This final episode explores how EA curates memorable and immersive soundtracks, from deciding when to licence commercial music versus hiring composers, to navigating complex clearances such as university-owned fight songs and global releases — all while keeping gameplay at the heart of every decision.

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In this conversation, Lori breaks down how creative vision leads every music decision at EA Games. She explains why there are no quotas for major or independent artists, how sound shapes player experience, and what supervisors really listen for when choosing music for games and marketing.

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This episode pulls back the curtain on the music clearance process, as Lori explains how songs are researched, negotiated, and approved for EA’s games. The discussion highlights common misconceptions about sync, the importance of organisation and metadata, and why preparation can make or break a licensing opportunity.

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In this episode, Amelia McCloskey sits down with Lori Cromwell-Charron, Head of Music Licensing at EA Games, to explore her career journey, her role within EA, and what it really takes to manage music for global franchises such as Madden, UFC, and Need for Speed.

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This is Season 11 of the Ultimate Sync Sessions, hosted by Ultimate Sync Access CEO, Amelia McCloskey.

In this season, Amelia is joined by Lori Cromwell-Charron, Head of Music Licensing at EA Games (guest details based on the provided scripts) for a deep dive into how music is licensed, curated, and deployed across some of the world’s most iconic video game titles.

Across four episodes, the season explores the realities of music licensing at scale, from clearing hundreds of tracks per game, navigating complex global rights, and working with both major labels and independent artists, to crafting high-impact trailer campaigns and soundtracks that shape player experience and culture.

Season 11 offers essential insight for artists, labels, publishers, composers, and sync professionals looking to understand how the gaming industry approaches music, creatively, legally, and strategically.

EA is a leading game publisher behind franchises like FIFA, Madden NFL, UFC, and Need for Speed, with Lori leading music licensing and trailer music across EA titles, drawing on experience from Ubisoft and VP Records.

The final episode centres on longevity. From managing production music labels and workflows to partnering with others and focusing on individual strengths, Beda and Martin share lessons on building careers that are sustainable, flexible, and creatively fulfilling.

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Addressing common struggles composers face, this episode explores why chasing credits or copying others rarely leads to breakthroughs. The guests emphasise introspection, experimentation, collaboration, and developing a sound that naturally attracts attention.

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Beda and Martin discuss industry challenges including COVID, shrinking budgets, delayed income in production music, and the rise of AI. Rather than speculation, they focus on practical realities, adaptability, and why originality and human perspective remain essential.

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This episode focuses on production music and career positioning. The guests discuss why competition has always existed, how identifying natural strengths matters more than chasing trends, and how unmet needs in TV and documentary scoring can become meaningful niches.

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Beda Senn and Martin Haene reflect on their early relationships with music, from collecting records and playing in bands to self-teaching, experimentation, and discovering professional pathways. The episode explores how curiosity and listening deeply laid the foundation for their later work in TV and production music.

👉 For exclusive insights, resources, and sync opportunities, visit⁠: www.ultimatesyncaccess.com

Connect with us on social media: @ultimatesyncaccess