HOLGUIN BOOSTS CREATIVITY AT UMPG

UMPG chief Jody Gerson has tapped Rochelle Holguin to fill the newly created position of Vice President of Creative Strategy.

According to the 2/7 announcement, Holguin’s role is part of UMPG’s global strategy to accelerate the company’s focus on creative development and strategic marketing for artists, songwriters and catalog. Reporting to Gerson, Holguin will work closely with UMPG's sync and A&R teams, as well as UMG’s Film/TV development group, to create unique partnerships and promotional opportunities with streaming services, TV/film studios, digital, social and other emerging platforms. Additionally, she’ll work directly with managers and writers to support their creative ambitions.

“We are focused on building the best creative music publishing company in the world, and I’m really excited to have Rochelle on board,” Gerson offered in the announcement. “Her broad experience and great relationships will help facilitate new opportunities for our writers, provide extra support to our studio partners, and expand marketing initiatives.”

Holguin is accustomed to being creative, as well as having the word “creative” in her job title; she comes to UMPG from Viacom, where she was VP and Head of Creative Music Services, handling music supervision and the creative production music strategy across MTV, VH1 and LogoTV. Before that, she was a music coordinator at Hit the Ground Running.

For her part, Holguin describes her new boss as “an extraordinary role model for women in the music business, and I look forward to forging new ground under her leadership. I’m thrilled to join the UMPG team and excited about developing innovative and creative connections and avenues for our roster of talented artists and songwriters.”

In 2015 Holguin was named an emerging Powerful & Influential Latino in Entertainment by the Imagen Foundation. She’s also on the advisory board for the Women in Music org.