The Creative Artists Agency (CAA) announced it hired XR Veteran Joanna Popper as its Chief Metaverse Officer to explore digital technologies, Variety Magazine reported. The former Hewlett Packard executive aims to expand the CAA’s portfolio of emerging technologies, including virtual, augmented, and mixed reality (VR/AR/MR), blockchain, and non-fungible tokens (NFTs), among others, for some of the largest filming, advertising, and television studios.
She has also supervised multiple technology product launches for VR headsets and directed extended reality (XR) projects for major filming studios such as NBCUniversal, Disney, Sony, DreamWorks, Valve, Microsoft, and many others. Popper is set to direct a team of Metaverse specialists and executives and work jointly with the company’s Head of Strategic Development Alexandra Shannon and the CAA’s Adam Friedman. Jim Burtson, President of CAA, said in a statement, “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”