Bad Bunny
At the beginning of 2023, Quevedo announced a stop in his career. Six months earlier, the Spanish artist had topped the Global 200 chart with “Bzrp Music Sessions, Vol. 52” alongside Bizarrap, making him and Bizarrap the first artists from Spain and Argentina, respectively, to reach No. 1 on the listing.
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By then, Bizarrap was already known for his provocative Music Sessions, but outside of Spain, Quevedo was relatively unknown — even though a few months earlier he had reached No. 145 on the same chart with “Cayo La Noche,” a collaboration with El Ima, Cruz Cafuné, Bejo, La Pantera, Juseph, and Abhir Hathi.
However, “Vol. 52” was his big ticket to a global audience that immediately connected with his deep voice and catchy mix of dance, pop and urban music. In a matter of months, Quevedo became a star — and in January 2023, he released his first album, Donde Quiero Estar, which debuted at No. 9 on the Billboard Latin Rhythm Albums chart.
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Although everything looked rosy, privately, Quevedo, who had just turned 21, felt tired and overwhelmed by the media, tours, pressure, and releases.
“From when I started to when we made ‘Cayo la Noche’ and the session with Bizarrap, I really didn’t have a chance to stop and decide: Do I like what I’m doing?” he says today. So he stopped.
For a year, he didn’t release music or give interviews. Until now.
On November 21, Quevedo returned with his second album, Buenas Noches, distributed through Rimas Entertainment, the home of his idol Bad Bunny. The 18-track set is a mix of pop and urban, with collaborations including Sech and De LaGhetto, but also surprises like Aitana and Pitbull, on a journey that ranges from totally fun to more introspective.
Not everything is as it seems. Much of the album’s aesthetic is based on red carpets and paparazzi, and the cover shows a smiling Quevedo with dark glasses talking to the cameras. But the photo is inspired by one of Michael Jordan, finally smiling when he decided to return to basketball after his father’s death. Now, after a year, Quevedo too is ready to return. Here is the story, which he tells to Billboard below.
Tell me about Buenas Noches.
It’s an eclectic album. Since I had not released music for a long time, what I most wanted was to flow in the studio and do things that I felt like doing. Make a fun album above all, not so introspective. There are songs that are more personal, but the majority are for people to have fun with. I made the album in very different stages. I released my first album in January 2023, but just before, when I had finished it in 2022, I started making this album. I made the first tracks in 2022. Then last year I did many camps, and this year I really got into the studio. But it has taken me over two years to make the album.
So, you really didn’t take a break from music?
For me, the break is not about not going to the studio. I love going to the studio. For me, it was about not being in the public eye. What I didn’t want was media pressure, keep traveling every week. It was about stopping and saying, okay, where do I want to take my career. I wanted was to disappear a bit from public view.
Why?
Everything was so pressed by the next thing that there was a moment when I said, “This was my dream, but it’s been a long time since I’ve considered if I’m happy with what I’m doing.” I started doing music because I love it. I don’t like being famous. It’s a consequence that I’m willing to assume if it means I can make music and live from it. But I don’t like being famous, I don’t like people getting into my life. What I love is that moment of creation.
I needed to stop and focus. Now I feel I have the strength to take everything up again, and I’m willing to deal with the things I don’t like so I can make my music.
Was there something that made you take the break and come back?
In 2022 I wrote “Ahora Qué,” a song that said: “2021 to sow, 2022 to reap, 2023 to crown, 2024 to disappear.” When I wrote that, I thought I’d take things a bit more slowly. But over time, in 2023, with the tour, the writing camps, there was a moment when I was making music only in camps, but not in my day-to-day. And at the same time, I moved to Madrid and was far from my family and my friends and my partner and there was a moment when I felt quite alone. There wasn’t a specific moment, but there was a moment of, “Damn, maybe I should take that song seriously.” At no point did I consider not coming back. What I specifically wanted was a moment to take for myself.
Can you describe the album?
It’s a very eclectic album, but there’s a sound with a lot of synths, drums, very 2008-2011 —Jason Derulo, Timbaland — strange mixes with new sounds and I think that’s the sound that repeats the most. The album is quite lively lyrically.
I hear many songs with many stories. The focus track, “Kassandra,” talks about a night with a celebrity who is always accompanied but ultimately is alone; “Iguales” is about a womanizing guy who sleeps with as many as he can, for example. Do all the songs have that element of storytelling?
Almost all. Ideas always flow more when I write [about] specific situations. There are many stories that I haven’t lived through 100%, but they’re inspired on things my friends tell me. That’s where my songs come from. I try to imagine situations.
You have a song with Pitbull, “Mr. Moondial.” How did it happen?
We always said, “Let’s do something very pop… very Pitbull.” We made the track, I recorded my bit, we called the song “Mr. Worldwide.” And we always said, we have to get Pitbull. But we didn’t know him. I don’t know him to this day, because he recorded two and a half weeks ago! But I’m sure we’ll meet him.
It’s an album with a beginning and an end and a context, at a time when many albums are simply collections of singles. What recent album inspires you?
In the current era, from the last eight years, I would say Motomami by Rosalía, for the way she created a new concept after El Mal Querer and all the imagery that album had. And then at a more urban reggaetón level, [Bad Bunny’s] YHLQMDLG is the album that changed the entire industry for me. Obviously, Latin music was already very popular, but that album confirmed Latin music ruled. It made people try to do things better. When I heard it, I said, “That’s it: From now on people are going to start making real albums.”
Watch the “Kassandra” video here.
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Source: Sarah Stier / Getty
Trump rallies have hit yet another low with some disgusting remarks made against Puerto Rico. In turn Bad Bunny, Jennifer Lopez, Ricky Martin and others have endorsed Kamala Harris.
As spotted on Variety Magazine the recent Donald Trump rally in New York City spewed various vulgar racist insults and wild untruths throughout the six-hour long event. Comedian Tony Hinchcliffe opened up the festivities with jokes aimed at several communities including Mexicans, Jews and more. His hack routine included some disparaging and very alarming lines aimed at Puerto Rico. “There’s a lot going on. I don’t know if you know this, but there’s literally a floating island of garbage in the middle of the ocean right now. I think it’s called Puerto Rico” he said. The vulgar remarks were met with very little laughter prompting the crowd to sit through another awkward moment.
Trump rally speaker goes on vile racist tirade against Latinos pic.twitter.com/PuEjn2lLQF
— Kamala HQ (@KamalaHQ) October 27, 2024
Naturally his vile commentary soon went viral and was deemed by hate speech by Latinos and others alike. Immediately after Bad Bunny took to Instagram and shared a reel from Kamala Harris reminding us all that Donald Trump not only blocked aid to the island after Hurricane Maria but disparaged Puerto Ricans via crass insults. Jennifer Lopez also shared the same clip to her Instagram Story and also posted Madame Vice President’s proposed economic plan for the PR. Singer Ricky Martin also endorsed Harris via his social media saying he also “remembers” how Trump failed to have compassion for Puerto Ricans after facing the deadliest and costliest hurricane to strike the island.
Latino politicians also voiced their displeasure. New York congressman Ritchie Torres also to X, formerly Twitter to call out the struggle podcaster. “As a Puerto Rican, I am tempted to call Hinchcliffe racist garbage but doing so would be an insult to garbage. When casting their ballots at the voting booth, Latinos should never forget the racism that Donald Trump seems all too willing to platform.”
While citizens of Puerto Rico can’t vote, Puerto Ricans have heavy concentration in several swing states including North Carolina, Florida, Wisconsin, Pennsylvania and Michigan. You can find out where you can vote early here.
Spring of 2022 brought out the superstars: Over the course of three consecutive weeks, Future released I Never Liked You, Bad Bunny put out Un Verano Sin Ti, and Kendrick Lamar returned from a five-year break with Mr. Morale & the Big Steppers. Future and Lamar launched four songs apiece in the Billboard Hot 100‘s top 10 during their albums’ debut weeks, while Bad Bunny scored three.
But few of these tracks endured. Nine of them fell out of the top 10 in their second week on the chart. A month later, Future’s “Wait for U,” a melancholy hip-hop ballad with Drake and Tems, served as the only lasting reminder of this blockbuster spurt in the top 10.
That July, Steve Lacy carved out a notably different path on the Hot 100. He is not nearly as well-known as Future, Bad Bunny, or Lamar; as a result, his breezy new wave single “Bad Habit” debuted on the Hot 100 in the lowest possible position. It climbed the chart for five weeks before reaching the top 10. It then remained there for 18 weeks, ultimately peaking at No. 1.
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Songs like “Bad Habit” are becoming hard to find — 75% of 2024’s top 10 hits debuted in that lofty environment as of the third week of July. Ironically, though, the tracks that launch on the upper reaches of the Hot 100, like Future’s “Puffin On Zootiez” and Lamar’s “N95,” tend to be easy come, easy go. They don’t remain as long as the hits which take time to get into that exclusive atmosphere.
Since 2000, the average single that debuts in the top 10 hangs there for roughly six weeks. In contrast, tracks that take two to eight weeks to ascend to that position linger for more than 11 weeks.
This dynamic has become more extreme in the heart of the streaming era. Since 2015, singles that start out in the top 10 last 6.3 weeks on average, while tracks that take two to four weeks to reach the top 10 last more than twice as long — 12.7 weeks. And songs that take five to eight weeks to ascend to the top 10 do even better, lasting for an average of 13-plus weeks.
Singles that erupt high on the chart and then sink immediately are maybe thought of as viral one-offs — tracks plucked out of obscurity, usually by the masses on TikTok, incorporated into millions of videos, streamed by curious listeners, and then discarded. In truth, most of these short-lived top 10 hits are album cuts from superstars like Taylor Swift and Drake.
When artists with large followings release new full-lengths, it’s now common for many of the tracks on the album to debut immediately on the Hot 100 — as devoted fans engage with it for the first time and play it all the way through, sometimes more than once. Listeners have always been eager to devour new releases from their favorite acts, but this activity wasn’t trackable on a song level before the adoption of streaming, other than via sales or occasional radio play courtesy of individual DJs who happened to like a particular album cut.
The initial burst of post-release-week enthusiasm — the thrill of the new — is very difficult to sustain, however, and many of these songs depart the upper reaches of the Hot 100 rapidly. From 2000 to 2015, around 13% of top 10s fell out of the top 10 after one week; that number has rocketed upward, topping 40% in each of the last four years.
Gaining listeners’ interest is hard enough at a time when there is unprecedented competition for attention. Holding on to that attention for extended periods, or building it over time, may be even harder.
Songs that manage this tend to look a lot like singles from the pre-streaming era, in that they have sustained promotion campaigns behind them. The influence of radio on their trajectory is often especially noticeable.
While streams and sales of sought-after projects typically bunch up near a release date and then diminish, airplay tends to rise over time, as more stations see a song working and start to play it, and then play it more often, in tandem with label promotion. A similar progression happens with radio formats, which will often plunder successful tracks from each other, further amplifying their impact on the chart.
“A lot of times, the pop format will just look at other formats and see what’s bubbling up — like a Hozier or a Noah Kahan — and then say, ‘You know what, that feels like a pop record, let’s give it a shot,'” explains Tom Poleman, chief programming officer at iHeartMedia. “Then you can make something a super mass record.”
Many young executives believe airplay has little to no impact on streaming levels, but radio’s slow-burn timeline helps songs climb the Hot 100 — and sustain their position near the top. In fact, from a label’s point of view, this is one of airplay’s primary remaining benefits, as radio continues to face increased competition from streaming services and short-form video platforms. (Some executives also believe airplay can help artists sell tickets and earn brand deals.)
Take Shaboozey’s “A Bar Song (Tipsy):” When it skipped from No. 2 to No. 1 on the Hot 100 dated July 27, streams and sales were down — 6% and 24%, respectively, according to Luminate — but radio listening was up 11%. Shaboozey’s hit drew 77.2 million in airplay audience, as compared to 39 million official streams and 16,000 sales.
For the next two weeks, streaming and sales kept slipping, while airplay audience kept growing, albeit at a declining rate — up 10% in week three, and 6% in week four — and “A Bar Song (Tipsy)” stayed at No. 1. “Radio can still very much move the needle,” says J Grand, an A&R veteran. “Certainly not as much as a decade ago, but I don’t think the fall off is as precipitous as people are making it out to be.”
Promoting songs to radio is costly, however, and radio generally plays fewer current tracks than it used to. It’s good for commercially minded artists, then, that airplay is not the only way to extend a song’s life high on the charts. While the influence of music videos has lessened considerably in the age of TikTok, Reels, and YouTube Shorts, a well-placed clip can still ignite a single. (Though videos can be expensive too.)
Lamar’s “Not Like Us” sprang back to No. 1 nine weeks after it initially came out thanks to its music video, which was widely anticipated due to the avalanche of attention around his nasty public feud with Drake. Streams of “Not Like Us” jumped 20% and sales climbed 16% at a time when they would typically be falling.
And adding a star collaborator to a remix remains a tried-and-true technique for counteracting decaying chart position. Wizkid’s “Essence,” a swaying, flirty collaboration with Tems, grew gradually for months during 2021. “The people connecting first with the song in the States were largely either from Africa or the diaspora,” says John Fleckenstein, COO of RCA Records, which released and marketed the track. “We literally went city by city, focused on targeted radio and digital campaigns to get to those populations.”
But the big boost for “Essence” came when Justin Bieber joined the fight, appearing on a remix that August which bolstered streams, sales, and airplay all at once. Bieber’s presence catapulted the song from No. 44 on the Hot 100 to No. 16. In October, “Essence” glided into the top 10 — again with help from airplay, which kept climbing even as streams and sales decreased.
Engineering the long climb that eventually made “Essence” — or “Bad Habit” — inescapable is increasingly a lost art. But while the majority of top 10 Hot 100 hits now debut on the upper reaches of the chart, the danger of flaring brightly is burning out quickly. As Nick Bobetsky, who manages Chapell Roan, likes to say, “there’s much more meaning in momentum than in a moment.”
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Bad Bunny’s latest Adidas collaboration is an ode to Puerto Rico. The Bad Bunny x Adidas Gazelle “San Juan” sneaker, with […]
Bad Bunny delivers a spectacular show on any stage, but there’s nothing like seeing the megastar at home in Puerto Rico, performing for his day-ones. After wrapping up his Most Wanted Tour in the U.S., Benito brought the show to el Coliseo de Puerto Rico in San Juan. All three shows, including last Sunday’s (June 9) finale, sold out.
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Benito gifted locals an extra-special event, packed with guest appearances and hometown-specific elements not offered elsewhere.
Most tellingly, he opened with a video montage created specifically for this weekend’s shows. In it, he reflects on the excitement of the earlier tour dates, but makes clear that performing at home is like nothing else. Nobody will better appreciate his work than his fellow Puerto Ricans on the archipelago, he says in the clip, before concluding: If you’ve seen Bad Bunny perform, but you haven’t seen him in Puerto Rico, then you haven’t really seen him at all.
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On Friday’s, Saturday’s and last night’s shows, a youthful, classical orchestra directed by Colombian musician Carlitos López was both the opening act and a live band. The orchestra was also a major feature of the U.S. dates; this weekend, however, the first number was different. The orchestra opened with “La Borinqueña,” Puerto Rico’s official anthem. The crowd came to attention quickly, shifting from anticipatory pre-show bustle into a beautiful choir.
Centered around his latest release, 2023’s Nadie Sabe Lo Que Va a Pasar Mañana album, the U.S. dates featured two stages at opposite ends and a moving runway that descends from above. The Coliseo setup was the same — and considering the overwhelming number of cargo trailers outside the venue, it’s safe to assume Bad Bunny had the exact setup shipped in.
When the video went black, the orchestra began three Western-inspired overtures, setting a somber, solitary tone, before moving into “Nadie Sabe.” The orchestral opening and subsequent accompaniment was pretty ingenious in the satisfying cohesion it brought; the soundtrack of a companionless cowboy pairs well with the loneliness of fame, which Bad Bunny explores in the track’s lyrics.
When Bad Bunny rose, surrounded by fog, from a hidden opening in one of the stages, the crowd roared mightily. He maintained a stoic demeanor befitting the song, though — then hunched over his gleaming, silver mic at the end as fans chanted “Benito, Benito!”
The coliseum rattled as “Monaco” rolled in, then out — and Bad Bunny took a long moment to look around the giant space. He didn’t smile, yet he looked content. He nodded as if in acknowledgment of the love beaming at him from every direction.
Then came the guest appearances: Joining first for “Fina” was Young Miko, who bounced around the stage between dancers with a big black bow adorning her long blonde hair. Then came Mora for “Hibiki,” and later Yovngchimi for “Mercedes Carota” and Bryant Myers for “Seda.” Benito slowed the show there, stopping for a lights-off pep talk for fans, essentially about being yourself fully, regardless of the hate or admiration you receive.
Moving to the opposite stage, Luar La L hopped on for “Telefono Nuevo.” Shortly after, two lucha libre wrestlers appeared on the opposite stage. It was an awesomely bizarre method of distraction — meanwhile, Eladio Carrión was joining Bad Bunny on the runway to run through a slew of their collaborations.
Another stretch of Most Wanted feels like a piano bar, with only a pianist accompanying Benito as he runs through hits from his growing discography. He got extra playful with the element last night, though, playing a sort of guess-the-song game with fans. The pianist would play a few notes, he’d sing, then stop — did fans know the song? Of course, they always did. He apparently improvised plenty, as eventually the pianist stopped playing and it was only Bad Bunny singing a few bars — before, again, checking to see if fans knew the song. The game seemed to delight him. Here, he smiled plenty.
Again, special to these Puerto Rico dates, the mystery pianist’s identity was finally revealed. She’d been masked at every show since the start of Most Wanted, but removed the covering at the end of the set here, as Benito introduced her to the crowd as Tiffany Román.
Later, De La Ghetto rolled in for “Acho PR.” Then Arcángel hopped in for several cuts — the crowd went wild. Bomba players also joined onstage, with cabezudos wearing the mask also worn by Bad Bunny in the album visuals, as well as by the orchestra player and pianist.
There’s some practical rationale to the overabundance of guest stars in Puerto Rico, of course. It’s logistically easier for these artists to appear in concert alongside Bad Bunny when he’s playing where everyone’s based. Still, it’s a treat concertgoers simply can’t get anywhere but else but here.
In total, the Puerto Rico shows were each about an hour longer than the U.S. shows. Call it preferential treatment, and you’d be right — but that doesn’t mean it’s wrong. His hometown fans are the reason Bad Bunny is who is today, and they’re forever his foundation. They deserve the best, and it’s beautiful that Bad Bunny never forgets it.
Bad Bunny’s style choices have always been unpredictable. As a co-chair of the 2024 Met Gala, he was expected to deliver an unforgettable fashion statement, and he certainly lived up to the hype. His red-carpet appearance blended personal identity, cultural homage and fairytale fantasy, perfectly encapsulating the “Garden of Time” dress code. His striking look […]
On Thursday night (April 11), the Barclays Center in New York City was electrified by the presence of Bad Bunny. The arena, filled to its 19,000-person capacity, buzzed with anticipation as the Puerto Rican superstar kicked off the first show of his three-night stint in the city.
“New York has been very important in my career, where dreams come true,” Benito told his fans in his native Spanish during the performance. “Being on the tour feels really amazing, going to each place and seeing it, all the cities, but New York, it’s something else. It feels more amazing than usual. Seeing all those PR and DR flags makes it even more special. From the bottom of my heart, thank you for being here, it means a lot to me.”
Bad Bunny — who wore Prada sunglasses, a velour suit, and a gold cross necklace — delivered a dynamic performance that was an amalgamation of music and spectacle. It included a grand orchestra, an equestrian entrance, a surprise appearance by Bryant Myers to perform “Seda,” a jigsaw-like stage that transformed into the Brooklyn Bridge, and, of course, a repertoire of his biggest hits. (Here’s the complete setlist of the tour, which slightly changed to add “Amorfoda” and “Tití Me Preguntó.”)
This was part of his Most Wanted Tour — in support of his Nadie Sabe Lo Que Va a Pasar Mañana album — which kicked off on Feb. 21 in Salt Lake City, Utah. The Live Nation-promoted tour is halfway through its schedule, with forthcoming performances in cities including Austin, Texas (Apr. 26-27), Atlanta, Ga. (May 14-15), and Miami, Fla. (May 24-26). See the full dates here.
According to Billboard Boxscore, the tour has already been a commercial success, grossing $84.2M and selling 282K tickets over its first 18 shows. It has consistently sold out venues, demonstrating Bad Bunny’s continued widespread appeal.
Here are five standout moments from the first night of Bad Bunny’s Most Wanted Tour at the Barclays Center:
The Grandeur of an Orchestra
Bad Bunny‘s Most Wanted Tour is in high gear, bringing his latest album, Nadie Sabe Lo Que Va a Pasar Mañana, to life across various U.S. cities. Meanwhile, he has invited multiple surprise guests along the way. The Puerto Rican superstar kicked off his 2024 tour in Salt Lake City, Utah on February 21, promoted […]
After splitting with her original record label in October, Megan Thee Stallion is entering a new era: A source at Warner Music Group confirmed to Billboard that the artist has signed a distribution agreement with the company that includes services from a select global team.
For years, Megan Thee Stallion was embroiled in a legal battle over the deal she signed early in her career with 1501 Certified Entertainment, which released her music in partnership with 300 Entertainment. (300 was acquired by Warner Music Group in 2021.) In October, the rapper and 1501 “reached a confidential settlement to resolve their legal differences,” making Megan Thee Stallion — who is managed by Roc Nation — a free agent. “I’m so excited to be doing something for the first time independent since it was just me and my mama,” she said during an Instagram Live session.
Artists prize distribution deals because they typically get to retain ownership of their recordings. At the same time, Megan Thee Stallion will still benefit from WMG’s global infrastructure, marketing muscle and longstanding relationships at radio and television. Her team will include some staffers from 300 Entertainment as well as others across the company. (A rep for Megan Thee Stallion did not respond to requests for comment.)
These types of distribution agreements within major label systems have become more common in the modern music industry once artists gain a certain amount of leverage. Some young acts that have fast-climbing viral hits are even able to negotiate similarly favorable agreements right at the start of their careers, which would have been unthinkable a decade ago.
There is a potential downside to these arrangements: Because labels stand to earn less revenue from distribution deals, they may be less incentivized to throw their full weight behind these artists. Still, this is a dream scenario for many artists because it inverts the traditional music industry power dynamic.
Historically, artists handed their recordings over to a label in perpetuity in exchange for an advance and the chance to become a household name. Now it’s possible to have the best of both worlds. “That’s an amazing position to be in, to keep your copyright and still be famous,” says Tab Nkhereanye, a senior vp of A&R at BMG. (BMG has long offered artists licensing deals; in these agreements, ownership of recordings typically reverts back to an artist after a set period, conditional upon recouping the costs of the deal.)
As a result of these shifts in the industry, though, the term “independent” has become so roomy as to be nearly meaningless. It now stretches from an act self-releasing homemade recordings on TuneCore for a handful of fans all the way to Bad Bunny, who fills stadiums and tops charts around the world while enjoying lavish funding from The Orchard, which is owned by Sony Music. Most basketball players probably wouldn’t group together Giannis Antetokounmpo and a decent guy in a local pickup game, but that’s sort of what happens on a daily basis in the music industry. Adding to the confusion — “indie” is now often used to describe a specific style of rock music, regardless of whether it’s released by a major or independent label.
In many cases, “I don’t know that [independent] is really an applicable phrase anymore,” says Lulu Pantin, founder of Loop Legal. “The big distinction is self-funding versus receiving funding from an outside source.” “Now it seems like you’re either an unsigned artist or an independent artist,” adds Todd Rubenstein, founder of Todd Rubenstein Law.
Artists once required a hefty amount of financial support to record, manufacture, distribute, and market their music. Signing with a major record company meant acts had more resources at their disposal, while remaining independent signified a scrappier, bootstrapping approach, usually with a select group of labels — 4AD, for example, or Secretly Canadian. “Releasing on XL at one point was the height of independence,” says Ben Blackburn, who manages girl in red.
The initial outlay required to get a successful artist project off the ground plummeted with the rise of production programs accessible on laptops, digital distribution companies, streaming services, and social media platforms. Artists had a “newfound ability to compete on the same level without [the major labels], and in doing so, the ability to claim more control and literal ownership,” says Nabil Ayers, president of Beggars Group US.
“With digital distribution, artists weren’t going to keep doing perpetuity deals on the master side for five albums and an 18 point royalty,” adds Nick Stern, a longtime artist manager. “It was just a matter of time.”
In the second half of the 2010s, especially during the SoundCloud rap era, it became more common to hear about major labels chasing artists who were already amassing streams by the million. This meant that record companies had to give up a lot for the privilege of being associated with the artists, rather than the other way around.
Today many rising artists and their managers are intent on giving away as little as possible. This means that the major labels have all beefed up their distribution-and-services offerings, making attractive deals like the one obtained by Megan Thee Stallion more prevalent. “All of these major players with power and money decided to head into the [distribution] fray,” says Blackburn.
Sony Music has had the most success with the distribution-and-services model: It runs these deals through The Orchard, which enjoyed a bigger current market share in 2023 than any frontline label other than Republic and Interscope. The Orchard is hardly a loner, though; every major label group has at least one, if not more, distribution companies. (Warner has the Alternative Distribution Alliance, though Megan’s deal doesn’t run through ADA, according to a source with knowledge of the arrangement.)
“There are a lot of options out there for people to find those kinds of deals now that there weren’t even two years ago, and certainly weren’t five years ago when we started,” says J. Erving, a manager and founder of the artist services and distribution company Human Resources (which was acquired by Sony Music in 2020). “Initially a lot of artist managers and executives thought that type of deal was subpar in terms of your ability to have success. Now it’s something that’s sought after.”
A side effect of this new desirability, though, is “there really is no clear delineation of what it means to be truly independent,” Pantin says. “Independence now is a flexible term,” Blackburn adds. “It’s also a commodified term.”
This means the music industry would probably benefit from developing a new vocabulary to distinguish between artists with wildly different levels of financial support. “The record industry is currently lumped into two sectors: the majors and the independents, or ‘the rest,’” Ayers says. “‘The rest’ is actually a very disparate group of interests that don’t belong in a single bucket. We need a better way to describe the growing number of entities out there.”
Rubenstein agrees: “A deal with a major — or major independent label — is different than using a larger distributor that provides limited services, which is different than being your own ‘label’ and just loading your music up via DistroKid and jumping on TikTok,” he notes.
For now, as Blackburn puts it, “independence in the eye of the beholder.”
Can an album listening party with 16,000 guests feel cozy? Special? Evidently, yes. Last night, Bad Bunny made that happen as he debuted his new LP, Nadie Sabe Lo Que Va a Pasar Mañana. Held at the iconic Coliseo de Puerto Rico José Miguel Agrelot (a.k.a. El Choli) in San Juan, the event itinerary was a mystery when […]