The Digital Hollywood Experience

Host: UCLA Center for Music Innovation Herb Alpert School of Music

Creating the Future of Music Together

Special Event at Digital Hollywood

The Skirball Center, Los Angeles, California, Thursday, October 20, 2016



David Bakula, Sr. VP of Analytics and Client Relations, Nielsen Entertainment, @davebakula: David leads all analytical initiatives within music for the Nielsen entertainment group. He has 15 years of analytical experience with companies such as Musicland and Universal Music Group Distribution. His core expertise includes strategic planning, business development, business strategy and analysis. Bakula began his career with Musicland Group, Inc. as a Merchandise Planner and Inventory Management Analyst. Following his time at Musicland, he spent eight years with Universal Music Group Distribution’s Sales Analysis team, including the last two years as VP of Business Analysis. He joined Nielsen in August of 2008 and has been working with Nielsen clients to deliver actionable analytics and creative business solutions.


Daryl Friedman, Chief Industry, Government, & Member Relations Officer, The Recording Academy: Called “the D.C. chief for music’s creative community” by Variety and “The Artists’ Advocate” by Billboard, Friedman oversees the company’s advocacy, membership and industry relations divisions.  Friedman joined The Recording Academy in 1997 and established the organization's Washington office.  He created the Academy’s "GRAMMYs on the Hill" initiatives, which include a number of programs to advance the rights of music creators through advocacy, education and dialogue. He serves on the boards of the National Music Council and Creative Community for Peace, and was named Executive of the Year by the Washington Area Music Association.  A music industry professional for more than 30 years, Friedman previously directed external affairs for the Wolf Trap National Park for the Performing Arts.  He received his M.A. in Arts Management from the American University in Washington, D.C., and his B.A. in Economics from the University of California (Santa Cruz).


Vickie Nauman, Founder, CrossBorderWorks Consulting, @vnvnvnvn: Vickie Nauman specializes in the intersection of technology and music, products and strategy, and global business development. Her diverse digital experience includes starting up and running the US business for 7digital as President, North America, leading the global partnerships for wireless digital music system Sonos, founding consultancy and advisory firm CrossBorderWorks and working on projects in US, Europe and China with forward-thinking device and music companies.  She also created the online strategy and service for boutique Seattle music station KEXP, and did content development for one of the first legal digital services MusicNet (RealNetworks JV) in 2001.  Prior to her entry into the digital realm, she ran marketing programs and produced live broadcasts in traditional radio in the NPR network and started out at Procter & Gamble. She earned a 2006 MBA from the London School of Economics, New York University, and HEC-Paris, in the collaborative executive program TRIUM.


Bobby Owsinksi,  Bobby Owsinski Media Group; Inner Circle Podcast, @bobbyowsinski: A long-time music industry veteran, Bobby Owsinski started his career as a guitar and keyboard player, songwriter and arranger, eventually becoming an in-demand producer/engineer working not only with a variety of recording artists, but on commercials, television and motion pictures as well. Living in Los Angeles and always on the cusp of the latest technology, he was one of the first to delve into surround sound music mixing, co-founding the industry leader Surround Associates and eventually working on over a hundred surround projects and DVD productions for a variety of legendary superstar acts including The Who, Willie Nelson, Neil Young, Iron Maiden, The Ramones, and Chicago among many others. Along the way he has taught various disciplines of audio recording and multimedia production at Berklee College of Music, Trebas Recording Institute, and Nova Institute, and has been a guest lecturer at numerous colleges and universities around the world. Bobby has become one of the best selling authors in the music recording industry with 23 books that are now staples in audio recording, music and music business programs in colleges around the world, including the best selling “Mixing Engineer’s Handbook,” “The Recording Engineer’s Handbook,” and “Music 4.0: A Survival Guide For Making Music In The Internet Age" (all now in their 3rd edition).  He has also penned hundreds of audio-related articles for a variety of popular industry trade publications such as Surround Professional, EQ, Billboard, Film & Video, Hollywood Reporter, Pro Sound News, Mix, Grammy Magazine, Electronic Musician, Recording Engineer/ Producer and Music Executive Insider, among others.  Bobby’s Big Picture music production blog at is one of the most popular in the industry with over 5 million views, while his Music 3.0 music industry blog at is well over the million mark. He also is a contributor to Forbes, writing about the new music business. His website can be found at


Sam Kling, Senior Vice President, Creative Operations, SESAC, @klingasaurusrex: As part of SESAC’s senior management team, Kling is responsible for helping create and execute growth strategies for SESAC’s creative departments. He also manages the creative operations’ day-to-day department objectives. Before his position at SESAC, Kling served as Vice President at peermusic and was in charge of overseeing the independent music company’s Pop A&R as well as Film & TV creative operations. He holds a an MBA from the UCLA Anderson School of Management and a Bachelor’s degree from the New School University in New York City.


Gigi Johnson, Executive Director, UCLA Center for Music Innovation: @gigijohnson  @MusicInnovUCLA, Gigi Johnson launched the UCLA Center for Music Innovation in 2014 to explore how innovation changes social connections and human systems around music and with music. Dr. Johnson joined HASOM in 2010 to teach digital marketing and branding for musicians and for music organizations, and her class has grown to a core element of the Music Industry Minor.  She previously had taught about digital disruption as a lecturer at UCLA Anderson, where she had been Executive Director of what is now its Center for Management of Enterprises in Media, Entertainment and Sports.  As the Executive Director of the Maremel Institute, she teaches and speaks internationally on future impacts of digital disruption on media and cultural systems.  Dr. Johnson runs innovation leadership programs for both creators and leaders of media and educational organizations. She also has sat on the boards of start-ups, trade organizations, and non-profits.  As a voice of balance between interests of creators and technology firms, she also has become a member of the NonCommercial Users Constituency at ICANN.  On the creative side, she runs has produced and distributed web series, live events, and multimedia educational programs for musicians, creative professionals, technology innovators, and other communities.  She also has produced albums and concerts as an independent artist.  In addition to her academic, research, advisory, and creative work, she spent more than a decade in both large organizations and start-ups.  Dr. Johnson's corporate background includes being General Manager of two cable/satellite family-oriented video-on-demand channels and SVP/Managing Director at Bank of America, financing media companies for ten years.  She received her EdD from Fielding Graduate University in Educational Leadership for Change, with a concentration on Media Studies; her MBA from the UCLA Anderson School of Management; and her BA in Cinematic Arts (Film and Television Production) from the University of Southern California.

Thursday, October 20th, 2016

9:15 to 10:15 AM, Guerin C, in Herscher Hall

The State of US Music --The Vast Transformation of 2015-16

How did we get here and what are the big drivers moving us forward today?  We will hear perspectives on big change -- and ideas to get the conversation rolling about what are the big frictions, pressures, and numbers behind all of the debates and conversations.  We also will discuss Big vs. Small companies in this transformation and the growing shift of who has Power in the future.

David Bakula, Sr. VP of Analytics and Client Relations, Nielsen Entertainment

Bobby Owsinksi, Bobby Owskinski Media Group

Vickie Nauman, President, CrossBorderWorks

Sam Kling, SVP, Creative Operations, SESAC

Daryl Friedman, Chief Industry, Government, & Member Relations Officer, The Recording Academy

Moderator: Gigi Johnson, Executive Director, UCLA Center for Music Innovation