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Take Stink Studio’s Executive Producer Omid Fatemi, for example. He’s behind the TUMI x Chris Pratt spot, which is simple on the surface, yet infinitely effective—a funny film about a man packing for his first trip to Hong Kong. Of course, it helps to have Chris Pratt as your talent—but, there’s so much more to this project than that. And that’s where Omid’s magic tricks come in.

A music supervisor isn’t necessarily a household title, partially because it tends to be a “high-end” job, reserved for agencies and in-house brands that not only see the value in music but also have the budget to pay someone to seek it out for them. Still, Alec Stern, music director for DDB Chicago and We Are Unlimited, thinks the heyday for music in film is right now, and not just for iconic ad agencies: