Former LEGO executive Lars Silberbauer will be leading MTV’s digital studios as senior vice president, the network announced on Monday.
As SVP of MTV Digital Studios, Silberbauer will oversee creative, development, and production for the company’s digital originals. He will also lead MTV’s digital brand social channels, including the Snapchat version of “Cribs.” For his new role, Silberbauer will relocate from London to New York where he will report to Jacqueline Parkes, CMO and EVP, Digital Studios, MTV, VH1 and Logo Group and Kelly Day, President, Viacom Digital Studios.
“Lars is a proven innovator who reinvented an iconic brand for a new generation by bringing it to life in new, resonant ways across platform,” said Parkes. “His experience, fresh ideas and dynamic approach make him the perfect person to build on our momentum across platforms, fuel the growth and expansion of the brand, and engage our fans around the world.”
Silberbauer spent seven years at LEGO where he started as a social media strategist in 2011 and most recently served as the company’s senior global director of social media and video. During his time at LEGO,Silberbauer helped the with the company’s expansion across social media, search and third-party video channels on platforms across the globe. In 2014, he helped launch LEGO TV — an over-the-top (OTT) TV app — in 24 markets.
Silberbauer’s hire comes at a time when MTV parent company Viacom is increasing its focus on producing and delivering digital content across multiple social media platforms. At this year’s NewFronts West, the conglomerate announced the launch of multiple series for its social media channels including a “Jersey Shore” series for YouTube, season two of its mobile-first version of “Cribs” for Snapchat, and “MTV News: Unfiltered” for Twitter. Most recently, the company announced it was bringing back its famous unscripted series “The Real World” for Facebook Watch. The reality series, set to debut sometime in 2019, will launch in the U.S., Mexico and Thailand.