Senior Director, MTV Creative Music Integration MTV
Rochelle Holguin is the Senior Director of Creative Music Integration for MTV. In this role, Ms. Holguin oversees the integration of music within MTVʼs 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 Shoreʼs” LMFAO theme song as well as the “Real World: Cancunʼs” 3OH!3 theme. She created an innovative ʻfeatured artistʼ 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.
In 2011 Rochelle music supervised the MTV Video Music Awards, the highest rated program in the networkʼs history with a record-breaking 12.4 million viewers. She spearheaded MTVʼs first ever ʻsoundtrack for charityʼ around the “Teen Mom” Franchise featuring (12) independent artists from the series promoted via onair, online and through social media. Profits were donated to the National Campaign to Prevent Teen & Unplanned Pregnancy. Rochelle also oversaw the creative licensing for the 2011 MTV “O Music Awards”. She negotiated music licenses with electronic dance labels & publishers to obtain over (24) hours of music utilized to break the Guinness World Record for the longest dance party.
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.
Prior to this role, Rochelle Holguin was the independent label representative for the MTV Music & Talent department. In addition to her work at MTV Ms. Holguin was the music coordinator on numerous projects including Guy Ritchieʼs 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).
In 2012 Rochelle was nominated and accepted into the “Rising Leaders” Program for WICT: Women In Cable Telecommunications.
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