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Rochelle Holguin

At ViacomCBS, Rochelle Holguin Cappello works closely with composers, producers, songwriters, record labels, and publishers to create the sound that defines TV programming, marketing, and digital products. As Vice President of Creative Music Strategy, she oversees music supervision across MTV, VH1, BET, Logo, CMT, and PopTV. She manages the creative and operations of the ViacomCBS Music Library. In her role, Rochelle has worked on award-winning programming, including Schitt’s Creek, RuPaul’s Drag Race, Teen Wolf, and The Real World.

Overseeing music supervisors who work on individual shows places Rochelle in a position to coordinate marketing and digital efforts alongside linear TV music placement. It requires managing a soundtrack and all the ancillary music that goes into a comprehensive music campaign.


Rochelle also spearheads the A+R and marketing initiatives for the global ViacomCBS Production Music Library. As part of that responsibility, she has strived to increase representation for women and POC in the company’s library, focusing on finding, nurturing, and spotlighting the work of Black women producers and songwriters. Her commitment to diversity also extends to creating a more diverse network of music supervisors working on shows across brands.

Before her current role, she held the post of VP of Creative Strategy at Universal Music Publishing Group, a $7 billion earning licensing entity that operates worldwide. While there, Rochelle worked to shift internal culture across the company, encouraging teams to better understand the vision behind music by getting to know the artists they represented more intimately. She encouraged thinking beyond traditional placements in TV, films, and video games and into campaigns and moments that could define the artists.

For Rochelle, getting close to artists to understand their music better and amplify their voices is a driving passion. From seeing St. Vincent playing guitar to an audience of 30 in Malibu to crying when *NSYNC reunited at the MTV VMAs to nearly being crushed at a Wu-Tang Clan show, experiencing the presence of artists has informed and influenced her worldview.

Her passion has been noticed. Rochelle was named an emerging Powerful + Influential Latino in Entertainment by the Imagen Foundation in 2015. She is on the advisory board for Women In Music and the NVAK Foundation, as well as a member of both the Recording Academy and Television Academy. Rochelle is a proud alumnus of UCLA.