After almost two decades at MTV as SVP/Executive in Charge of Production for Music Specials and Events, award-winning Executive Producer Salli Frattini launched Sunset Lane Entertainment (SLE) in 2008 with the production of the first-ever YouTube Live Awards. Frattini took an unmatched track record of producing iconic and groundbreaking live entertainment broadcast events and organically parlayed that into becoming the bridge between traditional broadcast production and consumer technology. Now her role has evolved into Executive Producer 2.0 and SLE has become known for producing first-time, never-been-done before projects such as the 2013 YouTube Music Awards, Lady Gaga & the Muppets' Holiday Spectacular, and the Radio Disney Music Awards.
Frattini & Sunset Lane Entertainment
Salli Frattini's career spans three decades of milestones and firsts. Her company Sunset Lane Entertainment began by executive producing the first live streamed entertainment event: the multiple-WEBBY® Award winning “YouTube Live!” Since then, SLE has amassed an enviable track record with an impressive slate of national and international events. Frattini and SLE forged the very first partnership between YouTube, HP and the Guggenheim Museum for the wildly successful YouTube Play, a biennial of creative video that showcased the best unknown online video talent. In 2011, SLE produced the annual Webby Awards, a live stream of the leading awards show to honor excellence on the internet. SLE also produced the arrivals area and pre-show celebration for another one of the most buzzed about events online, the Nickelodeon Kids Choice Awards, in both 2011 and 2012. In 2012, for the third time in a row, she executive produced the annual “Black Girls Rock Awards” special for BET, which won "Outstanding Variety Series or Special" at the 44th NAACP Image Awards. She helped launched the franchise in 2010 to critical praise and ratings success. In 2013, SLE produced The YouTube Music Awards, The Style Awards for Style Network and PMC, the Radio Disney Music Awards, and Lady Gaga & the Muppets' Holiday Spectacular. Frattini was also tapped by Alli Sports and NBC Sports Network as the Music and Lifestyle production consultant for its wildly popular Dew Tour 2012 (taking place in Ocean City, MD, San Francisco, CA and Breckenridge, CO), and joined on again for the 2013 tour.
SLE kicked-off 2014 with YouTube OnStage Live from The Kennedy Center which live-streamed on YouTube in May with headliner John Legend. Immediately following, Frattini worked as a consulting producer with Translation LLC. on the first-ever StateFarm Neighborhood Sessions featuring a live concert by Jennifer Lopez at Orchard Beach in the Bronx and included 'Good Neighbor' profiles from locals around the borough.
In 2015, SLE produced the YouTube Creator Summit, a pre-brandcast summit that brought together 100 of YouTube’s top creators for a full day of good food, inspiring speakers, and celebrity guests including Snoop Dogg, John Green, Wes Anderson, and David Blaine. Ms. Frattini simultaneously consulted for Eastern TV’s production of VH1’s Love & Hip Hop Live: The Wedding, and executive produced CollegeHumor’s Comedy Music Hall of Fame for IFC celebrating a night of comedy music, hosted by Paul F Tompkins.
Frattini is one of the most respected producers within the industry and amongst youth culture-oriented brands because she views every shot through an integrated marketing lens. Solving the creative and technical challenges that come when continually breaking new ground and always being in step with what youth culture has dubbed “cool” is what truly motivates Frattini. Combine that with her team-oriented leadership style and signature flawless execution and the result is unique, branded entertainment content on multiple formats from which all partners involved greatly benefit.
Prior to SLE, Frattini was Senior Vice President/Executive in Charge of production for MTV Networks from 1988 – 2007. She produced iconic pop culture events including the MTV Video Music Awards (VMAs), MTV Movie Awards, the first ever Sports and Music Festival, Fashionably Loud, and MTV LIVE 8, as well as specials such as “Spring Break," “Rock n’ Jock," and “MTV Unplugged." She helped launch MTVU -MTV’s new college channel as well as helped bring the first video game tournament & themed programming to MTV, reaching millions of viewers during 40 hours of network and online programming. As an Executive Producer, Frattini was responsible for many of the channel’s groundbreaking initiatives, as well as network and sponsor partnerships for MTV’s foray into Olympics coverage with NBC.
Super Bowl History Made
She made history as the first female Executive Producer of a Super Bowl half time show for CBS/NFL’s Super Bowl XXXV in 2001 and she exec produced it again in 2004.
The Gold Standard
She worked as Broadcast Manager for Opening & Closing Ceremonies, and Track and Field 1988 & 1992 NBC Olympics early on in her career. Later in 2001, she oversaw the relationship after helping NBC and MTV form a partnership to produce Olympic programming.
Frattini supports numerous non-profit organizations, including Women in Film and Television, Women in Sports, Playing for Change Foundation, Special Olympics, and Wilton Community Response Team. Sunset Lane Entertainment is registered as part of the New York Minority & Woman-owned Business Enterprise Program. SLE is an environmentally conscious company. Frattini and her husband have three children and they live in Connecticut.