[LOS ANGELES, CA June 29, 2021] Today, Mass Appeal announces key executive hires – two trailblazing women who will play a pivotal role in elevating and expanding the entertainment company’s presence. Multi-faceted executive Jessica Rivera will serve as the General Manager, Music. In this role, Rivera will oversee creative and day-to-day operations of Mass Appeal’s music division; label, publishing and contributing across Mass Appeal’s other two divisions in content and creative services. Seasoned music and entertainment executive Jenya Meggs will serve as the Senior Vice President of Contentwhere alongside Mass Appeal’s Chief Creative Officer Sacha Jenkins, she will spearhead programming strategies and partnerships of Mass Appeal’s growing content slate.
Over the past year, Mass Appeal has been quietly working to develop the platform, #HipHop50, aimed at celebrating Hip Hop’s 50th anniversary in the most authentic and globally impactful way possible. With #HipHop50, Mass Appeal’s mission is to ensure that Hip Hop’s historic milestone will be celebrated in a way befitting of its massive influence, as well as engage fans across the globe. Mass Appeal partner Nas says “ This is the biggest birthday in the world!” Over the next six months, Mass Appeal will be announcing various partnerships for their #HipHop50 platform with best in class companies in verticals ranging from original music, content, podcasts, live experiential, products, education, publishing and more – along with a charitable component attached to everything.
Both Rivera and Meggs will help lead the charge for Mass Appeal’s expansive #HipHop50 program. Rivera will work with Nas to oversee multiple original music projects aimed at celebrating Hip Hop’s incredible history. Meanwhile, Meggs will spearhead the content partnership with Showtime/ViacomCBS, which will encompass unscripted series and features, podcasts and digital shorts by and about some of the foremost names in the genre.
In her former role as head of artist relations for YouTube’s West Coast territory, Rivera’s achievements included heading up a livestream-based marketing campaign that helped catapult Mariah Carey’s “All I Want for Christmas Is You” to No. 1 on the Billboard Hot 100 for the first time ever. Recognized as one of Billboard’s 2020 R&B/Hip Hop Power Players, Rivera spent 11 years at Universal Music Publishing Group (UMPG), where she held the position of Executive Vice President/Head of East Coast Operations and Creative, as well as curated or identified the songwriters/producers behind more than 25 chart-topping singles, including the 12-times-platinum “Love The Way You Lie” by Eminem ft Rihanna, the 11-times-platinum “Uptown Funk” by Mark Ronson ft. Bruno Mars; and the certified-diamond “Radioactive” by Imagine Dragons (one of the best-selling songs in music history). Before joining Universal, Rivera signed Rihanna at 16-years-old to her first publishing deal EMI.
“It’s an inspiring time to join Mass Appeal and continue to build the music division and elevate the artist’s narrative through the synergy of Music and media, “ said Rivera. “Hip Hop 50 will uniquely bring together these worlds of creativity, all to celebrate Hip Hop’s 50th anniversary!”
Before joining the Mass Appeal team, Meggs served as the original content producer for Apple Music, where she developed the streaming platform’s innovative Up Next New Artist Program. Additionally, Meggs sold and produced the BET Web Series Brooklyn Blue Sky (2017), as well as executive produced the BET George Floyd Special (2020). Prior to working in production & development, Meggs began her career working in the video marketing department at Universal Music Group and later Warner Music Group. She’s led the video marketing campaigns for GRAMMY Award-winning and multi-platinum selling artists, such as JAY-Z, Mariah Carey, Janet Jackson, Rihanna, Kanye West, Common and Jill Scott.
“I’m excited to use my talents and join Mass Appeal on this journey, to expand the narrative of film and TV, while creating exceptional content,” said Meggs. “Mass Appeal has brilliantly created a path for authentic storytelling journeys. Hip-Hop 50 will bring together the best we have to offer to serve the culture the most defining celebration it deserves.”
Both Rivera and Meggs will work closely with the company’s CEO Peter Bittenbender and co-founder, Hip Hop legend Nas.
“Great moment as the team expands with the hiring of Jessica and Jenya, both of whom I have had the pleasure of knowing and working with for years. I look forward to working with Jessica as the GM of the label, Jenya as the SVP of content and together as a team as we scale our #HipHop50 program and Mass Appeal’s overall business” – Nasir “Nas” Jones
“Both Jessica and Jenya bring a tremendous amount of experience, passion and relationships to the company at a time that could not be more exciting. Having leadership of their level around #HipHop50 is a dream come true and I’m looking forward to what’s to come.” – Peter Bittenbender
About Mass Appeal
Mass Appeal is an entertainment company dedicated to telling stories from the perspective of those who shape and shift culture. Since 1996, we have documented the emerging movements that influence popular ideas. Today, Mass Appeal is the elevated voice of Hip Hop and its ever-expanding sphere of influence. Integrated offerings in content, music and creative services stoke Mass Appeal’s ability to maximize the impact of our output. Our diverse school of thought separates us from friends and foes alike.