300 Entertainment
McHale’s Bar & Grill, a pub in midtown Manhattan, bills itself as “the best Irish bar in NYC.” It opens bright and early, at 10 a.m. on weekdays; it also happens to be right around the corner from Warner Music Group’s New York office. And on Thursday (Sept. 19), it was crammed full of Atlantic Music Group employees gathering to honor colleagues who had been laid off earlier that day. Several staffers clambered onto chairs to deliver spontaneous speeches about their time at the storied label.
McHale’s “is the only thing open during the day in that area,” says one employee who survived the cuts. At the impromptu gathering, “Lots of people who have been at Atlantic for 10- or 20-plus years said they loved being able to work with everyone. People were feeling supported since a lot of staff had been let go” — around 150 layoffs in total, according to WMG’s SEC filing.
Multiple sources stress that these departures, as well as the new regime being put in place by incoming Atlantic Music Group CEO Elliot Grainge, represent a seismic shift for Atlantic — a generational changing of the guard. A number of high-profile executives will be leaving the company, including Atlantic Music Group CEO Julie Greenwald, who co-led Atlantic for nearly 20 years; WMG’s CEO of recorded music Max Lousada, who had been at WMG for decades; 300 Elektra Entertainment chairman/CEO Kevin Liles; Atlantic general manager Paul Sinclair; and Atlantic co-president of Black music Michael Kyser, along with several department heads at both Atlantic and Elektra Records.
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In the wake of the cuts, sources say the Elektra side of 300 Elektra Entertainment is down to fewer than 20 people; Warner announced that 3EE president Gregg Nadel will move to become co-chair of Warner Music Nashville, but did not mention a replacement. (Lousada and Liles will also not be replaced.) Atlantic made further cuts to its radio team, which now has fewer than 10 employees, having already been hit in previous waves of layoffs. The label slashed the publicity department to just a handful of people.
In addition, Atlantic and Elektra eliminated their touring teams, which help artists with promotion and production on the road. The creative departments of Atlantic and 300 — the staffers who help furnish artists with the content they need in a visual, social media-driven age — suffered losses as well. And the label cut some A&R executives.
All these vanished jobs are the latest sign that the definition of a major label is transforming rapidly. “The old advantages that a big label had in the past, radio and press and TV, those just aren’t as powerful as they were,” says Jonathan Daniel, a veteran artist manager. The industry is trying to “remodel what a major label is, because the old way is unsustainable at this point.”
That retooling process has led to a number of layoffs at both WMG and Universal Music Group over the last 18 months. (Cuts at Sony Music have been more moderate, sources have said, at least so far.) Executives in traditional departments, like radio and press, have been especially vulnerable. And companies have tried to reduce overlapping roles at frontline labels in favor of a shared central system of services.
Grainge, 30, has expressed disdain for the more sprawling, old-fashioned major label model in the past. In 2016, he founded the label 10K Projects, which has billed itself almost as an anti-major: Small and fleet-footed instead of large and lumbering, with a heavy focus on modern tools (digital marketing) at the expense of more old-fashioned ones (radio). He has had success with this approach, helping boost the early careers of artists like Ice Spice, XXXTentacion and Trippie Redd.
Several Atlantic staffers started to worry about the possibility of additional staff cuts in August, as soon as WMG unexpectedly announced that Grainge would replace Greenwald starting October 1. In the past, major leadership changes at labels have often been accompanied by layoffs. Roughly 20 years ago, for example, not long after Lyor Cohen took over as chairman/CEO of WMG, the company let go of around 1,000 employees.
That said, the record business was shrinking then, rather than growing. And WMG had already made three rounds of cuts in the past 19 months before last week’s layoffs.
Some executives believe that Atlantic Music Group, which has struggled to produce new breakout artists in the last two years, was still too big and too inefficient, even after the previous reductions in staff. It’s nearly impossible to turn a massive ship quickly, and speed is crucial in what WMG CEO Robert Kyncl recently called a “fast-paced, fiercely competitive industry.”
The company’s realignment is intended to strengthen the core Atlantic Music Group structure while also making it more flexible, so it can throw its full weight behind artists at Atlantic, 300 or Elektra at any given time, sources say. “Elliot is confident in the team he’s put in place and they’re all focused on moving the needle,” a source inside WMG tells Billboard. The mission, this person continues, is focusing on “artists, artist development, great music. With all the anxiety about changes, there is excitement about the future, too.”
But others wonder if deep cuts will ultimately affect a label’s ability to deliver on behalf of its artists. “They’re smart people; obviously there’s some sort of plan” with the restructure and the layoffs, says Motti Shulman, who exited his role as senior vp of rhythm promotion at 300 Elektra Entertainment in 2023. “But if you keep cutting the fat, at some point you dig into the muscle. I think they’ve gone beyond the fat.”
Earlier this month, WMG employees say Grainge spent time in the company’s Los Angeles and New York offices along with Zach Friedman and Tony Talamo, who are set to become chief operating officer and general manager of Atlantic Music Group, respectively. Several Atlantic staffers believed that the incoming leadership was evaluating their work and weighing who might be cut.
When layoffs began in New York last Thursday, a number of employees were told they were being let go in individual meetings with Greenwald — who had, in many cases, played an instrumental role in hiring them, sometimes decades ago. Some staffers started to call the artists they had collaborated with to notify them that they had been laid off. Others updated their LinkedIn profiles: #OpenToWork.
Historically, when labels cut a lot of employees — as Universal Music group did in 1999, and WMG did in 2004 — they often trim artist rosters as well. Specific employees often champion specific artists in the building; if those cheerleaders are gone, the label may in turn sever ties with the acts they cheered for. On top of that, remaining staff might be spread too thin to aid as many acts as it did previously. Many managers are still waiting to hear if their artists will be affected in the shakeup.
Todd Rubenstein, a veteran music lawyer, has been watching the steady drumbeat of layoffs across the major labels since the start of 2023. “I find it all sad,” he says. “Not just from the human level of people losing their jobs, but everyone was already complaining before about what labels were not doing for their artists. What happens now that a hundred people got let go?”
On Monday (Sept. 23), Atlantic started trying to answer that question. The company announced a “new era” and a series of promotions. “We are committed to a single principle,” Grainge said in a statement. “Maximum impact for original artists.”
Kevin Liles will step down from his role as chairman and CEO of 300 Entertainment at the end of September, the respected executive announced on Tuesday (Sept. 17).
In an internal note to staff obtained by Billboard, Liles said he would be departing as CEO of the Warner Music-owned label at the end of the month but staying on as a consultant through the year. WMG CEO Robert Kyncl called Liles an “extraordinary brand-builder, artist advocate, and champion of creative expression,” adding that the role would not be filled once Liles steps down.
Liles, Lyor Cohen, Todd Moscowitz and Roger Gold launched 300 in 2015 and quickly gained recognition and influence for signing and developing future hip-hop superstars including Megan Thee Stallion, Gunna, Migos, Fetty Wap and Young Thug, among others. In 2021, the label was acquired by Warner Music Group, which later incorporated it into the Atlantic Music Group by forming the 300 Elektra Entertainment Group in 2022.
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The changes at 300 follow the departures of WMG’s CEO of recorded music Max Lousada and longtime Atlantic leader Julie Greenwald and the announcement that 10K Projects founder Elliot Grainge will be taking over as CEO of the new-look AMG at the end of this month. Sources have told Billboard that other executive departures may also be in the works during this leadership transition as well.
“The cultural impact we created in 10 years when starting from scratch is simply unmatched in the modern era,” said Liles. “We transformed our value proposition – ‘mindset of independent, muscle of a major’ – into a model for the rest of the industry to chase in this new era of music. But if there’s one consistent in music and culture, it’s that change is inevitable.”
Read Liles’ full memo to staff:
A Celebration of Who We Are Team, From the start, 300 was centered around the idea that when you intensely focus on servicing artists and the culture, good things happen. When we combined that intention with our fearlessness, creativity, and passion, it unlocked greatness and delivered impact. Next month, 300 will be celebrating its tenth anniversary of greatness and impact. I wanted to take a moment to express my gratitude to our team and share some news.
A Decade of InfluenceThroughout the past decade, we stayed true to our original vision and values. As we created the first ever label ecosystem in the industry, we celebrated Trap Queens, we Dripped Too Hard as a Lifestyle, and it was always a Hot Girl Summer, even on our Skis. We have leaders like the Bad and Boujee Rayna Bass who can switch between Pushin P and being Savage with No Promises other than excellence. Then there’s the Awwsome Selim Bouab who is Hot regardless of whether in Japan, The London, or From The D To The A. Our whole team is One of Wun. Our Bread & Butter was saying less and doing more – when others talked, we didn’t stop to ask Fukumean, we just said Good Morning Gorgeous and proved Boy’s A Liar. Whether Lydia, Kehlani, or 679 of Your Friends, we made fans evangelists. We Mixed Personalities, put in work like it’s First Day Out, and ran up Digits that made everyone Pick Up The Phone.
Then when we became part of the WMG family and joined forces with Gregg Nadel and other brilliant minds and artists across Elektra Music Group, we continued to deliver Religiously and Right On Time. As 3EE, we had The Craving to always make it Bigger Than The Song, whether it felt like we were on Holiday or between a Rock And A Hard Place.
The cultural impact we created in 10 years when starting from scratch is simply unmatched in the modern era. We transformed our value proposition – “mindset of independent, muscle of a major” – into a model for the rest of the industry to chase in this new era of music. But if there’s one consistent in music and culture, it’s that change is inevitable.
As committed servants of the culture, we know growing and empowering the next generation of leaders is a responsibility, and when the time is right, we pass the torch. As I mentioned above, at 300 we have two of the most talented, home-grown young leaders in the entire music industry, Rayna Bass and Selim Bouab. On this tenth anniversary of 300, it’s their turn to lead our 300 team into the next decade of excellence. At the end of this month, I’ll be stepping aside and departing WMG, although to ensure a successful transition, I’ll continue to consult with the team through the end of the year.
300 has never been about one person or one artist. It’s a movement united in belief in our culture and community. Personally, I’m looking forward to my next chapter where I will continue to Listen, Learn, Lead, and Love. Specifically, I will be continuing the fight to end the criminalization of hip-hop lyrics exemplified by the unjust prosecution of Jeffery Williams. And in the short-term, I’ll be dedicating all my other time to making history by electing Kamala Harris as the first African-American female President, as well as holding the Senate and winning back the House to make Hakeem Jeffries the first African-American Speaker. This chapter may be closing, but always remember: #jobnotdone.
I have full faith in the leadership of Rayna, Selim, and Gregg, and I want to extend a sincere thank you to Len and the senior leaders at WMG who have empowered our success, particularly Robert, Max, and Julie.
Thank You and God Bless, Kevin
Welcome to yet another edition of Executive Turntable, Billboard’s comprehensive(ish) compendium of promotions, hirings, exits and firings — and all things in between — across music. While you’re here, we also have a weekly interview series spotlighting a single executive and a regularly updated gallery honoring many of the industry figures we’ve lost throughout the year.
Victoria (Torie) Mason was elevated to oversee Warner Music Nashville‘s newly rebranded marketing and digital departments, but misplace your reading glasses and you may not spot the change in the WMG veteran’s title. The Nashville-based home of Blake Shelton, Dan + Shay, Ingrid Andress and Randy Travis promoted Mason from senior vp of strategic marketing and analysis to senior vp of marketing and analytics — a subtle tweak but it now means Mason will oversee an expanded marketing division that encompasses artist marketing, digital marketing, analytics, brand partnerships, video strategy and advertising strategy. As part of the changes, the label’s Artist Development team will merge into the wider Marketing department, while the Interactive Marketing team will now be called Digital Marketing. “This new structure will allow us to continue to super-serve our artists and their music with more focus and urgency,” explained WMN co-chair and co-president Ben Kline. Mason joined Warner in late 2011 as director of research and analytics and worked her way up to svp by August 2021.
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Elsewhere at WMN, Mary Catherine Rebrovick was promoted from senior director of publicity to vice president of publicity. Rebrovick joined the label in July 2012 as an assistant for then-vp of publicity Tree Paine, who has gone on to work exclusively with someone named Taylor Swift. “Little did either one of us know that 12 years later, I’d be taking that title myself (and she’d be taking the mega title of legendary publicist to the current Queen of Pop),” said Rebrovick on social media, according to Music Row. “Happy full circle anniversary to me.”
More Warner, you say? Tat Tong joined Warner Chappell Music as vice president of A&R and creative, Asia Pacific. The industry veteran joins WCM from Sony Music, where he was A&R director for RCA Records Greater China. In his new role, Tong will lead all things creative in the region and oversee the signing and development of new talent and music-related projects. Tong is also an accomplished producer and songwriter, with credits on tracks by Luis Fonsi, Troye Sivan and CNCO, among others, and he’s currently working on a musical stage adaptation of Crazy Rich Asians. “The APAC music scene is rapidly growing and evolving, and I’m excited to join the Warner Chappell Music team in this role,” said Tong. “I’m eager to leverage my expertise and knowledge of the regional markets to discover and develop exceptional songwriting talent.”
Meanwhile…
Virgin Music Group wants you to know that Justin Bumper Reeve is their senior vp of global sync, overseeing licensing opportunities for VMG artists and labels across film, television, video games, advertising and more. Technically speaking, Bumper has been grinding at Virgin since August 2023, following a highly successful 16-year stretch as founder and head of sync at his boutique sync licensing firm Hidden Tracks, where he negotiated thousands of placements for a roster including Courtney Barnett, Haim, Major Lazer and others. Since joining Virgin last year, Reeve’s sync wins include BTS’s “Dynamite” in the latest Despicable Me movie and bbno$’s “edamame (feat. Rich Brian)” for a Mountain Dew Super Bowl ad, among others. “Bumper is one of the most successful and respected creative sync executives in the business,” said Jeremy Kramer, executive vp of global marketing at Virgin. “He is already proving to be invaluable for our label and artists clients around the world, having already secured syncs with global blue chip brands and some of the most commercially successful films and television shows.”
Kenny Ochoa
Courtesy of Splice
Kenny Ochoa is Splice‘s new senior vp of content, overseeing the music tech platform’s build-out of its catalog of royalty-free, human-made samples. Based in Los Angeles and reporting to Splice CEO Kakul Srivastava, Ochoa’s remit also includes industry outreach and partnerships with artists. Ochoa joins Splice from Snap, where he served as head of music curation and licensing. Earlier in his career, he held senior roles at Warner Music, Sony Music and Sanctuary. “This is a critical time in our industry, so it was vital that we found someone with the relationships, taste and passion to help us build and prepare for the future of music creation” said Srivastava.
Alison Finley, a veteran music lawyer and label executive, joined tech-driven law firm Pierson Ferdinand, LLP as a partner in the corporate department. Finley is fresh off a seven-year tenure at Universal Music Group, where she rose from senior vp to executive vp from mid-2017 to March of this year, with a 20-month stint as the COO of Motown in the middle. At UMG, she oversaw strategy and negotiations for the company including for label ventures, record deals, label distribution, merchandise, vendors and brand partners. At Motown, she oversaw the iconic R&B and hip-hop label’s day-to-day operations. Finley has also served as general counsel at Ultra Music and on the board of trustees of the TJ Martell Foundation. “I have known and admired Alison Finley essentially my entire career, having been on the opposite side of deals from her for more than two decades,” said Steve Sidman, co-chair of PierFerd’s Global Media, Entertainment & Sports practice group. “I much prefer being on the same team as Alison, so the minute I learned of her free agency, I leaped at the opportunity to ask her to join us.”
300 Entertainment promoted Az Cohen to vp of A&R and research, Janelle Gibbs to vp of publicity, and Tashana Ventura to vp of marketing. In their new roles, Cohen will continue to sign and develop new acts, while Gibbs will help those artists with media messaging and storytelling, and Ventura will work with them on partnerships and release strategy. Cohen joined 300 in 2014 and has been instrumental in shaping the company’s A&R structure. Gibbs was hired in 2022 as a senior director and has worked with Gunna, HUNXHO and Tee Grizzley, among others. Ventura joined in 2018 as director of marketing and was promoted to senior director in 2020, also working closely with HUNXHO. “Az, Janelle, and Tashana embody the spirit of 300 Entertainment,” said 300 co-presidents Rayna Bass and Selim Bouab. “They live and breathe music, devoting themselves to their artists and tirelessly supporting their fellow team members. With their respective skillsets, diehard passion, and bold ideas, they truly represent a new vanguard of music industry executives.”
Mallary Birdsong
Universal Music Group‘s merch and brand management arm, Bravado, appointed industry veteran Mallary Birdsong as senior director of brand management. Birdsong will be based in Bravado’s Nashville office and represent their country roster while reporting to Brian Schechter, senior vp and head of brand management, artist relations. She joins Bravado from Make Wake Artists, where she worked with Luke Combs, Josh Abbott Band, Dillon Carmichael and more. Prior to MWA, she held managerial roles at Dallas Fan Fares and BV3. “Mallary’s multifaceted industry experience is exactly what we look for to help bring our artist’s vision to life,” said Schechter. “I couldn’t be happier to welcome her to the team as we continue to build out our presence in Nashville.”
Berklee has found its next president in Jim Lucchese, the former Echo Nest CEO and founding global head of Creator at Spotify. Lucchese, a longtime drummer based in Boston, was most recently CEO of concert curation and artist services company Sofar Sounds. He begins his role as Berklee’s fifth president on New Year’s Day, 2025. Until then, Berklee’s provost, David Bogen, will continue serving as interim president, and Betsy Newman, senior vp of student enrollment and engagement, will remain as interim executive vp. “It is an immense honor to become a part of the Berklee community, an institution that means so much to me personally and has been a singularly positive force for creativity around the world,” said Lucchese.
NASHVILLE NOTES: Big Loud Records added Lisa Smoot as director, secondary promotion. Smoot joins Big Loud following a nearly two-decade tenure with Jerry Duncan Promotions, where she rose from promotions coordinator to vice president. In her new role at Big Loud, Smoot will oversee secondary promotion across the label’s roster of country singles … Bassist-educator David Abdo joined PLA Media as a publicist … Cox Media Group named Brad Smith CFO on a permanent basis after operating for six months as interim co-CFO.
International production company 1stAveMachine appointed music video director Emil Nava, director/founder of Ammolite Studios, to lead its music division for global commercials and music content. Along with his appointment, Nava has also partnered with 1stAve on Ammolite Machine, a new music and culture venture. According to a press release, Ammolite Machine will bring Nava’s “years of expertise” to the “evolving landscape” of music visuals, boasting “a 360 degree creative offering, which supports music artists and brands to connect with culture, technology and creative storytelling.” Nava has worked with Calvin Harris, Rihanna, Ed Sheeran, Dua Lipa and Post Malone, among many others. –Chris Eggertsen
Activist Artists Management welcomed Karly Brecher as an artist manager. Based in Los Angeles, Brecher works closely with The Pretty Reckless and other artists on the Activist roster. The Syracuse grad has nearly a decade of management experience, most recently from a two-and-a-half year stretch at SB Projects and HYBE America, where she worked with Scooter Braun and a roster headlined by Demi Lovato and Ariana Grande. Earlier in her career, Brecher spent several years at Laffitte Management Group. “Karly brings a decade of experience and a proven track record handling day-to-day responsibilities and branding for an eclectic group of global artists,” said Activist founding partner Bernie Cahill.
Opry Entertainment Group added Samantha Kane as artist relations manager and Ariana Cubillos Voegler as artist relations coordinator. Kane and Voegler will both contribute to the development of artist and industry relations at the Grand Ole Opry and at Opry Entertainment Group. Kane and Voegler will report to Jordan Pettit, director of artist relations & programming strategy, and join Jenn Tressler, artist & label strategy senior manager, on the team. –Jessica Nicholson
The Chamber Group promoted Cassandre Souvenir and Desmond Sam to PR manager at the boutique PR and marketing agency. Souvenir’s career path has included stints at Yelp and BET, plus time as a flight attendant, while Sam’s CV includes sales and styling experience at Patricia Field and time as a community director at VFiles. Both are based in NYC and report to CEO Chris Chambers, who said “Desmond and Cassandre have worked very hard for this promotion, strengthened their relationships and continue to find new ways to deliver for our clients.”
RADIO, RADIO: Southern California Public Radio hired Alejandra Santamaria as its new president and CEO. The executive, who recently served as interim president, general manager and VP, director of sales for Univision Los Angeles, succeeds Herb Scannell in the role (THR) … David Kantor announced he’ll be retiring as Radio One‘s CEO at the end of the year.
ICYMI:
Eddie Rosenblatt
Longtime Geffen Records president Eddie Rosenblatt passed away at age 89 … Miles Beard and David Wolter are the new co-heads of A&R at Republic Records … Sony Music U.K. and Ireland chairman/CEO Jason Iley has been announced as this year’s recipient of the U.K.’s Music Industry Trusts Award (MITS) in recognition of his contribution to the record business … and Livelihood Music Co. added hit-makers Jacob “JKash” Kasher Hindlin and Michael Pollack to its team as principals.
Last Week’s Turntable: Big Loud Promotes a ‘Day-One Believer’
Belfast singer/songwriter Jordan Adetunji, who scored a viral hit earlier this year with the single “Kehlani,” signed to 300 Entertainment in North America and Warner Records UK, the companies tell Billboard. “Jordan is a generational talent whose music transcends genres,” said Kevin Liles, CEO of 300 Entertainment, in a statement. “300 is built on recognizing […]
300 Entertainment continues to bolster its roster of young talent with the signing of newest act BlakeIANA, a Midwest-based rapper on the rise for her song “BING BONG.” “When I heard BlakeIANA, I was impressed and definitely excited by the sound,” 300 Entertainment co-president Selim Bouab tells Billboard. “Once I sat down with her face-to-face, […]
Maria Becerra has signed a deal with Warner Music Latina in a new joint venture with 300 Entertainment, Billboard can exclusively announce today (May 10).
“I am thrilled to be a part of the Warner Music Latina family,” Becerra said in a statement. “I know that together we will achieve incredible things and that this union will allow me to go even further in my career and solidify my global expansion. I’m honored to be part of their roster and look forward to working with such a skilled and talented team.”
For Alejandro Duque, president of Warner Music Latin America, having the Argentine singer-songwriter on the roster is an honor.
“She’s a standout artist with a strong team behind her, and her past successes are a testament to that. We’re excited to continue the path that was started by 300 Entertainment and Kevin’s team, and are very excited for our future together,” he added.
The news of the signing comes on the heels of Becerra receiving the Visionary Award at the inaugural Billboard Latin Women in Music gala.
Maria Becerra at Billboard Latin Women In Music held at the Watsco Center on May 6, 2023 in Coral Gables, Florida. The show airs on Sunday, May 7, 2023 on Telemundo.
Natalia Aguilera
To date, the YouTuber-turned-artist has achieved three entries on the Billboard Hot Latin Songs chart, including her hit “Qué Más Pues?” with J Balvin, as well as two top 10 entries on Latin Airplay (the No. 1 hit “Te Espero” with Prince Royce, and “Éxtasis” with Manuel Turizo at No. 9), and five entries on Latin Rhythm Airplay.
In 2021, Becerra was nominated for best new artist at the Latin Grammys, and her latest album La Nena de Argentina (2022) has garnered more than 300 million plays on Spotify alone, to name a few career highlights. Additionally, she signed with 300 Entertainment in 2020, becoming the first Latin artist to join the label’s roster.
“We are very happy and deeply grateful to 300 Entertainment, Kevin Liles, and his entire team, for the support they have provided Maria since the beginning, because due to their dedication, efforts, and teamwork, Maria has been able to achieve the success she celebrates today, which leads us to this important next step with Warner Music Latina, spearheaded by Alejandro Duque, to continue growing with the next albums,” noted Jose Levy, Becerra’s manager.
Kevin Liles, chairman and CEO of 300 Elektra Entertainment, added: “It’s been amazing to see the growth of Maria as an artist, and I’m so proud of everything that we’ve been able to accomplish together so far. Tapping into the vast, global reach of our Warner Music Group family with the addition of Warner Music Latina to the team behind her, there is absolutely no limit on where she can go.”
Up next, Becerra is working on new music to be released under the Warner/300 venture and is expected to announce a tour.
Maria Becerra signs with Warner Music Latina.
Miguel Valencia/Warner Music Latina
Rising British singer PinkPantheress has been gaining recognition with a set of mixtapes and EPs that have caught the attention of fans, and the U.K. charts, over the past few years. And while she had been bubbling under in the United States, she had yet to crack the Hot 100 until this month, when her single with Ice Spice, “Boy’s a liar Pt. 2,” went viral and debuted at No. 14 on the Hot 100 before rocketing to No. 4 this week. The track is the first Hot 100 Top 10 for both artists, as well as the first duet by two acts who are each making their first Hot 100 Top 10 appearance to reach that mark in only two weeks since February 2021.
The story of “Boy’s a liar Pt. 2” started in November, when PinkPantheress’ original, solo version of the song was released and started gaining traction — where else? — on TikTok. A few months later, rising Bronx MC Ice Spice jumped on the remix and the two shot a video in New York City. Released Feb. 3, the “Pt. 2” remix exploded out of the gate, making waves not just in the United States but also globally; this week, it concurrently shot up to No. 4 on the Billboard Global 200. And that earns 300 Entertainment vp of marketing Lallie Jones the title of Billboard’s Executive of the Week.
Here, Jones discusses the viral spark that 300 — along with its U.K. and global partners at Warner Music Group — managed to turn into a Top 5 hit, the differences between the U.S. and global marketing campaigns and the impact of radio jumping on the song, which led U.S. spins to increase 258% week over week. “One can embark on a release with what you think will and should happen, but timing and cultural appetite will always dictate the impact of a record,” she says. “The collision of PinkPantheress’ underground notoriety and mystique, mixed with Ice Spice’s ubiquity and virality, led to a pop culture explosion.”
This week, PinkPantheress and Ice Spice’s “Boy’s a liar, Pt. 2” surged to No. 4 on both the Hot 100 and the Billboard Global 200 charts. What key decisions did you make to help make that happen?
So much about this project has been a collaborative effort amongst PinkPantheress, her management and the global team across WMG. Our goal at 300 was to utilize the remix to broaden her already growing profile and further develop her reach Stateside. PinkPantheress’ music transcends genre, but it was important in the U.S. market to establish her as a Black artist creating on her own terms. As such, we strategically secured support from social accounts that could help accelerate the cultural conversation. We also targeted influential livestreamers and enlisted creators whose reaction videos propelled the track’s consumption. The official video also played a key role in setting this release on fire as the No. 1 trending video on YouTube for 11 straight days. PinkPantheress really wanted to step into Ice Spice’s world and film in NYC with the rising directors George and Fred Buford. Zak Boumlaki, her incredible marketing lead at Warner Records U.K., and I ensured the cast reflected youth and diversity that truly resonated.
The original “Boy’s a liar” was released in November. Why did you guys want to put out this remix, and how did it come together?
The original “Boy’s a liar” sound started to go crazy on TikTok in November, and once released, the track continued its viral trajectory throughout the holidays. The U.S. and U.K. teams pushed for an additional version, believing that the song deserved a longer story. It was PinkPantheress’ decision to enlist Ice Spice for the remix. Coincidentally, Ice Spice had posted the song on her IG stories, and PinkPantheress responded to it by asking if she’d like to team up.
The song has been a smash out of the gate, becoming the first duet by two acts each making their first Top 10 appearance on the Hot 100 to reach that mark in only two weeks since February 2021. What was the marketing plan behind it?
Leading up to release, the main marketing anchor was releasing a vibrant visual that placed the two artists in the same world. Initially, we wanted to keep the collaboration a surprise, with the intention of slowly teasing the partnership on both artists’ TikTok accounts. [But] snippets of them shooting together fueled a frenzy, and, even before the partnership was revealed, there was a bubbling conversation amongst their fans fantasizing about what would happen if the two actually came together. One can embark on a release with what you think will and should happen, but timing and cultural appetite will always dictate the impact of a record. The collision of PinkPantheress’ underground notoriety and mystique, mixed with Ice Spice’s ubiquity and virality, led to a pop culture explosion.
The song is not just No. 4 in the U.S., but also globally. How did the worldwide rollout plan differ from the U.S. plan?
In [the U.S.] market, we face the common challenge of tying the artist themselves to their music, especially when they’re not from here. While other markets might have impacted radio at launch, our plan was to first focus on setting the table culturally before pursuing a commercial radio push. We had the fortune of PinkPantheress being Stateside on release weekend and were able to capture her moving around with different artists, including her linking with Ice Spice throughout the weekend. Seeing her outside in the States is all part of her establishing a true U.S. presence.
The song has grown significantly in streams (up 54%) and radio airplay (up 258%) in just its second week out. How do you plan to keep the momentum going?
There’s no ceiling for this song or PinkPantheress as a writer, producer and artist. Despite its online ascension, the radio story is only beginning and the track will see a multi-format impact in March. Radio airplay will take the song’s consumption and visibility to the next level, positioning the track as one of the most popular anthems of the year. Alongside radio, the track will sustain momentum through thoughtful digital strategy, out-of-home campaigns, and her upcoming appearances at U.S. festivals this year. Following her gut and internal compass has resulted in PinkPantheress developing into one of the most intriguing artists of this time. Our North Star is protecting her brand and supporting her vision by pursuing only the right opportunities that will take her to new heights.
The ongoing legal battle between Megan Thee Stallion and her label 1501 Certified Entertainment has taken another nasty turn around this weekend’s American Music Awards.
According to court documents obtained by Billboard, the “Savage” rapper (born Megan Pete) was granted a restraining order against 1501, along with her distributor 300 Entertainment, after claiming 1501 “unlawfully” took steps “to block or interfere with Pete exploiting, licensing, or publishing her music” in the lead-up to the upcoming AMAs on Sunday (Nov. 20). Filed in Harris County District Court in Texas, the order says Megan “provided evidence” that the company “recently engaged and will continue to engage in threatening and retaliatory behavior that will irreparably harm” her music career.
Without providing further detail on what 1501 or 300 allegedly did, the court notes that it filed an ex parte order — essentially, a type of emergency order granted without waiting for a response from the other side — “because there was not enough time to give notice to Defendants, hold a hearing, and issue a restraining order before the irreparable injury, loss, or damage would occur.” It adds that voting for the AMAs, where Megan is nominated for favorite female hip-hop artist, closes on Monday night (Nov. 14) at midnight, and that Megan “will suffer irreparable harm if her music cannot be used in conjunction with her promotion for the AMAs.”
Under the order, 1501, 300 and anyone acting “in concert or participation with” them are restricted from “preventing or blocking the use and exploitation” of Megan’s music in promotional content for the AMAs, — including by “threatening or otherwise attempting to intimidate or coerce” third parties not to use it — through Nov. 20. It also sets a hearing on Megan’s restraining order request for Nov. 22.
The restraining order is just the latest volley in a more than two-year-old legal battle that began in 2020 when Megan filed a lawsuit alleging that 1501 founder Carl Crawford tricked her into signing an “unconscionable” record deal in 2018 that was well below industry standards. She claims that upon signing a management deal with Jay-Z‘s Roc Nation the following year, she got “real lawyers” who showed her that the 1501 agreement was “crazy.”
In February, Megan filed a separate lawsuit claiming 1501 had refused to count her 2021 Something for Thee Hotties release as an album — a pivotal definition, as her 1501 deal states that she must produce three albums to fulfill her obligations. 1501 quickly countersued, arguing that Thee Hotties included just 29 minutes of original material and therefore didn’t qualify.
In September, Megan filed yet another lawsuit seeking more than $1 million in damages, claiming that 1501 “systematically failed” to pay her the proper amount of royalties she was owed and had “wrongfully allowed for excessive marketing and promotion charges,” in addition to allegations that the label leaked her most recent album Traumazine. In response, attorneys for the label argued it was actually Megan who had failed to pay 1501 its fair share of money she made from endorsements, partnerships and other business deals, as well as requirements related to publishing royalties. They further added that any claims of underpayment of royalties should be redirected to 300 Entertainment.
Representatives from 1501 and 300 did not immediately respond to Billboard‘s request for comment.
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