MassiveMusic North America Announces Two New Senior Hires

MassiveMusic, the agency of record and music partner for some of the most famous brands in the world, has announced the appointment of Johanna Cranitch as associate creative director, and the appointment of Lara Chopoorian as director of partnerships for MassiveMusic North America. 

Johanna joins the Los Angeles team with an impressive background. At MassiveMusic, she will take care of all things creative from the inception of the job to the finish line, selecting composers, helping clients hone in on their creative vision, and spearheading arrangements and musical revisions. An incredibly talented music artist herself, she released two records, toured with bands such as The Cranberries and Nina Persson (The Cardigans) and sang and BGV vocal produced for artists such as Ziggy Marley. 

After enjoying commercial and film success with composing award-winning work for brands such as Best Buy, Samsung, Macy’s, Toyota, La Perla, Vogue and Porsche, she is now ready for her next step: “I’m incredibly excited to join the Los Angeles team as Associate Creative Director and to be instrumental in the next phase of our worldwide development. MassiveMusic is in a very exciting place right now and it’s great to be able to provide creative solutions for everything a brand needs in the field of music, voice and sound. Impactful strategies, sonic brand identities and best-in-class compositions, all under one roof.”

Lara, now Director of Partnerships at MassiveMusic New York, has a track record of helping brand marketers find strategic and innovative ways to leverage music: Waldorf Astoria, World of Dance (NBC), NetEase Games, NY Islanders and Domino's just to name a few. She studied Music Business at NYU and began her music licensing career after years of touring in off-Broadway productions and after working at an array of record labels. 

She says: “With music, it was love at first sound the moment I started playing the piano at the age of three. During my music licensing career, I fell in love with working in the middle ground between advancing artists’ careers and fulfilling needs for enterprise brands that need music to tell their stories. I can’t imagine a better workplace than MassiveMusic to make this happen. Personally, I’m thrilled that both Johanna and I, despite having worked in the same industry with different roles, can now join forces to be part of a great team and company.” 

Tapping the talents of Johanna and Lara, the agency notes that the roles will allow them to elevate their current strategy while creating new opportunities to continue to be the industry benchmark when it comes to music for advertising and sonic identities for brands. 

“I’m thrilled to welcome these two talented industry leaders to the MassiveMusic team,” says Joe Belliotti, CEO of MassiveMusic North America. “Johanna’s creativity and musicality will take our creative work to a new level, while Lara brings a deep expertise in helping brands find the right music solutions to drive their strategies. Both Johanna and Lara will further our mission to help brands find their voices, and elevate their stories through music and sound.”

The two senior hires come at an important moment for the international music agency. Part of Songtradr Group, MassiveMusic was acquired by the largest B2B music licensing platform in the world in June of 2021. The deal, which has had MassiveMusic leading Songtradr’s B2B Music Services division, brought together state-of-the-art music licensing technologies with best-in-class creation of bespoke music and strategy for brands and agencies.