention Center, Room 12AB. We asked Stephen a few questions about the panel:

How does this panel relate to your background?

GMR has worked with sports teams and leagues for many years via our brand clients. Three years ago we built a music publishing company called Banshee Music to create custom music for teams and leagues. We work with the NFL (NFL Game Day Music), various colleges and other sports businesses.

Who else is on the panel and what do they bring to the subject?

Claude Mitchell from ESPN, Adam Taylor from ASPM Music (largest music library in the world), and Jason Karlov (entertainment attorney who does lots of sports and music deals). Others TBA.

Why is this panel important to musicians?

Most sports, whether live at the venue, via broadcast, websites or on video compilations use tons of music. The average NFL game uses 145 pieces of music on site. Think of the audience size. It’s a great exposure opportunity and potential revenue source in some cases.

What do you hope people will walk away with after attending this panel?

That sports is a great outlet to expose your music.

Is there anything else you’d like to add?

I moderated a panel on sports and music last year with a slightly different focus. It was well attended and we got a lot of good questions. Being at 2:30 in the afternoon this time, even the most die hard partiers can probably get there.

Best way for people to contact you?

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