No. 33
AMY DOYLE

Executive VP of music and talent strategy, MTV Brands

CULTURAL BUZZ

mtv.com
@mtv

Amy Doyle’s role as executive VP of music and talent strategy for MTV Brands includes serving as executive producer of the annual Video Music Awards, for which she maintains a consistent goal: “We want to top the year before, ratings-wise, and we always want some real cultural buzz to come out of the show.” She ­succeeded big-time this year on both counts. Ratings for the show and its ’N Sync reunion skyrocketed 66% over 2012, with a total ­audience of 10.1 million viewers, according to Nielsen. To boot, every performing artist had an immediate sales spike—Robin Thicke’s “Blurred Lines” shot up 251% in digital sales and Kanye West’s “Blood on the Leaves” climbed 230%, according to Nielsen SoundScan, while Miley Cyrus’ Bangerz debuted atop the Billboard 200 two weeks later. “We didn’t plan for it, but we set the table for anything to happen,” Doyle says of Cyrus’ twerk seen ’round the world. “There’s a really frenetic and combustible energy. This is the first year in a long time where the VMAs hit such a broad demographic, everyone from 12- to 70-year-olds was talking about it.” Doyle is also a champion of emerging artists, and the “Artist to Watch” feature she launched in January across all TV, Web and social media channels helped break Austin Mahone and Zedd. “It’s a passion of mine to give emerging artists everything we have to offer,” Doyle says, “to connect them to the largest fan base possible.” —Cathy Applefeld Olson

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