virtual worlds 2008

Industry News



Conference Keynote:  Friday, April 4th, 9:00am - 10:30pm

Jeffrey B. Yapp
Executive Vice President
MTV Networks Music And Logo Enterprise Group


Jeffrey B. Yapp is Executive Vice President of MTV Networks Music and Logo Enterprise Group where he leads the business development team in extending the MTV, VH1, CMT and Logo brands into new businesses and platforms. Yapp oversees several development groups responsible for an extensive array of ventures and new content opportunities including: console and portable video games, virtual world platforms, DVDs, direct-to-DVD movies, consumer products and publishing, and radio among others.

Most recently, Jeff and his team pioneered MTV’s entrance onto the virtual world platform with the success of Virtual Laguna Beach and Virtual Hills. Since their respective launches, MTV’s virtual worlds have enabled fans to further engage in the TV franchises they love and have offered advertising partners another valuable way to connect with consumers.

Jeff also helped lead the way in the acquisition of Harmonix, developer of the popular Guitar Hero™ music videogame franchise. Up next from MTV’s Harmonix is “Rock Band,” set to hit stores for the 2007 holiday season. “Rock Band” will allow gamers to live out their fantasy by performing music from the world’s biggest rock stars with their friends as a virtual band using bass/lead guitar and microphone peripherals, in addition to offering deep online connectivity.

On the movie front, Yapp was instrumental in securing the deal, also taking on the role of executive producer on the film DALE, the authorized true story of race car legend Dale Earnhardt. The film is narrated by Paul Newman and produced by NASCAR Images and CMT Films.

Before joining MTV Networks, Yapp served as President of the Retail Group for Cablevision Systems Corporation. Prior to that, he served as President and Chief Operating Officer of the Hollywood Entertainment Corporation, based in Oregon, where he directed daily operations for this $1.3 billion publicly traded video and gaming retailer, as well as its internet subsidiary, While there, he expanded the number of stores from 750 to more than 1,800 and doubled sales revenues.

From 1993-1997, Yapp served as President of Worldwide Twentieth Century Fox Home Entertainment, based in Los Angeles, where he helped generate more than $500 million in retail revenue from the launch of live action sell through-campaigns for such blockbusters as “Star Wars” and “Independence Day.” He had started at Twentieth - 2 –

Century Fox’s international division, where he developed new sell-through business segments, generating $322 million in revenues and establishing “The X Files” as one of the most successful TV programs on video with over 5 million units sold. He has also served as Vice President of Marketing for Pizza Hut, a subsidiary of PEPSICO Incorporated from 1991-1993.

Yapp earned his Masters degree from Northwestern University’s Kellogg School of Management and his Bachelors degree in Business from the University of Michigan. Over the course of his extensive career, he has been honored with various awards including the Cannes; Film Festival Golden Advertising Award (1998).

Based in New York, Yapp reports to Rich Eigendorff, Chief Operating Officer of MTV Networks Music/LOGO Group.














Virtual Worlds 2008 is produced by Virtual Worlds Management, a division of Show Initiative, LLC


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