More Netflix blow-ups, please (Photo Credit: Yousafbhutta)<\/p>\n<\/div>\n How do we know that?<\/p>\n The super-secret intel came from five different Netflix music executives<\/em> who gathered in Los Angeles on Tuesday for a rare platform-focused discussion. The Netflix panel, coordinated by Musexpo<\/a> (check out this conference if you\u2019re unfamiliar), was emcee\u2019d by Ritch Esra<\/a>, who quickly plunged into the inner workings of Netflix\u2019s music programming.<\/p>\n \u201cIt was a rare opportunity to hear a music team, spanning film, television, animation, and marketing from a major streamer like Netflix discuss their creative philosophy and selection criteria for integrating music across their programming,\u201d Esra told DMN.<\/p>\n And what was one of the biggest takeaways?<\/p>\n In terms of who gets their music onto Netflix, these guys are wide open to sourcing new music and composers. As you\u2019d guess, they\u2019re all music lovers with tons of experience in synch, and they\u2019re \u2018all ears\u2019 on pitches. They go to shows and listen to lots of new music.<\/p>\n One name that popped up was Chad Brown at Capitol Records\/UMG, who was diligently pushing Sienna Spiro<\/a> early on with Netflix heavyweights. According to Netflix Music Creative + Production exec Samantha Hilscher, Brown was ardently advocating the Spiro story before things popped.<\/p>\n \u201c[Chad said] I\u2019m telling you right now, Sienna Spiro next year, the machine is behind her, and it\u2019s going, going, going. And we did a general meeting with her, got to some shows, and we\u2019re like, \u2018Oh, we love her.’\u201d<\/p>\n \u201cAnd so we\u2019ve identified a few spaces where we\u2019re like, \u2018I think we want an original song.’\u201d<\/span><\/p>\n Netflix Music Creative + Production execs at Musexpo on Tuesday, March 25th (l-r): Samantha Hilscher, John McGrew, and Andy Gowan (Photo: Digital Music News)<\/p>\n<\/div>\n For those lucky enough to be powered by the major label \u2018machine,\u2019 that level of promotion is also common across other power nodes like Spotify, Apple Music, TikTok, Amazon Music, SiriusXM, and iHeartRadio. But after the Netflix confab on Tuesday, we didn\u2019t realize that labels are also throwing entire private events and destination getaways<\/em> to generate excitement around their artists among major platform gatekeepers.<\/p>\n That includes \u201cLive In the Vineyard,\u201d a swanky, invite-only event in Napa Valley coordinated by Atlantic Records\/WMG and other majors alongside Forefront Networks. This is an invite-only affair that features top-shelf wines, superb chefs for the pairings, and plenty of artist showcases from a range of labels \u2014 many of them major labels.<\/p>\n There\u2019s even a country-themed version called \u2018Live In the Vineyard Goes Country\u2019.<\/p>\n And who are the esteemed invitees? Scan the assembled, and you\u2019ll spot label executives, music supervisors, streaming platform curators, and yes \u2014 supervisors from video platforms like Netflix.<\/p>\n See how this game works?<\/p>\n Elevation, located in picturesque Beaver Creek, Colorado, is organized by the same core group with a similar idea. This one\u2019s also about country music, with a \u2018breakfast, lunch, and dinner\u2019 schedule of showcases featuring up-and-coming (and often freshly-signed) artists.<\/p>\n (Incidentally, this one\u2019s not to be confused with the recently shuttered Elevated Music Festival<\/a>, which was also situated in an \u2018elevated\u2019 locale.)<\/p>\n \u201cElevation in Colorado is essentially a weekend of just listening to country music acts from different states, and you\u2019re listening to music breakfast, lunch, and dinner,\u201d Hilscher explained. \u201cAnd I had a film called The Wrong Paris<\/em>, and a lot of the music in that film came from that trip, Elevation in Colorado.\u201d<\/p>\n![\"music](\"https:\/\/www.digitalmusicnews.com\/wp-content\/uploads\/2026\/03\/netflix-yousafbhutta-tablet-pixabay.jpg\" "\\"music\\"")
<\/a><\/p>\nMusic Bagging on major labels is a music industry pastime. But being signed to a major definitely has its perks \u2014 like access to Netflix\u2019s all-important music team.<\/h2>\n
But they\u2019re also getting pitched by the largest labels in the world, who are smartly rolling out one red carpet after another to get Netflix\u2019s ear.<\/h4>\n
<\/a><\/p>\nNice win-win, though Netflix execs said majors are constantly pitching \u2014 with Friday a particularly important day for pushing up-and-coming artists and songs.<\/h4>\n
Welcome to \u2018Live In the Vineyard\u2019<\/h4>\n
Dig a bit deeper, and a related event called \u2018Elevation\u2019 emerges \u2014 with Netflix also on the VIP invite list.<\/h4>\n