Former HP Exec Joanna Popper Joins American Talent and Sports Agency CAA as Chief Metaverse Officer

Joanna Popper will lead a team of metaverse-focused executives at CAA.
Image source: Peter Samuels

Quick take:

  • Popper is an experienced Hollywood and Silicon Valley media executive.
  • She was the Global Head of VR at HP for almost five years.
  • She was also the EVP of Media and Marketing at NASA-based, Google-sponsored company, Singularity University.

The CAA (Creative Artists Agency) has named Joanna Popper as Chief Metaverse Officer as the agency is keeping an eye on NFTs and some of the new digital methodologies Hollywood is using to distribute entertainment.

In her new role, Popper will be tasked with setting the strategy and business priorities for CAA and its clients as entertainment and media companies dive more deeply into virtual reality, blockchain and non-fungible tokens.

The title and position are indicative that movie studios, TV networks and advertisers are paying attention to new ways of disseminating intellectual property to fans and consumers. CAA represents prominent NFT artists and personalities including 0xb1, Jenkins the Valet, Julie Pacino and Micah Johnson.

Through its venture arm, CAA Ventures, the agency has also invested in Dapper Labs, the creator of NBA Top Shot and CryptoKitties; Mojito, an NFT commerce suite for selling digital goods; OpenSea; Candy Digital; and NFT avatar startup, Genies.

“CAA has always been at the forefront of charting new and emerging business opportunities for our clients. At this pivotal time in our industry, the metaverse will be impactful to shifts in content creation, distribution, and community engagement that drive significant opportunity for our clients,” said Jim Burtson, President, CAA, in a statement. “We are thrilled to welcome Joanna to CAA, as her knowledge, insights, relationships, and business building skills will be critical to driving significant impact across the industry.”

Popper will lead a dedicated team of metaverse-focused executives, and will work closely with Alexandra Shannon, CAA’s Head of Strategic Development, and Adam Friedman, a CAA executive who guides the efforts of a cross-departmental team of agents working across the NFT landscape.

Prior to joining CAA, Popper spent more than four years as Global Head of Virtual Reality for Go-To-Market and Content Partnerships at HP, where she supervised the launch of its VR headset. She also spent two years as the EVP of Media and Marketing NASA-based, Google-sponsored company, Singularity University.

As an experienced Hollywood and Silicon Valley media executive, Popper has worked as an executive producer for various VR experiences, documentaries, and films for the past 19 years. She was also the Vice President of Marketing at NBCUniversal Media from 2007-2015.

“I am so excited to work closely with CAA’s leadership and our visionary clients to create and build for the future,” said Popper, in a statement. “It feels like a homecoming, bringing my technology and storytelling experience back to Hollywood. I couldn’t be in a better place than CAA to help guide the future of entertainment, helping build on CAA’s growing leadership in an area as important and impactful as the Metaverse.”

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