Building Global IP, Location-Based Entertainment, and Strategic Brand Growth in the Entertainment Industry
Podcast: UPSURGE! | Host: Evelyn Oluchukwu | Guest: Veronica Hart
In this episode of UPSURGE!, host Evelyn sits down with Veronica Hart, Chief Growth Officer at RWS Global and former executive at Paramount, Sesame Workshop, and CBS. The discussion explores how iconic intellectual property (IP) evolves beyond screen media into immersive, real-world experiences—such as location-based entertainment, live shows, gaming, and consumer products. Veronica shares strategic insights on navigating corporate entertainment environments, leveraging emerging technologies like AI while keeping human connection at the forefront, and advocating for leadership diversity and creative authenticity in high-stakes dealmaking.
Entertainment branding today goes far beyond traditional film and television distribution; it requires crafting multi-sensory brand universes that engage audiences wherever they are. Veronica Hart breaks down the mechanics of global IP expansion, showing how beloved franchises transition into physical spaces, themed attractions, and interactive digital worlds. Drawing from her executive tenure across top entertainment powerhouses, she highlights the strategic alignment required to scale brands globally while preserving the emotional core that resonated with audiences in the first place.
The episode also dives into the practical intersection of technology and human-centric storytelling. As artificial intelligence and digital innovations reshape production, licensing, and consumer engagement, Veronica emphasizes the vital importance of protecting human creativity, live performance, and emotional resonance. Tech tools should serve as force multipliers for creative vision, not replacements for the human talent that brings stories and character worlds to life.
Finally, Veronica offers empowering advice for rising executives and independent creators striving to build enduring careers in entertainment. She candidly discusses navigating career growth, stepping into leadership roles with confidence, and ensuring women and diverse voices earn a permanent seat at the decision-making table. Whether you are an IP holder looking to expand into location-based entertainment or a creative leader scaling a brand, this episode delivers a comprehensive blueprint for sustainable growth and cultural influence.
Guest Quote
“Building a brand isn’t just about putting a logo on a product or keeping an audience in front of a screen—it’s about creating immersive worlds and authentic experiences that people can live in, connect with, and carry with them long after the show ends.”
— Veronica Hart, Chief Growth Officer at RWS Global
Key Takeaways
- Expand IP into Immersive Physical Environments: Modern entertainment branding relies on expanding IP beyond linear video into location-based entertainment, live experiences, consumer products, and gaming to maximize fan engagement and longevity.
- Preserve Emotional Authenticity Across Channels: When scaling a franchise into new formats or international markets, brand consistency and emotional truth must remain intact to maintain trust with loyal audiences.
- Use Technology as an Enhancer, Not a Replacement: Emerging technologies like AI offer powerful efficiency gains, but human talent, live performance, and authentic storytelling must remain the creative anchor.
- Claim Your Seat at the Executive Table: Aspiring leaders—particularly women in entertainment—must speak up with confidence, advocate for their value, and actively seek out strategic growth opportunities.
- Align Creative Vision with Commercial Strategy: Successful brand growth requires bridging the gap between original creative storytelling and business-driven monetization strategies across global markets.
Guest Bio
Veronica Hart is the Chief Growth Officer at RWS Global, a leading live entertainment and immersive experience company. With decades of executive leadership in franchise management, Veronica previously served as Executive Vice President of Global Franchise Management at Paramount, as well as holding senior leadership roles at Sesame Workshop, CBS, and Hit Entertainment. Known for her expertise in global IP expansion, licensing, location-based entertainment, and strategic brand development, she has spearheaded transformative growth initiatives for some of the world’s most recognizable children’s and adult entertainment franchises.
