The second day of The Hollywood Reporter/Billboard Film and TV Music Conference in Los Angeles was like a who's who in television, all talking about how they got their start and why/how they incorporated music into their shows. Here are the top takeaways of the day.

-- "Mad Men," "Last Call with Carson Daly" and "Yo Gabba Gabba" have all made music the centerpiece of their shows. "Mad Men" creator Matthew Weiner reached out to composer David Carbonara before he had pitched the show. He also had compiled two CDs worth of music for the show before it had a deal. Daly refocused "Last Call" to make music central as a way to compete with other late shows, and it's paid off with more viewers tuning in for music, he said. "Yo Gabba Gabba" creators started developing the show by calling their musician friends and asking them to write songs. "We were super naïve," said co-creator Scott Schultz. Composer Jarond Gibbs said the composers write anything they want: "I write what I would write anyway, but I just write happier lyrics."

-- Advertisers have cut music budgets like everyone else, but they're still willing to spend to get what they want at times. To shoot a commercial with its cars playing drums by driving over them, Lexus bought 40 drum kits for every drum used in the commercial, Chris Kemp, associate creative director of Elias Arts said. Kemp said the car company was "ambitious," choosing to have the car play the drums, rather than CGI it in. For chain Target, ad agency Mother New York brought in music company Squeak E. Clean, dance and lighting choreographers and other crew to create a live dance event performed in windows of NY buildings. "It costs money and we were able to do that because the agency and client put that money forward," Squeak E. Clean executive music producer Zach Sinick said.

-- Budget cuts are forcing everyone to change: advertisers are focusing on the Internet and other non-broadcast ways to reach audiences. "The work is still there," Liz Myers of Trivers/Myers Music said. "Last Call with Carson Daly" formed partnerships with L.A. venues to save money on booking studio time to have them play. Film with digital at live shows. Focused on music to differentiate.

-- There are more places for indie artists to license their music and get their music out. "Last Call" does look for emerging bands that it can grow with. "It's real A&R when there is no A&R," Daly said. Daly and music booker Davis Powers listen to new artists, scan YouTube and have partnered with L.A. venues like the Hotel Cafe to find new acts. "Yo Gabba Gabba" accepts song submissions and uses some, even though they create most of their own music.

-- More music supervisors are using production music because the rights are all cleared. Production music quality has also improved. Production music companies buy music from indie artists through different types of deals. Getty Images director of music product Larry Mills said, "Once you're in, you're in" and you can write more music for them. Universal Music Production Worldwide president Gary Gross said they sign mostly work-for-hire deals, so they own the rights for the songs. Occasionally production music deal can lead to label deal as it did for Gnarls Barkely on the hit "Crazy."

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