Liscensing, Crucial Music

Tanvi Patel's career spans over 20 years 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). Patel then moved to Nashville, and landed her first label gig in the media department at BNA Records (a division of RCA Label Group) working with gold country artists such as Lorrie Morgan and John Anderson.

Tanvi joined Jim Long's record label Honest Entertainment/The Gold Label, managing publicity, radio promotion and sales for the multi-genre independent label distributed by Valley Entertainment. Achievements at the label included securing the #1 and #2 positions on the Gavin Jazz chart for Linn Records jazz guitarist Martin Taylor and jazz vocalist Claire Martin, 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.

After the sale of Honest Entertainment/The Gold Label, Patel moved to OneMusic Library, where she managed production and secured placements in film and TV for Jim Long's production library distributed by Zomba-owned FirstCom. Placement credits include 20/20Six Feet UnderAmerica's Most WantedBoston PublicDark AngelAngelWhite ChicksAmerican Pie 3: American WeddingExorcist: The Beginning and others.

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/TV placements that include Oscar winner Brokeback MountainOcean's 12Land of the DeadHBO's Classical BabyWildfireJudging AmyMalcolm In the MiddleThe Simpsons and more.

In 2006,  Jim and Tanvi launched Crucial Music Corporation as the need for high quality independent artist music arose for synch licensing. The Crucial Music catalog is small but mighty and has become a go-to music resource for the top music supervisors in North America.  In 2016, Jim and Tanvi launched a sister service called CrucialCustom, an online business which provides custom music for the advertising industry. In 2017, Tanvi became the sole owner of CrucialMusic and CrucialCustom.  Credits include Gravity, Nebraska, UPS, Chobani and many more award winning shows and films.

Crucial Music

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