ViacomCBS creates new president of music role

ViacomCBS has promoted veteran exec Bruce Gillmer to the newly created position of president of music, music talent, programming and events, effective immediately.

Bruce Gillmer

He will report to president and CEO Bob Bakish and is tasked with aligning and optimising all music-based initiatives across the US company, whose music brands include MTV and VH1.

Beginning his career at MTV in 1987, Gillmer is no stranger to the music side of the business. He most recently served as head of global music and EVP of music & talent, programming & events for Viacom International Media Networks.

Gillmer will now lead on strategy and development of music content on ViacomCBS’ expanded streaming offering and continue to oversee music talent, development and programming of music content, series and specials, as well as tentpole events for ViacomCBS’ entertainment & youth Brands, which include MTV, Comedy Central, CMT, Logo, VH1, Pop TV, Paramount Network and Smithsonian Channel, and ViacomCBS Networks International (VCNI), in partnership with entertainment & youth president Chris McCarthy and VCNI president and CEO David Lynn.

Gillmer’s appointment comes at a time of ongoing restructuring among the company’s senior management, following the recent merger between Viacom and CBS, which impacted more than 100 execs and saw the departure of Smithsonian president Tom Hayden.

In his previous role, Gillmer and his team created and produced numerous music series, specials and initiatives, most recently MTV Fresh Out Live!; the reimagined, local versions of YO! MTV Raps in countries around the world; MTV documentary series The Ride and MTV Push, a global initiative to spotlight new music talent; and many others.

He engineered the celebrated U2 and Jay-Z collaboration at the Brandenburg Gate for the 2009 MTV EMAs, and performances by music stars ranging from Lady Gaga to Andrea Bocelli. He has also executive produced some of the world’s largest music events, including several MTV VMAs and 13 MTV EMAs.

Gillmer has also served as SVP of music and talent relations for VH1 in the US, where he was deeply involved in the co-development and production of VH1 DIVAS LIVE; VH1 Hip Hop Honors; VH1 Fashion Awards and Behind the Music.

“Bruce is a driving force behind many of our most iconic moments in music,” said Bakish. “Music is a thread uniting many of our brands, and I’m confident he will maximize the full power of our combined company’s portfolio to bring ViacomCBS’ global music events and programming to new heights.”