The Digital Hollywood Experience

The Digital Hollywood Experience


Thursday, October 12th, 2017

2:15 PM - 3:30 PM

Track II: Ahmanson Hall, Live Webcast from this Room

Live Stream of Music Festivals and Concerts: Brands, Bands and New Technologies

Raymond Leon Roker, Head of AEG Studios

Juan Santillan, CEO, Vantage TV

Brian Anderson, Global Music Sponsorships Lead, YouTube

Marc Scarpa, founder and Executive Producer / Director, Simplynew

John J. Petrocelli, CEO, Bulldog Digital Media

Eddie Vaca, CEO, Amp Live

Kim Owens, Founding Editor | Digital Media & Entertainment Researcher, Kaffeine Buzz, Moderator


John Petrocelli is CEO and founder of Bulldog DM, a live streaming agency specializing in turnkey execution strategies for live events across all connected devices.  Bulldog DM helps brands, agencies, content owners and platforms deliver impactful live engagements with an emphasis on live streamed music to achieve optimal reach, engagement and metrics. Bulldog DM connects today’s

digitally engaged consumer and millennial to the world’s best live content and represents the world’s top live streaming content portfolio including over 30 music festivals.  The Bulldog DM’s work includes live streaming experiences for Coca Cola, Snickers Superbowl commercial, Nestle, American Express, Taco Bell, HP, Turner, Delta and more.  John has been instrumental in helping major media companies establish optimal strategies to both distribute and monetize their digital content for over 15+ years.  These companies and brands include: NBA, NHL, NBC/Universal, Disney, Sony, Coca Cola, YouTube, VEVO, Twitter, Universal Music Group, Microsoft and music icon Prince – helping Prince develop the first major artist owned and operated direct to consumer digital music store and ticketing platform that garnered Prince a Billboard Award for Best Use of Technology by an Artist and a Webby Award.  Previously John was VP, Sales and Bus Dev at AEG Digital Media after selling his company to AEG in 2009 where he led live streaming engagements for Coachella, Bonnaroo, Lollapalooza, Austin City Limits, Rock In Rio, the Grammys, the Oscars, and the Masters.  His previous companies were acquired by Google and Akamai.


Raymond Leon Roker, Executive Producer / Content Creative Director – Coachella/Goldenvoice, Head of AEG Studios: Roker is a veteran media entrepreneur, publisher and executive producer based in Los Angeles. He currently heads up content creative for Goldenvoice and the Coachella Valley Music & Arts Festival. He's also the founder/creator of URB magazine and URB.COM.


Brian Anderson, Global Music Sponsorships, Google/YouTube: Brian leads global music sponsorships at YouTube including live streaming festivals which bring hundreds of amazing performances and innovative new viewing experiences to millions of music lovers around the world every year. Through these programs and events he helps advertisers make real connections with fans by leveraging Google tools and technologies to create memorable moments. Brian has been at Google for 5 years, and before that headed up sales development for the west coast at Bloomberg BusinessWeek. Prior to that he worked at McGraw-Hill, A.D.D. Marketing, Real Detroit Weekly and Psychopathic Records.


Juan Santillan, Co-Founder and CEO, Vantage TV, @vantagetv: Juan is the CEO and co-founder of, a platform for virtual reality live events and fans. empowers artists and events to expand their reach using its technology to create virtual reality events with engaging social VR features for fans, turn key VR distribution and monetization tools. Juan brings over 8 years of experience creating software and content for immersive experiences in sports and entertainment prior to; including being the executive producer of immersive projects for Nascar, Wimbledon, PGA tour, The Black Eye Peas and AT&T events. Founded in 2015, has already recorded and created in-venue live VR broadcasts for more than 30 performances including such iconic music festivals as Outside Lands, Lollapalooza and Austin City Limits providing fans with the best seat in the house.


Eddie Vaca, CEO, Amp Live: Eddie is an award-winning product developer, media distributor, and start-up strategist. He has proven that perseverance and grit will always get the job done. He contributes his success to building great teams and being able to execute and compete at the highest level. He has deep expertise in LIVE Video, serving as the head of  Ustream's media distribution business, where his team was responsible for scaling some of the largest live broadcast in internet history. He currently is  Founder and  CEO of AmpLive, a leader in live video distribution where they focus on building and delivering audiences for brands such as Microsoft, Autodesk, and The Home Depot.


Marc Scarpa, founder and Executive Producer / Director, Simplynew: Simplynew founder and executive producer/director Marc Scarpa has created innovative programming for digital and traditional live broadcasting for the past 20 years. His artist collaborations include Grammy Award-winning artist John Legend, 50 Cent, Alicia Keys, Beastie Boys, Elton John, Moby, Steve Aoki, Linkin Park, My Chemical Romance and Imagine Dragons among many others. Additionally, he produced and directed several pioneering “firsts” for the live participatory programming genre including The X-Factor Pepsi Digital Pre-Show and second screen experience, Incubus HQ Live, Grammy Live!, Global Citizen 2015 Earth Day & Earth Day 40th anniversary from the National Mall, MySpace LIVE!, Townhall with President Clinton, Woodstock ’99, HSX/Excite Rocks the Oscars featuring Beck and the historic Tibetan Freedom Festivals.  He is currently executive producing an original new series for AXS TV, entitled “Breaking Band” hosted by Donovan Leitch featuring rock legends Dave Navarro, Sebastian Bach, MOBY, Robin Zander, Belinda Carlisle and Mark McGrath. Additional accomplishments include Time Warner Cable SportsNet’s Second Screen App for the Los Angeles Lakers, Covered CA in conjunction with the White House  6-hour live health-a-thon ‘Tell A Friend Get Covered’ from Youtube Space LA, social TV network Vidblogger Nation for Comcast, season one of League of Legends national Semi-Finals, Finals & World Championships for Riot Games and five seasons during NY Fashion week for Marc Jacobs. His productions have been recognized by the Telly Awards, Webby Awards, Streamy Awards, Social TV Awards and the Cannes Lions International Festival of Creativity. Scarpa is a national board member and founding New York committee chair for the Producers Guild of America New Media Council and is a voting member of The Recording Academy. Personally, he serves on the Global Advisory Committee for Earth Day Networks, a partner with Lifebeat – The Music Industry Fights AIDS, and a member of the Gate Leadership Council


Kim Owens, Editor, Researcher, Content Strategist, Kaffeine Buzz: Kim Owens is the founding editor of Kaffeine Buzz and veteran journalist covering the convergence of entertainment and technology, new music, festivals and tours, film, television, and sports. She contributed brand sponsorship insights to the Festival Thrower’s Bible (Vendini) and has been a guest contributor to Festival Insights, Lineup Live, and other publications. Kim combines her decades of technology, marketing, and branding expertise with her devotion to and knowledge of the music and entertainment industry. Conducting research and interviewing stakeholders in both the UK and the US, Kim has published numerous reports, case studies, and articles on festival operations, consumer behavior and music branding, the continual rise of streaming content (festivals, online radio, vMPVD, social streaming), and how immersive experiences and live streaming VR/360 are opening doors for new forms of storytelling and entertainment. Kim has presented at SXSW, IMFCON/XLIVE, Canadian Music Week, NAB, and General Assembly. Her content marketing agency, Buzz Boulevard, provides content strategy, research, copywriting, and marketing services.