When David Nieman first started a decade ago in a newly created job at Interscope Geffen A&M loosely revolving around film and TV synchs for games and sports, “it was about synchs for ESPN, putting music in Madden, and that’s where I was focused,” he says. “And then over the years, we just realized how much more there was to do.” Since then, Nieman has transformed his role from just another voice in the label crowd pitching songs to networks into the leader of the first dedicated department at a major label solely focused on the intersection of sports and music. In the process, he has broadened the idea of both what that ca
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