Former LEGO Exec Tapped for New Content Role at MTV

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MTV has hired Lars Silberbauer, a former LEGO executive, as senior VP for Viacom’s MTV Digital Studios.

This newly established role will see Silberbauer take on oversight for creative, development and production for the network’s digital originals, as well as lead MTV’s digital brand social channels. Silberbauer will relocate from London to New York and begin on November 1. He reports to Jacqueline Parkes, CMO and executive VP of Digital Studios, MTV, VH1 and Logo Group, and Kelly Day, president of Viacom Digital Studios.

Previously, he served as senior global director of social media and video at LEGO, credited for building the toy company’s global strategy and team from scratch.

“Lars is a proven innovator who reinvented an iconic brand for a new generation by bringing it to life in new, resonant ways across platforms,” 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.”

“MTV has an unparalleled library of great content, a strong bond with viewers, real momentum, and much more—everything you need to empower young people like never before,” said Silberbauer. “I am beyond excited to work alongside Jacqueline, Kelly and the VDS team while taking on this fresh set of challenges.”