YouTube has named Viacom alum Kurt Patat its new global head of consumer and entertainment communications, a position where he’ll direct all communications strategies and campaigns for YouTube’s consumer, music, creator, and Originals teams.

Patat’s main goal as global head is to bring more users to YouTube Premium and YouTube Music, per Variety. He’ll also work with YouTube’s partnership and entertainment team to set up collaborations between the platform and its creators.

His new position, which appears to be a modified version of the role YouTube’s former head of entertainment communications Michelle Slavich moved out of in April 2018, is based in Los Angeles. He’ll report to YouTube’s global head of communications and public affairs, Chris Dale.

Before joining YouTube, Patat worked as vice president of communicatons for Viacom subsidiaries Paramount Network and Country Music Television. In that position — one he moved into in July 2018 — he led corporate communications, media relations, and internal communications, and also managed publicity teams in New York, Los Angeles, and Nashville, per Variety. Prior to his time at Paramount/CMT, he was vice president at fellow Viacom subsidiaries MTV and Logo, where he headed publicity campaigns and social media initiatives for events like the MTV Music Video Awards and shows including RuPaul’s Drag Race.

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