MTV Taps Former LEGO® Executive Lars Silberbauer for New Content Role

Oct 22, 2018
By ViacomCBS Staff

Exec Who Helped Transform Toy Brand into Global Digital Leader Named Senior Vice President of Viacom’s MTV Digital Studios

NEW YORK--(BUSINESS WIRE)--MTV has tapped Lars Silberbauer, the former LEGO® executive credited with transforming the Danish toy brand into a global digital leader, as Senior Vice President for Viacom’s MTV Digital Studios. In the newly established role, Silberbauer will oversee creative, development, and production for the network’s digital originals, and lead MTV’s digital brand social channels, including “Cribs,” “TRL” and more. Silberbauer will relocate from London to New York and begin on November 1st, reporting into 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.”

“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.”

In his new role, Lars will be responsible for accelerating the brand’s growth across platforms. Riding its hottest linear ratings streak in seven years, MTV is expanding its effort to reach its core demo on mobile and across social. The brand continues to reinvent many of its popular titles for digital platforms — including “Cribs,” “TRL,” and “Teen Code” — as it launches new digital original series creating new IP.

As Senior Global Director of Social Media & Video at LEGO, Silberbauer built the toy company's global strategy and team from scratch, leading its successful expansion across social media, search, and third-party video channels on platforms across the globe. In 2014, he launched LEGO TV in 24 markets, delivering high-quality animated LEGO content throughout world. Silberbauer is credited with driving significant growth, as well as earning LEGO international acclaim for its innovative approach to digital. LEGO’s Facebook page now has more than 12 million fans, the LEGO® YouTube Channel gets more than 1 billion views a year, and the brand receives huge traffic on foreign social media platforms.

Prior to LEGO, Silberbauer worked for ten years as a strategist connecting traditional broadcasting with digital experiences. He is a frequent speaker at global conferences and events and considered a true thought-leader by industry experts. Earlier this year, Silberbauer was named one of the 25 most Innovative and influential marketers in Europe by the Holmes Report.

Deron Marques