diversity
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Since joining Billboard in 1999, I’ve had the privilege to witness countless R&B and hip-hop artists pour their hearts out onstage and to share their hard-won journeys offstage. During that time, I’ve also had the privilege to tell the stories of songwriters, producers, executives, managers and staffers across the music industry who all play vital roles in the success and evolution of these genres — but never more urgently than in the last three years.
On June 2, 2020, #TheShowMustBePaused brought the music business to a standstill for a day of racial reckoning. It was high time to reverse decades of systemic bias practiced by an industry that had become disproportionately wealthy through the efforts of Black people, their music and culture.
Initially, the industry listened, but the Black Music Action Coalition’s latest report card indicates that the promises made have been largely performative.
Over the last three years, Black executives have won some major C-suite appointments. These include Tunji Balogun joining Def Jam Recordings as chairman/CEO; Rayna Bass rising to co-president of 300 Entertainment; Lanre Gaba’s promotion to co-president of Black music at Atlantic Records; Ryan Press ascending to president of North America at Warner Chappell; Carolyn Williams’ appointment to executive vp at RCA Records; and, most recently, Ezekiel Lewis moving into the role of president of Epic Records.
But sadly, there have also been too many examples of exasperating tone-deafness. Among them are Motown Records’ reintegration under sister label Capitol Records and accompanying staff layoffs during Black History Month following the departure of chairwoman/CEO Ethiopia Habtemariam. There was also the debacle involving Capitol’s racist Black virtual “robot rapper” artist, FN Meka. Both Habtemariam’s exit and FN Meka were cited in the BMAC’s report card, along with the organization’s concern that the industry could revert to its pre-#Show status quo.
Black music executives and creatives I’ve spoken to over the last 18 months say the backsliding is already happening.
As one major-label Black senior executive told me, “I don’t need another initiative that’s conceived, developed, executed and resourced by Black executives. There needs to be a through line of white executives doing this. We need to see them put value to the things [we do] that have derived value for them. Until we see that on a consistent basis across the board, we’re not really going to see change.”
We can’t let DEI become just another flavor of the month. It’s time for the industry leaders who declared they were allies in 2020 to renew their pledges to the Black music community to make meaningful — and rightfully deserved — systemic change happen. No one ever loses sight of the almighty bottom line in this or any business. But please keep this in mind: Change will lead to even greater success.
Late afternoon on May 15, Cameo Carlson, CEO of the management services company mtheory, took the stage at the Music Biz conference in Nashville to address a room that appeared less than half full. “This is inarguably the most important conversation that will happen at Music Biz,” she said. “And it’s unfortunate that not every registrant of this conference is here as they should be.”
The subject of the panel was the latest Music Industry Report Card from the Black Music Action Coalition (BMAC), a non-profit organization founded in 2020 to combat systemic racism in the music business. Inside the JW Marriott in Nashville, Naima Cochrane, who authored the latest report, talked attendees through its findings. BMAC had printed enough copies of the 41-page document to place one on each seat in the large event room; as the panel wrapped, event staffers went from chair to chair, filling their arms with orphaned reports.
The underwhelming attendance that Carlson noted during her remarks would probably not have surprised more than a dozen Black executives who spoke for this article. They all expressed concern or frustration that the push for racial justice in the music business, a popular cause in 2020 and 2021, has stalled, despite the efforts of various task forces and organizations that formed across the industry in the wake of George Floyd’s murder. “All that shit is over,” one Black major-label marketing executive scoffs. “That’s the feeling industrywide.” (He and several other executives requested anonymity in order to speak candidly.)
Labels “don’t really want change,” adds Ray Daniels, a former major-label A&R executive who runs R.A.Y.D.A.R. Management and hosts The GAUDS Show podcast. “They want quiet.”
In the live-music business, BMAC noted, “Black people were systematically shut out for decades”; Mari Davies, vp of talent and booking for Live Nation Urban, told Billboard in May that there hasn’t been “enough change, enough new faces.”
Some assessments of the industry’s drive for racial equality were more restrained. Shawn “Tubby” Holiday — a longtime major-label A&R executive, BMAC co-founder and manager at Full Stop — is “disappointed there weren’t that many changes overall when it comes to minorities getting bigger positions or having bigger voices.” Still, “there was some improvement” in terms of promotions, he says. Plus “a lot of companies were willing to talk about how they can make improvements, and they were open to change.”
And BMAC co-founder/co-chair Willie “Prophet” Stiggers contends “change is showing up incrementally.” “There are real initiatives on the ground,” Stiggers says. “There are real champions inside these buildings.” He points to new projects like the Academy of Country Music’s OnRamp program, which offers a guaranteed income of $1,000 a month to 20 Black artists, as well as mentorship opportunities.
There are other efforts ongoing. Carlson was at Music Biz to discuss the Equal Access Development Program, which aims to elevate members of underrepresented communities in country music. And in 2020, the major-label groups all hired executives to aid their diversity and inclusion efforts and announced the creation of large funds — $100 million in the case of Sony Music and Warner Music Group, $25 million in the case of Universal Music Group — that would give money to organizations focused on equity and advocating for marginalized populations. (None of the labels’ diversity, equity and inclusion [DEI] leaders were available for interviews.)
Sony said last year that it has committed over $70 million to nearly 450 organizations — $30 million from Sony Music and the rest from other parts of the corporation — and close to half of those are focused on Black communities. Warner said it allotted $25.5 million in “grant commitments,” and Universal noted it has given to 270 organizations.
And yet: UMG senior vp of people experience Natoya Brown told the Music Biz audience during another panel discussion, “Diversity, Equity & Inclusion: What Now?,” that there is “fatigue” around the word “diversity.” “People,” she said, “are running away from the word.” Ryan Butler, the Recording Academy’s vp of diversity, equity & inclusion, noted on the same panel that “the amount of people losing their DEI jobs” this year seems roughly similar to the amount of hires in the field in 2020.
“People may have DEI fatigue,” Cochrane acknowledges. “But the reality is people have to be prepared to walk and chew gum at the same time. This cannot be a temporary thing.”
In addition to potential “fatigue,” Cochrane says “one of the reasons that #TheShowMustBePaused” — which was the catalyst for the work stoppage on “Blackout Tuesday,” June 2, 2020 — “had so much weight was because Black music is such a large part of the music industry.” While R&B/hip-hop remains the genre market-share leader, its share of consumption fell from 27.7% in 2021 to 26.8% in 2022, according to Luminate. If that number continues to slip, Cochrane says, “our voice becomes a little less urgent” for profit-focused companies. (A representative for the co-founders of #TheShowMustBePaused, Brianna Agyemang and Jamila Thomas, said they “weren’t available at press time.”)
A recurring concern raised by the Black executives who were interviewed was the absence of transparency and accountability when it comes to music companies’ diversity and inclusion efforts. “Labels don’t give up a lot of information,” Cochrane told the crowd at Music Biz. “You can’t get access to look at contracts. You don’t necessarily know demographic breakdowns.”
BMAC collates publicly available information, which is limited, to assemble its report. The organization also sends a survey to each music company it grades. While the questionnaire seeks additional information that’s not in the public domain, Cochrane says the response rate was low.
But even if a company receives a low grade on the report card, it doesn’t suffer a penalty unless there’s some sort of outcry. “There’s nothing that is pushing [music companies] to make systemic change within their organizations if there is no negative financial or business impact,” says one Black streaming executive.
“People need to be held accountable,” agrees David Linton, a longtime major-label executive who now serves as chairman of the Living Legends Foundation. “But how do you hold them accountable?”
Some artists and their teams are trying to build accountability into their contract negotiations. Ty Baisden, a manager and co-founder of Colture (which stands for Can Our Leverage Teach Us Real Equity), recently shopped a deal with his client Brent Faiyaz to all the majors. Faiyaz has over 700 million on-demand streams so far this year, giving him a fair amount of leverage in negotiations.
Baisden says he sent out a deal proposal including “a clause that said that for every term in his contract, Brent has to be allowed to control $2 million out of your social justice fund to invest back into the Black community.” But, he adds, “Every single major label cut that part of the deal out when they sent back the proposal.” (The R&B singer partnered with UnitedMasters instead.) “We’re in year three” since Floyd’s murder, Baisden says. “What type of progression have we seen?”
In 2020, Daniels, then senior vp of A&R at Warner Records, penned an incisive, widely circulated letter titled “Dear White Music Executives” about the many ways racism permeates the industry. Initially, he kept his identity secret. Later, he decided to come forward as the author.
Now, Daniels tells Billboard, “I wish I didn’t write the letter. I wish I didn’t stand on it. If I didn’t, my life would be coasting right now. It put a target on my back that I didn’t ask for. It felt like, ‘You cause trouble because you speak up.’” Daniels’ deal with Warner was not renewed. (The company declined to comment.)
After a beat, Daniels softens his stance. “Years from now, people tell me I’ll be happy that I wrote [the letter],” he says. “I just haven’t got there yet.”
Additional reporting by Gail Mitchell.
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In a move we’re sure no one asked for, veteran actor Richard Dreyfuss defended the use of blackface and revealed his true feelings on diversity and the Oscars.
While appearing as a guest on PBS’ The Firing Line, the new criteria by the Academy Awards for eligibility for Best Picture come 2024 came up for discussion by the host, Margaret Hoover. Nominated films are required to meet four benchmarks: 30% of the cast and 30% of the crew must be from an under-represented group are two of the criteria needed. Dreyfuss stated, “They make me vomit.”
When asked why, the Jaws actor replied: “This is an art form. It’s also a form of commerce, and it makes money, but it’s an art. No one should be telling me as an artist that I have to give in to the latest, most current idea of what morality is.” He then went on to add: “And what are we risking? Are we really risking hurting people’s feelings? You can’t legislate that. And you have to let life be life.”
Dreyfuss then praised Sir Laurence Olivier’s portrayal of the tragic Shakespearean hero Othello – while in blackface – in the 1965 film adaptation of the play. “He played a Black man brilliantly,” the 75-year-old told Hoover. “Am I being told that I will never have a chance to play a Black man? Is someone else being told that if they’re not Jewish, they shouldn’t play the Merchant of Venice?”
Hoover responded with a query: “Do you think there’s a difference between the question of…who is allowed to represent other groups…and the case of blackface explicitly in this country given the history of slavery and the sensitivities around Black racism?” To that, Dreyfuss replied, “There shouldn’t be…. Because it’s patronizing. Because it says we’re so fragile that we can’t have our feelings hurt. We have to anticipate having our feelings hurt, our children’s feelings hurt. We don’t know how to stand up and bop the bully in the face.”
Dreyfuss’ defense of blackface seems on-brand given his previous role in the 1986 film Moon over Parador. The interview follows another moment of questionable thinking for the Close Encounters of the Third Kind actor where he slipped off a chair while being interviewed in April by late-night host Bill Maher for his Club Random podcast. Watch the full interview below.
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Spotify has found itself under high scrutiny over reports that diversity funds created after Joe Rogan’s controversial deal have yet to be doled out.
According to reports, the Creator Equity Fund which was created by Spotify Technology SA in the wake of staff being upset over the expensive deal Joe Rogan signed for his podcast has been barely touched. The fund, which contains $100 million, was meant “for the licensing, development, and marketing of music (artists and songwriters) and audio content from historically marginalized groups.” The report estimates that based on data from Parcast, a podcasting network at the company, “less than 10% of its funding” has been spent towards that goal.
Sources for the report said that multiple factors are to blame and “has suffered from shifting priorities,” with the project behind schedule in hiring an eight-person committee to oversee the spending and not even completing their budget for 2023 among them. The $100 million was slated to be spent over a period of three years, but Spotify did not have a set infrastructure in place to vet and allocate money from the fund.
The fund was announced by Spotify’s CEO Daniel Ek in February 2022 after employees at the streaming giant expressed their displeasure over Rogan signing a distribution deal for his controversial The Joe Rogan Experience podcast. The deal was first believed to be worth $100 million, but it was later reported to be worth over $200 million. In addition, Ek refused to nullify the deal even after the removal of 70 previous episodes of the podcast where the N-word and other racially charged terms were used. The backlash from employees was initially sparked by artists offended by Rogan’s behavior which included Neil Young, who objected to his spreading of disinformation about COVID-19.
A representative for Spotify responded to the reports via email, refusing to comment on the details of the fund but saying it has spent more than the 10% percent that’s been reported. “The Spotify Creator Equity Fund is dedicated to a variety of initiatives that help elevate and support an inclusive and diverse portfolio of artists and creators on the platform,” they wrote. “We are able to empower and uplift underrepresented voices around the world.” They also cited projects they’ve supported such as the LGBTQ music promotion program Glow, marketing campaigns for Black artists like Kaytranada, and an expanded relationship with HBCUs such as Spelman College in Atlanta, Georgia.