Business
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When Jeremy Sirota signed on as CEO of indie digital rights nonprofit Merlin in January 2020, he had already spent years championing the independent music community.
After starting his career as a tech lawyer in the mid-2000s, Sirota worked for nine years at the Warner Music Group at WEA and ADA, helping to distribute WMG’s affiliated indie-label partners. He then moved to Facebook Music, where he was independent label lead for its business and partnerships team. That experience gives him the perspective needed to assist Merlin’s 500-plus members representing 30,000-plus label partners in more than 70 countries in navigating an increasingly complex digital world.
Over the past four years, he has worked to set those labels — which collectively represent some 15% of the global recorded-music market — on a course to optimize partnerships that increasingly power the business. They include expanded alliances with Meta and YouTube; deals with SoundCloud, for its fan-powered royalties structure, and Deezer, for its “artist-centric” royalties plan; and a new initiative, Merlin Connect, that grants select tech startups a license for its members’ catalogs to help educate those new companies about music usage on their platforms while getting Merlin’s labels and their artists paid.
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Since Sirota became CEO, Merlin has added more than 100 members and launched a mentorship program, Merlin Engage, which pairs women music executives with the next generation of female industry leaders. He’s also debuted Merlin Insights, launched in April to help parse the avalanche of data that indies must process. And as the sector grows globally, Sirota says he’s focused on how to best superserve Merlin’s labels. “There are a lot of ways we think about growth,” he explains. “The most important are ‘Am I driving more value to my members? Am I helping support their ability to be independent? And am I helping to shape a future where artistry, authenticity and creativity can thrive?’ ”
Have you brought in new members and territories this year?
Our growth is about making sure that our values are held by the members who join. This year, 11 new members have joined Merlin, including Artist Partner Group, UNIFIED and Rostrum Pacific. We’ve grown the team to deliver on white-glove support. That involves three things: automate as much as possible; communicate; and collaborate more efficiently and effectively. Something we think about a lot is “How do we free people up?” We’re now over 50 people and have added people around the world at all levels. One of the most important things we do is report and pay to our members on a timely basis so they can pay their bills, their labels and their artists. And we’re deepening our relationships with some of our partners, like Meta, and doing things with [graphic design platform] Canva — which I’m really excited about. We’re finding new ways to monetize music in a healthy and fair way.
A coffee enthusiast, Sirota calls this “my rocket ship of an espresso maker — a Profitec, gifted by my wife — with which I enjoy my daily ritual of making cortados.” He admits to a “guilty love of New York deli coffee with a generous dose of milk and sugar.”
Nina Westervelt
How does Merlin Insights benefit your members?
Insights is a big initiative. We now have a data operations team to make sure that all trends data is being delivered in the right format. Our market share on some of these platforms is significant — more than just the 15% we talk about. So we have this incredible wealth of data. What could we do with that that members cannot do on their own? If you’re not a global organization with 10,000 employees all around the world, we have the ability to pull out interesting stories that help our members — things they don’t know because they’re not on the ground. We do reports, webinars, feedback loops with members around: What else do they want to see? What do we get right? What do we get wrong? That’s where this membership, this community, really comes into play.
What are some of the biggest challenges facing indies right now?
Their world keeps changing so rapidly, and whatever worked six months ago doesn’t work today. That’s why I talk so much about this one-on-one white-glove approach, which is helping them understand where things are headed so that they can make better decisions. Compared to a major, they have less capital, less resources, smaller teams. They have to be more nimble, and the decisions they make have to be right more often. What kind of guidance are you giving them? What does it mean to break and sustain artists, given the way this world’s operating? And what can we be doing with data, our deal-making and with our partners? And then, what are the next, new opportunities? If music is like water, it’s flowing everywhere, and yet it’s not picking up the monetization it should. So trying to find those next, new opportunities.
Is that one of the ideas behind Merlin Connect?
We’re trying to make the ability for startups — pre-seed companies — to be able to more seamlessly tap into music, from a licensing perspective, from an operational perspective, and get value in return for that. But they may not even realize the value of music. We’re also trying to tackle people who may not have thought about music.
I look at so many different types of companies where music could be so valuable to them if they just understood it. We want to make it more seamless, the operations, the licensing, and then there’s an education piece. But it’s not just a license — we’re investing in you as well. You get access to our team, which [collectively] has hundreds of years of music experience with startups about what works and what doesn’t work. You get access to our independent members who love to be on the cutting edge.
We’ve had some really good conversations with some companies now. This is a long-term project — this is our approach now to how we think about the ecosystem and how we nurture it. I’m not going to change the trajectory of every startup just because they have music now, but I think I can fundamentally change the trajectory of so many startups in a way they don’t realize yet.
This photo of David Bowie, taken by Mick Rock, “is a cherished piece because it captures Bowie’s aura.”
Nina Westervelt
Is this about finding new growth sectors?
One hundred percent. It’s almost endless, the types of platforms and startups that could benefit from music. And it’s going to take experimentation. You can’t help everything grow, but there’s a lot out there that’s not growing the way it could. And it’s going to benefit Merlin and its members and their labels and artists, but it could have beneficial ramifications for the whole industry as well. If we can help be a part of that, that would be really exciting.
How have your experiences at Warner and Facebook served you at Merlin?
It gave me the ability to relate to people at different levels in the business, whether it’s a product manager at a digital platform, or an engineer who’s now a founder of a startup, or it’s a member who runs a metal label, or [is] the head of [European indie trade association] IMPALA. I try to see the business through their eyes. I’ve always been on the service side, and that’s always been the through line. People want to know that you understand them, and that they were heard, and that you’re working to do what you can.
When Merlin renewed its Meta partnership this year, you said it was about more than licensing music. What else do you expect of these alliances?
We don’t think of it as “Let’s come back and kick the tires every few years.” We want to help shape their thinking about music and their understanding of what independents need at an operational level. We want to do the same thing with our partners to create this continual feedback loop and conversation.
“These artifacts represent a different period of my life that keeps me grounded,” he says. They include awards from the Eagle Scouts, WEA and the Young Presidents Organization.
Nina Westervelt
What were your reasons for Merlin’s deals with SoundCloud and Deezer over their proposed changes to the royalty payout model for streaming services?
We want to make sure no one’s gaming the system. We want to make sure that fraudulent content is not an issue. We want to make sure that artificial streaming is not an issue. We’re absolutely willing to experiment and try out different models. But when you say, “Let’s change the system,” we need to be really careful about two things. One is unintended consequences. And No. 2 is, sometimes what I hear is, “Let’s penalize independents.” Let’s prevent abuse, but let’s be careful. Let’s be incremental to avoid unintended consequences. And let’s not do something that will make it more difficult for independents to operate. It’s already expensive enough to operate in this space, and it’s creating more barriers to entry for those who don’t have the same level of capital to arbitrage against.
That raises a question. Over the past 10 to 15 years, many of the traditional barriers to the music business have come down. It seems like some of these proposed changes to the model are a bit like “Let’s rebuild some of those walls.” Do you feel like things are too wide open now? Do we actually need barriers to entry?
When I hear “create more barriers to entry,” I have a little bit of reflex [thinking that means] “Let’s make it more difficult for independents.” At the same time, you want to be supporting quality music. What has happened is technology is outpacing how we operate as humans. I think the biggest challenge music always has is that there is a zero-sum game around some of this. It’s one of the reasons we’re always thinking about creating new incremental revenue sources.
Where did the idea of Merlin Engage come from, and how have things gone so far?
Katie Alberts from Reach Records was the first to propose this, and Marie Clausen from Ninja Tune was the second. This is our second year. We’re conscious of not biting off more than we can chew. But what is really great about it is, we’re matching very senior leaders with up-and-coming, next-generation female leaders. And what I find particularly inspiring is that these people who are incredibly busy are willing to put time toward it. The second is, we’re creating another mini community. And it’s global, we’re connecting people from different countries. There’s so much we want to do at Merlin, but this one was just a no-brainer to help move the music industry in a better direction.
“I keep a curated sample of already-read books nearby as an invitation to be inspired,” he says. Above them: “A graffiti artwork by my talented aunt, Laura Shechter, whose art estate I manage.”
Nina Westervelt
This story appears in the Sept. 28, 2024 issue of Billboard magazine.
LEVEL, a distribution company owned by Warner Music Group, announced on Thursday (Sept. 26) via Instagram that it will be shutting down in 2025. In a letter to its clients, obtained by Billboard, LEVEL notes that it is no longer accepting new songs for distribution or edits as of the date of the announcement and it will cease all operations on July 31, 2025.
The letter also said that all live releases will automatically be taken down on Nov. 18, but artists are “welcome to request a takedown” of their content before then. It also notes that access to the LEVEL Wallet, which is how the company pays out royalties, will be shut down on July 11. “We’re honored to have supported all of the talented people who have used LEVEL to share their music with the world over the years,” the company said.
In a statement provided to Billboard, WMG said: “We’re focusing all of our efforts behind the ADA brand, as we continue to strengthen our global suite of services for artists and label partners across the independent community. We’re taking a truly global approach, and investing in our team and technology, with some exciting announcements in the works.”
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In late 2022, multiple LEVEL artists and former employees told Billboard that the company was experiencing operational issues. This included the random removal of artists’ songs and projects distributed through the company and increasing difficulty in getting in touch with staff to remedy the takedowns and to generally receive service. Two former employees believed at the time that this was due to a reduced headcount at the company. A number of artists also took to the company’s Instagram comment sections to voice their concerns about the company. Those comments have all since been deleted.
In January 2023, the company addressed these complaints in an Instagram post, saying, “when it comes to customer support, we acknowledge we need improvement… we are refining our process for how we approach withdrawals [as well].”
LEVEL was started in 2018 by WMG in an effort to work more closely with young, unsigned artists. During the course of its operations, it released early songs by Remi Wolf, Stephen Sanchez, brakence, Dreamer Isioma, Boyish and more.
News of LEVEL’s shut down comes amid a widespread restructure of WMG’s Atlantic Music Group, which includes Atlantic Records, Elektra Records 300 Entertainment, Fueled by Ramen, Roadrunner and 10K Projects. Over the last few weeks, around 150 employees under the Atlantic Music Group umbrella have been let go, and a number of high-profile executives are also stepping down from the company, including Atlantic Music Group CEO Julie Greenwald, who co-led Atlantic for nearly 20 years; WMG’s CEO of recorded music Max Lousada, who had been at WMG for decades; 300 Elektra Entertainment chairman/CEO Kevin Liles; Atlantic general manager Paul Sinclair; and Atlantic co-president of Black music Michael Kyser, along with several department heads at both Atlantic and Elektra Records.
Atlantic Music Group will now be helmed by 10K Projects founder/CEO Elliot Grainge.
Canadian musician K’naan has been charged with sexual assault. A charge sheet was filed this morning (Sept. 26) in Quebec City for the musician and director, born Keinan Abdi Warsame, for a count of sexual assault dating back to 2010, The Canadian Press reports. The arrest warrant alleges that the assault took place between July 16 and 17 […]
In its highest profile catalog acquisition yet, Jonas Group Publishing has purchased the publishing copyrights and recordings of pop hitmaker and songwriter Julia Michaels for an undisclosed price.
The portfolio acquisition includes Michaels’ RIAA four-time platinum certified hit “If The World Was Ending,” which she wrote and recorded with JP Saxe. The portfolio also includes the RIAA 3x platinum “Lose You to Love Me” (recorded by Selena Gomez), the gold-certified “Circles Around This Town” (recorded by Maren Morris), and the Dua Lipa-recorded “Pretty Please.” Other songs in the catalog include the platinum-certified “Heaven,” written and recorded for the Fifty Shades Freed soundtrack, and the gold-certified “I Miss You” with Clean Bandit. Her catalog also includes recordings by Lady Gaga, Shawn Mendes, Maroon 5, Diplo, Britney Spears, Nick Jonas, Noah Kahan, Justin Bieber, Jason Derulo, Keith Urban and Kelsea Ballerini.
“Julia Michaels is a known master of songwriting and is revered across multiple genres of music,” said JGP president Leslie T. DiPiero in a statement. “Julia, along with her manager Beka Tischker and their amazing team, have a choice on who they trust to represent her works. We here at Jonas Group Publishing are truly honored that they have chosen us. Listening to her catalog of songs makes us feel like kids in a candy store!”
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“Music is all about passion, and I’m so happy this music lives with Leslie, Kevin and their passionate team that values songwriters and creators,” Michaels added. “I look forward to working with them and growing the reach of these songs.”
“My family and I have been big fans of Julia Michaels for years,” JGE founder/chairman Kevin Jonas Sr. said in a statement. “Her music has been a part of our journey, and we’ve been fortunate enough to experience the magic of her songs firsthand. We’re excited to work with her and her team to continue sharing these incredible songs with the world and to build on the success they’ve already seen.
“This catalog is truly special for Jonas Catalog Holdings and Jonas Group Publishing. It’s not just about the hits she’s created; it’s about the heart and soul in each track. We could not have acquired this catalog without the support and expertise of our financial partner, Corrum Capital Management, who we thank and look forward to many more acquisitions together. We must also thank our trusted partners, Access Media Advisory and Teresa Miles Walsh, as well as Moghan Music for providing valuable assistance throughout the purchase of the catalog.”
The company has previously acquired the catalogs of songwriters including Justin Ebach and Amy Stroup. Jonas Group Publishing, a division of Jonas Group Entertainment, was established in 2020, and is home to songwriters including Terri Jo Box, Franklin Jonas, David Kalmusky and Bailee Madison.
Feid has officially signed with Creative Artists Agency (CAA), which will be representing the multi-platinum artist in all areas globally, Billboard can exclusively announce today (Sept. 26).
With CAA’s representation—across music, film, television, endorsements, sports, business development and more—the Colombian artist is “poised to further expand his international reach and will work closely with CAA on future endeavors, including his highly anticipated world tour,” according to a press statement.
The artist born Salomón Villada Hoyos is known for his No. 1 hits on the Billboard Latin Airplay chart such as “Perro Negro” with Bad Bunny, “Luna” with Atl Jacob, “Yandel 150” with Yandel and “Hey Mor” with Ozuna. He’s also one of this year’s top finalists at the 2024 Billboard Latin Music Awards boasting 11 entries, including Global 200 Latin artist of the year and Latin rhythm album of the year for Ferxxocalipsis, in addition to the five he achieved for “Perro Negro” with Bad Bunny.
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Feid is also a four-time Latin Grammy nominee, where he’s up for best reggaeton performance (“Perro Negro”); best urban music album (Ferxxocalipsis); and best urban song for two tracks, “El Cielo” with Sky Rompiendo and Myke Towers and “Luna.”
Additionally, his Ferxxocalipsis World Tour that sold out dates in New York, Los Angeles, Miami and more, kicked off the Latin American leg of stadium shows with two sold-out concerts in Mexico City last month. The tour will continue through December, wrapping with three consecutive sold-out stadium gigs in his hometown of Medellín, Colombia.
Feid is managed by Luis Villamizar.
Both Feid and Villamizar are set for the 2024 Billboard Latin Music Week returning to Miami Beach on Oct. 14-18, with confirmed superstars including J Balvin, Gloria Estefan, Alejandro Sanz and Peso Pluma, among many others. For tickets and more details, visit Billboardlatinmusicweek.com.
In the late ‘90s, shortly after graduating high school, Timothy Trudeau was already making his mark in music, launching his multi-faceted company Syntax. He worked in production and songwriting, working with nu metal band P.O.D. on pre-production in Syntax’s studio, and producing Tonex’s song “Dancing in the Son” on his 02 album for Jive Records. Other artists Trudeau has worked with include Man of War, Kaboose, Grits, and Nappy Roots (handling drum programming for their song “Right Now,” featured on the 2005 Daredevil soundtrack). He also performed as part of the group Sackcloth Fashion.
His journey as a creative and businessperson largely centered on Christian hip-hop, a niche scene that nonetheless was close to his heart and a lifelong passion to that point.
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“I was a big fan of Christian hip hop growing up, and so I was already kind of well immersed in that space,” Syntax Creative CEO/founder Trudeau says of his early entryway into music. “I was putting beats on a cassette and mailing them to folks. I would go to shows and I drove up one time to L.A. and gave a beat tape to [rapper] Pigeon John, who later ended up putting his first record out [Is Clueless] on our record label [via The Telephone Company/Syntax Records]. I was just trying to get anyone I could to take a listen, and if nothing else, give feedback, tell me what they thought.”
By 2004, Syntax Creative was officially incorporated and has since evolved into a top independent music distributor and marketing agency, representing the exclusive global rights to over 150 record labels. Syntax began in the physical retail distribution space, but Trudeau could see where things were heading, and early on Syntax was already negotiating direct deals with organizations including Apple iTunes, as well as Amazon, Google, Microsoft, Yahoo, and later Spotify.
“When we finally decided to go all the way digital, it was just about waiting for some of the other aspects of the industry to catch up with that,” he says. “We used to have to pay all these extra fees and surcharges for shipping and return fees and those kinds of things—so by the time the listener would buy a CD for $16.98 plus tax, we’d be already $30 into that record, and physical distribution in CDs was the loss leader back then.”
Syntax earned its reputation working in Trudeau’s strong suit of Christian hip-hop. But he soon had a realization. “What we quickly realized was what works for one niche works in another one just the same,” he says. “We figured out that what we did for a hip-hop record worked for a bluegrass record as well.”
In 2008, Syntax began to branch out, bringing on clients like Bluegrass/Americana label Crossroads Label Group, which introduced Syntax Creative into the bluegrass space. Crossroads Label Group is home to labels including Mountain Home Music Company and Organic Records (and music from artists Kristin Scott Benson, The Grascals, Tray Wellington and Sister Sadie); Old Bear Records (Andrew Greer, Kevin Max); Man-do-lin Records (Ronnie Reno); and Frontline Records (12th Tribe), among many others. In 2009, the company doubled the size of its catalog from the previous year.
A decade later, the company relocated from California to Nashville, as many of their clients were already based in Tennessee, and picked up Dark Shadow Recording (Becky Buller, Man About a Horse). Earlier this year, Syntax added more clients in Gray Artist Services, 403 Music and Sound Biscuit. They also teamed with Christian music and entertainment site NewReleaseToday’s label NRT Music, to provide marketing and digital distribution for the label, and teamed with Blue Flower Records and folk duo The Gray Havens. Syntax has also continued further building its reputation in the bluegrass space through its partnership with Rebel Records, the 64-year-old label whose catalog of over 4,800 songs includes music from Larry Sparks, Ralph Stanley, Del McCoury and Bill Emerson.
Syntax offers a differentiating factor in that it not only distributes music but offers a range of services including marketing, royalty consolidation and label services. While artists today have a range of social media outlets at their disposal, he’s found that every genre, from mainstream pop to more niche genres has benefited from TikTok.
“If artists only have enough time for one, it should be TikTok, because really all the people are doing right now anyway, is there, and then they go over and just post the same video at another [social media] network,” he says.
Even with all the controversy surrounding the money artists and songwriters make (or don’t make) from streaming, Trudeau says he advises artists to look at the role of DSPs differently.
“I feel like a lot of these DSPs get a bad rap because I think the artists have now looked to the DSPs and they think, ‘We’re in the music business. I need all my income to come from Spotify,’” he says. “And it’s like, ‘What if Spotify was the loss leader?’ That’s one thing we’re always trying to work with our artists on — you’re not in the Spotify business or you’re not in the CD business, you’re in the music business. So how can we monetize everything around it in a way where you can actually do this full-time or even part-time?”
Trudeau, who has served on both Dove Awards and Grammy screening committees and is an active board member of the Music Business Association, has also led educational tracks for conferences including Music Biz, Gospel Music Association, Flavor Fest and more.
“We’ve had a lot of fun helping the labels and the artists that we work with on just practical things that they can do that will help their careers, and help increase their revenue,” Trudeau says.
The best advice I received is: One thing that stood out to me early on was the person who picks up the phone, and the person who sends the email, those are the ones that things happen for them. Maybe they get told ‘No’ 99 times, but then the 100th time, they get told yes.
I would tell people coming up in this industry: The live show is still number one—that’s a way to connect that I still think a phone and social networks will never be able to replace. And those people that were at those smaller, beginning shows, they will follow them all the way. They will be the ones buying the VIP stuff—not that you can’t convert someone who came into it later, but those early fans are often really invested.
In my job, it’s good to have: I’ve never really been one to overreact or get too heated up. It seems like that’s served me well. Being calm, even when things are crazy, has helped a ton. Working with people—we have 150 record labels and that’s a lot to juggle. You get people calling if they are going through something or need advice because they know I’m going to be rational and not overreact.
Livelihood Music Company has brought on three-time Grammy-nominated hitmaker Ali Tamposi as a principal. In this role, she will join fellow songwriters JKash and Michael Pollack at the helm of the new independent music publisher. Tamposi has penned some of the biggest pop hits of the 21st century, including “Stronger (What Doesn’t Kill You)” by Kelly Clarkson, “Havana” by Camila Cabello, “Senorita” by Shawn Mendes and Camila Cabello, “Let Me Love You” by Justin Bieber and DJ Snake, “It Ain’t Me” by Selena Gomez and Kygo, “Youngblood” by 5 Seconds of Summer and “Break My Heart” by Dua Lipa. “I’m thrilled to be joining Livelihood Music Company, and expanding my sphere into the role of publisher,” says Tamposi. “Stepping into this new role creates a perfect blend of my two greatest passions – songwriting and motherhood – both requiring continuous nurturing and selfless devotion.”
Iconoclast, an artist and brand development company founded by Olivier Chastan, has acquired the catalog of rapper, singer and actress Eve. This includes her shares of hit singles like “Gangsta Lovin’,” “Love Is Blind” and “Who’s That Girl” among others. More recently, her work inspired a new generation of talent when she was sampled in Central Cee’s 2022 track “Doja.” Henry Root of Smith Entertainment Law represented Iconoclast, with Michael Poster of Michaelman & Robinson, LLP serving as advisor. Wayne Russell and Pippa Wealthall of Massive Management represented Eve in the transaction. Talya Shalsom and Tim Smith of Statham Gill Davies Law, with Benjamin Vermeil of Jab Music also facilitated the deal.
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Prescription Songs has signed Grammy-winning producer/writer Tobias Wincorn to a global publishing deal. Among Wincorn’s many credits are works released by Fred again.., Missy Elliott, Lizzo, Swedish House Mafia, Fridayy, Jack Harlow, Shenseea, Megan Thee Stallion, and more. Most frequently, he works with Fred again.., Timbaland and Murda Beatz. In addition to his work in the studio, he has also previously worked as an a&r consultant for Crush Music, Seeker Music, and Hipgnosis Songs Group.
Killphonic Rights, an LA-based rights management company, has partnered with Stilwell Creative Capital. Stilwell is investing $3 million of working capital for a proportional stake of equity in Killphonic. The money will be put towards expanding services for the company’s growing roster of artists, writers, labels and publishers.
Warner Chappell Music UK has signed Will Manning to a global publishing deal. An award-winning broadcaster, producer and songwriter, Manning was a DJ for stations like KISS FM, BBC 1xtra, The Hits, Capital FM before signing a record deal with RCA last year. Now, he releases his own music and writes with others. This includes his work on the dance banger “Kisses” by BI3ss.
Low Profile, a music licensing company established by Jen Pearce in 2017, has launched a music publishing division. Its first signees are Thandii, Steady Holiday, Lani Rose, Petite Noir, Kassa Overall and Camp Saint Helene. As the company’s press release states, this new division is “dedicated to providing songwriters with transparent, fair deals and essential resources to help them navigate the intricacies of music publishing.” Among its services, Low Profile offers its clients access to its proprietary Advance Calculator tool to demystify how publishing deals are put together.
AllTrack, the latest U.S. performing rights organization (PRO), has launched a suite of APIs now-available to platforms like streaming services, UGC platforms, distributor and publishing administrators. The APIs will include a direct single-click PRO registration capability for unaffiliated creators from within a platforms, authentification of songwriters profiles and account details, access to detailed song-level metadata, the ability to display songwriter credits to end users and immediate clearance of performing rights.
Music industry veteran Rebeca León, who has helped guide Latin music and culture into the mainstream and up the charts, is the recipient of the Latin Power Players’ Choice Award, which is an accolade chosen by Billboard Pro subscribers.
As founder and CEO of artist management company Lionfish Entertainment and film/TV studio Lionfish Studios, León helms a roster that includes Brazilian superstar Anitta, Venezuelan singer-songwriter Danny Ocean, rising Spanish act st. Pedro and Venezuelan reggaetón LGBTQ+ artist La Cruz. The Miami-based León also oversaw the rise of global stars like Colombia’s J Balvin and Juanes, as well as Spain’s Rosalía, whom León developed from an unknown flamenco artist.
León says working with artists she believes in is an honor and a privilege that “gives me hope for the future of music.” To that end, León and Pharrell Williams have partnered on the creation of a bicultural U.S. Latin boy band that’s set to debut this fall. Meanwhile, Lionfish Studios focuses on work that draws on León’s Cuban heritage with projects including the 2022 Father of the Bride remake starring Gloria Estefan and Andy Garcia, which was produced alongside Jeremy Kleiner of Plan B. Projects in development include one with Keshet Studios and Apple.
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Lionfish’s success follows León’s 25-plus-year career, which has included over a decade in the touring business as senior vp for Goldenvoice and positions at labels including Sony Music and EMI.
While León, who lives in Miami Beach with her three dogs, calls herself “naturally shy and reserved,” in the case of this year’s Latin Power Players’ Choice Award, she feels a responsibility to step into the spotlight. “This moment is bigger than me,” she says. “We’re in a time where women’s rights are being challenged, and there are those who want to take us backward. That is simply not acceptable.” She expresses gratitude for the recognition and for a platform “to say, without a doubt, we are never going back. This is for my nieces and all the young girls out there: Never let anyone tell you what you can or cannot do — whether with your body or your mind.”
Being voted into this position by the music industry community, she adds, “means the world to me, to have the respect of my peers, which include so many people that I admire so much.”
This story appears in the Sept. 28, 2024, issue of Billboard.
The first time George Prajin took Peso Pluma shopping for a music video, they didn’t see eye to eye. “I wanted him to go John Varvatos rock’n’roll, and he wanted to go to Burberry,” Prajin recalls. Considering that the video would also feature regional Mexican artist Luis R Conriquez for their 2022 collaboration, “Siempre Pendientes,” “I was like, ‘I don’t know about that,’ ” he adds. But, as Prajin proudly admits of the all-plaid ensemble (complete with bucket hat) that Peso insisted upon (and which perfectly contrasted with the gritty desert setting), “He was right — and after that I learned not to go against him.”
That implicit trust now goes both ways — and Prajin, 52, has earned it. As the son of Antonino Z. Prajin — who owned Prajin One Stop, a music retailer and distributor that sold to over 3,000 stores across the United States and Mexico and had more than 20 warehouses throughout Southern California in its 1980s and ’90s heyday — the music business has always been in his blood. “Some people do what they love. Some people are born into a trade. I got the best of both worlds,” he says, speaking in a green room at the Honda Center in Anaheim, Calif., hours before a recent Peso Pluma show there.
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After graduating from University of California, Los Angeles in the mid-’90s, Prajin founded the independent label Z Records, which scored early success with Jessie Morales (known as El Original de la Sierra), an Angeleno who loved West Coast rap and Mexican music and who ruled Billboard’s Top Latin Albums chart with his Homenaje a Chalino Sánchez in 2001. But when physical record sales plummeted, Prajin One Stop shuttered in the late 2000s — and so did Z Records. “It was hard to make money with music during that period of time,” he recalls. “And so, I got disillusioned. I got a little depressed — but I tried to stay very close to music.”
Prajin went on to earn a degree from Southwestern University School of Law, becoming a sports and entertainment attorney and establishing his own practice while producing music on the side — and retaining ownership of the Z Records catalog. But in 2008, thanks to his love of MMA (and friendship with fighter Tito Ortiz), he entered an entirely new world: the Ultimate Fighting Championship. Prajin spent the next decade-plus focused on representing UFC’s top talent as an agent and a manager, earning a reputation as a master negotiator. “It’s educating yourself on the deal and being two steps ahead — and knowing what you’re asking for is valid,” he says.
By 2019, Prajin — who had continued to do music business work even as he dove into the UFC world — and his practice were negotiating “massive deals” for record labels. At the same time, he noticed a catalog-driven uptick in Z Records’ revenue and, on the advice of his law partner, Anthony Lopez, reentered the industry, launching Prajin Parlay in 2021. “I was looking for something that had nothing to do with any of the clients I was representing, and I started going back into the ’90s,” he says. And so, with the new Prajin Parlay, he soon helped launch Época Pesada (a group of corrido giants who were then in their 40s) and revive the career of Lupillo Rivera.
Soon, Prajin was again focusing on music full time, and his first major signing (in partnership with Grand Records) was Mexican singer-songwriter (and future star) Junior H. But it was an early management signee who would define his storied career — and help him emerge as one of Latin music’s most powerful and admired executives.
When Prajin first met Peso Pluma (born Hassan Emilio Kabande Laija) in 2019, thanks to an introduction from his former client Morales, the then-unknown artist was walking around Prajin Parlay Studioz in Anaheim playing guitar. “I was really intrigued by him,” Prajin recalls with a far-off look in his eyes. Morales was trying to help the young artist find management to no avail; given that Prajin himself had just reentered the industry, he, too, initially passed.
Morales’ father, Herminio Morales, signed the future superstar, but soon became too ill to work. And so, by 2022, the offer was back on the table — and this time, Prajin said yes. (Herminio, who is healthy today, remains involved in Peso’s career.) “I [waited until I] felt like I could really put up my sleeves and do what I do best,” Prajin explains.
George Prajin photographed backstage at Intuit Dome in Inglewood, Calif., on Aug. 20, 2024.
Chris Polk
Apparently, that was developing a global groundbreaker who has repeatedly made Billboard chart history while helping to elevate música mexicana from “the genre that has always taken a back seat,” as Prajin puts it, to the forefront of the mainstream.
“I’m not going to take all the credit because [label] Rancho Humilde, Natanael Cano, Junior H and all these other artists brought something that first, second and third generations of Mexicans born in the United States were lacking,” Prajin says. “But Hassan took that road and connected it to the international highway.”
Prajin now admits that when he first met Peso he was a bit confused. “I couldn’t tell what type of artist he was,” he says. “I thought he was a rapper, or was he a rocker? [The last] thing I thought of was a corridos singer. When we first started talking, he told me he wanted to do reggaetón. He wanted to do everything.” (Prajin even had him record a Pink Floyd song “to see if he trusted me.”)
“I said, ‘I love that, that’s what I want, but I’ve been doing this for 20 years, and it’s tough,’ ” Prajin continues, noting how in the past he’d only had fleeting success with rappers recording over banda beats. But, critically, Peso didn’t want to blend anything; he wanted to own every clearly marked lane he explored.
Together, they made a plan “to focus on his core audience, regional Mexican, and really build that. And at the same time, reach out and get a feel of these other genres and take it from there.” And they’ve done just that. In 2022, Peso made his Hot Latin Songs debut with “El Belicón,” with Raúl Vega. The following year, he scored the most entries on the chart of any regional Mexican act — and his team-up with Eslabon Armado, “Ella Baila Sola,” became the first regional Mexican song to enter the top five on the Billboard Hot 100 (where Peso has now charted 31 songs).
Peso’s third album, 2023’s Génesis, scored the highest placement on the Billboard 200 for a música mexicana album ever, debuting at No. 3. This year’s Éxodo double album also debuted in the top five, and for its second half, Peso enlisted several nonregional heavy hitters including Cardi B, Quavo, Anitta and DJ Snake. In August, Peso scored one of his biggest features yet, replacing Bad Bunny on Ye and Ty Dolla $ign’s “Drunk,” off the new deluxe version of Vultures 2. (“He couldn’t believe it,” Prajin says, “because they’re so mysterious. They don’t even tell us until the song is released.”) Lately, Peso has been walking onstage to Black Sabbath; Prajin thinks he could do a rock album one day.
Their relationship has now expanded beyond just music to include Double P, Peso’s imprint through Prajin Parlay Records that launched in April 2023. (Prajin is the imprint’s co-founder and COO.) By December, Double P had signed a distribution deal with The Orchard, and in August, the label’s publishing division signed a global administration deal with Downtown.
Today, Double P’s roster boasts a tight-knit crew that shares talent — and Peso’s friendship. As CEO and head of A&R, Peso has strategically signed Mexican music acts Vega, Jasiel Nuñez, Tito Double P (Peso’s cousin and one of his co-writers) and Los Dareyes de la Sierra, among others.
“We’re building a team and going together, and that’s what I love about Hassan,” Prajin says. “Jasiel Nuñez was a friend. They made a deal — whoever makes it first is going to pull the other guy with him, and [Hassan] did that. He pulled him with him on tour. We’ve signed him. That’s their philosophy. We’re a real community.”
Plus, as Prajin says, having Peso as a partner helps him stay on top of his management game, too. “Because you really want to give the attention to Hassan, but then you don’t want to sign other artists and not give them the attention that they deserve… He’s always like, ‘Hey, make sure that everybody’s getting the attention that they need, too.’ ”
And as Prajin Parlay has proved over time, one rising tide can indeed lift all boats. In 2023, it finished atop the year-end Hot Latin Songs Publishers chart — Prajin proudly displays the trophy at his house next to his Grammy (honoring Génesis as best música mexicana album [including Tejano] at the 2024 awards). “One of the reasons why we won that publisher of the year award is [because of] Tito Double P,” Prajin says, crediting his songwriting savvy. “[He] then developed as an artist, and today, we released his first album.
“We’re providing those label services, and we’re doing it inclusive of the same management fee that any other manager would charge,” he continues. “A lot of people tell me that’s a crazy notion, but we’re not going to get rich or poor overnight.”
That same thought process led Prajin to restructure Peso’s five-year record and management deal just nine months in. Prajin had seen his early client Jessie Morales make a healthy living off music, only to end up “on hard luck,” and he never forgot it. “I always told myself, especially when I was practicing law, that if I had the chance to do this again, I would teach [artists] to not only be wary of how they spend their money, but to also build their own team. Have their own lawyer, have their own CPA. I want them to make sure that going forward, whatever they do in their lives, they’re going to make the right financial decisions. I fought hard for [Peso] to have his own [attorney in] Mexico. He has his own CPA. And then he has a person that audits the CPA.
“When I saw him making the kind of money that he was making… The artists should be the ones seeing the benefits, and that’s why we changed our deal,” Prajin continues. “I restructured it and made him a partner in Double P. It’s the right thing to do — and just one of the few times in life that something good turns into something great, because we’re killing it.”
Prajin, who is warm and attentive, says his father’s own “big heart” inspires him as an executive. “His kindness, his generosity, those are the things that have [helped me excel],” he says. “You could be a shark. But I don’t think those guys last too long. It’s all about networks. Right? I think a lot of the things that we accomplished were because I was able to pick up the phone and reach out to anyone. Everything comes full circle.”
And Prajin Parlay’s betting-inspired name tells its own full-circle story: Prajin has often said when something works, he doubles down. In the years to come, he says he’s “doubling down on everything” — beginning with Double P Records, saying the label is in the middle of completing a business transaction that will allow it to “really double down.”
“Double P Records and Prajin Parlay in five years are going to be a global brand,” he says, noting that in the next year or so he hopes to open offices and a recording studio in Madrid. He also has plans to grow the management roster and maybe even acquire other catalogs or companies. He’s also considering a sports division: “We’ve talked about it, yes,” Prajin says, adding that he and Peso are both fans of combat sports, and even share a boxing coach.
He admits that as a manager, what takes up most of his time each day is “trying to make everyone happy… I’m constantly trying to make sure everybody takes vacations, has their personal lives. You know, I’ve lived my life, I haven’t had any kids. I’ve devoted myself to my artists and to my athletes. And am I going to regret it down the road? I might. So I always tell people, ‘Think about yourself, too. This job isn’t your only focus.’ ”
Fortunately, Peso has been planning ahead for quite some time. The artist has long admired Jay-Z, and Prajin believes Peso is already following in the rapper’s footsteps to becoming a mogul himself. As for Prajin, he says his five-year plan looks a lot like an exit route, before laughing through a nervous smile: “No, I’m just kidding.”
He mentions how the other day, he and Peso were reminiscing when the artist told him, “You changed my life.”
“He changed my life as well,” Prajin says. “He’s allowed me to love music again, and also reach a lot of the goals I made for myself that I thought had passed.”
This story appears in the Sept. 28, 2024, issue of Billboard.
Facing a federal criminal indictment, New York City Mayor Eric Adams has lawyered up by hiring a prominent litigator with extensive music industry experience, including representing Jay-Z and Megan Thee Stallion.
According to Bloomberg Law, Adams will be defended by Alex Spiro of the firm Quinn Emanuel – an attorney who’s risen to fame in recent years repping Elon Musk and other celebrity clients. Most recently, he won a manslaughter trial against Alec Baldwin over a shooting on the Rust movie set.
The case against Adams, unsealed on Thursday morning, features five federal charges related to bribery, wire fraud, conspiracy and soliciting campaign contributions from foreign nationals who were “seeking to gain influence over him.” The mayor has denied the allegations.
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Spiro, one of Billboard’s Top Music Lawyers, is best known in the music industry for representing Jay-Z and his Roc Nation companies in a range of legal matters.
He handled the rapper’s years-long case over a cologne endorsement deal that went bad, eventually beating a demand for $67 million in damages and actually winning the superstar $7 million in unpaid royalties. Spiro also helped Jay-Z, Meek Mill and other stars pen an open letter in support of legislation that would ban prosecutors from using rap lyrics as evidence in criminal cases.
He’s currently working on complicated litigation over the looming auction of Damon Dash’s stake in Jay-Z’s Roc-A-Fella Records, filing a motion as recently as this week over the rights to the rapper’s iconic debut album Reasonable Doubt.
Another prominent music client for Spiro is Megan Thee Stallion. He repped her for years in contentious litigation against her former record label 1501 Certified Entertainment, in which she claimed she had been duped into signing an “unconscionable” record deal as a young artist.
Spiro is known as an uncompromising litigator who will aggressively defend his clients’ interests, including outside the courtroom. Amid the Megan Thee Stallion case, he told Billboard in a 2022 interview that her record deal amounted to “indentured servitude” for the superstar: “We’re going to very aggressively take depositions, seek accounting for all the money they sucked out of this, and end it once and for all,” Spiro said at the time.
He also represented Megan in her role as a victim and witness the trial of Tory Lanez, who was convicted in 2022 of shooting the star in the foot during a 2020 argument. When defense attorneys opened that trial by arguing that the case was really about “jealousy,” Spiro didn’t mince words in an interview with ABC News: “It’s obviously absurd and an attempt at distraction. [Tory Lanez] shot her and that’s what the case is about.”
In a widely circulated statement on the Adams indictment on Thursday, Spiro assumed that same aggressive posture for his new client: “Federal agents appeared this morning at Gracie Mansion in an effort to create a spectacle (again) and take Mayor Adams phone (again),” Spiro said, as reported by Bloomberg. “He has not been arrested and looks forward to his day in court.“
Other music industry clients for Spiro have included 21 Savage, who he repped following his 2019 detainment by U.S. immigration authorities; Bobby Shmurda, who he defended in his 2016 murder conspiracy case; and a memorabilia auction house called Gotta Have Rock and Roll, who he represented in a recent dispute with the Michael Jackson estate.