Imagine a world with music. It’s not something people think about often. We take music for granted. The CMA Foundation doesn’t. And it knows where music is nurtured. Its stirring film by US independent agency, Fire Kite, applauds the teachers that keep music alive in the world, generation after generation.

The film was created for The CMA Foundation’s Music Teachers of Excellence (MTOE) gala, held on October 7 at the Nashville Pinnacle music hall and the Foundation’s most important event of the year. The event marked the 10th Anniversary of the MTOE program, which invests in and honours music teachers for their exceptional work and the enduring legacies they create. This year’ s gala honoured 30 teachers nominated for the 2026 program, while also recognising the hundreds of teachers who have been part of the program over the last decade, and whose influence extends far beyond the classroom.

The creative challenge was to celebrate the legacy of music while honouring the teachers, and create a strong emotional connection with the audience.

By removing music, an element that so ingrained in our everyday lives, Fire Kite’s goal was to remind the viewer what an important role music plays in our world, and how it shapes almost every aspect of our experience as individuals and as a society.

“CMA is one of America’s most important music brands,” explained Alex Goulart, Fire Kite founder & ECD. “I don’t know that when they hired us, they knew we would make their audience sit in a prolonged, uncomfortable silence, but they did ask for something audacious. The combination of cheering and tears in the room proved it was the right choice.”

To produce the film, Fire Kite collaborated with country music star, Kassi Ashton, for voiceover, and incorporated music from Egyptian Medhat Mamdouh who gained worldwide acclaim on America’s Got Talent to the tune of 144M YouTube views for his beatbox-recorder performance. Nashville-based JAMD Productions shot and edited, while NYC’s Singing Serpent arranged the music.

Credits:
Agency: Fire Kite
Founder & ECD: Alex Goulart
Head of Connections: Heather Goulart
Art Director & Creative Director: Zach Fugate
Copywriters: Alex Goulart & Zach Fugate
Executive Producer: Charlie Colombo
Project Manager: Emily Duncan

Client: CMA Foundation
Executive Director: Michelle Kirk
Senior Manager, Creative and Content: Amanda Jilek
Senior Manager, Community Engagement: Lindsey Jones Morrison
Community Impact Manager: Emily Schleh

Production: JAMD Productions
Founders: Marshall Lee & Jennifer Lee
Editor: Marshall Lee
Camera: Tim Sutphen
Colour: Igor Kasyanyuk

Music & Sound: Singing Serpent
Founder: Dennis Culp