The Raine Group Partners Behind Music’s Biggest Deals: ‘This Is a New Generation of Capital Investing’

The music industry, like investment banking, is built largely on relationships, and Fred Davis and Joe Puthenveetil have built their careers on being relationship brokers to both worlds.

Partners at merchant bank The Raine Group, Davis — who is the son of music industry icon Clive Davis — and Puthenveetil are two of the most influential financial power brokers in the business. Since one of Raine’s earliest music deals advising Abu Dhabi, United Arab Emirates-based Mubadala Investment on its acquisition of EMI, it has advised on or invested in billions of dollars of transactions. In recent years, the pair managed the $230 million sale of CD Baby’s digital operation to Downtown Music Holdings, helped Antonio “L.A.” Reid and Charles Goldstuck raise $75 million to launch the HitCo label and led SoundCloud’s $170 million emergency investment round in 2017, which included recruiting Singapore state fund Temasek to invest alongside it. (Concord acquired Hitco’s entire sound recording catalog and certain additional releases but not the label or brand name in 2022.)

In the past year alone, Davis says the partners have had a hand in more than $1 billion in transactions, including advising Quality Control in its sale to HYBE America, advising private equity firm Francisco Partners in its acquisition of Kobalt and helping Larry Jackson raise $1 billion in capital for his new venture, gamma.

Raine remains an investor in SoundCloud and also helped create Firebird, a conglomerate of independent music labels, publishers and artist management groups that develop and advise artists and help them with business opportunities outside of music.

Puthenveetil, a graduate of Georgetown University’s Edmund A. Walsh School of Foreign Service, joined Raine in 2010 and was a driving force behind the CD Baby sale and HitCo fundraising, as well Raine’s investments in SoundCloud, concert/festival producer Blackbird Presents and promoter C3 Presents, which was sold to Live Nation. He sits on SoundCloud’s board of directors, with Davis, and on Blackbird’s board.

Fordham University School of Law-educated Davis (who launched his own law firm, Davis Shapiro & Lewit, before joining Raine) says one of the starkest trends shaping music today is that more money from more sources is flowing into the industry than ever before.

“When I was coming up as a music lawyer, there were maybe three, maybe four check writers,” he says. “The diversity of capital is so enormous in this industry right now. You have HYBE investing in Quality Control from South Korea. Eldridge Capital investing in gamma, along with Apple. Francisco Partners acquiring Kobalt. It’s strategic, private equity, high net worth, sovereign wealth.

“This is a new generation of capital investing in the music industry, “Davis adds. “We’ve never had an era like this ever.” Other investors that Raine has recently advised include pro wrestling giant WWE on its $21 billion combination with Endeavor, Japan’s Softbank Group and the crypto exchange Binance.

For those who aren’t familiar with The Raine Group, please provide some background on the firm and its network of investors.

Fred Davis Raine has nine offices around the world and is very global by its DNA. The network we have now in private equity, sovereign wealth, high net worth, family offices and strategic investors is so complementary to the network a traditional music lawyer has. We can collaborate and do what’s best for the client.

Describe what you do and how your services differ from, say, a music lawyer’s.

Joe Puthenveetil While Fred and I specialize in music, our firm specializes in everything around media and technology. For a lot of our clients, a big part of why they work with us is to access unconventional buyers and pools of capital. Being able to leverage that global expertise and global investors, we’ve got a pretty unique and broad set of relationships across the firm.

How did HYBE America’s acquisition of Quality Control happen?

Davis Last September, we took a trip to South Korea, set up a number of meetings with the best music companies in Korea and went there to uncover opportunities. From that trip, we made the connection between HYBE and our preexisting client Quality Control. We work best with the client’s music lawyer. Quality Control is represented by Damian Granderson, with whom we work extremely well.

What does scaling Quality Control look like?

Puthenveetil Quality Control has taken its place in music and expanded it across culture to film and TV, sports, branding, and that’s how we think of the modern music industry. Talent is more than just their music. They are real brands and businesses. And the Quality Control team [COO Kevin “Coach K” Lee and CEO Pierre “P” Thomas] understands that better than anyone. Coach and P have been public about their ambitions to make Quality Control one of the biggest businesses in hip-hop and broader Black culture. Having a partner that can help them do that with capital and expertise, they may scale further into film, TV and video games.

Davis One of the visions that Coach and P have shared with us over the years is how they want to make Atlanta the home of hip-hop and street music the way Nashville is the home of country. HYBE will help them accomplish that vision.

Are Quality Control and gamma similar in that they are both trying to take artists beyond music? What are your views on that?

Puthenveetil One hundred percent. They both approach it in slightly different ways, but fundamentally, it’s driving at the same thesis and reality that artists build their careers through music, but build their brands and communities through everything else they do. That is where we see the industry going more and more. Thinking back to our trip to Korea last September, they have fundamentally understood that for a lot longer than we have in the U.S. On the investing side, we helped create a business called Firebird that has a similar belief and is partnering with the best labels, managers and publishing companies to help them expand beyond music and touring.

What is Firebird building?

Davis We invested in [as opposed to simply advising] Firebird. They are in the process of building a new-generation music company that will be a combination of managers and independent record labels as its core. They’ve done about a dozen transactions and are well on their path to building a great new music company.

How is Firebird different from gamma, which also calls itself a new music company?

Davis Gamma will not be in the management business the same way Firebird is. There will be some elements of crossover, but the essence of each company will be different.

What role did Raine play in the launch of Larry Jackson’s gamma?

Davis We’ve known Larry for many years. Larry approached us with an idea many years ago of what he wanted to build. Our role was to find the capital to invest in gamma. We negotiated the Apple investment, and we sourced the Eldridge investment and negotiated the terms of the deal. Raine represented Chelsea Football Club, which Todd Boehly and Eldridge acquired. Through our partner Joe Ravitch’s relationship with Eldridge, we introduced Eldridge to Larry. [Eldridge is an investor in Billboard.]

Puthenveetil We also helped [Jackson] translate his vision into a business plan and marketing materials and helped educate the investors on what this all means.

Why do you think investing in the music industry will be resilient even if market conditions worsen?

Davis Simple metrics of supply and demand. There is an incredible amount of capital that wants to get into music. There are not that many great companies. That market dynamic will keep valuations high and opportunities exciting.

Puthenveetil The reason everyone is excited about music is that, structurally, it is healthy. Companies are growing, they’re profitable. There are a lot of opportunities to invest, to acquire. When you look around at the broader landscape, sure, there are a lot of challenging sectors of the broader market. But everyone is still streaming music, everyone is still attending concerts. These companies are all still making record profits.

Historically, periods of economic downturn trigger a risk-off approach to alternative investment areas, which is what music is considered.

Puthenveetil Over the past six to nine months, we have gotten more calls from investors looking to enter this space than ever before.

Where do sovereign wealth funds want to invest in the music industry?

Puthenveetil Because of the growth of these funds, they have more people looking at spaces that might not have fallen in their purview before. That has resulted in GIC [in Singapore] investing in [Universal Music Group]. We brought Temasek into SoundCloud alongside us. We’ve seen sovereign funds in the Middle East looking at this space. In every process and transaction, we see more and more of that and expect it to continue. One of the early deals we did in the music space was advising Mubadala when they acquired EMI. At that time, very few people knew who Mubadala was, let alone expected them to buy that asset.

Globally, where do you see the opportunities?

Puthenveetil All of the developing markets. That’s where streaming growth is, and the audiences are younger. But it’s the innovation we see coming out of those markets that is exciting.

Are there any pockets of vulnerability in the music industry?

Davis From a major label’s perspective, the area of vulnerability is the incredible growth of regional music. The percentage of regional music that non-major labels represent around the world in multiple territories is at an all-time high, whether it’s K-pop in South Korea, Afrobeats in Africa or native music to France that’s not on major labels. This is a huge generational trend. From that perspective, it is a vulnerability for major labels.