When asked about key ways to engage with audience members, eOne executive vice president of film marketing Dora Candelaria points toward music.

“Music is really important in marketing all the way around,” Candelaria told Variety. “You can reach different genres, and niches of audiences that might look at a film differently.”

Candelaria was one of several executives who spoke to Variety on the red carpet for the Variety + Spotify Visionaries Dinner: Digital Marketing event which took place on May 24. Also in attendance were Dustin Sandoval, vice president of digital marketing at Walt Disney Studios; Scott Donaton, CMO of Hulu; Tony Bracy, vice president of marketing and promotion at SB Projects and Guy Ram, vice president of digital and social marketing at NBC Entertainment.

In addition to discussing the marketing power of music, the executives on the red carpet also discussed the ability podcasts have to engage with fans of works and develop marketing connections. Sandoval pointed to fandom podcasts for the Marvel Cinematic Universe films as a prime example of how podcasts can engage with fans at a deeper level.

“The MCU is so many different films, and how everything connects, everyone just wants to talk about that. Podcasts allow that opportunity, to have that deeper broader discussion and really dive into the nuance of the film and the storytelling.” Sandoval said on the red carpet. “Podcasts that have that platform, to dive a bit deeper, to bring them in to the fold, to bring them into the fold, to have them attend things like the premiere, to have that discussion, it’s just a platform that’s opened it up in a big way.”

Watch the full video above.