Randy Ortega delivered a compelling talk on the modern artist’s role in an evolving music industry, drawing from decades of experience as a composer, songwriter, and industry advocate. He outlined how artists must balance creative integrity with commercial strategy, emphasizing the importance of owning rights, cultivating sync-friendly catalogs, and building relationships with music supervisors and licensing platforms. Ortega highlighted practical tactics—crafting versatile stems, tagging metadata accurately, and preparing clear licensing terms—to increase placement potential for TV, film, and advertising. He also stressed adaptability, encouraging artists to embrace collaboration, ongoing skill development, and entrepreneurial thinking to navigate shifting revenue models while preserving their artistic voice.