What’s at the top of your agenda now that you’re leading AMP’s National Board? What issues does the Board feel are most pressing for AMP’s member companies?
Amy Crawford: Holistically, I feel we’re at an important moment to reinforce what makes AMP unique: our membership comprises the premier creative professionals at the intersection of music, sound, advertising, brands, and media. AMP members' work has global impact, and we creatively lead. Our upcoming West Coast Awards Reception on September 22nd is a great example; we’re celebrating the creative excellence of our 2026 AMP Awards winners and nominees while continuing to elevate our membership and their work.
Over the past two years, we’ve focused on growing and broadening the AMP community by welcoming associate members, individuals, and students, building stronger connections with like-minded industry organizations, and deepening our relationship with the AICP.
Looking ahead, I want AMP to build on its strengths as a platform for leadership, connection, and innovation. Generative AI is a major part of that conversation. We’ve created programming to elevate music and sound in the AI discussion and encourage both curiosity and caution. Our opportunity now is to help our members understand the possibilities, navigate the challenges, and channel our voices in shaping what comes next.
The surge in in-house production and post has generated lots of talk among the industry’s trade groups, with an international alliance of independent production trade groups putting out a joint statement earlier this year (read it here) about the impact of this trend. What is AMP’s position on the competition from agency and brand in-house departments? How are in-house departments treading on the work traditionally provided by independent music houses and audio post studios?
Amy: There’s no question that the production landscape is changing, and we’re seeing more work move into agency and brand in-house departments. I understand why brands are exploring these models, but I also believe strongly in the value of independent creative companies and the role they play in producing exceptional work.
I’ve always believed that the ideal music company operates as an extension of the team it’s partnering with: deeply understanding the brand, its goals, and its culture while also bringing new or even disruptive ideas to the table. An outside perspective can challenge assumptions, introduce new ideas, and ultimately make the work more effective. And I truly think effectiveness should matter the most.
For AMP, I feel our role is to champion that value and remind the industry of the unique power of music and sound to shape culture, build emotional connections, and make work impactful. A healthy creative ecosystem needs competition, choice, and access to diverse perspectives and specialized talent. Ultimately, every brand and agency has the freedom to choose the model that works best for them, but the measure should always be the quality and impact of the creative work. Great ideas are difficult to quantify, but they are often the highest-return investment a brand can make.
Agency production departments are increasingly becoming centralized at the holding company level, with longtime agency producers finding themselves out of jobs and younger, less experienced producers taking over their responsibilities. What impact is this having on AMP’s members?
Amy: The need for education is critical, and we want AMP to continue playing a role in providing insights and recommendations on best practices as the landscape evolves. We’ve been sharing guidance with our membership to help them understand and navigate these changes and see the opportunities within them, while our ongoing dialogue with agency stakeholders through our Roundtables gives us a valuable perspective on the challenges they’re facing. That two-way conversation is key to identifying where AMP can add value, strengthen collaboration and help ensure that the expertise and experience of our members remain part of the conversation.
How is AMP advising its partners and other stakeholders (i.e., agencies, holding companies and brands) on the best practices concerning the use of AI-generated music and sound design? What are AMP’s positions on the use of generative AI in the creation and production of music and sound for agencies and brands?
Amy: We led a panel at AICP Base Camp earlier this summer that brought agency stakeholders and AMP member companies together for an open dialogue around best practices and the evolving role of AI. We’ve also supported and shared the AICP’s work around guidelines for post-production with our members, and produced member programming to create dialogue with leaders of companies building AI tools for music and AMP creative leaders. Creating forums where these conversations can happen openly, and where perspectives can be heard, is impactful.
Because AMP represents a diverse range of member companies, we don’t have a formal organizational POV on the use of generative AI at this stage. Our role is to facilitate informed dialogue, share resources and best practices, and help our members and industry partners navigate the opportunities and challenges as technology continues to evolve.
AMP’s role is both as an advocacy organization and a source of education and information for the industry at large. How important has that educational aspect become in light of such widespread changes in the industry? Are there any new educational or informational initiatives in the works that you can share details about?
Amy: Education and information have become more important than ever. We’re looking at programming from now and into 2027 that builds on the conversations and panels we’ve been having around topics like emerging tech and AI, while also bringing our industry back to some of the fundamentals, including how agencies and brands can best work with music partners, and the value of having a music expert involved early and often in a workstream to identify opportunities, navigate challenges and help avoid unnecessary complications. For that reason, AMP member companies are hugely valuable, given our collective knowledge and expertise. With so much rapid change happening, and a new generation of talent emerging in our industry, we want to make sure we’re providing both foundational, evergreen information as well as insights into what’s ahead.
In what ways are you planning to work with Adrian Womack and Jean Scofield as East and West Chapter presidents, respectively? What role will they play in leading the Association during these rocky times?
Amy: Jean and Womack are both incredible leaders with seemingly infinite energy, and I’m excited to work alongside them. Having led the East Chapter Board, I know firsthand both the challenges and the joy of leading a Chapter, so my role is to support their efforts and help them bring their ideas to life, just as Matt Nelson did for me.
I’m particularly excited about the new programming they’ll be driving. Jean’s leadership of the West Coast Awards Reception is a great example of AMP’s growth and her vision, while Womack is bringing fresh ideas around how we can reach more of our stakeholders and build connections through programming and initiatives.
We’re also fortunate to have incredibly strong chapter boards, with a great mix of long-standing members and fresh faces. The chemistry is awesome, and I think that combination of experience and new energy puts us in a strong position to keep AMP moving forward.
AMP membership is growing, which is great. To what do you attribute this? Why are more companies and individuals choosing to join AMP at this time?
Amy: I think there’s more transparency around career opportunities in our space than there was a decade ago, and we’re seeing that reflected in a surge of young members and new companies. For many, joining AMP is an important first step in establishing their presence and building relationships within the industry.
Community also matters more than ever. AMP has become a real champion of world-class creative, and the AMP Awards continue to grow in stature. An AMP Award is particularly meaningful because it’s one of the few music awards voted on by your peers. That combination of creative recognition, connection, and genuine support is what makes the AMP community special, and I think people are increasingly drawn to that.
You bring a pretty varied background to your work, not just at AMP but at Songtradr/MassiveMusic – you’re a composer, producer, and performing artist to boot. How has this resume influenced your work with AMP over the years? How will it guide your role as National President?
Amy: I’ve always been drawn to creativity and a multidisciplinary approach. I thrive on learning new things, solving problems, and turning ideas into outcomes. Being an artist also teaches you to be entrepreneurial, resilient, and willing to take risks in ways you can’t learn in a classroom.
Every step in my career has come from a desire to learn something new and stay adaptable, and that mindset has shaped how I approach my role with AMP. I also believe real growth doesn’t happen without community. My goal as National President is to bring those perspectives together: staying curious, keeping AMP moving forward, and helping our members meet the changes ahead with creativity, ambition, and a strong sense of community.
