The Digital Hollywood Experience

The Digital Hollywood Experience

PDF - 2016 May Agenda - Click Here


Wednesday, May 4th, 2016

10:45 AM - Noon

Track I: Ahmanson Hall, Live Webcast from this Room

Hollywood and the Digital Consumer: How Technology, Content and Services Establish the Next Level of Consumer Entertainment Experience

John Rubey, CEO, Fathom Events

Jonathan Perelman, Department Head of Digital Ventures, ICM Partners

Evan Greene, CMO, The Recording Academy

David Viviano, Chief Economist, SAG-AFTRA

Rona Mercado, Vice President, Client Services, Cashmere Agency

Don Levy, President, Smith Brook Farm, Moderator

Additional speakers to be announced


Jonathan Perelman is the head of the digital strategy department at ICM Partners, a talent and literary agency representing clients in the fields of motion pictures, television, publishing, music, theater, branded entertainment and digital media.  ICM Partners is one of the predominant agencies in the United States and Europe, with its principal offices in Los Angeles, New York and London. Mr. Perelman leads the agency’s efforts in the technology and digital sectors andexpand the agency’s business of representing content creators in

the digital space.  A former Vice President of Motion Pictures at BuzzFeed, Perelman led strategy, operations, development and partnership and helped the company to grow into one of the top video producers on the Internet, with 1.5 billion monthly views and releasing 75 original clips a week.  In addition, Perelman created more than 20 syndication and content partnerships with leading global social platforms and portals.  He also served as the Vice President of Agency Strategy and Industry Development at BuzzFeed, and prior to that, Perelman spent six years at Google.  He also founded Lighthouse Group, an independent global media and entertainment advisory firm serving start-ups.  Perelman has been featured in AdWeek as a Top 50 Media & Advertising Executive, as well as on VideoInk as a Dealmaker of the Year.  He serves as a board member to a number of start-up companies.


Evan Greene: Chief Marketing Officer, The Recording Academy (the GRAMMYs): As The Recording Academy's Chief Marketing Officer, Greene is responsible for marketing, sponsorship, PR, social and digital strategy for the biggest brand in the history of music - the GRAMMY.  Greene's goals are to expand the audience for the GRAMMY telecast, extend brand reach and consistency, strengthen presence throughout the year, establish dynamic partnerships and increase revenue.  With extensive experience in advertising, branding, corporate identity, and promotions, Greene has been building partnerships and developing innovative marketing solutions for many years, and intends to ensure that The Academy remains at the forefront today, tomorrow and well into the future. Greene and his team have built world-class alliances, including engaging TBWA\Chiat\Day as The Academy's Agency of Record, as well as solidifying relationships with many of today's leading brands.  Under Greene's leadership, The Academy has re-positioned the GRAMMY brand in the marketplace, more than quadrupled yearly marketing-based revenue, developed the GRAMMY's first brand image campaign, established a worldwide licensing program, entered the live music space with year-round GRAMMY-branded LIVE music tours, launched a dynamic, leading-edge social media strategy and earned the GRAMMYs' first-ever marketing awards, including PRO, Reggie and Webby Awards. Greene is focused on taking the brand to the next level, and continually striving towards innovation. And as the market rapidly shifts, he is committed to the GRAMMYs becoming one of the best entertainment brands to partner with...anywhere. Prior to joining The Recording Academy, Greene spent 10 years in theatrical marketing at Walt Disney Studios and Columbia Pictures, where he positioned studio feature film properties to corporate America, and structure integrated marketing and promotional alliances.  Greene was responsible for award-winning campaigns for movies such as Spider-Man, Stuart Little and S.W.A.T., and oversaw national theatrical programs with a number of Fortune 100 brands. Greene holds a double bachelor’s degree in marketing and international business from the University of Colorado and currently serves on the following boards - Artist & Athletes Alliance, Myasthenia Gravis of America (advisory board), The CMO Club, K-9s For Warriors (advisory board) and the University of Colorado Leeds School of Business.


John Rubey is Fathom Events’ first CEO, bringing the alternative content leader more than 25 years of digital content and entertainment marketing experience. Previously, Rubey served as president of Rubey Entertainment where he was responsible for the overall vision, entertainment marketing, digital content development and execution of the company’s strategic initiatives.  Prior to Rubey Entertainment, he oversaw the filming and distribution of all AEG Network LIVE’s music festivals to leading content distributors such as: VEVO, YouTube, HULU, Yahoo!, MySpace and others, in addition to festival and artist sites, mobile phones and high-definition TV. He was also directly responsible for capturing the industry’s top music festivals and concert performance in digital 3D for cinema distribution worldwide. With more than a decade of experience partnering with Fathom Events as a content provider, Rubey brings a unique perspective to his role as CEO.  In addition to being the President of AEG Network LIVE, Rubey previously founded and owned Spring Communications, a leader in Pay Per View concerts and events, and held the position of COO of PACE Management (now LIVE Nation), for over six years prior to Spring Communications.


David Viviano is the Chief Economist at SAG-AFTRA (Screen Actors Guild – American Federation of Television & Radio Performers).  In this capacity, David plays a primary role in negotiating and enforcing employment contracts for actors and other performers in television, film, digital media, and commercials.  David oversees SAG-AFTRA’s Office of Media & Labor Economics, which analyzes evolving economic trends in media production and distribution.  As a member of the senior executive staff at SAG-AFTRA, David collaborates with the elected leadership of the union to devise and implement strategy for the organization.  Prior to serving as the Chief Economist of SAG-AFTRA, David served as the National Director of Research & Economics at the Screen Actors Guild.  David earned a BA from Wesleyan University Majoring in Film Studies, and holds an MBA from Cornell University.


Rona Mercado, Vice President, Client Services, Cashmere Agency: As Vice President of Client Services and Marketing at Cashmere Agency, Rona Mercado oversees the execution of all campaigns and manages client relations. Her relentless work ethic and passion has led Cashmere to work with internationally recognized brands like the NBA, Warner Bros., Sony Pictures Television, Netflix, E! Entertainment, Gatorade, PRO-Keds, professional DJ equipment companies Numark and Akai and more. Beginning her career at a thriving independent record label, Rona has worked with notable names in music, including Kurupt, Nate Dogg, B-Real, Bone Thugs-N-Harmony, Shyne, Jadakiss, Wu-Tang Clan and Mos Def. While at the record label, Rona’s stellar work caught the eyes of renowned movie studios, including Paramount Pictures and MTV, where she developed comprehensive marketing campaigns for major motion pictures. Shortly after, Rona created and produced a popular radio show for SIRIUS XM and managed a DJ collective. Rona currently sits on the board of directors of Street Poets, a Los Angeles non-profit organization that helps at-risk-youth connect with their authentic selves through poetry and art. Rona is a graduate from California State University, Long Beach. Outside of work, Rona enjoys riding her bike on the Eastside of Los Angeles, indulging in amazing eats, finding the best coffee roasts in town and spending time with family in her hometown of San Diego. She owns a very impressive collection of signed vinyl records and hip-hop memorabilia, spanning from EPMD to Kanye West. Her office always smells like a luxurious day spa, filled with scented soy candles, essential oils, loose-leaf tea and the freshest pressed Green Juice in town!


Don Levy, President, Smith Brook Farm: on Levy has been at the forefront of the entertainment industry’s digital transformation, developing “the intersection of entertainment and technology” throughout his career and at Sony Pictures Entertainment (Columbia Pictures/Sony Pictures Digital) from 1995-2012.  He founded Smith Brook Farm in 2012 as a creative consultancy and is also the co-founder of Spud Media, LLC, a new entertainment venture serving the family market.  During his tenure at SPE, he was a key member of Sony Pictures Digital’s senior executive team, involved in the management, marketing, communications, public relations, organizational development and digital policy functions of his division and the company. He was instrumental in the growth of SPE’s visual effects, animation, post-production and digital entertainment businesses.  Levy originally joined Sony Pictures as the studio’s awards campaign consultant where his efforts resulted in a Best Picture nomination for “Sense and Sensibility” and the Academy Award for its screenplay adaptation by Emma Thompson.  At Sony Pictures Imageworks and for Sony Pictures Animation, he helped earn more than a dozen Oscar™ nominations and Academy Awards for Best Animated Short (The ChubbChubbs) and Best Visual Effects (Spider-Man 2).  Don is a member of the Academy of Motion Picture Arts & Sciences, serving on its feature animation nominating committee and recently chaired a working group for the Science and Technology Council. He also is a member of The Television Academy’s Interactive Peer Group, The Visual Effects Society, ASIFA Hollywood, the International Photographers Guild and METAL, the Media, Entertainment and Technology Alpha Leaders organization.  Levy is a frequent speaker on the subjects of innovation, digital creativity, education and visual effects. His 2012 talk on the principles and evolution of visual effects at the TED Conference in Long Beach, CA was posted on in January 2013. He is active in local education issues and organizes TEDxConejo in association with the Conejo Valley (Thousand Oaks, Ca) Unified School District.  Levy is on the faculty of Boston University’s L.A. Program, where he teaches Entertainment Marketing.  He holds a visiting scholar post at the University of Southern California’s School of Cinematic Arts, exploring collaborative production models, and he is a consultant to USC’s Entertainment Technology Center.  He is an advisor to Cosmic Forces, a content start-up specializing in animation and mobile applications, Smartoonz, an animation production company, and serves on the board of advisors for BLUE, the Ocean Film Festival and Conference, a leading forum for  filmmakers, researchers and individuals actively engaged in the study and protection of the oceans.  Levy attended New York University,  received his B.A. from the University of Denver and earned  certificates from UCLA’s Anderson School of Business.