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Rochelle Holguin

Sr. Director, MTV Creative Music Integration,
MTV Music & Talent Department
Santa Monica, CA, USA
@MTV
Senior Director of Creative Music Integration for MTV

Rochelle Holguin is the Senior Director of Creative Music Integration for MTV. In this role, Ms. Holguin oversees the integration of music within MTV’s long form programming and music award show tent poles, working closely with both established and independent artists expanding the connections and opportunities between music and television.

In her current role Ms. Holguin develops on-air and online marketing strategies utilizing music placements, music videos and social media content around theme songs and featured artists in MTV series and specials. Rochelle has negotiated deals for “Jersey Shore’s” LMFAO theme song as well as the “Real World: Cancun’s” 3OH!3 theme. She created an innovative ‘featured artist’ plan to world premiere Paramore songs and music videos in and around the final season of “The Hills”. She was also an early supporter of Phoenix and Mumford & Sons and facilitated a unique licensing deal for both bands tied to multiple placements and promotion across all MTV platforms. Rochelle is committed to continuing the MTV story of breaking emerging artists though music in long form programming.

Ms. Holguin also helped launch Hype Music: a partnership between MTV and Extreme/Sony ATV that established an innovative music library filled with a roster of new musical talent. Hype is a targeted music discovery and artist promotion business that will be utilized across Viacom Media Networks.

In August, Rochelle music supervised the 2011 MTV Video Music Awards, the highest rated program in the network’s history with a record-breaking 12.4 million viewers.

Prior to this role, Rochelle Holguin was the independent label representative for the MTV Music & Talent department which included working closely with indie labels and connecting their artists to talent bookings (TRL, Spring Break, MTV Movie Awards & MTV Video Music Awards), multiplatform opportunities and video programming initiatives. In addition to her work at MTV Ms. Holguin was the music coordinator on numerous projects including Guy Ritchie’s produced film “Mean Machine” and the first season of “CSI: Crime Scene Investigation”.

In 2009 Rochelle completed the prestigious Executive Leadership Program for the National Association for Multi-Ethnicity in Communications (NAMIC).

Rochelle Holguin began her career in music for TV and Film out of a desire to combine several of her interests, which include the arts, music and pop culture.

Earlier in her career Rochelle was a Business Analyst for Computer Sciences Corporation.

Rochelle Holguin has a Bachelor of Arts degree in Economics from the University of California, Los Angeles.

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