Tanvi Patel

On her way in college to a “serious” professional degree, Tanvi Patel traded biology for broadcasting and she’s never stopped listening since. Tanvi’s career spans two decades in the broadcasting, record label, and production library industries. She launched her career in Cincinnati, working in promotions and music programming at WLW-FM (News/Talk), WUBE-FM (Country), and WVXU (Jazz). She then moved to Nashville where she landed her first label gig in the media department at BNA Records (a division of RCA Label Group), working with gold-record country recording artists like Lorrie Morgan and John Anderson. Tanvi left BNA to manage publicity, radio promotion, and sales for Jim Long at Honest Entertainment/The Gold Label, a multi-genre independent label distributed by Valley Entertainment. Her achievements there included securing the #1 and #2 positions on the Gavin Jazz chart for Linn Records’ jazz guitarist Martin Taylor and jazz vocalist Claire Martin. She also scored media coverage in Billboard, NPR’s “All Things Considered”, and QVC placements for the label’s artists, as well as helping to secure a Grammy nomination for Jack Jones’ “Jack Jones Paints a Tribute to Tony Bennett”.

Upon the sale of Honest Entertainment/The Gold Label, Tanvi moved into the library business, managing production and securing placements in film and TV for Jim Long’s production library OneMusic Library (distributed by FirstCom).

In 2005, Tanvi moved to Los Angeles to manage the Point Classics catalog of over 2500 classical compositions, securing ringtone deals, CD licenses, digital distribution, and film and TV placements that included Oscar-winner “Brokeback Mountain”, “Ocean’s 12”, “Land of the Dead”, “HBO’s Classical Baby”, “Wildfire”, “Judging Amy”, “Malcolm In the Middle”, “The Simpsons”, and more.

Tanvi is a 50% partner in Crucial Music Corporation along with serving as the company’s President and CEO. Her goal is to become the world’s number one supplier of independent artist music to the film, television, and advertising industries. Her Crucial placement credits included "Nebraska", "Gravity", "Captain Phillips", "Scandal", "Homeland", "Boardwalk Empire", "Orange Is The New Black", "The Good Wife", and others.

Tanvi is known throughout the industry for her sharp mind, her energetic spirit, and her unfathomable productivity. Rumor has it that after years of practice in the meditative arts, she can now use one half of her brain to evaluate new music while simultaneously using the other half to find songs for supervisors she has on the phone. Either that or she never sleeps.

Jim Long

He built his first vacuum tube radio transmitter at 13, started his own radio station in the basement of his parent’s house, and produced his first record at 15. He was the first person to release production music on compact disc. He was first to deliver production music online.

Jim Long’s life is a litany of firsts like being the first to introduce a cappella and shotgun vocal formats for station IDs. We suspect he may have played first base for his high school baseball team and blown first trumpet in the band but his old teachers aren’t talking.

An innovative and multi-talented entrepreneur, Jim has a record of successful ventures that include investment, ownership, and operations of award-winning broadcast and entertainment companies including TM Productions and FirstCom (yes, another “first”).

Jim’s companies have secured thousands of music placements in films such as “A Beautiful Mind” and “Brokeback Mountain”, and television shows like “Love Monkey”, “American Idol”, “Las Vegas”, “Malcolm In the Middle”, “House”, and “Monk”. Every major film studio and television network—including ABC, A&E/History Channel, CBH, Cinemax, CNN, E! Entertainment, Fox & Fox Sports, HBO, Lifetime, MTV, NBC, Outdoor Life Network, and the Oxygen Network—has licensed music from Jim’s catalogs.

Artist royalties from Jim’s work have been significant and long-lasting. Over the last three decades, composers have earned millions of dollars in royalty payments through his efforts.

Jim and Tanvi launched and ran Crucial Music Corporation together until 2017, at which time Tanvi became sole owner. Jim remains as an advisor and close friend, generous with both his time and wisdom, he is unfailingly supportive of others. Just as he was mentored by “the father of modern advertising”, David Ogilvy, he, too continues the tradition of sharing his expertise with students and music industry executives.

Al Risi and ARMM

ARMM was founded by long-time music industry executive, Al Risi. His goal was to integrate the many relationships and collaborations that influenced his extensive career. Al first set out to conquer the music business in the early 90s, getting his start at what is now known as Universal Music Group.

With discipline and clear intention, he chose a path that would give him an insider’s knowledge of as many aspects of the music business as possible. This musical career path ran through record labels, distribution, publishing, and advertising. He now brings all of his experience, expertise, and relationships to bear at ARMM.

ARMM is a representation and consultancy company dedicated to the creative utilization of music and sound in branding and communications. It specializes in music strategy, supervision, licensing, original composition, and sound design. It covers commercial, film, television, web, and industrial media—and does it all with its own unique brand of muscle. For Crucial Music, ARMM has secured placements in advertising campaigns for Toyota, Royal Caribbean, Ralph Lauren, Google, Tylenol and Nickelodeon/Pebbles.

We don’t know what “ARMM” stands for but we know that Al stands for getting the job done right—and he’s done right at just about every job there is in the business. He’s also a serious live music fan. In 2011, he co-produced a documentary which premiered at SXSW called “100 Bands in 100 Days” where, you guessed it, a guy sees a band every day for over three months straight. (Tickets? $887.45. Beer/food/etc.? $1420. Final show posters? $103. CDs? $80. Livin’ the dream? Priceless.)

Paul Santos

Paul’s been around. We think that’s a good thing. His music industry career started off forming bands, writing, recording and releasing music as part of the thriving SoCal ‘80s music scene (he’s the only LA native on the team). Highlights included playing club gigs with the likes of Red Hot Chili Peppers, The Minutemen, Black Flag and Killing Joke.

He got wise to where the money is, and moved to the business-side holding executive marketing and sales positions with stalwart indie labels Passport, Mesa/Bluemoon and Ark21, as well as, divisions of Rhino, Universal and Atlantic. After running his non-traditional retail marketing company Melodica for 13 years, Paul joined Crucial as the polite yet persistent sales guy. He won’t take no for an answer and he’ll make you feel great saying yes.

When he’s not behind his desk he enjoys coaching little league, making stuff with wood and amassing his cherished collection of spaghetti western posters and vinyl. Thank god for the resurgence of vinyl manufacturers.

Joy Stringer

Joy joined Crucial Music after five years at ABC Entertainment. While there, she mentored under ABC Studios’ Director of Creative Music, choosing songs from music libraries, attending showcases, and participating in listening sessions.

Fueled by a lifelong love of music and a growing interest in licensing, she honed her skills through Music Supervision classes at UCLA, and in 2010, took part in the ultimate music industry rite of passage by attending the SXSW Music Festival and Conference in Austin, TX.

Joy brings superior organizational skills, attention to detail, and passion for developing artists to her role as Crucial Music’s A&R and Marketing Director. When she’s not hard at work finding leads for our roster, she enjoys spending time in the kitchen trying to replicate recipes from the Julia Child Cookbooks.

Dan Waldkirch

Dan moved to Los Angeles after earning his Bachelor of Music degree from Ball State University. A classically-trained percussionist and composer, Dan is also a skilled audio engineer and a lifelong music nerd.

When he’s not taking care of artists at Crucial as Operations Manager, Dan spends his time writing songs, designing board games and video games, writing, painting, and playing kickball. Dan has dedicated himself at Crucial to helping talented, hardworking artists get the recognition they deserve.

May Rogers

While other kids were downloading Top 40 hits onto their iPods, May was obsessed with the One Tree Hill soundtrack. When the other kids made fun of her, she grew even more obsessed with becoming a music supervisor. With that goal in mind, May moved to Los Angeles from North Carolina where she earned a Bachelor of Arts in Film Studies from the University of North Carolina Wilmington in 2015. After that, she earned a Music Business Certificate from UCLA Extension in 2016.

While finishing her last quarter at UCLA Extension, May landed an internship with two independent music supervisors: Lindsay Wolfington and Laura Webb. May has also worked as a Music Clearance Assistant at Micki Stern Music Services.

When May is not saving the Crucial team from daily chaos as their Administrative Assistant, she’s enjoying a cup of tea while watching mass amounts of Netflix shows and listening to a wide variety of playlists on Spotify.