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Clio Music announced a collaboration with Billboard on Monday (Feb. 6) that will move the annual Clio Music Awards to Los Angeles during Grammy Week 2024. The Clios will additionally introduce a new specialty award offering music fans the opportunity to select the winner of the Favorite Music From a Commercial Award, to be presented by Billboard during the ceremony.
Clio Music will also develop an honorary Clio Music Executive Award, honoring an executive whose creative approach to advertising is shaping the future of the industry. This award will be presented at the 2024 Billboard Power 100 event the evening prior to the Clio Music Awards, at the same venue.
“As we celebrate the 10th anniversary of the Clio Music program, I am so proud of how much it has grown,” Clio CEO Nicole Purcell said in a statement. “What began as a dedicated act in our legacy Clio Awards show has grown into a powerful force for celebrating creativity in the music business. And now, we’re hosting a standalone show in Los Angeles and collaborating with Billboard, one of the industry’s most prominent outlets for recognizing the industry.
“It’s been incredibly fulfilling to see our competition evolve alongside the music industry, which has developed so many new avenues for brands and musicians to collaborate in the years since Clio Music launched,” she added.
Clio Music opens for entries today. The 2023/24 entry cycle will feature two new mediums: music supervision and fan engagement. The program, which recognizes creative excellence in music marketing and the use of music in advertising, also includes mediums for branded entertainment & content, creative effectiveness, design, digital/mobile, experience/activation, film & video, public relations, social good, social media, sonic branding and use of music in audio/film & video advertising and in teasers/trailers. For more information, go here.
On the evening prior to the awards, Billboard will host its annual Billboard Power 100 event, which celebrates the industry’s most influential executives and will feature the Executive of the Year, Label of the Year and the Clive Davis Award, in addition to the newly created honorary Clio music executive award.
“Our Power 100 list recognizes the influential executives that move the music business forward each year and it’s always a delight to bring everyone together during Grammy week for an evening that celebrates the best in the biz,” said Billboard chief brand officer Dana Droppo. “We’re excited to get started on planning next year’s event and to be introducing a new award in collaboration with Clio Music that will honor a top executive with a demonstrated talent for music marketing and advertising.”
Nominations for the Billboard Power 100 list will open this summer. Lucian Grainge, chairman/CEO of Universal Music Group, topped this year’s list.
Clio Music celebrates the power of music to connect consumers and brands around the world. The program was introduced in 2014 to recognize the creative contributions of the marketers and communicators that propel the industry forward, inspire a competitive marketplace of ideas, and foster meaningful connections within the creative community.
“We’re back!” Universal Music Group chairman/CEO Lucian Grainge said to a round of applause, opening the first UMG Grammy week artist showcase in three years due to the pandemic. “A lot has happened in these last three years, but today is about the music.”
UMG’s pre-Grammy artist showcase at Milk Studios has always been about the emerging artists that are coming through the ranks at Universal Music Group in a given year, and the performances are a highly-anticipated event each year. But the pandemic meant that this year’s was the first since 2020, and this edition also included highlights from a series of forthcoming docu-films that the company is set to release.
Grainge spent a few moments in his opening remarks shouting out the artists who were set to perform, as well as those in attendance, which included Elton John, Jon Batiste, Sabrina Carpenter, Yo Gotti, Niall Horan, Fletcher, Ice Spice, Queen Naija and Natalie Jane. “We all know the extraordinary power of music; it touches each of us,” he said. “Music’s power increases in a socially conscious way whenever artists use their talents to promote positive change in our community. When we at UMG employ the vast reach and resources of our company to support our artists in their efforts to promote change, the power of music blossoms even more.”
He then introduced a video that focused on Billie Eilish and her mother’s efforts to address climate change and promote sustainability with her tours and the way she lives her life, as well as UMG’s own efforts to promote sustainability and limit their carbon footprint and waste. Then Grainge introduced Eilish herself, who came out and accepted UMG’s Amplifier Award for her efforts.
“I do as much as I can — I feel like I can always do more — but I feel very impressed and excited that you guys are actually making this a priority and thinking about it and doing your part to support me,” Eilish said while accepting the award. “I would just say I’m really thankful — I feel really seen right now. I spend a lot of my time feeling really anxious because I don’t feel like a lot of people, and especially people in the business, care very much, and it’s really nice to see that this is happening and that you guys do. And I just wanted to say, everyone in this room, we can all do our part. I know a lot of you got some money in your f—in’ pocket, so you can use it for good things and not stupid things,” she added, laughing. She then thanked her mother, and continued, “I’m always trying to think of how to do things in the least wasteful ways possible, and it’s shocking how little I feel that gets reciprocated, and it makes me feel like nobody’s doing anything. So it’s nice to see that you are, and I’m really thankful.”
Then the performances got underway, beginning with Kim Petras, who sang her song “brrr” before bringing out Sam Smith for their chart-topping collaboration “Unholy.” Verve Records artist — and best new artist nominee at this year’s Grammys — Samara Joy then came out to perform a beautifully jazzy “Sweet Pumpkin,” with her vocals taking things to the next level with her trio on stage, and GloRilla hit the stage with highly energetic performances of her songs “Tomorrow” and “FNF.”
Elton John then emerged from the crowd to introduce Stephen Sanchez, a young singer and guitarist signed to Republic Records. John thanked the Universal staff — the label group that he’s been with his entire career — before noting how when he was a young artist he benefited from and valued the support he got from established artists who reached out to him and encouraged him. He then turned his attention to Sanchez, who he compared to Roy Orbison and Ricky Nelson. “I am so thrilled to see this boy, at 20 years of age, taking the reins and writing this great song — he’s gonna be a big, big star,” John said. “I really think he’s the bee’s knees.”
Sanchez then played “Evangeline” and “Until I Found You,” two songs with his retro feel, adding that he wasn’t sure if he was allowed to talk on stage instead of just performing — “It feels like I broke into a party I’m not supposed to be at,” he joked — and thanking Elton before walking off to a big ovation. Singer-songwriter Lauren Spencer-Smith got a huge ovation as well, with the crowd audibly gasping at her vocal performances of brand-new, unreleased track “Best Friend Breakup” and her breakout hit “Fingers Crossed.” And Universal Music Latino signee Feid brought a Latin presence to the afternoon, with guitar-rocking performances of “Tengo Fe” — “the song that changed my life while we were in lockdown,” he noted — and “Porfa.”
Def Jam signee Muni Long showcased her powerful vocals and impressive range with the new, unreleased song “Made for Me,” a gorgeous ballad that will be included on her upcoming debut album, which she added she’s still working on, before shimmering on her own breakout hit from last year, the sultry “Hrs and Hrs.” And TDE/Capitol artist Doechii wowed those in attendance with a breathlessly insistence dance set of “Persuasive” and “Crazy” that packed raw energy into every second of her performance.
The show didn’t just contain performances, but was also an opportunity for Universal to preview three new documentaries that it will be releasing in the coming months, including Love to Love You, a Donna Summer doc directed by her daughter, Brooklyn Sudano, as well as Roger Ross Williams, that will arrive on HBO in May, and a Paul McCartney documentary directed by Morgan Neville focusing on his post-Beatles career in the 1970s, when he had to reinvent himself with his solo work and his band Wings, that is called Man on the Run and will be released in 2024.
Batiste was also on hand to speak about an upcoming documentary that follows his life for the past year, called American Symphony, that explores the emotional highs of his big Grammy wins last year, when he took home album of the year, and the devastating lows of his wife’s cancer battle, a film that he says became about a lot more than he originally envisioned while he worked on his next musical project.
“Making things is difficult. Being an artist is vulnerable process, it’s a vulnerable existence. It takes so much to express the truth of how you feel, where you’re from, to connect to the universal humanism, humanity, that everyone has from the beginning of time until now,” Batiste said, also praising director Matthew Heineman. “It’s like you’re connected to a source that exists on a plane that you can’t see but we can all feel. It’s just as real as this table, just as real as anything. And I really believe the process of that is a messy process. You gotta scrap with it a little bit. You gotta roll around. You gotta get a handle on it. I wanted to make a film that captured the process of it all — a lot of unprecedented moments in my life over this year, highs and lows, intense highs and very intense, near tragic, lows.”
The showcase ended with a surprise set from Shania Twain, whose new album Queen of Me came out this past week. The Canadian icon performed a stripped down “You’re Still the One” and an abbreviated honky tonk “That Don’t Impress Me Much” — complete with a tweak of a lyric to “OK, so you’re Lucian Grainge” — before grabbing an acoustic guitar for “Honey I’m Home.” Twain’s appearance capped an afternoon of star-studded performances, showcasing that UMG has another new crop of young stars with bright futures ahead.
The United Kingdom-based Ambassador Theatre Group (ATG) is expanding its San Antonio venue portfolio from two facilities to three with the opening of The Espee, a 3,175-capacity outdoor boutique amphitheater and special event venue located in the city’s historic St. Paul Square entertainment district.
ATG’s GM, Emily Smith, says the venue will service “musical performances to community gatherings and everything in between,” noting that the name Espee originates from the initials S.P., short for Southern Pacific Railroad Network. The Espee is located on the site of San Antonio’s Sunset Station, the city’s first train station and one of five stops on the Sunset Limited passenger train route that began in 1894, connecting Los Angeles to New Orleans.
The Spanish Mission Revival-style complex first opened in 1905 and was purchased and redeveloped in 2019 by two private ownership groups that operated a nightclub on the Espee site for about a year. In 2022, ATG signed on to renovate and operate the space. Improvements include enhanced in-house sound and lighting, renovated artist accommodations and refreshed restroom facilities.
Paying tribute to its past, the Espee will open March 4 with the daylong All Aboard festival featuring Head and the Heart, Danielle Ponder, Grupo Fantasma and more.
ATG also operates San Antonios Majestic and Empire theatres as part of its 58-venue worldwide portfolio across the U.K., the United States and Germany, including the Orpheum Theatre in San Francisco, the Playhouse Theatre in London’s West End and the Capitol Theater in Düsseldorf.
For more information and to buy tickets for All Aboard festival, visit www.theespee.com.
The Ledger is a weekly newsletter that covers the financial and economic side of the music business. An abridged version appears at Billboard Pro. Pro subscribers automatically receive The Ledger. Sign up here to receive the newsletter without a Pro subscription.
Spotify finished 2022 with more than 100 million tracks in its catalog, according to the company’s annual report filed Thursday (Feb. 2). That’s 18 million more than the 82 million tracks streaming service had the year prior — which averages to about 49,000 new songs per day.
By most measures, 49,000 tracks a day is a huge amount of music. At three minutes per track, it would take about three and a half months to listen to a single day’s worth of new music from start to finish.
But 49,000 is only half the number that’s been cited in recent months. Universal Music Group chairman and CEO Lucian Grainge said in September 2022 that 100,000 tracks were being “added to music platforms every day.” Earlier that month, former Warner Music Group CEO Stephen Cooper said “roughly 100,000” tracks were uploaded “to SoundCloud, Spotify, Apple” and other platforms “on any given day of the week.”
Not that self-reported numbers have always been in sync with executives’ statements. In April 2019, Spotify CEO Daniel Ek said “nearly 40,000” new tracks were being uploaded daily. Based on Spotify’s own disclosures, however, the daily average that year was 27,000. In Feb. 2021, Ek said the number of daily tracks added to its catalog had surpassed 60,000. Spotify’s disclosures showed the daily average was 55,000 in 2020 — perhaps a function of artists staying home during the early days of the pandemic — but fell to 33,000 in 2021.
But there certainly could be 100,000 new tracks uploaded daily in aggregate. There’s more music on the internet than Spotify adds to its catalog. SoundCloud, for example, adds tracks at a faster rate than other platforms because it licenses music from record labels and distributors while also accepting direct uploads from independent musicians. The service currently boasts 40 million artists on the platform who are unlikely to be found elsewhere. When I wrote about the size of music catalogs in April 2022, SoundCloud had added 50 million tracks in about 12 months, or about 137,000 per day. It appears to have largely maintained that growth rate. From Feb. 2022 through Jan. 2023, SoundCloud added 45 million tracks — an average of 123,000 per day — according to numbers found in the company’s press releases.
Whether the number of new tracks being uploaded daily is 49,000 (17.9 million annually) or 100,000 (36.5 million annually) matters. Anybody following trends, making forecasts or deciding on M&A strategies should understand the size of the market and where the opportunities lay. The lower number is the amount of music landing on the world’s most popular audio streaming platform. The higher number better represents the size of what’s called “the creator economy,” or the universe of music being produced by novices, professionals and everybody in between.
The future of music is more music. People will still flock to chart-topping artists and congregate around a small number of superstars. But the barriers to entry are now so low that virtually anybody can commercially release music, and music streaming services increasingly serve every music niche in existence. The music creator tools market was worth $4.1 billion in 2022, according to MIDiA Research, and MIDiA forecast that the number of people paying for music software, skills sharing and learning will grow from 30 million in 2021 to nearly 100 million by 2030.
The technology to get that music online is well-established. Decades ago, Apple’s GarageBand opened the doors to self-produced music. Today, making music is far easier. BandLab, an online music creation platform, has 60 million users. Spotify-owned Soundtrap is another online music creation and collaboration tool. Any number of low-cost distributors, such as DistroKid and TuneCore, will get creators’ music to download and streaming sites around the world. LANDR cuts out the middleman and acts as both digital audio workstation and distributor.
That glut of music is good for some, bad for others. It’s great for distributors and developers of music creation tools. It’s bad for record labels that must fight harder to get their tracks heard and risk ceding market share. It’s a mixed bag for consumers who have unlimited access yet face a paradox of choice. How the industry will deal with all this music is unclear. What’s certain is there’s a lot of music out there — and the pace of new releases is only going to accelerate.
BMG signed a Senegalese rapper from Paris that Universal Music Group had dropped because of Holocaust-denying and antisemitic lyrics — but executives in Berlin ultimately pulled the plug on releasing his music at the last minute, according to a report in The New York Times published Friday (Feb. 3).
In internal documents obtained by The Times, in 2021 BMG’s French division weighed the financial benefits of signing the rapper, Freeze Corleone, against his history of hate speech, and decided to sign him so long as his connection to the German label would remain secret. In previous songs, the rapper had questioned the Holocaust and compared himself to Adolf Hitler. In one 2018 song featuring Corleone, “KKK,” he raps about “Nazi vehicles” and says he’s “determined with lotta ambitions nigga, like the young Adolf.”
In 2020, Universal Music France released Corleone’s La Menace Fantôme (The Phantom Menace), which went double platinum in France and included lyrics in songs like “Tarkov” that mention a “fraternity like Aryans” (though with no explicit mention of Jews). Despite the album’s success, a week after it began distributing LMF, in September 2020 the label said it was cutting all ties with him because the album had “revealed and amplified unacceptable racist statements.”
After UMG dropped him, the 30-year-old rapper, whose real name is Issa Lorenzo Diakhate, Tweeted “finally free.”
Then in 2021, BMG’s French team proposed signing Freeze Corleone, who was becoming increasingly popular in the Parisian hip-hop scene. In internal emails and memos reviewed by The Times, French label executives at BMG noted the artist was “France’s fastest growing artist in the last 2 years” and would thus “really help us meet our revenue target.” But the executives, Sylvain Gazaignes, the French operation’s managing director, and Ronan Fiacre, the head of A&R, also noted the controversy around the 2020 UMG release.
“In order to mitigate the risk of possible controversy,” BMG executives wrote in an internal memo reviewed by The Times, their contract would ensure the label had the right to approve his lyrics. The memo also said the contract should keep BMG’s involvement with the rapper’s career hidden. There should be “no BMG logo anywhere on the release,” Dominique Casimir, BMG’s chief content officer, said in an email she sent to a BMG lawyer and other executives, according to The Times.
BMG signed a one-album deal with Freeze Corleone worth about $1 million in October 2021, according to The Times. About three weeks after signing the deal, Casimir decided to cancel the contract the day before the release of “Scellé part. 4,” Corleone’s first single from the album, titled Riyad Sadio. The decision came after Casimir’s German team had completed a review of Freeze Corleone’s past lyrics and told the French team they needed to end the relationship with the artist, a person familiar with the matter confirms to Billboard. (An undisclosed settlement was paid to Freeze, the source says.)
Freeze Corleone has two entries on the Billboard Global Excl. U.S. chart — “Freeze Rael,” which spent one week on the chart in September of 2020 at No. 176, and “Mannschaft,” billed as SCH featuring Freeze Corleone, which landed at No. 167 in April of 2021.
In a statement sent to Billboard, BMG says “today’s New York Times story confirms that as soon as senior BMG executives became aware of the historic allegations against the artist, it ended their relationship. No record was released. BMG stands firm against anti-Semitism and hate.”
For Berlin-based BMG, the incident is the second such situation in the past five years involving an artist known to have music containing antisemitic lyrics. In 2018, a controversy exploded over an album BMG released by two German rappers, Kollegah and Farid Bang. The album, Jung Brutal Gutaussehend 3 (Young Brutal Good-Looking 3), contained lyrics like “make another Holocaust, show up with a Molotov,” but nevertheless became a hit.
Antisemitism is a particularly sensitive issue for the label’s parent company, media giant Bertelsmann, which in 2002 apologized for its past ties to the Nazi regime after an independent commission of academics the company hired found it had thrived during World War II by producing antisemitic material and Nazi propaganda. Bertelsmann previously had claimed to have played an active role in the Nazi resistance.
Casimir, who was promoted in May to the CCO post and given a seat on BMG’s board (and was recently named to Billboard’s 2023 Power 100 list), also oversaw the signing of the controversial German rappers as managing director for Germany at that time.
After BMG decided to drop him, Freeze Corleone released his album independently. Two employees in France involved in the Freeze Corleone signing — who “believed in the artist” – have since left the company but were not fired, the source familiar tells Billboard. Gazaignes remains a top executive in the French division.
After months of fighting in court, Jay-Z and Bacardi have decided it’s all cognac — er — water under the bridge.
The superstar rapper and the spirits giant said Friday they had reached an agreement to end bitter litigation over their D’Ussé Cognac brand. Under the deal, Bacardi will take over a “majority interest” in the company, which was previously split 50-50 between the two stakeholders.
The exact terms — what percentage Bacardi bought and how much Jay-Z was paid for it — were not disclosed, beyond a statement that the star would “retain a significant ownership stake” after the deal. Earlier filings in the case suggested the privately-held company could be worth as much as $5 billion.
In a statement, Jay-Z (real name Shawn Carter) said he was “excited to renew this partnership with Bacardi.”
“Growing D’Ussé over the past decade from an idea to one of the fastest-selling spirits in history has been a blessing,” the rapper wrote. “The next phase of this journey will further cement D’Ussé’s legacy as one of the world’s most respected brands.”
Until recently, Jay-Z was not at all excited to renew his D’Ussé deal with Bacardi. The rapper has spent the last year in a sprawling legal battle aimed at exiting the partnership, spanning at least four lawsuits in two states as well as private arbitration cases.
The dispute centered on Jay-Z’s exercise of a so-called “put option” — a legal mechanism in the joint venture’s operating agreement that, when triggered, required Bacardi to buy out his half of the business. Once invoked, the two sides were supposed to negotiate in “good faith,” exchange information and agree on a fair price for Bacardi to pay.
The rapper triggered the put option in September 2021, but the two sides quickly came to loggerheads over how much his half of the company was worth. The rapper suggested his half of the business was worth $2.5 billion; Bacardi said the number was just $460 million.
That core dispute eventually led to two private arbitrations, as well as lawsuits in both New York and Delaware courts. The two sides battled over what information should be used to fairly value Jay-Z’s stake, and he later accused Bacardi of “lowballing” and “stonewalling” him to get a cheaper price.
In November, unsealed court documents revealed key details of the months that had led up to the dispute.
For instance, when Bacardi offered $460 million for Jay’s half of the business, the hip-hop magnate’s attorneys said he responded by flipping the script. Rather than continue to invoke his put option requiring Bacardi to buy him out, they said he offered to go vice-versa and buy out Bacardi’s share for $1.5 billion — far more than the figure Bacardi had just cited as the fair value of half the company.
When Bacardi turned down that offer, the legal battle kicked off.
JKBX, a start-up offering retail investors fractional shares in thousands of hit songs, is partnering with electronic market-making firm GTS Securities for U.S. equity trading, the companies said in a joint statement Friday (Feb. 3).
The partnership is a sign that investing in songs and catalogs rights — a burgeoning asset class so far open to only the biggest, most monied music fans — is taking another step toward the mainstream. By teaming up with the electronic market maker GTS, JKBX is positioning itself to have one of the most prominent platforms when it launches its public offerings in late 2023.
Pronounced “jukebox,” chief executive Scott Cohen says JKBX has acquired $1.7 billion in music rights and is aiming to acquire $4 billion in rights before their LLC offerings go live. Once those regulation a+ initial filings are registered with the U.S. Securities and Exchange Commission, everyday investors will be able to buy bite-sized investment stakes in songs by current artists and back catalogs belonging to rock legends for a price starting at around $10.
“A handful of private equity firms, multinational corporations and major labels control the most valuable music rights in the world,” Cohen said in the statement. “JKBX’s platform will allow these entities and other significant rights holders to unlock the true value of these assets by offering them to retail investors to buy and sell in a regulated marketplace.”
Cohen, who co-founded The Orchard and was previously Warner Music Group’s chief innovation officer, last year named Matt Brown, formerly of Citadel and Ripple, as JKBX’s chief technology officer tasked with building out the tech powering the platform. With a high-frequency quantitative trading firm, GTS is responsible for nearly $13 trillion of market capitalization — or 3-5% of the daily cash equities volume in U.S. stock markets — making it a designated market maker. Through the partnership, JKBX will gain access to GTS’s technology, a competitive digital advantage in accessing U.S. public markets.
“GTS excels in making markets for every major financial asset class and providing enhanced liquidity through sophisticated, real-time pricing,” said GTS Securities co-founder/CEO Ari Rubenstein in a statement. “This same expertise can be applied to music royalties, which represent the next exciting tradeable asset class.”
From 2001 to 2004, the music industry produced a steady stream of new artists with big hits: At least 30 first-timers landed in the top 10 of the Billboard Hot 100 each year. In 2022, only 12 new acts managed the feat (plus a pair of songs from the Encanto cast). “This is the hardest time to break through and market music,” one manager tells Billboard.
It’s not for lack of trying: In recent years, labels have been signing acts at whirlwind speed, yet this surge of new signings hasn’t yet amounted to a surge of new stars. And some executives worry that the dry spell is partly due to the recent wave of signings, claiming that the majors have inked deals at a rate beyond their ability to provide service.
“The over-signing of [the] COVID [era] is now a pain point at every label,” says one manager with multiple acts on majors. If staff growth doesn’t keep up with roster growth, artists don’t necessarily get the care they need to level up. “No one has enough product managers. So they’re all getting crushed.”
“It is not humanly possible for a product manager — the person responsible for the story of the artists, the story of the music — to creatively, strategically and efficiently implement marketing for 20 artists at one time,” says Craig Baylis, a former major-label product manager who runs the boutique publishing company Eighth & Groove. Record companies often “aren’t getting the best out of [their staff] because they are ramming them with all of these artists that they’re not even getting the chance to know.”
All the major-label groups have broken new artists in the last few years, of course, whether it’s Olivia Rodrigo (Universal Music Group), Steve Lacy (Sony Music) or Zach Bryan (Warner Music Group). In a January letter to staff, UMG chairman/CEO Lucian Grainge reaffirmed the company’s commitment to this task, writing, “We diligently work, day in and day out, to break our artists and songwriters.” While speaking with investors last year, Sony Music chairman Rob Stringer said “creative staff,” which encompasses A&R, marketing, product managers and artist relations, had increased at a faster rate than artist roster size, helping launch new acts onto the streaming charts.
Roster size numbers are difficult to come by, but in 2017, a study organized by the RIAA found that major labels had signed 658 artists that year, up from 589 in 2014. Although the RIAA hasn’t released a follow-up, many lawyers and executives say the rate of signings has climbed since that report. Two senior executives believe the number of deals is now as high or higher than it has ever been; Sony Music told investors that new signings rose 32.4% between 2017 and 2021.
The recent wave of signings is in part a byproduct of streaming becoming the main revenue source at the majors. The biggest streaming services pay rights holders according to their share of total plays on the platform. But low-cost distribution has brought a “vast and unnavigable number of tracks” into the music ecosystem, as Grainge put it in his staff memo. Streams for those tracks eat into big record companies’ piece of the pie. If tens of thousands of new tracks are added to streaming services daily, “then [major-label] market share is going to be diluted by default,” Stringer explained last year.
Signing more is a way of fighting back. “For major labels, independents and distributors, it’s all about volume of signings now,” says Andreas Katsambas, who was a senior vp at BMG before joining the analytics company Chartmetric as president/COO.
This puts major labels in a bind: They need to sign and release more to keep market share up, but this makes it harder for each artist signed to get the attention they need to break through.
“Intelligent marketing is not going to be a facet of developing artists today if record companies are going to continue doling out artists, singles and projects at the frequency that they do,” says Baylis. “There is a high level of fatigue that product managers are experiencing.”
A former major-label employee who left to go into management agrees that product managers and marketers tend to be “completely overworked.” “A digital person may have 60 projects,” he adds. “It’s crazy.”
Mike Caren, founder of the publishing company and independent label APG (and former president of global A&R at WMG), points out that “even the best marketer is limited by the number of hours in the day and days in the week.” He adds: “Executing an artist’s vision is time-intensive, and the best artists challenge their teams with unique ideas that take a lot of time to properly deliver. Capacity is a key metric to determine when choosing a label or team.”
This may be especially true today, when the ability to grow audiences seems increasingly like the most important service a label can offer. Artists no longer need to turn to majors for national and international distribution or studio-quality recording equipment; now, anyone can get those things from their laptop while sprawled on the couch. Instead, “gaining awareness is the most challenging thing for anyone that releases music,” Katsambas says. “Awareness more than anything else, and then engagement and retention.”
Are those goals compatible with high-volume signing? “It’s hard creating a game plan for longevity for some of these artists that are really talented and deserving,” Baylis says, “because executives are charged with just feeding the beast called the DSPs.”
After nearly 60 years in the music business, there’s precious little Elton John hasn’t already achieved. The icon has sold millions of records, toured the globe countless times and even saw the biopic based on his life, Rocketman, win honors at the Academy Awards and Golden Globes. But this week he added another accolade to his extensive collection, and one that sets a mind-boggling record: his multiyear Farewell Yellow Brick Road Tour became the highest-grossing tour of all time, and the only one to surpass $800 million in gross, passing Ed Sheeran’s Divide tour for the title.
John’s outing isn’t even over yet, and there’s still the possibility that this tour crosses even higher benchmarks before all is said and done. But it’s already a crowning achievement for Debra Rathwell, the executive vp of global touring and talent at AEG Presents, who promoted the trek. And the milestone earns her the title of Billboard’s Executive of the Week.
Here, Rathwell breaks down how the tour came together and became so successful, the strategy behind moving up from arenas to stadiums midway through, the challenges posed by the pandemic and the lessons learned from such a gigantic undertaking. “I’m not sure that there will ever be another artist like Elton John, or a tour quite like the FYBR Tour,” she says. “But for any artist aspiring to achieve this level of success, this tour is probably the best example of what comes out of hard work and a love of performing: get out there and share your music with your audience.”
This week, Elton John’s Farewell Yellow Brick Road Tour became the highest-grossing tour in history, and the first-ever tour to gross $800 million. What key decision did you make to help make this happen?
This all started to come together six years ago, back in 2017, a full year before the first date of the Farewell Yellow Brick Road Tour. Jay Marciano (AEG Presents chairman/CEO), Howard Rose (John’s longtime agent), Keith Bradley (John’s tour director), Donna DiBenedetto (AEG Presents vp), Barrie Marshall (Marshall Arts), Doris Dixon (Marshall Arts) and myself met in Las Vegas to begin the job of routing and shaping the first half of tour. At that time, Elton John was playing the final shows of The Million Dollar Piano residency at the Colosseum.
Once we had our plan together, Elton held a press conference in New York in January 2018 to officially announce his retirement from touring, but not before he had embarked on a final run of 350 shows over three years, beginning that September. He wanted to travel around the world to say farewell to his fans. We all knew right then that this would be the greatest tour of all time, and that it was our job to back up Elton and deliver the goods.
No single person can take credit for the monumental success of the FYBR tour — apart from Elton John, of course. But if I had to describe my small part of it over these past five years, it’s been kind of a “utility player” role. Depending on the day, or even minute, it’s coach, captain or just “the bossy girl with the clipboard” who keeps things on course.
Elton spent the first few years of this tour in arenas, before moving up to stadiums this past year. Why did you guys go that route?
For several years prior to the first arena show in Allentown, Penn. (Sept. 18, 2018), Howard Rose had booked shows in smaller secondary markets, which created demand in the major markets. That demand, combined with the news of the retirement, created demand for multiple shows in those markets. We repeated this strategy several times during the tour. But we also made sure to return to many of the same smaller secondary markets; it was important for Elton John to bid a final farewell to as many of his fans as possible.
It was always the plan that the final lap of the FYBR tour would be in stadiums. This was important to Elton and mapped out in the planning stages. Getting them organized and on sale during COVID turned out to be our biggest challenge.
Given the demand of an iconic performer’s final tour, how did you approach setting this up differently than you would have any other tour?
The tour was divided into two parts that we internally referred to as “Round One (179 shows)” and “Round Two (153 shows).” Round One kicked off with that Allentown show and ran all the way through to Sydney on March 7, 2020. Of course, we had no idea that the world would be shutting down four days after we wrapped Round One. And we certainly never imagined that Round Two wouldn’t be wrapped until summer 2023.
The tour also encompassed the pandemic. How did that affect your plans, and how did it force you to adapt once you got back on the road?
When we resumed touring in January 2022, we had very strict COVID protocols in place for all members of the touring team and local venue staff. With some minor adjustments in the routing, we were able to reschedule shows. Unfortunately, we had to cancel the two sold-out shows in Montreal and the two sold-out shows in Toronto due to government COVID restrictions. We also had to cancel some entire territories altogether; we always intended to bring the FYBR tour to Asia and South America, but two years of COVID delays and the rescheduling that followed made that impossible.
We also made the decision that the ticket prices for the stadium shows would be pretty similar to the arena shows — we were in a situation where rescheduled arena shows were on sale at the same time we were putting stadium shows on sale.
How has touring changed overall given the events of the past few years? And how has this tour itself evolved across the years that it’s been going?
The interesting thing to watch was that as the FYBR tour continued, the audience got younger. Elton John broadened his fan base over the life of the tour. Rocketman and his biography Me: Elton John were big moments for us. And The Lockdown Sessions album released in October 2021 was of course one more thing that connected him with a new generation.
The public demand for tickets increased exponentially as the tour was coming to an end. It actually got quite frenzied as the final shows approached in every market. We were all so excited that we were able to sell out three Dodger Stadium shows in Los Angeles, culminating with the livestream of the concert on Disney+.
What have you learned from this long-running Elton tour that you can apply to the rest of your clients?
First and foremost, the initial messaging and announcement of a tour is so important. It really is critical to its success. And the messaging that Elton John conveyed to his fans at that press conference all the way back in 2018 was front and center at all times.
Also, this tour really drove home the importance of having a strong team around you. I have loved every minute being a part of this team. It has been the greatest pleasure of my professional career to be involved with Sir Elton John, David Furnish, Luke Lloyd Davies and all of the wonderful people at Rocket Entertainment. Keith Bradley is the finest tour director and this tour would not have made it around the world for five years, in its many shapes and forms, without him. Many cherished hours were spent with Howard Rose and our touring partners Marshall Arts (Barrie Marshall and Doris Dixon) for the U.K. and Europe and Michael Chugg and Frontier for all of the shows in Australia and New Zealand.
Plus there’s our AEG Team: Andrew Sharp and John Merritt who have been traveling around the world for these past five years — apart from when they couldn’t — and Donna DiBenedetto, my promoting partner who keeps things organized. And of course, Jay Marciano’s leadership and experience has been invaluable. It’s just an incredible group of people from top to bottom.
I’m not sure that there will ever be another artist like Elton John or a tour quite like the FYBR Tour. But for any artist aspiring to achieve this level of success, this tour is probably the best example of what comes out of hard work and a love of performing: get out there and share your music with your audience.
To sum up: Start each tour with a clear message and intention, and a collaborative mentality is imperative. A successful tour requires lots of teamwork on the part of the agency, management, promoter and artist. Think big, and think worldwide. And always be patient. When I first meet with the extraordinarily talented artists with whom I get to work, I often joke that I will negotiate the rights to their 20th Anniversary Tour right then and there. But it’s not really a joke. That’s how much I believe in them.
LiveCo, a new concert promotion company that combines BASE Entertainment, Premier Productions, Icon Concerts, Rush Concerts and Peachtree Entertainment, launched with a team that includes Brian Becker and Mark Maluso (BASE Entertainment), Michael Pugh and Shane Quick (Premier Productions), Paul Meloche (Icon Concerts), Jacob Reiser (Rush Concerts) and Bradley Jordan (Peachtree Entertainment). “Designed to help expand the live entertainment industry,” according to a press release, LiveCo represents talent and productions including Jimmy O. Yang, Criss Angel, Cocomelon Live, Cody Johnson, Jo Koy, Dude Perfect, Zach Bryan, MercyMe, Elevation Worship and Gabriel Iglesias.
BMI announced several key promotions within its creative team. Rafael Martinez and John Ellwood were appointed to the newly created roles of vp of strategy and business affairs, creative and assistant vp of strategy and business affairs, creative, respectively. Reema Iqbal was named executive director of creative, film, TV & visual media. LuAnn Davidson was promoted to executive director of creative administration. Nina Carter was promoted to senior director of creative, partnerships & events. Jon Miller was named director of creative, Europe. Lastly, Katie Kilgallen and Reginald Stewart were both promoted to director of creative. Ellwood can be reached at jellwood@bmi.com, Iqbal can be reached at riqbal@bmi.com, Carter can be reached at ncarter@bmi.comm, Miller can be reached at jmiller@bmi.com and Kilgallen can be reached at kkilgallen@bmi.com.
Todd Moscowitz‘s Santa Anna label appointed Dave Anderson as GM and Carlos “Los” Orgando as vp of promotion. Anderson, who previously served in vp of commerce roles at Geffen and Warner Records, will oversee Santa Anna’s marketing, promotion and digital teams. Orgando, who will assist the label in developing and executing its promotion strategy across several formats, previously held the vp of promotion role at both Geffen and Warner Records. Elsewhere, Derek Lee added the title of CFO of Santa Anna to his existing title of senior vp & CFO at Moscowitz’s Alamo Records.
William “Andy” Anderson was promoted to chief revenue officer at American Urban Radio Networks (AURN); he was previously president of sales. In the role, Anderson will help maximize revenue opportunities, product acquisitions and original content creations for the company. Anderson previously served as director of urban/Canadian advertising at Billboard. (via Radio Facts)
Markus Holzherr was appointed to the newly created role of chief business officer at Warner Music Central Europe. In his new role, Holzherr will oversee the finance, new business, research & analytics and legal departments. He comes from DFB GmbH & Co. KG, where he served as managing director of finance and controlling.
Rob Gross was hired as senior vp of label services at The Syndicate. In the newly-created role, Gross will provide full-scale project management for album releases and sales for all aspects of the company’s services in radio, marketing and PR. Most recently a partner at Shark Attack, he brings clients Warner/Rhino Records and Dine Alone Records to The Syndicate. Gross can be reached at gross@thesyn.com.
Fresh N Sassy Productions CEO/founder Janishia Jones launched ENCORE Music Tech Solutions, a music tech consultancy that signed EMPIRE Publishing as its first client. Under that deal, ENCORE will work with EMPIRE Publishing to scale and improve the publisher’s performance across royalty payment, reporting, synch and other complex systems. ENCORE has already “helped create crucial systems” for EMPIRE Publishing including solutions to better manage agreements, financial accounts and copyrights, according to a press release. Jones can be reached at Info@encoremusic.tech.
Liberty Wilson was promoted to vp of international marketing at Warner Music UK, advancing from her previous role of international marketing director. She’ll continue reporting to the label’s senior vp of international marketing, Victor Aroldoss.
Human Re Sources hired Junko Takeda as vp. Based in Los Angeles, Takeda will oversee day-to-day label relations of Human Re Sources’ Los Angeles and Atlanta operations and continue building the company’s roster of artist clients with support from The Orchard. Takeda most recently served as head of A&R operations at Warner Chappell Music.
The National Independent Venue Foundation (NIVF) appointed Carl Atiya Swanson as executive director. In the role, Swanson will play a key role in “expanding and solidifying NIVF’s programmatic vision,” according to a press release, collaborating with the executive leadership of the National Independent Venue Association (NIVA) and NIVF “to preserve and nurture the ecosystem of independent live performance venues, festivals and promoters throughout the U.S.” He will work to strengthen the independent venue sector via economic development initiatives and workforce development programs while managing critical services including emergency relief funding. Swanson was previously associate director at Springboard for the Arts.
Jacee Badeaux and Halle Bartlett were promoted to senior creative director of A&R and coordinator of A&R, respectively, at Big Yellow Dog Music. In his new role, Badeaux will continue to curate activity for the company’s writers, artists and producers; he was previously creative director. Bartlett, who was previously creative assistant, will be responsible for calendar management, writer coordination, song pitching and social media for Big Yellow Dog songwriters. Badeaux can be reached at Jacee@bigyellowdogmusic.com and Bartlett can be reached at halle@bigyellowdogmusic.com.
Stephanie McGuire was appointed senior A&R international at CTM Publishing. She will continue to guide CTM’s composers, authors and producers while also focusing on fostering more international collaborations and createingmore overseas opportunities for the company’s roster. McGuire can be reached at Stephanie.mcguire@ctm.nl.
John Page joined Oak View Group (OVG) as senior vp of Acrisure Arena, the Coachella Valley Firebirds and OVG360 Facilities. In the role, he will oversee the management and oversight of all three entities. Based in Palm Springs, Page reports to Coachella Valley Firebirds president Tod Leiweke, OVG business development president Francesca Bodie and OVG360 president Chris Granger. Prior to joining OVG, he served as president of Spectra, which OVG acquired in November 2021.
Nashville’s Society of Leaders in Development (SOLID) announced the newly elected members to its 2023 board of directors: President Erin Pettit (Wiles + Taylor), vp Rio Van Risseghem (The Orchard), secretary Jenna Smith (SESAC) and treasurer Ryan Cunningham (ONErpm). Additionally, Grayson Flatness (Sounds Good) was named alumni president of the SOLID Alumni Board.
Hyperreal — the tech company that develops “digital twins” for artists and other creators, allowing them to control their digital identities in the metaverse and beyond — named Scot Barbour chief technology officer and Tim Coleman vp of digital humans. Meanwhile, the company’s chief innovation officer, Sergi Sagas, joined the Hyperreal board of directors. Barbour, who was previously head of production and digital DNA acquisition, will drive the company’s technology roadmap and partnerships and supervise physical and virtual production for Hyperreal. Coleman, who joined Hyperreal in 2020, will head up the effort to build the company’s “highly-detailed, performance ready, photoreal digital avatars known as ‘HyperModels,’” according to a press release.