Backline

On Feb. 2, group chats across the music industry lit up when Chappell Roan used the Grammys stage to implore record labels to cover healthcare costs for their artists. Perhaps few chats were more active than the one between employees at Backline, the mental health nonprofit serving music professionals.
“[Our group chat] was on fire as soon as she started talking… this is a conversation that we have all the time,” says Hilary Gleason, Backline’s executive director. “So to see it platformed in that way really resonated with us and encouraged us. We were all just blown away that she chose to use that moment in that way, not having any idea that a week later, we would be where we were.”

Where they are is in a privileged position. On Super Bowl Sunday (Feb. 10) — after Roan hit back at a Hollywood Reporter op-ed by a former A&R executive who criticized her speech by daring him to match her $25,000 donation to help “struggling dropped artists” — Roan and Backline jointly announced the We Got You! campaign, launched with $25,000 donations from Roan, Charli XCX and Noah Kahan (who had previously partnered with Backline to provide mental healthcare for all 78 band and crew members on his We’ll Be Here Forever Tour). Billed as “a fund to support artists’ mental health,” the campaign has resulted in an influx of donations to the nonprofit, including matching $25,000 donations from Sabrina Carpenter, Live Nation, AEG, the Wasserman Foundation, Guy Oseary, Sumerian Records and the Hinterland Festival, among others. Since launch, the campaign has netted the organization $353,000 and, perhaps more importantly, raised its public profile overnight.

Trending on Billboard

“Our biggest challenge has always been getting the word out,” says Gleason. “So this moment that happened around Chappell at the Grammys has really given us that exposure and opportunity to really connect with people who’ve never heard about us and could utilize these kinds of resources.”

Launched in October 2019 by more than 50 music industry professionals following the suicides of several prominent musicians, Backline provides a case management program that offers one-on-one support for music workers who need help navigating the often-knotty mental health care space. The organization helps link these workers with therapists and 170 partner organizations — including MusiCares, the Sweet Relief Musicians Fund and the Black Mental Health Alliance — that together form a clinical referral network boasting 1,150 providers across all 50 states, over 85 percent of whom have experience working with music professionals or have worked in the industry themselves. Backline also hosts annual clinical training for providers; sends out free touring care packages that include wellness products and mental health resources for professionals on the road; hosts weekly industry support groups; and offers free or heavily discounted wellness resources from partners that offer services including yoga, breath work, meditation and nutrition.

When Gleason learned that Roan had chosen to support Backline from a list of options the artist’s team had presented her with, she was flattered but uncertain that it was the right fit, given that Roan’s speech had focused on overall healthcare, not just mental health.

“I actually pitched a few of our partner organizations in that moment, saying, you know, this could be a really great moment for some of these other organizations who have a broader focus,” says Gleason. She was surprised, then, when Roan’s team came back to her and insisted Backline was the choice. In hindsight, Gleason sees the wisdom in Roan choosing to partner with Backline, which notably boasts Joshua Knight and Matt Runner — co-founder and agent, respectively, at Roan’s agency Wasserman – on its board of directors.

“I think the throughline of the work that we’re doing in mental health is a foundational piece of the larger conversation around access to health care,” says Gleason. “If you’re struggling with your mental health, it can be really hard to sign up for insurance, get your finances in order, go see a doctor, go see a dentist. Any of those pieces can feel really overwhelming if you don’t have the mental health foundation in place. And so we see this as the first step of accessing healthcare in a greater capacity.”

Since the influx of donations came through — including from many of Roan’s fans — the picture for Backline has changed. As Gleason puts it, the organization’s strategic plan for 2025 is now being looked at “with a bit bigger lens.” While she says they “want to stick to our core programs,” the extra money will “allow us to make some moves more quickly,” including upgrading the organization’s case management system this year. It will also allow Backline to expand its marketing efforts “farther into the music industry,” she says: “We really want to hit every corner, make sure that whether you’re in a tour bus, in a studio, in an office, you know that this is a resource that exists for you.”

Since the launch of We Got You!, Gleason says Backline has received an encouraging swell of support from music companies, noting that they’ve seen more corporate donations in one month than they did all of last year. While receiving support from individuals is important, she agrees that companies must shoulder the responsibility of caring for their artists and staff.

“Last year, we did 1.4 percent of our total raise from corporations, and that’s really where we want to see the change — for [companies] to invest in this and take care of their employees and their artists and be a part of this positive moment,” Gleason says. “It’s easy enough to email your whole staff and say, ‘Here’s all of Backline’s resources.’ It’s harder to say, ‘And we’ve made a donation, and we’ve earmarked that donation for your care.’ But we’re starting to see that kind of thing happen more and more, and we’re hoping that this moment really gets people thinking about what their plan is. And I think more artists are going to be looking for that as they are signing with labels and agencies and management companies.”

Of course, receiving the public support of Roan and other stars is the kind of marketing money can’t buy, and that added visibility, in addition to the flood of donations, has led to a spike in interest from music professionals looking for help. Gleason says Backline has had 205 submissions to case management in 2025, more than twice as many as it had at the same time last year (87) — an increase she attributes to both the Los Angeles wildfires (a Backline social post offering free therapy to those affected by the fires was shared by celebrities including Justin Timberlake and Common) and the We Got You! campaign. Notably, Backline has seen more producers, promoters and back-of-house professionals coming through its case management system — artists have historically made up 40 percent of cases — including an increase in music workers who hail from states including Texas, Maryland and Missouri, Roan’s home state. One of those cases, in particular, has stuck with Gleason.

“One of the submissions [was] from a young artist in Missouri, and that’s exactly what [Roan] was speaking to, and the work that we’re trying to do day in and day out,” she says. “So for [that artist] to learn about the resource, utilize the resource — I can’t think of a more perfect circle.”