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Ahead of the Dec. 7 release of her new album, “Strip Me” (Epic), English singer/songwriter Natasha Bedingfield and her manager, DAS Communication’s William Derella, discussed the importance of synch placements in film and television with Billboard editorial director Bill Werde at the THR/Billboard Film and TV Music Conference in Los Angeles. PHOTOS: ARNOLD TURNER

Bedingfield, whose music has been featured in everything from the film "Easy A" to the TV show "EastEnders," stressed that an artist’s music should complement the brand they’re aligning with. “It has to be something you feel represents your song – it’s a visual that’s going with the music,” Bedingfield said. “Often, we’ll investigate it and say, “Is that something that really related to the song?” If it’s not damaging. But most of they time they’re really good opportunities. I want to get the music out however I can.”

Pictured here before the panel discussion are Lisa Ryan Howard, Billboard's Publisher; Ken Komisar, President of Tennman Records; Bedingfield; Derella; and Werde.

The singer added, “I think people are more concerned if it doesn’t match the brand the artist has. If it’s a super skinny singer, it doesn’t match [if the ad is for] junk food. I think the reason companies use artists is because people trust an artist. It’s not just about the music, it’s about lifestyle and the things you say and who you are.”

-- Reporting By Mitchell Peters

For full coverage from The Hollywood Reporter, Billboard Film and TV Music Conference click here.

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