Julie Gurovitsch, coordinating music producer for NBC’s Today, is moving. Beginning next month, Gurovitsch will take the reins as lead music booker for The Tonight Show Starring Jimmy Fallon, filling a role previously held by Jonathan Cohen, who departed last month, according to multiple sources.
Since taking over for former booker Melissa Lonner at Today in early 2014, Gurovitsch oversaw a record 24 bookings for Today’s Toyota Summer Concert Series last year (in its 19th installment, the program hosted acts like 5 Seconds of Summer, Maroon 5, Ariana Grande, Iggy Azalea and Mariah Carey at Rockefeller Plaza.) Longtime rival Good Morning America has recently surpassed Today in the ratings (the two shows averaged 5.4 million and 4.9 million total viewers in 2014, respectively), though Today has been narrowing the gap in recent weeks among viewers 25 to 54, according to Nielsen.
Gurovitsch, 32, is a frequently spotted presence on the New York concert scene, where she often takes in artists who wouldn’t be the easiest sell for the daytime crowd. As she noted in Billboard’s first music-bookers roundtable last October, “Sometimes, it’s a challenge to put your personal tastes aside and do what’s right for your audience, but I really try to keep our viewers in mind [by asking myself], ‘Who are they? What do they like? What do I think they will like in an act that’s not yet established?'” Under Cohen’s aegis, Fallon has hosted the American TV debuts of groundbreaking artists like Lorde, FKA Twigs, Disclosure and Jhene Aiko.
An NBC spokesperson confirmed the appointment. Gurovitsch declined comment.