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Universal Music Group (UMG) and Udio, one of the top AI music models on the market, have announced a strategic agreement, thereby settling UMG’s copyright infringement litigation against Udio. Now, a press release from UMG states that the two companies will also “collaborate on an innovative, new commercial music creation, consumption and streaming experience.”
This deal includes a compensatory legal settlement for UMG, which sued Udio and its rival Suno with the two other major music companies in June 2024, accusing the two platforms of copyright infringement on an “almost unimaginable scale.” At the time, Suno and Udio were using UMG and the other majors’ copyrighted sound recordings to train their models, which could make realistic songs at the click of a button, without a license in place. (Sony Music and Warner Music Group are still involved in the lawsuit against Udio and Suno).
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According to the press release, this deal goes beyond just settling the lawsuit — it also provides licensing agreements for recorded music and publishing to UMG, creating a new revenue stream for the company and its signees. Notably, the lawsuit was only focused on the apparent infringement of UMG’s sound recordings, so this now provides a licensing framework for not just sound records but songs as well. Participating UMG artists and writers will be rewarded for both the training process of the AI model and for its outputs, according to a source close to the deal.
For now, Udio’s existing model will remain available for users as the AI company transitions over to this new model with UMG. Any song created with Udio’s existing model will be “controlled within a walled garden,” according to the release, and there are already amendments to Udio in place to make sure that all songs created with it are fingerprinted, filtered and more. According to a source close to the deal, users are not able to export their Udio songs for now.
The new collaborative platform will be launched in 2026, and UMG artists and songwriters can participate in it on an opt-in basis. The press release states it will be “powered by new cutting-edge generative AI technology that will be trained on authorized and licensed music. The new subscription service will transform the user engagement experience, creating a licensed and protected environment to customize, stream and share music responsibly, on the Udio platform.” The source close to the deal adds that works made within Udio’s forthcoming platform cannot be exported. Instead, users can enjoy their creations within the service, which will be geared towards fans. Some capabilities are said to include mashups, remixes and tempo changes to existing, licensed works as well as voice swapping with UMG artists’ voices who have chosen to make their vocals that available to users.
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This marks UMG’s latest collaboration with an AI music company, and certainly its biggest announcement to date. In the past few years, UMG has struck deals with “responsible” AI music companies, as the company often calls them, including KLAY, SoundLabs and Pro-Rada. More deals between UMG and AI companies are expected to arrive in the coming days.
“We couldn’t be more thrilled about this collaboration and the opportunity to work alongside UMG to redefine how AI empowers artists and fans,” said Andrew Sanchez, co-founder & CEO of Udio, in a statement. “This moment brings to life everything we’ve been building toward — uniting AI and the music industry in a way that truly champions artists. Together, we’re building the technological and business landscape that will fundamentally expand what’s possible in music creation and engagement.”
Lucian Grainge, chairman and CEO of UMG, said, “These new agreements with Udio demonstrate our commitment to do what’s right by our artists and songwriters, whether that means embracing new technologies, developing new business models, diversifying revenue streams or beyond. We look forward to working with Andrew who shares our belief that together, we can foster a healthy commercial AI ecosystem in which artists, songwriters, music companies and technology companies can all flourish and create incredible experiences for fans.”
Trending on Billboard DistroKid has launched a new direct-to-fan platform that will allow artists to quickly create custom merch, the DIY distributor announced on Wednesday (Oct. 29). Called Direct, the platform will allow artists to transform the artwork from their albums and singles into custom t-shirts, tote bags and mugs that can be produced on […]
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Warner Music Italy is celebrating its 50th anniversary by launching two new frontline labels: say ciao to Warner Records Italy and Atlantic Records Italy.
In its announcement, the company described the expansion as a strategic evolution designed to build more agile, focused teams that better support both established and emerging artists.
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Eleonora Rubini will lead Warner Records Italy as label director, with Leonardo Luan heading A&R, Ruth Hagos as senior A&R urban, Anna Rampinelli as head of marketing, and Sara Daniele as head of promotions. Atlantic Records Italy will be led by Marco Masoli, backed by Filippo Gimigliano as head of A&R, Riccardo Primavera as senior A&R urban, Gianluca Covezzi in marketing, and Eleonora Bruno in promotions. Both labels will have dedicated digital, international, and domestic project managers, reporting to vp Gianluca Guido and president Pico Cibelli.
ADA Italy will continue handling distribution and artist services, now under Renato Tanchis, who reports to Masoli. ADA also announced a new exclusive partnership with Andrea Comi (Attica Music) and Davide D’Aquino (Triggger), who is leaving ADA to focus on scouting and development under the WEA Music Italy brand.
“As we celebrate WM Italy’s 50th anniversary, these changes will set up WM Italy for its next chapter,” said Cibelli. “The launch of Warner Records Italy and Atlantic Records Italy is an evolution that strengthens our ability to superserve our artists and connect audiences old and new all over the world. I have immense confidence in Eleonora, Marco, Renato, and their teams to drive our next era of growth and success.”
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Rubini said the move allows for “a more focused approach to artist development,” creating an environment that supports both established acts and rising talent. Masoli added that the goal is to build “a home where creativity thrives and our artists can reach their full potential on the world stage.”
Italy’s music market continues to expand, with recorded music revenues surpassing 440 million euros in 2023 — up 18.8% year over year — making it the EU’s third-largest after Germany and France, according to trade org FIMI. Streaming led with 65% of total revenue, while physical formats rose to a 14% share as vinyl sales jumped 24.3% and CDs 3.8%. Growth remained strong in early 2025, also according to FIMI, with total revenues up 9.7% and both streaming and physical segments posting double-digit gains.
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Grammy-winning legend Patti LaBelle has brought her estimable music catalog to Primary Wave Music. The new partnership deal includes the singer-songwriter’s artist royalties across a catalog that encompasses 18 studio albums, three live albums, 14 compilation albums and 47 singles. To date, according to Primary Wave’s press announcement, LaBelle has sold more than 50 million records worldwide.
“We are so honored to be in business with a legend such as Ms. Labelle,” said Primary Wave partner Steven Greener in a statement. “She’s a true icon and trailblazer. We are looking forward to doing great things together.”
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Among LaBelle’s memorable hits are “Lady Marmalade,” “If Only You Knew,” “New Attitude” and “On My Own.” Recorded in 1974 by the group LaBelle, “Lady Marmalade” topped the Billboard Hot 100. The song then reclaimed that peak in 2001 for five weeks when it was covered by Christina Aguilera, Mya, Pink and Lil’ Kim — whose version appeared on the film soundtrack for Moulin Rouge. “Lady Marmalade” was later chosen for preservation in the National Recording Registry by the Library of Congress in 2021.
“On My Own,” another of LaBelle’s aforementioned career highlights, is the singer’s duet with Michael McDonald. Released in 1986, the song reached No. 1 on the Hot 100, where it reigned for three weeks. Written by Burt Bacharach, it also earned a Grammy nomination for best performance by a duo or group. In addition to her No. 1s on the Hot 100, LaBelle counts 42 singles that have appeared on Billboard’s Hot R&B/Hip-Hop Songs chart, and she has charted 20 albums on the Billboard 200.
In addition to her two Grammys and 13 nominations, LaBelle has received several other music industry accolades. Those include an American Music Award, four NAACP Image Awards and a star on the Hollywood Walk of Fame. Also an Emmy nominee, LaBelle has appeared in several films and TV programs (A Soldier’s Story, A Different World, The Masked Singer), written six books (most recently, the 20th anniversary edition of her best-selling cookbook, LaBelle Cuisine) and helms the successful food and lifestyle brand Patti’s Good Life.
Publishing company Primary Wave is home to a diverse roster of iconic singer-songwriters. Among its roster: Bob Marley, Prince, Stevie Nicks, The Doors, Whitney Houston and Frankie Valli & the Four Seasons.
Trending on Billboard As part of a significant reorganization of its product teams, YouTube promoted Christian Oestlien, previously vp of product management, to lead a team responsible for subscription products across YouTube Music, YouTube TV and YouTube Premium. As vp of YouTube’s subscription products, Oestlien will also oversee podcasts, commerce and YouTube Primetime Channels. Related […]
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Kevin Lyman remembers the strong pushback he got in the 1980s from local politicians when he would attempt to host punk shows in Long Beach, Calif., which then (like now) drew mischievous teens and young adults from all around Southern California with its notorious skate and punk culture. So naturally, over 40 years later, Lyman chose the beachside city as one of three sites to host the 30th-anniversary edition of his Vans Warped Tour — the famed touring punk rock festival he founded — this year.
“We outlasted them all,” Lyman says two months after the two-day Long Beach festival sold out 80,000 tickets with performances from Pennywise, Less Than Jake, The Vandals and the city’s own Sublime.
Kevin Lyman will participate in a panel at Billboard‘s Live Music Summit, held Nov. 3 in Los Angeles. For tickets and more information, click here.
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Today, Warped has the local buy-in it once lacked. In June, Long Beach Mayor Rex Richardson celebrated Warped’s return at an event honoring a new street named Sublime Way. “He goes, ‘I’m so excited to bring you the biggest punk rock show ever to Long Beach,’ ” Lyman recalls. “I was with Joe [Escalante] from The Vandals and a few other band people, and we all looked at each other. I go, ‘Remember when the politicians used to run on how they were going to get rid of punk in Long Beach?’ ”
Alongside Long Beach, Washington, D.C., and Orlando, Fla., were named as host cities for the anniversary events, which according to Warped sold a combined 240,000 tickets — making Warped one of the most successful festival runs of the year. (After summer plays in D.C. and Long Beach, the fest will stage its Orlando shows on Nov. 15 and 16.) And Warped, which took a break between 2019 and 2025, already has tickets on sale for its 2026 editions in D.C. and Long Beach, with Lyman hinting that international dates are also in the works. According to him, roughly 80% of next year’s acts have already been booked.
Avril Lavigne performs at Warped Tour on June 15, 2025 in Washington, D.C.
Courtesy of Vans Warped Tour
Warped launched in 1995 and grew to roughly 35 dates a summer in the United States and Canada, adding international stops in Australia and the United Kingdom throughout the years. The punk gathering was part of a spate of touring festivals that emerged in the 1990s, including Lollapalooza, H.O.R.D.E. and Lilith Fair. H.O.R.D.E. and Lilith Fair called it quits before the new millennium, while Lollapalooza eventually settled down to one main location in Chicago with frequent international editions. But Warped had impressive longevity. After being held annually for more than 20 years, it executed its final cross-country trek in 2018 and marked its 25th anniversary with three shows in 2019.
By then, Lyman was burned out — and felt fans and the industry were taking Warped for granted. He continued to work on other live events and philanthropic endeavors while pivoting to teaching full time at the University of Southern California’s Thornton School of Music. Post-pandemic, he noticed his students were struggling to connect with one another and decided a new generation could use Warped.
Young people “were so isolated from each other. We’re in a society where we’re bombarded with negativity,” he says. “If you could create that atmosphere of positivity within a parking lot, they start to come together and you can affect people.”
Warped’s return coincided with a renewed interest in the punk and emo genres. Early Warped bookings such as blink-182, Green Day, Weezer and Fall Out Boy have recently sold out stadiums, while the Las Vegas package festival When We Were Young — which featured a slew of Warped alums including Alkaline Trio, Dashboard Confessional and Good Charlotte — became a post-pandemic hit.
For Warped’s 30th anniversary, Lyman teamed with the Live Nation-owned Insomniac (producers of EDM festivals such as Electric Daisy Carnival and Beyond Wonderland) for the event’s biggest dates yet. The shows featured larger stages, merchandise tables for every band, an on-site Warped Tour Museum and a Charity Circle with 25 nonprofit organizations. But in keeping with its original ethos, two-day general admission tickets started at $149 to keep the festival accessible, and, in old Warped style, set times for the lineups of more than 90 bands were not announced ahead of time. In Long Beach, gates opened at 9 a.m., two hours earlier than planned, to accommodate the mass of fans who had arrived early. By 11 a.m., more than 30,000 attendees were inside, providing uncharacteristically large audiences for early acts.
“There’s a whole new energy of bands out there that Warped can be a part of the puzzle of their development,” Lyman says, pointing to standout performances from rising artists on 2025’s lineup like LØLØ, Honey Revenge and Magnolia Park. “I did not want to create a legacy show. I didn’t want to create nostalgia. You’re, of course, going to have that. You’re going to tap into your history. But for me, I was looking forward to the future of bands and community.”
Crowd at Warped Tour on July 26, 2025 in Long Beach, California.
Quinn Tucker for Vans Warped Tour
Over the 30 years of Warped, Lyman has seen bands grow from opening acts to headliners — bands that the festival booked early in their careers include My Chemical Romance, No Doubt, Paramore and Panic! at the Disco — and he has witnessed kids transition from waiting hours at the gates to producing the tours themselves. The tour has also been a critical mechanism for educating a generation (or two) of young people about punk music and culture. “You become a very large classroom. That’s what we used to do across the country,” he says. “We’re never going to go across the country with 35 shows again. Physically, I couldn’t do it, and physically, I would insist on being there. I’d have a shallow grave somewhere in a parking lot in America at this point, but we’ll keep doing what we can.”
Lyman’s grateful to have built a career on bringing people together over great music. (He even did his own autograph signings at the most recent Warped dates.) And as the 64-year-old steward of the event ages, he tries to instill one motto in the youth he encounters: “You can do good business and do good with your business.”
This story appears in the Oct. 25, 2025, issue of Billboard.
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As tens of thousands of fans arrived at Toronto’s Rogers Stadium on Aug. 24, their bucket hats — worn in homage to the night’s headliner, Oasis — protected them from the sun that hung above in the azure sky. The atmosphere at this, the band’s first North American show of its zeitgeist-shaking reunion tour, was convivial, communal, basically euphoric.
But inside the venue, Arthur Fogel sat in front of a weather radar and watched as a storm approached. The meteorologists gathered around him offered guidance: “It’s moving at this speed. It has lightning in it. If it gets this close to the stadium, everyone inside has to go.”
“So you’re sitting there and you’re stressing,” Fogel says. “Like, ‘Aw, f–k. They’re saying it’s going to come right over the top of the place.’ ”
Navigating dilemmas — at times as uncontrollable as the weather — has been part of Fogel’s repertoire for roughly four decades, as he has helped guide some of the biggest musical superstars in history through major, and majorly lucrative, world tours.
Arthur Fogel will be recognized as Touring Executive of the Year at Billboard‘s Live Music Summit, held Nov. 3 in Los Angeles. For tickets and more information, click here.
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On a September afternoon in his sprawling corner office at the Live Nation headquarters in Beverly Hills, his success is tangible. There’s a yet-to-be-hung plaque celebrating Beyoncé’s six sold-out shows at the United Kingdom’s Tottenham Hotspur Stadium, a June run that earned $61.6 million and sold 275,000 tickets, according to Billboard Boxscore. There are plaques for similarly massive achievements by Coldplay, U2, Madonna. An image of David Bowie commanding a stage during his 1990 Sound+Vision Tour hangs over the room’s sitting area, where Fogel sinks into the couch in his office attire of black cargo pants and a black hoodie.
As Live Nation’s chairman of global music/president of global touring, Fogel has helped these and other greats tour the world in a global market he has seen quadruple in size during his decades in the business. This year, Oasis, Lady Gaga and Beyoncé worked with Fogel to put on, respectively, the aforementioned reunion tour, the opera-themed Mayhem Ball and the country-centric Cowboy Carter spectacular — runs that collectively tallied 160 shows in 19 countries. Coldplay just performed 10 shows at Wembley Stadium, the longest consecutive run ever by an act at the venue, while 1.6 million people gathered on the beach in Rio de Janeiro to see Madonna play a free show in May 2024, a site Lady Gaga drew 2.5 million fans to a year later.
Successfully executing such epic concert endeavors has earned Fogel the trust of icons, a place in the Canadian Music History Hall of Fame and even his own documentary, 2013’s Who the F**k Is Arthur Fogel?, in which his client and friend Bono helps answer the titular question by explaining that artists like Fogel because “he’s calm.” It’s the kind of even temper that, for example, might help one navigate something like a freak thunderstorm hurtling toward a stadium full of rock fans.
“Even though inside I might be tied in knots, I think part of how you lead is to stay calm,” Fogel says. “Being calm is part of what people look to you for in tough situations.”
Today in his office, Fogel is soft-spoken but talkative, and one gets a sense of the steady presence that has helped him develop professional relationships that also transcend business, a goal since his early days in the Toronto rock scene. “The live business is very transactional, but in those early years as a musician and then working with artists as a tour manager, I knew I was looking for a different sort of relationship,” he says.
He instead sought “the anti-transactional. It was like, ‘How do I develop long-term relationships where I’m providing a service and an understanding, and I’m able to converse with artists about different aspects of their career, and certainly about touring, on a global basis?’ That became my fixation because it was, and to some degree still is, the great differentiator in my career — that global perspective.”
Arthur Fogel
Joel Barhamand
To go global, however, one must still start local. Born and raised in Ottawa, Ontario, Fogel relocated to Toronto as a young adult and began playing drums in various bands before realizing, he says with a chuckle, “that if I wanted to get to a certain place in life, it wasn’t going to be as a musician.” He became the night manager of Toronto club The Edge, then started tour-managing a band that played there, Martha and the Muffins. Fogel was then hired at Concert Productions International by Michael Cohl, the touring impresario and eventual chairman of Live Nation. He was named president of the concert division of Cohl’s Toronto-based company in 1986.
“Michael Cohl had the same view on global business,” says Fogel, who worked with Cohl to book The Rolling Stones’ 1989 Steel Wheels tour, a gargantuan 115-show, 19-country run “that really helped develop my understanding and expertise of putting together a major tour on a broad basis.” Bowie’s 1990 Sound+Vision Tour followed as Fogel settled into a long tenure at CPI. As the live sector consolidated in the late ’90s and early 2000s, Fogel and Cohl’s subsequent company, The Next Adventure, was acquired by SFX, where Fogel stayed as it merged with Clear Channel Entertainment and that company eventually spun off its concerts division as Live Nation in 2005. Fogel, who started working with U2 in 1997, Madonna in 2001 and Sting in 2004, became Live Nation’s president of global touring in 2005. Beyoncé became a client in 2012; she and the rest of these icons — apart from Bowie, who stopped touring in 2004 and died in 2016 — remain Fogel’s clients to this day.
“Arthur has always been a visionary, and we value his expertise in touring,” U2’s The Edge says. “Over many years working with him, we have come to depend on his great counsel. Our tours would not have been the same without him. Beyond that, he’s a fantastic person and he has become a dear friend as well.”
When Fogel started out, he says there were roughly 20 countries artists could tour. Now “there’s probably 70 or 80. Over the last 20 years, globalization has expanded pretty much everywhere, except maybe the heart of Africa.” This quadrupling of the market is “probably the most significant shift in the last 20 years… Artists are able to touch their fans everywhere in the world and generate an income everywhere in the world.” The success of Bad Bunny, he adds, demonstrates how touring has not only opened geographically, but genrewise. “I find that particularly gratifying,” Fogel says.
Certainly, the kind of shows he tends to put on — Beyoncé flying through the air on a mechanical horse, Gaga in a chessboard dance-off with her past self, U2 playing under the cosmic glow of Las Vegas’ Sphere when it performed the venue’s opening residency in 2023 — help foster this global fascination. While putting a band onstage with a few lights “can and certainly does” work, Fogel says, “I like big; I like wow; I like the spectacle.”
He has had no shortage of wow this year. Gaga’s tour behind her new album, MAYHEM, started in April at Coachella, where Fogel was in the audience for the show’s stunning debut. (While he “sort of had a sense of what was coming together, you never really know until you see and hear it, and it was awesome.”) Fogel and Gaga, who’ve worked together since the early days of her career, debated putting the Mayhem Ball in arenas versus stadiums, ultimately deciding that its 87 dates would primarily be held in arenas.
“The last tour, for [2020’s] Chromatica, was in stadiums, and my feeling was that she should go back into arenas for multiple nights everywhere to reconnect with her fans in a different way,” Fogel says. “This show is unbelievable in arenas; it’s so powerful and so well done. She’s an amazing talent, really is.”
“Arthur has been by my side through some of the most defining moments of my touring career,” Gaga says. “His vision, dedication and heart for the live experience have inspired me endlessly. I wouldn’t be the artist I am today without his partnership.”
Arthur Fogel
Joel Barhamand
Meanwhile, Oasis and its team “were quite convinced that stadiums were the way to go” for the band’s first tour in 16 years, Fogel says. “I don’t think there was ever any doubt, certainly in the U.K., about their strength and their ability to sell out stadiums… My gut said it was going to work, but I think everybody was a bit surprised at how big it was.” He notes that the most significant challenge in bringing the reunion to market was simply keeping it a secret for six months before it was announced.
“You’d wake up every day going, ‘Oh, f–k. Did somebody spill the beans?’ Because it was very important to them that it not enter the rumor mill in a serious way.”
Fogel and Beyoncé, meanwhile, decided on a residency structure for Cowboy Carter, where she played multiple nights in nine cities across the United States and Europe. Fogel says he and his clients make such decisions based on how much time a given artist wants to tour and how much of the world they want to reach. “Doing multiple shows in less cities is a model that’s more prevalent now than ever,” he says, “but the flip side is that if you don’t go wide and touch your fans, eventually they kind of move on. You have to find that balance… I don’t think the residency model serves the long-term strategy very well.”
While these particular superstars can reliably play stadiums whenever they want, Fogel says a major development in the business is how stadium dates have opened to artists in earlier stages of their career. In previous eras, “playing stadiums was very rarefied air,” he says. “In the last few years, the volume of stadium shows has continued to increase dramatically, and I don’t see it really slowing down.”
He attributes this development to the sense of community people feel when they’re part of such a major event and to acts being “bigger than ever. The noise about artists and their music [and the culture around it] is so overpowering and motivating to people to want to be a part of it. It’s pretty extraordinary.”
As 2025 draws to a close, Fogel reports that from where he’s sitting — which is, in this moment, still the couch, although he later relocates to his standing desk — “the business is in a great place.”
Still, when your clients are simultaneously putting on several of the world’s biggest tours, things can, and do, get thorny. “There was a period during the summer where Beyoncé was rolling, Oasis started, Gaga was out there, Sting was out there,” Fogel says. “There was a lot of bouncing around, and it was a tough year just physically and mentally with travel. But the flip side is that that’s a one-percenter problem, so you can’t get too dramatic about it.”
This is the even keel that artists love about Fogel, who ultimately watched the Toronto thunderstorm veer south of the stadium, taking the lightning with it and leaving some 39,000 fans joyfully singing “Don’t Look Back in Anger” in a downpour.
“Stuff like that happens. I can give you a million stories where it’s like, ‘What the f–k? How is that happening?’ But it’s part of the game, part of what we do.”
Fogel’s trick is not just staying calm during challenges, but sometimes even enjoying them. “The rain,” he says, “actually added to the vibe of the show.”
This story appears in the Oct. 25, 2025, issue of Billboard.
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It ain’t over yet: Drake has formally launched his appeal of a court ruling that dismissed his defamation lawsuit against Universal Music Group (UMG) over Kendrick Lamar’s diss track “Not Like Us.”
The move on Wednesday is the first step aimed at reversing that ruling, in which a federal judge ruled earlier this month that Drake could not sue over Kendrick’s lyrics that called him a “certified pedophile.” The star’s lawyers, who say millions of fans took that claim literally, had already vowed to appeal the decision.
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It could take well over a year for the appeals court to rule on Drake’s case, prolonging a messy legal drama that has captivated the music industry and, at times, drawn ridicule in the hip-hop world. If the appeals court sides with Drake, it could mean years more litigation after that.
In his new court filing, Drake formally stated his intention to appeal, but did not include any detailed arguments on how he will do so. Such arguments are made in later briefs at the appeals court, where lawyers for both sides will eventually make their case.
A rep for Drake told Billboard on Wednesday: “This confirms our intent to appeal, and we look forward to the Court of Appeals reviewing that filing in the coming weeks.” A spokesman for UMG did not immediately return a request for comment.
Lamar released “Not Like Us” in May 2024 amid a war of words with Drake that saw the two UMG stars release a series of bruising diss tracks. The song, a knockout punch that blasted Drake as a “certified pedophile” over an infectious beat, became a chart-topping hit in its own right and won five Grammy Awards, including record and song of the year.
In January, Drake took UMG to court over the song, claiming his own label had defamed him by boosting its popularity. The lawsuit, which didn’t name Lamar himself as a defendant, alleged that UMG “waged a campaign” against its own artist to spread a “malicious narrative” about pedophilia that it knew to be false.
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Those claims stunned the music industry. Few expected a rapper to respond to a diss track with a lawsuit — a move that drew hackles in the hip-hop world and condemnation from legal scholars. Fewer still expected him to file it against UMG, his longtime record label and the biggest music company in the world.
Just 10 months after Drake filed it, Judge Jeannette Vargas dismissed the case. She said Kendrick’s insulting lyrics were the kind of “hyperbole” that cannot be defamatory because listeners would not think they were statements of fact. She said fans didn’t expect to hear “accurate factual reporting” from a a diss track “replete with profanity, trash-talking, threats of violence, and figurative and hyperbolic language.”
“The artists’ seven-track rap battle was a ‘war of words’ that was the subject of substantial media scrutiny and online discourse,” the judge wrote. “Although the accusation that plaintiff is a pedophile is certainly a serious one, the broader context of a heated rap battle, with incendiary language and offensive accusations hurled by both participants, would not incline the reasonable listener to believe that ‘Not Like Us’ imparts verifiable facts about plaintiff.”
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When Marshall Betts and Avery McTaggart first began sketching ideas for what would become TBA Agency, live music had all but vanished. The touring world was at a standstill, and hundreds of agents—including the pair and their future partners—had just been laid off from the now-shuttered Paradigm Talent Agency in March 2020 as a result of the COVID-19 pandemic. What began as a few late-night phone calls between friends became a bold bet on the future of live music at a time when there was no live music at all.
Both Betts and McTaggart had followed parallel paths through the agency world. After early stints at The Windish Agency, they joined Paradigm when Windish was acquired, helping to expand the company into one of the dominant forces in touring. “Paradigm was acquiring half a dozen agents every quarter,” Betts recalled. “It was rapid expansion—and then, in March 2020, everything stopped.” The demands of social distancing and stay-at-home notices paused the live music world for more than a year. Within weeks, entire departments at agencies like Paradigm were laid off or suspended. “No one even knew what the next week would look like,” he said.
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By that Friday, Betts and McTaggart were on the phone. “We thought, let’s get the group together on Monday,” Betts said. “Everyone was just trying to figure out what was happening, calling clients to ask if they’d stick with them even though none of us had jobs. Luckily, most of them said yes.”
Those conversations quickly turned into strategy sessions. “We asked ourselves: what worked at Paradigm, what didn’t, what worked at Windish—and how could we build something better?” Betts said. Within three and a half months, TBA was born.
Launching a live-touring agency during a global shutdown was an audacious move, but the partners saw opportunity amid chaos. “We were pitching a live touring business in the middle of a pandemic,” Betts said. “But there was a real appetite for something independent. People understood that artists didn’t need a thousand-person corporate structure to succeed.”
For McTaggart, who had long envisioned a more personal and flexible model of representation, the pandemic was the catalyst. “I’d always thought there was room for a new kind of independent agency,” he said. “The business had become so consolidated—independents being absorbed by larger firms. There hadn’t been a major new agency launch in over a decade. I felt there would always be an appetite for something that operated differently, that treated both artists and employees like humans, not cogs.”
Between May and August 2020, the founding team worked nonstop to build the company from scratch. They handled everything from corporate structure and health insurance to web design and branding. “The pandemic forced us to slow down and think through every detail,” McTaggart said. “We weren’t booking tours, so we had the bandwidth to really build the foundation.”
The final phase of planning took place on the road. “Marshall and I rented an RV with our partners and spent a month driving around the country, finalizing the business plan,” McTaggart said. “We’d work during the day, park at campgrounds, and sleep under the stars. Honestly, it was one of the best months of my life.”
The First Call Sheet
When TBA officially launched on September 1, 2020, the industry was still largely dormant. Yet the agency started strong—with a roster of roughly 200 artists, including Unknown Mortal Orchestra, Jungle, Bob Moses, Hot Chip and Mura Masa, most of whom had followed McTaggart and his partners from Paradigm.
“I basically told my clients, ‘I’m building something new. Give me time, and I’ll show you who’s involved,’” McTaggart said. “It would’ve been the easiest time in the world for them to drop me—but they didn’t. Every single one of them came along for the ride.”
TBA launched fully staffed—with agents, assistants, coordinators, tour marketing, and brand partnership departments already in place. “We wanted to do it properly,” McTaggart said. “Even with no touring revenue, we made sure our employees had health insurance. We believed that if we treated our people right, everything else would follow.”
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From the start, Betts said, TBA prioritized experience and personal connection over rapid expansion. “We wanted people who could have meaningful conversations with artists—not just about booking, but about their careers,” he said. “It was always quality over quantity. We built a strong foundation, and that’s paid off. We’ve tripled in size since day one, and most of our staff are still here.”
That foundation also created a culture of collaboration and transparency among other independents. “In the early pandemic, with NITO and NIVA forming, there was this sense of unity,” Betts said. “Independent agencies started talking and helping each other. It was a period of peace and cooperation we’d never seen before. Now it’s more competitive again, but those walls have come down a bit. It’s healthier.”
Five years later, the bet on independence has paid off — not only for TBA but for the entire ecosystem of agencies launched in that same window. “The success of independent companies isn’t a threat to the big agencies,” McTaggart said. “It’s good for the business. There’s more choice for artists, for agents, for employees. Healthy competition means a healthier live industry overall.”
He points to sectors like ticketing as a cautionary tale: “The parts of the music business that are least healthy are the ones with no competition. On the live side, the rise of independent agencies has made things stronger.”
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Both Betts and McTaggart believe the model has lasting power. “Artists have learned they don’t need the biggest name or biggest Rolodex to reach their goals,” Betts said. “Sometimes, it’s actually better not to have that. What they do need is people who care, who move quickly, and who understand their vision.”
As the agency marks its fifth anniversary, its founders are mindful of the challenges ahead — rising touring costs, economic uncertainty, and the pressures facing both artists and promoters. “Every side of the business is grappling with higher costs and more unpredictability,” McTaggart said. “We’re more involved than ever in tour budgeting, in understanding what things really cost. You can’t just book a tour and walk away anymore. You have to build sustainable growth.”
For Betts, the past five years are proof that independent doesn’t mean small — it means intentional. “We didn’t need a thousand-person payroll to make an impact,” he said. “We just needed the right people, the right artists, and the right values.”
Trending on Billboard ASCAP, BMI and SOCAN have all adopted policies to accept registrations of musical compositions partially generated using artificial intelligence (AI) tools, the PROs jointly announced Tuesday (Oct. 28), while noting that they will continue to reject registrations of fully AI-generated works. According to a press release, all three PROs define a partially […]
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