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LVRN continues to bolster the company by adding nine-time Grammy-winning producer and songwriter Bryan Michael Cox. Cox will serve as senior vp of A&R and executive producer for upcoming albums and artists for the label.
“A&R has become a lost art in this new generation of music because of the gap in relationship between A&R, the artist, and the label,” says Justice Baiden, LVRN co-founder. “Bryan-Michael Cox is a respected and accomplished producer and executive, and he’s the perfect addition to our team to help continue in bridging that gap. Bryan not only speaks the same language as the artist, but he also shares the same values as LVRN. We are on an unwavering mission to disrupt and redefine the rules of the music industry while also preserving the quality and integrity of the music. When I think of someone who handles music with care, I think of Bryan, and we’re excited to welcome him home to Atlanta and LVRN.”
“The time is right for this union because what LVRN has been able to do culturally is incredible,” adds Cox, who has worked with Usher, Mariah Carey and Justin Bieber throughout his career. “The commitment to the full picture of artist development is something that this business has been missing. From the single selections to album track listing to the rollouts, each artist has been launched uniquely with care. Justice pays attention to detail, and he has great understanding of what hit records should sound like without compromising the artists creativity and identity. I have a great track record of being able to bond with artists, get the best out of them, and, of course, being able to create or identify hit records. This is a perfect fit.”
Earlier this year, CEO and co-founder of MUSIC Matt Pincus joined the label’s board of directors and invested $25 million. The investment values LVRN at more than $100 million.
Los Angeles-based communications firms BB Gun Press, headed by Luke Burland, and MixedMediaWorks, helmed by Bobbie Gale, have joined forces to form 2B Entertainment.
Combined, their client roster includes Shania Twain, Josh Groban, Steve Earle, Danny Elfman, My Chemical Romance, Meghan Trainor and OK Go.
“MixedMediaWorks was founded on the principle that we only work on projects we believe in,” said Gale in a statement. “It means we can remain completely dedicated to the select group of clients we take on. We’re excited to be working with Luke and her team as they share the same values: honesty, loyalty, hard work, open and constant communication and being the best partners to our clients.”
Burland added, “Our plan is simple: keep working with clients we love, deliver incredible results and have some fun along the way.” Burland and Gale will run the company together.
Other clients include Brian Tyler, Holly Humberstone, Julian Casablancas, Justin Tranter, Maggie Lindemann and Saleka Shyamalan. Corporate accounts include CITI, +1 Records, Laylo, Dad Grass, Muserk and Cosm.
The two veteran publicists have long known each other, first collaborating more than 20 years ago on Dave Navarro when Gale was at Capitol Records and Burland at Kathryn Schenker Associates. The two briefly worked together at a previous iteration of BB Gun, owned by Brian Bumbery, in 2016-2017. Burland joined BB Gun in 2016 after leaving Warner Records where she was senior vp of publicity. Gale worked at BB Gun from 2013 to early 2017 when she left to become vp of media & strategic development at Warner Records. In 2020, she launched MixedMediaWorks. Burland has led BB Gun since 2018 when Bumbery left for Apple Music.
As the country music community continues to grapple with ways to increase diversity and inclusion, the Black Music Action Coalition (BMAC) and Academy of Country Music have come together to launch OnRamp, a program set to empower the next generation of Black leaders.
The OnRamp partnership will take 20 young, Black artists and music industry professionals in Nashville through a year-long program that includes access to top leaders, community mentorship and professional development. Vitally, the program comes with a guaranteed $1,000 monthly stipend for the 12 months.
Applications will be available starting in late Spring with the program kicking off in June during Black Music Month. Candidates can sign up for email notifications now at acmcountry.com/onramp to learn more.
This inaugural program will be funded by BMAC, the Academy and industry partners, and aided by social impact agency BreatheWithMe. The hope is that Nashville companies will make financial contributions to fund future years.
“The Academy has a rich history of fostering diversity and inclusion in the country music industry both on stage and behind-the-scenes, and we see this partnership as a particularly impactful way to continue our committed work to making the statement ‘Country Music is for Everyone’ a true reality,” said ACM CEO Damon Whiteside in a statement. “We’re excited to work with BMAC on this pivotal and transformative work for our Nashville community by increasing opportunities for young professionals from diverse backgrounds in our industry.”
The Academy relocated from its longtime home in Southern California to Nashville last year.
The guaranteed income component was critical, BMAC co-founder/co-chair Willie “Prophet” Stiggers tells Billboard. He studied such initiatives including a program started by former Stockton, Calif., mayor Michael Tubbs a few years ago that guaranteed $500 a month to 125 residents for 18 months and has now spread to more than 50 cities.
“All the data showed how people were lifting themselves out of poverty and realizing their dreams, not just from the cash relief, but the mentorship and wrap-around programs,” Stiggers says. “I said to myself and the BMAC team, with the billions of dollars the entertainment industry generates, we can, without government support, have these programs happen across the country and really begin to close the wealth gap that is targeting Black and Brown people.”
OnRamp comes several months after BMAC released its Three Chords and the Actual Truth report last June. The report called for the country music community and the city of Nashville to commit to change and equity through partnering with BMAC. The Academy was among the first companies to come aboard.
“They were really the first to raise their hand and says, ‘we’re prepared to stand with you and launch this program in Nashville and then call on the other companies up and down Music Row to partner with us.’ So this initiative can grow and become a sustainable part of the Nashville community,” Stiggers says.
The Academy’s LEVel Up: Lift Every Voice program will help facilitate OnRamp. LEVel Up is a two-year professional development program, originally launched last year and fully funded by the Academy, for rising leaders in country music. The members of the current LEVel Up cohort will play a hands-on role in the application review process and drive the candidate selection work, proposing a recommended slate of candidates to the Academy and BMAC teams.
Each of the 20 members of the inaugural OnRamp cohort will have a program designed specifically for them with their own facilitating team with the help of LEVel Up members and the Academy’s DEI task force. “For instance, if you’re a young person trying to become a manager, we’ll pair you with a manager who is killing it in that space and allow you to shadow them,” Stiggers says.
“It’s my pleasure to stand alongside other industry leaders to support this important program,” said ACM DEI Task Force chair/ACM board member and BMI executive Shannon Sanders, in a statement. “The Academy continues to play a pivotal role in ushering in a new era in country music by truly supporting and lifting up those underrepresented in the industry.”
Additionally, there will be money management and mental health components activated on a weekly or monthly basis. “The idea is to build the communities around each of these individuals that they need to help them realize their dreams,” Stiggers says.
Ultimately, the idea is to transform the country music industry across the board. “Five years from now when you’re able to have a few hundred young people who have been provided access in the training, resources and connections they need in the country music space I think we see a more diverse pool of artists and executives,” Stiggers says. “I think we see more Black women faces showing up on the executive side and I think we’ve opened this up to allow the charts to be reflective of the community that enjoys the genre, which isn’t the cast today.”
Earlier this year, the Country Music Association launched a diversity and inclusion fellowship program to provide an immersive experience in the country music industry initially through the CMA’s communications team in conjunction with the 50th anniversary of CMA Fest this June. Fellows will then work for six weeks with a country music publicity firm. Set to launch this Spring, the program is open to all students from underrepresented communities through Plank Center for Leadership in Public Relations and the University of Alabama, with additional collegiate partners including the University of Tennessee, Knoxville and Nashville’s Belmont University.
Such programs, as well as The Hubb, a professional development summit started by CAA in 2018, have Stiggers feeling optimistic. “I am encouraged to see people actually moving past the hashtags and trying to implement sustainable programs that are really going to create a more level playing field.”
Korean music company HYBE is more than getting by with its primary artist, BTS, on hiatus and its members pursuing solo projects and preparing for military duty. In 2022, HYBE’s revenue grew 41.6% to 1.78 trillion won ($1.41 billion at the Dec. 31, 2022 exchange rate), the company announced Tuesday (Feb. 21).
Adjusted earnings before interest, taxes, depreciation and amortization rose 23.9% to 328.8 billion won ($260.5 million). Margins were thinner that in previous years, however. Last year’s operating margin (as a percent of revenue) fell to 13.4% from 15.1% in 2021 and 18.3% in 2020. Adjusted EBITDA margin dropped to 18.5% from 21.1% in 2021 and 20.2% in 2020.
HYBE breaks revenue into two main categories: artist direct-involvement and artist indirect-involvement. Direct involvement revenues cover such things as recorded music, touring and management. Recorded music sales improved 47% to 553.9 billion won ($438.9 million) and was the largest single revenue source. Concert revenue jumped 470.1% to 258.2 billion won ($204.6 million) as artists returned to touring after scaling back performances during the pandemic.
BTS may be taking a break but it’s still HYBE’s sales leader in album-loving Korea. Four HYBE artists were in the top 10 of Korea’s year-end album tally: BTS was No. 1 with 5.75 million units, Seventeen was No. 3 with 5.56 million units, Tomorrow X Together was No. 5 with 2.78 million units and ENHYPEN was No. 8 with 2.64 million units. Le Sserafim was the No. 15 artist with 1.29 million units. As a point of comparison, the top album in the U.S. last year, Taylor Swift’s Midnights, sold the equivalent of 1.8 million units.
Artist indirect involvement revenue grew only 9.7% in the calendar year. Merchandising and licensing improved 24.8% to 395.6 billion won ($313.5 million) and fan club revenue grew 47.1% to 67.1 billion won ($53.2 million).
In the fourth quarter, HYBE’s revenue grew 16.9% to 535.3 billion won ($424.2 million) in the fourth quarter of 2022. Recorded music revenue jumped 76.4% to 149.1 billion won ($118.2 million) and was the largest single source of revenue.
BTS’s global success has allowed HYBE to diversify itself and rely less on the K-pop super group. In 2017, Korea accounted for 72% of HYBE’s revenues compared to 14% for Japan and 9% for North America. In 2022, HYBE had grown 19-fold from 2017 and had almost evenly balanced business between its three main markets: Korea (33% of revenue), North America (32%) and Japan (28%). The rest of the world contributed just 7% of HYBE’s 2022 revenue — but that could change if the company’s newest investment works as expected.
HYBE’s recent acquisition of a leading stake in competing K-pop company SM Entertainment is an opportunity to develop in markets where it currently has little presence. CEO Park Jiwon explained during Tuesday’s earnings call that HYBE artists can benefit from SM Entertainment’s strong network and infrastructure in China and Southeast Asia. Likewise, HYBE believes it can help SM Entertainment in the North American market.
HYBE latest acquisition didn’t impact 2022 results but will help expand its presence outside of Korea in 2023. On Feb. 8, HYBE purchased QC Media Holdings, the parent company of Atlanta-based hip-hop label Quality Control Music, the home of Migos and Lil Baby, for $300 million. Quality Control will sit under HYBE America and the leadership of CEO Scooter Braun, whose Ithaca Projects was acquired by HYBE in 2021.
The trial of Moroccan singer Saad Lamjarred, who is accused of aggravated rape and assault, started in Paris on Monday (Feb. 20).
The 37-year-old Lamjarred, who is famous on the Arab pop music scene, allegedly raped a French woman at a luxury hotel on the Champs-Elysees in October 2016 while he was under the influence of alcohol and cocaine.
He has denied the allegations. If convicted, he faces up to 20 years in prison. A verdict is expected on Friday.
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The woman, who was 20 years old at the time, said that she met Lamjarred at a Paris nightclub and accompanied him to his hotel, according to the document summarizing the conclusions of the investigation that was read out by the presiding magistrate at the court.
She said that he struck her several times as she was trying to push him back before he raped her, the document said. She managed to leave the room, and hotel staff reported seeing her crying and in distress.
The woman’s lawyer Jean-Marc Descoubes, told reporters Monday that the alleged victim remains strong, despite the trauma she sustained. “It was extremely violent… It was very traumatic for her. She’s still being treated, but she remains strong, decent and courageous,” said Descoubes.
On Monday, Lamjarred told the court that he rejects the allegations of rape and assault. He acknowledged he had “occasionally” used alcohol and drugs at the time, but has since stopped.
The court said Lamjarred respected the conditions of the judicial supervision he has been under since 2017. Lamjarred is not permitted to perform in France, but has been allowed to leave the country for shows abroad.
Lamjarred is one of the Arab world’s most popular artists. His music video “Lm3allem” has more than 1 billion views on his YouTube channel, where he has more than 14 million subscribers.
King Mohammed VI awarded him Morocco’s highest national honor in 2015.
Lamjarred has also been charged with the aggravated rape of another woman in August 2018 at a nightclub in Saint-Tropez on the French Riviera. A trial date hasn’t been set for that case.
Meta Platforms Inc. is launching a “Meta Verified” subscription service on Facebook and Instagram that allows users to verify their accounts with a government ID.
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The company’s chief executive Mark Zuckerberg revealed Sunday (Feb. 19) on social media that the platform will begin testing the service in Australia and New Zealand. The authentication will also include proactive account monitoring for account impersonation, direct access to customer support and increased account visibility and reach.
The monthly subscription-based plan can be purchased on Instagram or Facebook for $11.99 on the web and $14.99 on iOS and Android. According to a news release, for users to be eligible, accounts must meet minimum activity requirements and submit a government ID.
Meta clarified that there will be no changes to already verified accounts as they test the new plan.
The news release said that the “Meta Verified” service was developed after the platform received an abundance of requests from creators for broader access to verification and account support. The release explained that the service’s goal is “to help up-and-coming creators grow their presence and build community faster.”
The company added that it hopes to expand the service globally soon.
Meta isn’t the first social platform to introduce a paid verified subscription plan. When Elon Musk took over Twitter in October 2022, he re-vamped Twitter Blue, with a paid plan for users to sign up for $8 a month on the web and $11 a month for iOS. He also replaced the “official” label with a gold or gray checkmark, depending on the account.
This article originally appeared on The Hollywood Reporter.
Two more senators are calling for restrictions on TikTok’s operations in the U.S., citing alleged risks to national security and consumer privacy presented by the Chinese-owned platform.
In the letter sent Thursday, U.S. Sens. Richard Blumenthal (D-Conn.) and Jerry Moran (R-Kan.) called on the Committee on Foreign Investment in the United States (CFIUS), which is currently investigating TikTok’s 2017 merger with Musical.ly, “to swiftly conclude its investigation and impose strict structural restrictions” between the platform and its Chinese parent company, ByteDance — including by “potentially separating” the two companies. The letter was addressed to U.S. Treasury Secretary and CFIUS chair Janet Yellen.
In the letter, Blumenthal and Moran cite a December disclosure by ByteDance — reported by The New York Times — that four of its employees obtained the data of several TikTok users, including two journalists, in an effort to locate the sources of suspected leaks to journalists of internal company conversations and documents.
Despite ByteDance’s assertion that it fired the employees involved, Blumenthal and Moran allege that the scheme was in fact perpetrated by a “formal ‘Internal Audit and Risk Control’ team” directed by senior executives, including TikTok CEO Shou Zi Chew.
“The incident also occurred while TikTok’s executives had repeatedly promised that Americans’ personal data was secure against such spying,” the letter reads, citing testimony given by TikTok’s vp/head of public policy, Michael Beckerman, to the Senate Commerce Committee’s Subcommittee on Consumer Protection in October 2021.
The letter goes on to claim that TikTok company engineers “continue to have dangerous access to Americans’ personal data and control over its algorithmic recommendation systems, access that continues enable this spying on journalists.”
The senators cite several more reports to bolster their case, including a December article in The Wall Street Journal reporting that TikTok’s product development and management — including oversight of its algorithmic recommendation system — remains based in China. Another article published by Forbes in August, which reported that roughly 300 current employees at TikTok and ByteDance work or have worked for Chinese propaganda outlets including Xinhua News Agency and China Global Television, is also held up as evidence to support restrictions.
Elsewhere, Blumenthal and Moran cite an October investigation by Consumer Reports that found TikTok tracks Americans — including those who don’t use the platform — by embedding “a tracking technology” on partner websites. “While this collection effort is ostensibly an advertising effort by the company, the transmission to TikTok of non-user IP addresses, a unique ID number, and information about what an individual is doing on a site provides a deep understanding of those individuals’ interests, behaviors, and other sensitive matters,” the letter adds.
Despite TikTok’s assurance that it no longer censors videos critical of the Chinese government and other authoritarian regimes, the senators additionally allege that the platform “continues to opaquely demote or remove certain content, including blocking LGBTQ accounts.”
TikTok “is clearly, inextricably dependent on ByteDance for its operations,” the letter concludes, “and therefore beholden to the government of China.”
Thursday’s letter is just the latest in a string of recent condemnations of TikTok by U.S. lawmakers. In December, President Joe Biden signed a bill that prohibits use of the platform by nearly 4 million government employees on devices owned by its agencies, joining at least 27 state governments and several universities that have passed similar measures. The same month, Sen. Marco Rubio (R-Flor.), Rep. Mike Gallagher (R-Wis.) and Rep. Raja Krishnamoorthi (D-Ill.) introduced a bill that would effectively ban TikTok and any other China-based social media platform from operating in the United States. And earlier this month, Sen. Michael Bennet (D-Col.), pushed Apple and Google to remove TikTok from their app stores over national security concerns, claiming the Chinese Communist Party could “weaponize” the platform against the United States by forcing ByteDance to “surrender Americans’ sensitive data or manipulate the content Americans receive to advance China’s interests.”
These lawmakers clearly weren’t assuaged by TikTok’s announcement in June that it had started routing U.S. user data to Oracle cloud servers located in the U.S., instituted audits of its algorithms and established a new department to solely manage U.S. user data for the platform.
Concerns about TikTok have been prevalent in other corners of the West, most prominently in Europe. In January, Zi Chew met with European Union officials over concerns about child safety and data privacy, among other matters. On Friday, TikTok’s general manager of operations in Europe, Rich Waterworth, attempted to allay some of those concerns in a blog post where he noted that the company plans to establish two additional European data centers, citing a commitment “to keeping our European community and their data safe and secure.” He added that the company is “continuing to deliver against” a data governance strategy they set out for Europe last year, which includes plans to further reduce employee access to European data, minimize data flows outside Europe and store European user data locally.
Zi Chew is slated to appear before the House Committee on Energy and Commerce on March 23, when he’s expected to comment on TikTok’s data security and user privacy policies, the app’s impact on children and ties with the Chinese Communist Party.
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.
Keen observers noticed that last quarter Warner Music Group’s global streaming revenues were down 2.6% year over year, a rare sputter in the music industry’s main engine of growth. The company’s total revenue declined 7.8% as losses in recorded music’s physical and digital revenues couldn’t make up for publishing gains.
On its face, a year-over-year decline in streaming revenue – the driving force behind growth at labels as well as the rise in music catalog valuations – might seem alarming. Declines are routinely seen in download and physical sales. Streaming is typically the dependable bright spot of any earnings report.
The decline was more noticeable when compared to companies that released earnings for the same quarter. Sony Music Entertainment posted strong growth in the same period. SME’s streaming revenue improved 33.2% in its recorded music division and 59.8% in its publishing division. Reservoir Media didn’t show streaming softness last quarter, either. In its recorded music division, digital revenues were up 17% year-over-year. Digital revenues in its publishing division rose 29%.
So, what happened? Some of it is due to a quirk of WMG accounting, some of it is due to WMG, and some of it is due to factors that affect the entire music business.
One factor in WMG’s weak streaming revenue was a shorter quarter: WMG’s last quarter had one fewer week than the prior-year quarter, which gave the company a tough basis for comparison even before other factors could be considered. A 14-week quarter has 7.1% more days to generate income than a 13-week one and that’s a big gap to overcome. Adjusting for that, WMG streaming revenues would have been up 5% year-over-year.
The stronger dollar — WMG’s financial statements are reported in dollars, Sony reports in yen, Universal Music Group in euros — also played a part in the decline. In WMG’s recorded music division, streaming revenues declined 4% as reported but were flat on a constant currency basis (which assumes no change in foreign exchange rates). In its publishing division, streaming revenues grew 13.2% as reported and 16.8% at constant currency.
WMG also blamed the soft streaming numbers on a new release line-up that CFO Eric Levin called “a softer, largely U.S.-based release schedule” that “could roll into our fiscal Q2. But given our release schedule as second half-oriented this year,” he added, “we do feel good about our performance of releases and strength in the second half of the year.”
Another factor was not specific to WMG: a slowing ad market. Levin called it “a dislocated ad market” and warned “the decline is getting more pronounced.” The decline in ad-supported streaming revenue isn’t a surprise. The Ledger wrote about the soft advertising market in August 2022. Spotify CFO Paul Vogel warned advertising growth in the third quarter would be “slower than we might have forecast earlier in the year.” French music company Believe said “ad-funded streaming activities should be affected by rising inflation and economic uncertainties.”
The streaming market has become bifurcated. Subscription services have fared well through the pandemic and high inflation. Advertising is more closely associated with the direction of the broader economy. Consumers are generally reluctant to cancel entertainment subscriptions, but it’s easier for brands to pull back on ad spending, hurting everything from YouTube to broadcast radio companies like iHeartMedia (and music publishers to a lesser extent). At WMG, “subscription streaming grew by high single digits” but was partially offset by a drop “in the mid-teens” in ad-supported revenue, Levin said. WMG also noticed the slowdown in brands’ spending has created “a somewhat softer market for synch.”
In the fourth quarter, Spotify’s advertising revenue rose 14% compared to an 18% improvement for subscription revenue. With the growth of Spotify’s podcasting business, not all the advertising growth could be attributed to music. Advertising growth lagged subscription growth in the third quarter by three percentage points.
Long Beach is the laboratory for a half-dozen sustainability initiatives at this weekend’s annual Cali Vibes music festival at the city’s Marina Green Park.
Headlined by Snoop Dogg, Jack Johnson, Slightly Stoopid, Damian Marley, Ben Harper, Cypress Hill and many more, the popular reggae and West Coast hip-hop festival will be ground zero for new efforts by promoter Goldenvoice to dramatically reduce waste, decrease the event’s carbon footprint and use materials from last year’s festival to create merch and apparel for 2023 fans.
The challenge for Cali Vibes — like all other festivals — is that most festivals are not considered environmentally sustainable due to the amount of attendee travel involved, the energy consumed and the waste generated on-site, says AEG vp of Sustainability Erik Distler.
“It’s important to start with recognizing this work is difficult,” Distler says. “Executing sustainability initiatives for a large temporary event with tens of thousands of people involves engaging a broad stakeholder set” that includes artists, vendors, production companies, city officials and fans.
Distler said Goldevoice realized early on that the best way to maximize the impact of their sustainability efforts was to “embrace the complexity at the onset” of planning the 2023 event and develop a strategy centered around trackable operational improvements and attendee education.
“We’re in the business of bringing people together, evoking emotion, fueling passion and energy — it’s very human,” Distler adds. “We have the opportunity and responsibility to connect with our fans and talk about our sustainability work in a way that’s inspiring and uplifting. It’s about what’s possible if we come together.”
Sustainability has always been one of the undertones of Cali Vibes, “due to the event’s proximity to the ocean and the overall spirit of the festival,” says Nic Adler, vp of Goldenvoice Festivals. “This year, we booked Jack Johnson and his team really got us motivated to look at each corner of the festival and ask ourselves ‘what can we do differently?’”
That includes pushing Goldenvoice and its parent company AEG to offer fans refillable water stations and eliminate the sale of single-use plastic water bottles at the festival. This effort included renegotiating a water sponsorship agreement originally brokered by AEG with Origin, which will now offer canned instead of bottled water at Cali Vibes. Goldenvoice also partnered with vendor r.Cup to replace its single-use beer cups with a reusable plastic cup that is collected on-site, washed at a specialized cleaning facility and reused the following weekend.
Cali Vibes
Elli Lauren
“These cups have a life expectancy of several years,” dramatically reducing the number of single-use cups that end up in the landfill, says Michael Ilves, director of Goldenvoice Festivals, noting that the event’s waste management plan includes bins specifically designed to collect the cups.
“Another change in how we manage waste production is that bins previously labeled as trash or landfill will now be labeled as ‘waste-to-energy,’” Ilves explains. “Long Beach happens to have a waste-to-energy power plant that burns off waste, captures the gases released and powers about 35,000 homes off of that process.”
Helping fund the initiative is a first-ever $5 per ticket sustainability fee to pay for initiatives like the r.Cup program and purchase equipment to promote the use of solar energy and reduce the use of diesel generators. Goldenvoice is also working with a vendor to recycle signage, printed material and leftover merchandise from the 2022 festival to create new consumer items for 2023, including apparel, tote bags and posters.
All sustainability initiatives at the festival are being closely tracked by Santa Monica firm Three Squares Inc. — including recording every staff member’s own carbon footprint — to measure Goldenvoice’s progress and analyze opportunities to expand the company’s sustainability efforts to the 32 festival brands it operates globally, including the annual Coachella and Stagecoach festivals. Insights gleaned from the resulting report can help the company significantly improve its environmental impact, Adler explains.
“Popping up in a parking lot for an event that 20,000 people drive to is not sustainable,” Adler says. “That’s why it’s important for us to create a report that allows us to continue the work that we’re doing and be honest about our own carbon footprint. It gives us an opportunity to get together in a room and say ‘Here is last year’s number, this year let’s try to cut it in half.’”
Courtesy Photo
One of the bigger surprises of 2023 so far has been the music of Lil Yachty, the Atlanta-based rapper who released his first project in three years earlier this month. But rather than delving into the hip-hop styles for which he’s known, Yachty branched out with Let’s Start Here, releasing an album that is more psych rock than trap rap — and receiving some of the best reviews of his career in the process.
The album debuted at No. 9 on the Billboard 200 and No. 1 on the Top Rock Albums chart last week, and has stuck around in the top 40 of the former and top 10 of the latter in its second week on the chart. And helping guide the stylistic switch up and land Yachty with some of the most intriguing collaborators he’s worked with in his career has been Motown Records vice president of A&R Gelareh Rouzbehani, who earns the title of Billboard’s Executive of the Week.
Here, Rouzbehani discusses the switch for Yachty from hip-hop to alt-rock, and the somewhat unexpected success that the album achieved, given how difficult it can be to change the narrative for an artist who is nearly a decade into his career at this point. “It goes to show that great music still reigns supreme,” Rouzbehani tells Billboard. “Working with Yachty on this album was more about adding ideas rather than taking things away. He had a really strong sense of the record he was making and, for me, it was about bringing session ideas to the table, people I felt like could add to his vision.”
This week, Lil Yachty’s Let’s Start Here spent its second week in the top 40 of the Billboard 200 and the top 10 of the Top Rock Albums chart. What key decision did you make to help make that happen?
The beauty of this album’s success thus far is that it has organically resonated with people around the world. It goes to show that great music still reigns supreme. Working with Yachty on this album was more about adding ideas rather than taking things away. He had a really strong sense of the record he was making and, for me, it was about bringing session ideas to the table, people I felt like could add to his vision.
This album represented a stylistic switch for Yachty, from rap to rock. What did that entail from the A&R side?
I remember when I first met Yachty in Atlanta and we shared a love of Tame Impala and music that inspired him as an artist and me as an exec. He has always wanted to make an alternative record and I was itching to A&R an alt-leaning album. We didn’t necessarily sit down and say, “Hey, let’s do this now.” The stars just aligned. He had met Pony, Patrick and Jacob and just started creating. I’m grateful that Yachty trusts me with his art. As much as it’s vulnerable for an artist to put themselves in that position, it’s also something I don’t take lightly. To be able to call him and bounce ideas back and forth is something I enjoy. He was open to meeting and working with Teo Halm, so we invited him to a session at Mac Demarco‘s studio. They started vibing, Teo was playing chords and Mac was on bass. Nami, another extraordinary creative, came to that session. Credit to Yachty for saying yes. That day, “drive ME crazy!” was created, which is now the No. 1 most consumed song [from the album].
How is it different A&R’ing a hip-hop record vs. a rock record like this?
The initial process for me is always the same. The way we go about making the records may be different and, of course, sonically there are differences, but there’s always very similar underlying characteristics. Being aligned with an artist’s vision is the most important part for me. Once that foundation is set, it’s like painting on a blank canvas, whether it be rap, alt, pop, rock. I’m most inspired when I’m giving creative input and it just flows.
What challenges exist in shifting genres like this, and how do you overcome them?
I think the challenge really lies outside of the world you build. There wasn’t necessarily a challenge going into making the record; that came very naturally to Yachty. Since he’s a multi-genre artist, he can literally make any genre of music, he’s just that type of creative. It was about making sure we don’t alienate his core fans but also grow and reach new audiences. It was also really important for the alt/rock community to grasp this type of record coming from Yachty, who has evolved so much musically.
The album debuted at No. 9 on the Billboard 200 and No. 1 on the Top Rock Albums chart with a strong critical reception. What did you do to help it succeed out of the gate, and how do you keep the momentum going now?
Having every department aligned on our goals was key for the rollout of this project. Everyone was really excited hearing the record, but the challenge was how to get it out to the world in the most meaningful and genuine way. That energy has to match the music, from marketing to international to creative. The goal was to have people listen to the album top to bottom, no skips, since it’s really a journey from the very beginning to the last track. Now, it’s about getting the live element in place and going into the second phase of marketing and our plans around ex-U.S. markets.
How has the job of an A&R changed over the course of your career?
Every A&R is different. It depends on each individual and what their strengths are and really focusing on those strengths. I’m very hands on and like to be a part of the creative process from inception, then putting a different hat on once we deliver the record.
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