Song-identifying app developer Shazam Entertainment is trying to establish itself as a complement to television as well as music. To that end, it hired its third experienced TV executive for a C-level position, naming former Hulu and HBO exec Patricia Parra as its chief marketing officer.
Parra’s appointment follows that of Daniel Danker, a former general manager of the BBC’s online and on-demand initiatives, who became Shazam’s chief product officer just over a year ago. Chief revenue officer Kevin McGurn also joined Shazam last September from Hulu, where he was VP of sales.
Parra most recently spent roughly one year as CMO of OUYA, the video game console developer that was funded by Kickstarter. She was previously head of Hulu’s content marketing, and worked for HBO’s Digital Network Distribution team during development of HBO On Demand and HBO GO
In a company statement, Shazam said Parra would lead its branding, marketing and communications strategies, using multiple technology platforms, and report to CEO Rich Riley. Shazam is seeking to redefine consumer perceptions of itself beyond song identification, its primary revenue driver, and into so-called “second screen” interactions with television.
“Shazam already has a strong reputation for a great music discovery experience that sets the standard for others to follow,” Parra said in a statement. “I look forward to helping Shazam continue to move into new areas and build upon its existing success.”
Shazam introduced “tagging” of TV programs in 2012, and aggregates information germane to programming such as actor profiles and music heard in episodes. For highly-rated events such as the Academy Awards’ red carpet, Shazam provides an extensively produced stream intended to be watched on a phone or tablet.
Riley joined last year, when the company was said to be preparing for an eventual IPO. Shazam now claims to have 450 million users, including 90 million monthly active users, in more than 200 countries.