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David Furnish felt a rush of endorphins wash over him. It was a warm June evening in 2023, and the surging crowd of over 120,000 had gathered to witness the first-ever Glastonbury Festival set — and, at least for the time being, the last public concert in the United Kingdom — by Elton John. That crush of concertgoers was screaming for Furnish’s star client — who also happens to be his husband.

“Even the concession stands in the back closed down so that they could watch the show,” Furnish recalls, still flabbergasted nearly a year later. “The crowd just filled in around the stands and along the entire north barrier. It was a sea of joy.”

The performance would break records for the annual festival: Along with that in-person crowd, John’s performance garnered 7.3 million overnight viewers on BBC One, making it the most-watched Glastonbury set in history. And if not for Furnish, it never would have happened.

“Elton and I have been talking about it for years. He would say, ‘I just don’t know if I’m right for Glastonbury,’ ” Furnish tells Billboard over Zoom today as John chuckles next to him at their home in Windsor, just outside of London. “I was like, ‘Are you kidding me? You’ll go down really, really well.’ And sure enough, it was overwhelmingly wonderful on every level.”

While Furnish, 61, has been a part of John’s life for just over three decades — the couple began dating in 1993, entered a civil partnership in 2005 and officially tied the knot in 2014 — he has spent the last nine years working as the icon’s manager, bringing his years of experience in advertising to preserving John’s legacy, reestablishing him as a legendary singer and revitalizing his brand. That meant taking an aggressive approach to telling John’s life story through a tell-all memoir (Me) and blockbuster feature film (2019’s Rocketman), introducing his music to a younger audience through strategic partnerships and closing out his touring career with a record-setting farewell outing that was the highest-grossing trek by any artist prior to Taylor Swift’s The Eras Tour.

“I cannot think of anybody in the world who would have done a better job than David has over the last nine years,” John says. “This man has done the most incredible job with my career, and what’s more, he has helped me enjoy it even more than I thought I could.”

Born and raised in Toronto, Furnish didn’t imagine a future where he would be working behind the scenes for an entertainment legend. After graduating from high school, Furnish says he originally dreamed of becoming “a musical theater-type actor.” But on his family’s advice, he instead pursued a business degree at the University of Western Ontario, where he graduated in 1985. Recruited out of college by storied advertising firm Ogilvy & Mather, Furnish thrived, becoming the youngest director at the company by the time he was 30.

“At the end of the day, I’m more of a creative than a businessman. That’s just the dominant side of my brain,” he explains. “I chose advertising because it was the most creative business I felt I could get into.”

But after meeting John in 1993 at a dinner party hosted by a mutual friend (they began dating shortly thereafter), Furnish found himself in need of something a bit more flexible. Leaving advertising behind, he pursued a career in film, producing multiple movies, including 1999’s Women Talking Dirty and 2006’s It’s a Boy Girl Thing, through John’s own cinematic imprint, Rocket Pictures — where he also made his directorial debut with the singer’s 1997 tell-all documentary, Elton John: Tantrums & Tiaras.

During that time, Furnish noticed that his husband’s career needed further direction. “I was trained to understand how you start at the beginning of a journey and then figure out what steps to take with the audience to get them from point A to point B,” Furnish explains. “I also knew the most important thing for Elton was keeping his songs alive and relevant for the next generation. So the rest came rather naturally.”

Taking over as the star’s manager in 2015, Furnish devised a business plan to reinvigorate John’s career — an approach the singer points to as a marked improvement from his past management. “Before David started managing me, our relationship with the record company [Universal Music Group] was just my former manager saying, ‘Let’s go in there and ask them for more money.’ And that is a terrible attitude to have,” John says with a laugh. “Now I have the best relationship with my record company because [David] came in with a plan to get us in better shape.”

After sharing his plan with John, Furnish says he immediately sent the strategy to UMG CEO Lucian Grainge, aiming to show the label that “things were going to be different.” That open line of communication led to a groundbreaking deal between Rocket Entertainment and UMG in 2018, in which the two companies signed a global partnership spanning recorded music, publishing and licensing rights for the rest of John’s career.

Furnish explains that, with John’s label contract set to expire in 2018, it felt right to begin renegotiations with UMG as soon as he signed on. “To do any negotiation, you want to have the most robust environment, and you want to do it at the right time,” he says. “We didn’t go in and say, ‘Here’s the new plan, so we want a new deal.’ It was a simultaneous conversation, and we all walked away happy with the results.”

With negotiations at UMG squared away, Furnish set his sights on bolstering John’s reputation among younger audiences. The first step in that direction came with Apple Music. Meeting with co-creator Jimmy Iovine “back when it was still called Beats Music,” Furnish pitched him on John as an asset for what would become Elton John’s Rocket Hour, now one of Apple Music’s longest-running programs. “We just took what Elton naturally does in his everyday life — he listens to everything — and found a passionate vehicle for it,” he says. The strategy worked: Along with burnishing John’s reputation among young listeners, the show has also championed vibrant new talent like Lil Nas X, Rina Sawayama and, most recently, Chappell Roan.

Another cornerstone of Furnish’s plan came to fruition with the 2019 release of Rocketman, the award-winning musical biopic starring Taron Egerton and covering the early years of John’s career. The film scored John his second Academy Award win for best original song ­­— with longtime collaborator Bernie Taupin for “(I’m Gonna) Love Me Again” — and introduced John’s catalog to an eager, younger audience.

As John puts it, “Things really started to change with the film.” Its themes of “self-love, addiction, familial love and acceptance” helped make the living legend’s career more accessible for less-familiar viewers, Furnish says. In the years since Rocketman’s release, he reports, 58% of John’s streams have been generated by 18- to 35-year-olds.

With more youthful listeners hearing John’s music, he and Furnish ensured that he would keep their attention with a pair of hit remixes: 2021’s “Cold Heart (Pnau Remix),” featuring Dua Lipa, and 2022’s “Hold Me Closer,” featuring Britney Spears. The tracks returned John’s music to the Billboard Hot 100 for the first time in over 20 years, with both songs putting him in the chart’s top 10 for the first time since his 1997 No. 1, “Candle in the Wind 1997/Something About the Way You Look Tonight.”

The active effort to bolster John’s audience reflects the pair’s shared interest in holding on to his legendary catalog. While other legacy artists have sold off their song collections to companies like Primary Wave or Concord, Furnish and John remain steadfast in their desire to maintain control.

“To be the custodians of that legacy that Elton and Bernie built is more important to us than anything. Elton’s catalog is about as blue chip as I would want an investment to be,” Furnish says. “Look at the disruption that has happened with Hipgnosis [Songs Fund]; I can’t think of anything more worrying than selling your catalog to a group you liked and then suddenly, it’s in the hands of somebody else. That’s heartbreaking, especially after spending your life protecting it.”

With their two sons, Zachary (now 13) and Elijah (11), reaching school age, John and Furnish enacted the final component of their plan: ending the singer’s touring career. “It was never a question whether I wanted to stop, because I knew I needed to be with our boys. I had been on the road since I was 16, 17 years of age,” John says, sighing. “Of course, I’ve enjoyed it all, but you have to know when to quit. And I wanted to quit at the top.”

Starting in September 2018 and running through July 2023, John achieved his goal with the Farewell Yellow Brick Road tour. Across 330 shows spanning five continents, the trek grossed a whopping $939 million in ticket sales, according to Billboard Boxscore, becoming the first tour in history to surpass the $900 million mark.

That figure is a point of pride for both John and Furnish, especially considering all the work they had invested in making John’s departure as spectacular as possible. “Elton put the most extraordinary foundation in place at the beginning of his career, and I got such a greater sense of appreciation for how hard he worked throughout this tour,” Furnish says. “As a businessperson, I knew how to chart a path that could get him to where he deserves to be. When you put those together, it’s a winning combination.”

The tour also secured John a prestigious honor held by only 18 other creatives — an EGOT — thanks to an Emmy win for outstanding variety special (live) for his Elton John Live: Farewell From Dodger Stadium special on Disney+. “It was such an important moment for Elton professionally and for us as a family,” Furnish says of the November 2022 performance, John’s last in North America. “To have it honored that way, and preserved in time forever, is really beautiful.”

Yet despite pulling together an unheard-of string of accolades in his husband’s career, Furnish also speaks with unparalleled passion about his work as chairman for the Elton John AIDS Foundation. Throughout his conversation with Billboard, he regularly mentions the organization’s work in Johannesburg, the southern United States and elsewhere to improve community access to standard HIV testing and treatment, reduce the stigma surrounding the spread of the virus and raise millions of dollars to help end the AIDS epidemic by 2030.

It’s important, Furnish points out, to translate the success of both his and John’s careers into actionable, meaningful change in the world. “You need the other side of life to keep your feet on the ground, to take the gifts that you’ve been given and the opportunities that you’ve been given and help other people,” he says. “We both work incredibly hard, but we also realize we’re incredibly lucky. We have an obligation to give back.”

With so many career-defining victories over the last decade, John says he feels privileged to share them with his companion — in no small part because their partnership is what helped make those victories happen. “The complete trust that we have in each other is a godsend,” he says. “Looking at this from a completely egotistical point of view, I’ve always been a big artist. But what David has done lifted me into the echelon of artists like The Rolling Stones, The Beatles, Paul McCartney. That’s how good he is.”

Furnish quickly interrupts to correct his husband: “No — that’s how good you are.”

This story will appear in the June 22, 2024, issue of Billboard.