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How On-Demand Culture is Changing Digital Media & Technology

Friday Nov 4, 2016

Regency Center - San Francisco, CA

>play conference 2016


Thank you to everyone who came to make >play 2016 such a success!

Look out for future updates about >play 2017 coming next year.

>play is the largest and most exciting student-run digital media and technology conference hosted by the UC Berkeley Haas School of Business. Our keynote speaker this year is Adrienne McCallister, the Director of Partnerships for AR/VR at Google and we have product demos from HTC, Oculus and Baobab Studios. 

This year, we are lining up an amazing set of speakers and companies to cover the hottest topics from virtual/augmented reality to the future of new media, from the changing social media landscape to the continuing shift in the music industry. And with those VR headsets on, you will be truly stepping into an immersive, mind blowing digital experience.  

We endeavor to bring you the most engaging, fun and inspiring conference. Whether you are looking to debate your latest viewpoints on digital, get in front of the recruiters of your dream firms, or simply socialize and network with your peers, come to >play and press the >play button.



9:00 AM to 9:30 AM

Arrival and Registration

9:30 AM to 10:30 AM

Keynote: Adrienne McCallister (Director of Global Partnerships for VR/AR at Google)

10:30 AM to 10:45 AM

Morning Coffee Break

Panel: New Media, New Voices: the democratizing power of Podcasts, YouTube, and Other Channels
Panel: Navigating Social Media Identities: Matching your Message to the Medium

10:45 AM to 11:45 AM


11:45 AM TO 1:30 PM



Lunch provided by FarmHill

Career Fair

Product Demos from HTC, Oculus and Baobab Studios

Panel: 2020 Vision - The Future of AR and VR

1:30 PM to 2:30 PM

Afternoon Coffee Break & Networking

2:30 PM to 2:45 PM

Panel: Future sounds - What’s next for the music industry?

2:45 PM to 3:45 PM

Fireside Chat presented by Pandora: Chris Becherer (VP of Product, Pandora) and Christian Oestlien (Director of Product Management at YouTube)

3:45 PM to 4:45 PM

Closing Remarks: Richard Lyons, Dean of Haas School of Business, UC Berkeley

4:45 PM TO 5:00 PM

5:00 PM to 5:30 PM



Adrienne McCallister

Director of Global Partnerships for VR/AR at Google

Adrienne McCallister is the Director of Global Partnerships for Google’s VR/AR efforts where she heads up a team responsible for scaling content, developer, OEM/SOC partnerships and distribution for Daydream, Tango, Jump.  Adrienne’s previous roles at Google include helping to launch Chromecast and leading its global distribution partnerships, as well as leading strategic content partnerships for Google TV.  Prior to joining Google in 2011, Adrienne help senior business development roles at Associated Content (a Yahoo! company), Clearleap and AOL. Adrienne holds an M.B.A. from UC Berkeley's Haas School of Business, and has a bachelor’s degree in finance from the McIntire School of Commerce at the University of Virginia.

Fireside Chat presented by Pandora

Chris Becherer

VP of Product, Pandora

Chris Becherer is Pandora's Vice President of Product, leading the company’s listener-facing product development efforts. Becherer was previously the SVP of Product at Rdio and oversaw the design, strategy and management of Rdio’s entire suite of products. Under his leadership, Rdio expanded to millions of listeners in 80+ countries on 20+ platforms and multiple pricing tiers. Before Rdio, Chris spent seven years in Product Marketing at Apple, leading the launch of several iOS apps including iMessage and Passbook. He began his career as the Chicago market college rep for Virgin Records, where he helped break and promote key EDM artists on the Astralwerks label. While at Haas, Chris co-founded DMEC, assembled the music panel at the inaugural Play Conference and co-produced the Afghan Music Project, a charity album benefiting music education in Afghanistan.

Christian Oestlien

Director of Product Management at YouTube

Christian Oestlien is a Director of Product Management at YouTube, where he is helping to drive initiatives around YouTube’s subscription services. Prior to YouTube he was Vice President of Product Management at Twitter focusing on Growth and International. Before Twitter Christian spent 7 years in various product management roles in Google's display advertising efforts. He began his career on the Internet in 1999 and has worked in product management roles at, VivendiUniversal, WorldWinner and Yahoo!. He is also one of the founders of FlowPlay, a gaming company based in Seattle. Christian has a BA in Economics and International Relations from Claremont McKenna College and an MBA from UC Berkeley.

Moderated Panel Discussions

New media has been transforming the process of how content gets created, published, distributed and consumed. New Media, New Voices brings together makers and business people to discuss current and future phenomena that are altering the relationships between suits, creatives, and fans, and enabling a fresh crop of voices to be heard.

Digital marketing is more complex today than ever before. The proliferation of social media networks has led young adults to establish multiple online identities that differ by platform. Consequently, users' relationships to brands on each of these different platforms may vary based on content, tone, and style. This panel will cover the ins-and-outs of how consumers manage identities and relationships across multiple social networks, and how brands can update their marketing toolkit to stay relevant in an ever-shifting digital landscape.

The music industry has seen incredible shift over the past decade and technology has been at the helm of this transformation. Amidst streaming companies, innovations in the live event experience and emerging artist business model, the landscape looks entirely different today, than ever. Join us to meet today’s key players, learn how they’re transforming how we engage with music – and how they envision this space evolving in decades to come.

By 2020, AR/VR are projected to be a $150 billion annual market. In this panel, key players will discuss the vision for AR/VR in 2020 and beyond. What will the devices that enable AR/VR look like? What are the most compelling applications? How will the market likely evolve over the next 5-10 years?

VR Product Demos

HTC Vive


Vive is a first-of-its-kind virtual reality system developed by HTC and Valve for total immersion in virtual worlds. Designed from the ground up for room-scale VR and true-to-life interactions, Vive delivers on the promise of VR with game-changing technology and best-in-class content. Vive has been recognized with more than 65 awards and wide critical acclaim since its unveiling in 2015.

Oculus Gear VR


Oculus is one of the pioneers of the VR space, bringing full immersion experiences to the table as early as 2012 at the E3 Gaming convention. With the Gear VR, you can play amazing games, watch Hollywood’s best movies in your own private cinema (or even on the moon!), socialize with friends new and old, be at the center of a suspense thriller, and so much more.

Baobab creates video animation content for VR.  Through quality animation, humor, beautiful artwork, and compelling stories, Baobab creates a form of VR that everyone can appreciate and enjoy, regardless of age, background or personal experience.

Baobab Studio

Regency Center

1290 Sutter St, San Francisco, CA 94109


The Regency Center is a unique venue located in San Francisco between Nob Hill and Pacific Heights neighborhoods, on the corner of Van Ness Ave and Sutter St. 

By BART: Nearest BART stop is the Civic Center/UN Plaza Station. From the BART station you can take the bus or walk (about 1 mile).

By BUS: The SFMTA bus lines with the closest stops are 47 and 49 on Van Ness, 2 on Post and 3 on Sutter. 

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Photos from past >Play Conferences


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Digital Media & Entertainment Club

Haas School of BUsiness

University of California, Berkeley