The Digital Hollywood Experience

The Digital Hollywood Experience


Larry Laboe, President of Production, SXM: A member of the Producers Guild of America (PGA), Larry is the President of Production at international digital production house SXM, where he has for top networks and brands including Disney, NBC, CBS, VEVO, Dailymotion, Verizon Go90, MTV, Break Media (now DEFY Media), Comedy Central, Whistle Sports, IKEA, Samsung, Coca-Cola and Smuckers. These projects have been directed by directors such as James Franco and Joseph Gordon Levitt. In addition to his work at SXM, Larry also serves as Co-Founder and Executive Director of NewFilmmakers Los Angeles (NFMLA), an organization committed to highlighter emerging filmmakers worldwide and is a Faculty Member at The San Francisco Art Institute (SFAI).


Allie Greenwald, West Coast Sales & Brand Partnerships, Fullscreen: Allie joined Fullscreen as one of the early hires on the Sales team when the entertainment industry was just beginning to understand the power of the connected generation. Today, she oversees sales and brand partnerships for some of the biggest accounts at the company like Mattel, KIA, Square Enix, Blizzard, Corona, and more. Advertising has changed forever, and Allie is at the forefront of helping some of the most innovative companies in the world take advantage of the opportunity. Allie also sits on the board of WIMMIES (Women in Media), an LA-based organization that empowers women to elevate their careers by connecting with digital marketing's thought-leaders. Prior to Fullscreen, Allie worked in Entertainment Marketing at Creative Artists Agency and in celebrity endorsements at Artist & Brand Management, a division of Momentum Worldwide. Before moving to Los Angeles from New York, she did PR for fashion and publishing industry clients and received her Bachelor of Science in Advertising & Marketing Communications from the Fashion Institute of Technology.


Scott Robson, Vice President, Content Operations, Gracenote: Scott Robson is Vice President, Content Operations responsible for overseeing Studio System, Hollywood’s most complete database of film and TV information, and anchoring Gracenote’s Los Angeles office. An experienced digital content executive, Scott previously served as Editor-in-Chief at Yahoo Entertainment, where he guided Yahoo Movies, Yahoo TV, Yahoo Music and OMG, reaching an audience of more than 100 million unique users each month. He also managed the online/on-air partnership between Yahoo and CBS for the syndicated “OMG-Insider” show. Before joining Yahoo, Scott worked at MTV as Vice President/General Manager of NextMovie and<>, and at AOL, where he ran Moviefone and AOL Television. He was also an Executive Producer at the Los Angeles Times, where he launched the newspaper’s awards-centric site and publication, The Envelope. Earlier in his career, Scott served as a founding editor of E! Online, where he created the Fashion Police brand for E! Entertainment Television.


Anthony Layser, Head of US Content Development, Dailymotion: Anthony currently serves as North American Content Director at Dailymotion. His role involves implementing video content development strategies and leading partner acquisition efforts. He oversees content managers in New York City, Santa Monica and Toronto, providing creative leadership and acting as a liaison between content programmers, executives and the sales team. During his tenure, Dailymotion’s US audience has grown over 500% (per Google Analytics). Prior to that, Anthony oversaw production on over 500 episodes of the award-winning AOL-Huffington Post daily series, You’ve Got. In this role, he guided booking, creation, development, production, distribution, and social media promotion the series. You’ve Got segment views increased from an average of 10 million streams per month to 15 million streams per month during his tenure, and You’ve Got videos consistently ranked in the daily top five most-viewed videos on the AOL-Huffington Post network. While under Anthony’s leadership, You’ve Got received a Silver Telly Award in the Social Issues category (Silver is the highest honor). Prior to You’ve Got, Anthony developed the video content strategy for both the men’s and women’s lifestyle networks at AOL. While with the women’s lifestyle group, views increased by at least 500K streams per month and views increased by at least 150K streams per month. While overseeing video strategy for the men’s lifestyle group, video views went from 70,000 views per month to over 2.6 million views per month on a fixed budget over a 13-month period. During this same period, Anthony produced over 300 videos, including segments that featured top-notch comedy talent, including Jonah Hill, Russell Brand, Jon Glaser, Chris Gethard, and Matt Walsh.


AJ Vernet, CRO, Zype: AJ is the Chief Revenue Officer at Zype, the video distribution platform for OTT. AJ is a digital media expert and has held multiple corporate and sales leadership positions at tech companies that served brands, studios and agencies. Prior to Zype, AJ was CEO of Republic Project, a rich media ad platform where he had been a founder and early investor, and led them to an acquisition by Sizmek in 2013. Prior to Republic Project, AJ had been VP of Sales at Digital Broadcasting where he led the sales organization from $1MM to $40MM in annual sales. AJ was also Founder of RedLever, a branded entertainment video platform that was purchased by Adconion Media Group, and Director of Sales for Klipmart Corporation, a provider of online video delivery and management services for agencies, advertisers and publishers that was acquired by DoubleClick.


WILLIAM H. MASTERSON III, CO-FOUNDER, BELIEVE ENTERTAINMENT GROUP: William H. Masterson III is co-founder of Believe Entertainment Group, a New York City-based digital entertainment company producing high-profile content in partnership with elite talent and leading brands through a variety of digital outlets such as web, mobile, VOD and social media. Believe Entertainment Group has launched a steady stream of recent projects including: seasons two and three of The LeBrons, an original, animated Web series with two-time NBA champion and four-time league MVP LeBron James, on Xbox LIVE (; seasons two and three of In the Booth, a documentary-style series with DJ/Producer Tiësto (; seasons one and two of Money Where Your Mouth Is, an original game show series hosted by comedian, actor, radio host and author, Jay Mohr, that was ranked the top game show of Winter 2013-14 on Hulu and Hulu Plus; Inspired: by Sabrina, a women’s lifestyle show hosted by HGTV star Sabrina Soto; and @EpicEDM, an ongoing original content series featuring top electronic dance music (EDM) artists, festivals and clubs worldwide that is the first studio-originated content series designed specifically for the Twitter platform. The studio just announced plans for Dear Basketball, an animated film with Kobe Bryant, to premiere on In 2015 Masterson and Believe Entertainment Group announced the launch of a new studio division developing and producing digital-first original series for OTT and digital distribution partners including Maker Studios, Mashable, Billboard, The Hollywood Reporter, Time Inc., New York Post, and Haven Home Media, a division of Reader's Digest Association. The studio division also develops and produces premium branded entertainment programs exclusively for individual brands, including the original animated series with Marriott International, “Hot Shoppe.” Earlier projects include a lifestyle and entertainment news series with Jennifer Lopez and Nuyorican Productions, TBE, distributed through and in partnership with AOL (; an alliance with Paramount Digital Entertainment (PDE) working together on the hit digital series The Legion of Extraordinary Dancers (The LXD), created by Jon M. Chu (Step Up 2: The Streets and Step Up 3D) and distributed through Hulu; and an expanded partnership with MommyCast, the Webby Award winning multi-medium show for moms. The studio is known for its trailblazing 2011 launch of The LeBrons with LeBron James and brand partners HP, Intel, Bing, Sprite and Nike, that premiered on YouTube ( and was distributed through LeBron’s Facebook, Twitter, and a dedicated section of


Adam Goldstein is VP, Business Development, ZEFR, the leading technology partner to major media companies and brands on YouTube, where he focuses on partnering with film studios, music labels, TV networks, sports leagues, and other rights holders in both the US and Latin America. Recent partners include Paramount Pictures, Hasbro Studios, and Nintendo. Adam previously led entertainment business development and partnerships for Ustream, the leading live video platform, and was instrumental in growing Ustream's presence in Hollywood. He started his career in management consulting, working with Fortune 100 companies on international growth and innovation. A graduate of Haverford College and born and bred on the east coast, he's now proud to call Santa Monica home.


Steve Bradbury founded Deep Sports to incubate and develop new ventures that speak to the passion of sports fans. Throughout his career Steve has successfully focused on revenue growth & innovative strategies at the evolving intersection of media, content and technology. Most recently, he was Chief Operating Officer & Chief Revenue Officer of Zazoom Media Group, a leading premium video creator and multi-platform content distributor. Earlier in his career, Steve was VP, Content Strategy & Business Affairs for GoTV Networks, one of the first mobile video producers. He has developed business strategies for Sony Interactive, The Improvisation, Engage Games Online and TriStar Pictures as well as produced/moderated the first ever sports technology conference, eSportsWorld. His corporate experience includes tenures at MGM Worldwide Television and Universal (MCA) TV. Steve is also an Adjunct Professor for both the Syracuse University and Boston University semester in Los Angeles programs.


Tuesday, October 18th, 2016

2:30 PM - 3:30 PM

Track II: Herscher Hall, 3rd Floor, Room 303-304, Live Webcast

Programming the ‘OVNs' (Online Video Networks: the Next Generation of Video Content

The world of funky DIY Video has been replaced by professional Online Video Networks starring amazingly talented new voices and faces.  The stars of OVNs may have only recently been unknown, but now they have 5 Million viewers on YouTube.

Larry Laboe, President of Production, SXM

Bill Masterson, co-founder, Believe Entertainment Group

AJ Vernet, Chief Revenue Officer, Zype

Anthony Layser, Head of US Content Development, Dailymotion

Adam Goldstein, VP, Business Development, ZEFR

Allie Greenwald, Senior Account Executive, West Coast Sales & Brand Partnerships, Fullscreen, Inc.

Scott Robson, Vice President, Content Operations, Gracenote

Steve Bradbury, President & Head Coach, Deep Sports, Moderator