Lucas Mayer, Founder & Global Music Director, DaHouse Audio, will Chair the 2026 LIA Music & Sound Jury

For 2026, LIA has put together a celebrated list of jurors for the Music & Sound competition. Every jury member comes with a long list of credentials. This jury will convene for judging in Las Vegas, listening and assessing every piece of music and sound submitted into the Music & Sound competition. There are no short-cuts as every judge must evaluate every piece of work, from the first round to the final metal discussion.

This year’s LIA Music & Sound Jury President, Lucas Mayer, Founder & Global Music Director of DaHouse Audio will preside over this amazing jury panel. Winning top accolades and awards in the music business, he is a well-respected name in the industry. His projects often blend music, culture and storytelling. Aside from advertising, he has composed music for both film and documentaries. In 2024, he won an Emmy for Dreamcaster and joined the Grammy jury.

His passion for music and sound is almost palpable. Commenting on this category, Lucas said: “The most powerful ideas aren’t just seen, they’re felt. And nothing makes an idea unforgettable faster than sound.”

When asked why this category is important, he added: “Music & Sound is one of the few categories where craft and idea are truly inseparable. It’s not just about great composition or smart licensing, it’s about how sound transforms an idea into something visceral, emotional and impossible to ignore. Entering into this category means recognizing that audio is no longer a finishing touch. It’s a strategic and creative force at the core of modern storytelling.”

Music is a way to get into the heads of consumers. The message may fade, but the music lingers on. The right music can have personal, social and cultural impact, making the narrative memorable.

Just think of the Cadbury ‘Gorilla’ advert with the Gorilla drum solo of Phil Collins’ 1981 hit, ‘In the Air Tonight.’ No words, except Phil Collins singing in the background. No product shown. Just a gorilla playing the drums, featuring one of the best drum solos that had unforgettable, breakthrough, lasting power. A product pact shot just shown at the end.

Lucas Mayer also gave some helpful tips about what the jury will be looking for in the competition. He said: “I’m looking for work where sound is essential, not decorative. Ideas that wouldn’t exist in the same way without the music, the sound design, or the sonic concept behind them. Craft obviously matters, but craft alone doesn’t win. It needs to serve a clear, original idea. Also, don’t be afraid of simplicity. Some of the most powerful uses of sound are the most unexpected and minimal ones.”

Christina Shaw, VP – Awards Director, LIA, said: “Music & Sound is a very important competition. The right sound enhances the visual or audio message. Really good music can also define a piece of work and become the centerpiece of the idea. Every member of this year’s jury is top in their field. They live and breathe music and sound. We are expecting awe-inspiring pieces of work to win the top metal, pushing the bar higher for the future.”

All judging will be held at Encore @ Wynn, Las Vegas, from 25th September through 3rd October.