Fede Goldenberg leaves YouTube to join Sony’s Screen Gems label

Sony Pictures Entertainment has appointed Brazilian executive Fede Goldenberg, a 15-year YouTube veteran, as the new head of Screen Gems, its genre-focused film label.

The appointment marks a strategic shift for Sony, which aims to bring Screen Gems closer to the digital creator ecosystem and develop films leveraging creators’ talent, audiences and intellectual property.

The label’s new direction will focus on identifying opportunities among creators on platforms such as YouTube and bringing their projects to the big screen, with the aim of attracting new audiences to cinemas.

Goldenberg succeeds Ashley Brucks, who had led the division since 2023 and will remain involved with the studio as a producer.

In his new role, Goldenberg will report to Sanford Panitch, president of Sony Pictures’ Motion Picture Group, and oversee Screen Gems’ content and production strategy.

Goldenberg has more than 20 years’ experience across entertainment, technology and digital media, including 15 years at YouTube. Since 2017, he had served as head of TV and film content partnerships at the platform, working with studios, production companies and media groups on their content and distribution strategies.

He previously held executive roles at Globosat, Terra Networks Brazil and FremantleMedia Latin America, with responsibilities spanning content acquisition and distribution across Latin America.

Based in Los Angeles since 2014, Goldenberg will now be tasked with driving the transformation of Screen Gems, one of Sony Pictures’ oldest film labels, with credits including the Resident Evil, Underworld and Insidious franchises.