When MTV executives needed an individual dedicated to improving the company's relevance in music, Shannon Connolly was tapped to build a small team across MTV's brands and subbrands. "I feel very lucky to have a team that functions like a startup in a very large media company," the MTV VP of digital music strategy says. Her team's initiatives have included the Music Meter, launched as an experimental mobile app in late 2010, which has since been downloaded 1 million times, according to MTV. In March, the company launched MTV Hive, revived the program "120 Minutes" and created the biannual MTV O Music Awards to highlight the best in digital media. And the "Live in NYC" online series of concert webcasts has allowed it to experiment with live music. The result has been a growth in unique visitors to MTV.com to 56.5 million from 15.7 million during the last two years, comScore reports. Regardless of her digital focus, Connolly wants to reach people wherever they are most comfortable: "Everything we do in my group is about truly being multiplatform."