Matt Ullian has been named Senior Vice President of Special Projects at Penske Media Corporation, Variety‘s parent company.
Under the newly created role, Ullian, who is based in L.A., will advise PMC’s portfolio of brands on overall event strategy, talent booking and guest list curation. He will report directly to Jay Penske, Chairman, Founder and CEO of PMC.
Before joining PMC, Ullian co-founded Boldface Partners in 2019 alongside his longtime Vanity Fair colleague Jane Sarkin. During his time at Boldface, Ullian worked with clients including Netflix, Amazon, Universal, Bloomberg, PBS, The Atlantic, Air Mail and Puck. The company specializes in “merging editorial content with talent access,” according to their website, and works to curate high-profile guest lists, produce events and secure top celebrity talent for appearances and campaigns.
Before Boldface, Ullian spent a large portion of his career at Vanity Fair, where he served a central role in shaping the magazine’s marquee live events. These included the Vanity Fair Oscar Party, the New Establishment Summit and the White House Correspondents’ Dinner After-Party.
PMC, founded in 2004, is a leading media and information service specializing in live events and digital content. In addition to Variety, PMC oversees Rolling Stone, The Hollywood Reporter, Billboard, Dick Clark Productions, WWD, SHE Media, Robb Report, Deadline, Sportico, ARTnews, Fairchild Media, Vibe, IndieWire, Artforum, Gold Derby and Luminate. As for live events, PMC owns The Golden Globes, Country Music Awards (ACMs), Billboard Music Awards (BBMAs), New Year’s Rockin’ Eve, SXSW, American Music Awards (AMAs), and Latin Music Week.
