Entertainment industry media brand The Hollywood Reporter is making its move into the licensing arena. Guggenheim Media’s Entertainment Group – owners of The Hollywood Reporter and Billboard – has appointed a new senior vice president of business development and licensing, in its move extend its reach across non-media platforms. In his new role, Francisco Arenas will help to take the brands to younger audiences through branded products, promotions, retail activations and events.

Arenas – who brings more than 15 years of licensing, retail marketing and franchise development - will be based in New York and will report to John Amato, co-president of Billboard and The Hollywood Reporter. You don’t often have the opportunity to join a company looking to build top brands into global franchises,” said Arenas. “Music and entertainment programmes influence and engage audiences worldwide and companies are looking at our brands as a way to not only stay on trend and relevant with today’s consumer behavior across new media platforms, but also reach younger audiences.

“I am very excited about the opportunities ahead of us across new media content development, branded products, promotions, retail activations and experiences.”