Ryan Ruden, who co-produced the first virtual concert on the Roblox platform and helped lead the first live concert in Fortnite, has joined Capitol Music Group in the new position of Executive Vice President of Experiential Marketing and Business Development.

Ruden will pair strategic marketing initiatives with business partnerships while focusing on increasing revenues and fostering innovation in artist development. Based in New York and reporting to President & COO Michelle Jubelirer, he will also be integral to CMG’s social and charitable endeavors.

”Ryan is that rare executive who merges his passion for music with innovative ideas and the development of new pathways for artists to connect with fans,” CMG Chairman & CEO Jeff Vaughn and Jubelirer said in a joint statement. “He will be a tremendous asset to our company and our artists.”

Ruden was most recently Senior Vice President of Experiential Marketing and Business Development for Columbia Records. He co-produced the Lil Nas X concert on Roblox and Dom Fike in Fortnite. He also created original IP with kids brand and platform Jam Jr., and co-signed a girl-group and clothing collection with tween retailer Justice.

Ruden oversaw Columbia’s tour marketing and events team for the label’s frontline artists, and helped produce events for Beyoncé, AC/DC and others. Integral to the company’s ticket-bundling initiatives, he joined Columbia in 2012 as Vice President of Touring & Events after four years at Interscope Records as Director of Artist Development & Tour Marketing.

He began his career in 2003 as an artist representative at Shady Records and Goliath Artists.

Ruden has led social good partnerships with St. Jude Children’s Research Hospital (Blink 182), the non-partisan voter activation organization Gamers.Vote (QuinnXCII) and mental-health advocacy organization Rise Against the Disorder (Lost Rings).