Sam Craig Joins Advanced Systems Group as Vice President of Cloud Production Engineering

Cloud News

Industry Veteran to Manage VPCR Development and Lead Engineering Efforts within Cloud-Based Live Production Team

EMERYVILLE, CALIF., March 17, 2023 Advanced Systems Group, LLC (ASG), a technology and services provider for media creatives and content owners, announced that Sam Craig has joined the company as Vice President of Cloud Production Engineering. Craig will be part of ASG’s cloud-based live production division, reporting to Chief Cloud Officer Claudia Souza. Craig comes to ASG with a successful track record leading collaborative teams to ensure the proper translation of engineering technicalities into a smooth, operational workflow.

Sam Craig

In his new role, Craig is responsible for managing an internal DevOps group that modifies and deploys ASG’s VPCR (Virtual Production Control Room) systems. He will also spearhead engineering and testing of cloud-based systems and coordinate with the ASG on-premise systems integration team in the creation of hybrid systems.

Craig comes to ASG from Grass Valley where he spent seven years, most recently as the Vice President of Global Pre-Sales. In that position, Craig led the global technical sales function of the company. During his tenure, Grass Valley deployed large-scale ST2110 routing infrastructures and end-to-end production workflows that leveraged the GV AMPP (Agile Media Processing Platform) cloud-native platform.

Craig joined the Grass Valley-acquired predecessor, Snell Advanced Media, as an Infrastructure Systems Architect, tasked with global systems designs and deployments of routing and control systems. Before that, he was an Engineering Supervisor at FOX Networks’ Engineering & Operations.

“Sam is the perfect addition to our cloud operations team,” said Dave Van Hoy, ASG President. “He is a proven leader that can motivate and manage teams across various functions for success. He’s led many large-scale solutions architecture initiatives in the media and entertainment industry with great results. He’ll be an asset not only to our cloud team but to all of ASG.”

Craig looks forward to bringing his talents to the ASG team: “ASG has been the leader in evolving cloud live production technologies, and I am absolutely thrilled to join an amazing team in designing multi-vendor solutions to solve the most pressing end-user challenges.”

Based in the Houston area, Craig can be reached at

About ASG:

Advanced Systems Group, LLC enables creativity through better technology and operations for media creatives and content owners. From acquisition to post-production to delivery, whether on premises or in the cloud, ASG’s goal is to ensure customer success through tailored solutions that create optimal outcomes. One of the largest Media and Entertainment Technology and Operations suppliers in North America, ASG provides engineering services, physical and cloud integration, training, and support. ASG’s unique Virtual Production Control Room allows clients to operate their live event control room in the cloud. ASG’s Managed Services delivers customized operations and managed services for all phases of media production, including creative and engineering. Founded in 1997, and providing nationwide services, ASG has teams based in Northern California, Los Angeles, the New York Tri-State Area, the Southeastern US, and the Rocky Mountain Region. Find your solution at