Executive of the Week
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There is perhaps no hotter Latin music tour going on in the U.S. right now than RBD’s Soy Rebelde tour, which will ultimately have the Mexican pop group play 54 arena and stadium dates across the United States, Colombia, Brazil and Mexico by the end of the year.
The highly-anticipated reunion tour — RBD disbanded in 2008 and have not played together since — is the brainchild of Guillermo Rosas, the Mexican-born manager and promoter who produced RBD’s international tours nearly two decades ago. Rosas — who also manages Chiquis Rivera, Estemán and Edith Márquez, among others — has been doggedly working for nearly a decade to reunite the group made up of Anahí Puente, Dulce Maria Espinoza, Christian Chavez, Maite Perroni and Christopher von Uckermann (the sixth member, Alfonso Herrera, didn’t join the reunion tour). The task was titanic, not only because RBD’s celebrity members all have careers and families of their own, but also because the rights to the RBD name were so entangled that the group’s music wasn’t even available on streaming platforms until 2020.
It was Rosas who insisted on clearing those rights and now has signed an equal partnership with the group. At the heart of his persistence is RBD’s previous success: between Dec. 2, 2005 and Dec. 21, 2008, RBD sold 1.5 million tickets across the 150 shows reported to Billboard Boxscore. The group also landed three albums at No. 1 on Billboard’s Top Latin Albums chart, and a No. 15 on the Billboard 200. Of its 10 entries on Hot Latin Songs, five were top 10s, and “Ser o Parecer” topped the chart.
Still, the reunion has exceeded expectations. “We weren’t really counting on selling out so fast,” admits Rosas, who initially had routed 28 dates, which mushroomed minutes after tickets went on sale, with 1.5 tickets sold in the first 24 hours, according to Live Nation.
It doesn’t stop there. RBD is also releasing new music — a first track, “Cerquita de ti,” came out in August — and more dates are being planned for 2024. In between RBD’s two sold-out Madison Square Garden dates (August 31 and September 1), Rosas earns the title of Billboard‘s Executive of the Week — and explains how it all went down.
I know you’ve been actively working to reunite these very different, and very busy, people for nearly a decade now. Once you finally got everyone in agreement about wanting to tour together, how did you finally lock it in?
We had been talking for at least six months about all the different situations, possibilities, conditions and circumstances that we needed to deal with. Obviously, there were a lot of family logistics because of kids and their schools. It was a lot of leg work to put together the ideal master plan that worked for everyone. Once that was done, and we had the schedule with holds, we had a dinner at Anahi’s home in Mexico City and we had the contracts in hand and ready in case everybody felt like signing right there. It’s a partnership, and no one makes more than anybody else, so it was the ideal situation. We talked about it for the last time over dinner, everyone was making their final statements. And then I said, “Well, everybody seems to be on board, let’s sign right now.” They said, “Oh my God, for real?” And I said, “Yes, let’s make it happen.” And we took the contracts out and signed. We filmed everything with our cellphones, and that’s how we announced the tour. We posted that clip on social media. It was very exciting.
On a personal level, what was going through your head after so many years of working on this?
I was in disbelief. I had in my hands the tour of the dreams of so many people. The first person I called was my husband. The second person that I called was Hans [Schafer, senior vp global touring for Live Nation]. And the third person I called was Jesus Lopez [the chairman/CEO of Universal Latin/Iberian Peninsula, with whom Rosas has a joint venture]. He had been so supportive with me over the years.
I understand the initial dates sold out in hours. Were you prepared to scale?
We had a routing ready but that routing was 28 shows, and now we’re doing 54. We weren’t planning for that. I had a few second holds, just in case, in places where the venues were smaller. But we weren’t really counting on selling out so fast and doing so many nights in one city. But when we went on sale, I had never experienced that in my life. First, because I had never been during an actual on-sale inside the Live Nation building, with 30 people connected from different places, including Ticketmaster and CAA. It’s a huge conference room with big screens and you can see everything as it happens, and how they release the on-sales in each location according to time zones. For example, we started with Madison Square Garden in New York, where I’m sitting right now. We had 12,000 tickets available and there were like 80,000 people connected online to buy, and you can see the average transaction. And every transaction had an average of four tickets. We called Madison Square Garden right away and booked the second night. Those nights went in like 40 minutes and there were so many people left out.
Why didn’t you do Yankee Stadium in New York, for example?
Because the very first time we came in 2016, Mexican pop wasn’t as big, so we decided on MSG. And sales started to go like that everywhere. In Los Angeles, for example, the BMO was gone in 15 minutes. So we added another date, and that was also gone. Within two hours, four shows were completely gone. We could have kept on adding shows but obviously the band couldn’t do more than four shows per week. That was our limit.
Where were you creatively when you went on sale?
I had a set list proposed and we also had a pre-design that doesn’t look like anything it does today. It was great and it was big, but not as big as it is now. The production grew probably three to four times.
Obviously, this will be big business. But personally, how important is it for you to have put this together?
This was not about money for anyone. Obviously, we like the business and the business needed to make sense. But that has never been strong enough to make this happen. Throughout the years, we’ve gotten multi-million dollar offers to do all kinds of things with RBD. And it just had never been considered. None of them collectively ever considered anything. For us, it’s a dream come true. We are all very spiritual and very energy-oriented souls, and we just knew we needed to gift this to the fans and to themselves. Because I think all five of them see it as a gift to their hearts. The universe giving them the possibility to do this twice.
Why did you decide to go with Live Nation versus another promoter?
Among all the different promoters across that world that I’ve worked with, I really liked their transparency, and obviously Hans has the vision for this group that he’s shared with me for years. So in that sense, working with someone like Hans who understands where we want to take this and really believed in it was important. For example, independent promoters would tell me, “Oh, let’s not risk a stadium. Alfonso isn’t in the group, let’s do another venue.” But Hans never doubted it, so I felt very comfortable.
Are you announcing new dates for 2024?
We’re hoping to. We said we’d let the tour run for a couple of weeks, and we have a potential plan for 2024, and then we’ll be discussing it in the next couple of weeks. We don’t have a solid plan, but that’s how RBD is. It’s always a surprise. But I hope we do. Especially because there are so many fans in places like Spain, Eastern Europe, Chile and Argentina. We’re only visiting four countries out of 19 we did back then, so there is a lot to cover to make the world happy.
Although all the group members are stars in their own right, none of them have really been on stage in 15 years. Were you worried?
It’s something they have in their DNA. It’s amazing. They get on a stage and they turn it on so easily. They’re natural stars and they’ve been around cameras so long that it’s so natural to them. Also, there is something about them that clicks when they’re together. They all have the magic on their own, but when they’re all on stage it’s an explosion. And people love it.
Few things have captured the cultural zeitgeist in 2023 more than Barbie, Greta Gerwig’s film based on the classic Mattel toy that has become a $1 billion-movie since its release in July. But anyone who has seen the movie can attest that it’s more than just a comedic sendup or a feminist film lacing into cultural stereotypes of the past half-century — it’s also a deeply musical film, with songs by Lizzo, Matchbox 20 and others playing central roles in how the story plays out.
So it naturally follows that the soundtrack, with original songs by Billie Eilish, Dua Lipa, Ice Spice and Nicki Minaj, and more, would make waves as well — though perhaps few people predicted it would do this well. Three weeks after the soundtrack’s release, the album remains at No. 3 on the Billboard 200, while three of its singles — Dua’s “Dance The Night,” Eilish’s “What Was I Made For?” and Ice Spice and Nicki’s “Barbie World” — are in the top 15 of the Hot 100, and the top 10 of the Billboard Global 200. And that sustained success helps earn Atlantic Records West Coast president and Barbie soundtrack album co-producer Kevin Weaver the title of Billboard’s Executive of the Week.
The Barbie soundtrack isn’t Weaver’s first film success — he’s also been heavily involved in the soundtracks for The Greatest Showman, Suicide Squad, Daisy Jones & The Six, Birds Of Prey, Furious 7, The Fault in Our Stars and The Fate of the Furious, among others. But the Barbie film and soundtrack has captured the world’s collective attention in ways that none of those others truly have.
Here, Weaver discusses the impact of the film and its music, how Warner Music Group leveraged an all-hands-on-deck strategy to market it around the world and how the music played such a central role in the film itself. “The fact that Greta saw this film almost as a musical, and was so involved with the soundtrack, was an absolutely critical factor in how and why the music worked so well,” he says.
This week, the Barbie soundtrack spends its third week in the top five of the Billboard 200, with three of its songs in the top 15 of the Hot 100. How did this project come together, and what were the particular difficulties in pulling it off?
We had been tracking the development of the film for a few years and had frequent conversations with Warner Bros. and Mattel about partnering on the soundtrack. Once Greta and Noah [Baumbach] became attached to the project and Margot [Robbie] and Ryan [Gosling] were cast as Barbie and Ken, we aggressively started to put the pieces together. We try to start early on these types of projects, so we can actively contribute to how music shapes the project and vice versa. This was similar to when we worked on The Greatest Showman where we had a deal in place before the film was even officially greenlit by the studio.
The Barbie movie has become a cultural phenomenon. What have you guys done to market the soundtrack alongside that?
The music and our singles really helped fuel the cultural phenomenon months before the film had even opened. We were out with our singles, videos, social content, partnerships and strategy starting in late May. It felt critical to us that the soundtrack was an integral part of the overall campaign’s DNA. Our partners at Warner Bros. and Mattel really leaned into the music by incorporating it into every aspect of Barbie media and marketing in a truly unprecedented manner. The level of collaboration on this project and working with such smash records was the initial driving force behind this success.
The album didn’t just resonate in the U.S. — three of its songs are in the top 10 of the Global 200 chart, including two (Billie Eilish’s “What Was I Made For?” and Dua Lipa’s “Dance The Night”) in the top three. What did you do to help market this release beyond the U.S.?
We enlisted our entire global marketing machine at WMG in a way that I have never experienced before. Very early on, Max [Lousada] and Julie [Greenwald] deemed the album a “Superstar Level Release” where each single got our most coveted “track of the week” priority assignment. This means that every track had every possible lever pulled behind it, in every territory throughout the globe. We also had every marketing team throughout the world working hand in hand with their local counterparts at Warner Bros. and Mattel. By doing this, we unlocked every co-op marketing opportunity across all three companies, including digital partnerships, media, physical retail, in-theater and anything else you could imagine.
How have you guys been able to tap into the craze around the various merchandising tie-ins with the movie?
We have some co-op products with Mattel, plus more in the works for later this year. Mattel helped us tremendously with our vinyl and CDs at all major retailers around the world. We were also able to work together on all of their key Barbie promotions, which gave the soundtrack massive additional visibility in the marketplace.
Given how music plays such a central role in the film, how closely did you work with the film team and the movie studio on the soundtrack?
We worked in lockstep with the filmmakers, Mark Ronson, and the music supervisor, George Drakoulias. We were given the opportunity to see scenes from the film very early on while Greta was still in the beginning stages of assembling the director’s cut. This enabled us to come up with creative ideas and strategize with Greta as she was making the film. From that point on, we would all speak and text daily with bi-weekly creative calls. We constantly passed ideas back and forth, showed artists and writers scenes from the film and shared music for review as soon as a new demo or mix came in. Everyone provided feedback in real time. The fact that Greta saw this film almost as a musical, and was so involved with the soundtrack, was an absolutely critical factor in how and why the music worked so well.
You’ve worked on several huge soundtracks in the past several years, including The Greatest Showman and several Fast & Furious films. What did you learn from those that you applied to this, and how was this one different?
First and foremost, I always do what is best for the movie. You have to let the music become a character in the film with its own voice. If you super-serve the creative needs of the movie as the basis for everything, then the songs become a true extension of the film as opposed to an afterthought. With this clear directive, we work with artists who align with the overall aesthetic tone of the movie, and then hone in on hit records.
How have you been able to keep the momentum on this release going?
It’s the gift that keeps on giving. We worked intentionally early on to create our own brand with this music and have continued to market it past the film’s release just like we would with any other superstar artist. Greta made a masterpiece and now we get to continue to grow this music outside of the four walls of the film, which helps both the film and our music brand continue to flourish. We get to come up with new creative ideas every day while having fun building upon what we’ve already been able to accomplish.
Every aspect of this project has been a dream and I couldn’t be more grateful to the entire team at Atlantic, the global teams at WMG, our creative partners, Greta, Mark, George and the filmmakers, as well as our partners at Mattel and Warner Bros. Every single thing we have done here has gone against the grain and we are thankful to have had enormous support in an unprecedented capacity by all involved.
Last Week’s Top Executive: Cactus Jack GM David Stromberg
When Travis Scott decides to do something, he usually goes big.
And with his latest album, he decided to go colossal, with a 60,000-person concert unveiling his latest release, Utopia, at Rome’s iconic Circus Maximus, the ancient stadium that used to serve as a chariot racing venue during the Roman Empire. The event came together in less than a week and served as a capstone to the rollout for what became the biggest debut week for a hip-hop album this year, and the third-biggest week of any album at all in 2023, moving 496,000 equivalent album units.
Even more remarkable for an album in a genre that heavily over-indexes in streaming, half of the units moved for Utopia came from sales, as Scott continues to be one of the most innovative artists in music with his sales strategies. Helping him pull all this off has been his manager, Cactus Jack GM David Stromberg, who earns the title of Billboard’s Executive of the Week.
Here, Stromberg talks about the huge first week for Utopia, the challenges in pulling off that show at the Circus Maximus and why artists should be celebrated for their approach to merchandising and sales. “A24 releases merch for their big movies, Disney and Marvel create massive product lines around their blockbusters, fans line up for jerseys and official merch at every sporting event,” he says. “But strangely in music, it’s now considered a negative towards overall consumption and metrics behind a project. I feel record-breaking artists who are able to move merchandise at an elite level should be celebrated at a time when branding, creativity and marketing [are] generally nonexistent in the music industry.”
This week, Travis Scott’s Utopia debuted at No. 1 on the Billboard 200 with 496,000 units, the third-biggest debut week of any album this year and by far the biggest for any hip-hop album. What key decisions did you make to help make that happen?
Our small core team has been together since the start of Travis’ career. Cactus Jack is essentially an independent label and polymath-driven creative agency — we oversee everything from marketing strategy to design and execution. I also handle everything on the business end. For this project, Travis really wanted to lean into building a strong visual language. Producing his film CIRCUS MAXIMUS on an insanely tight timeline, shooting in exotic locations around the world and premiering the album within a film in theaters nationwide was a massive undertaking but definitely set up the project in a unique way. We are all super proud of the final product and it was amazing to see the world’s reaction.
This is his first album since 2018’s Astroworld, which also posted around 500,000 units in its first week. After five years, how did you work to set up this release to the point that it nearly equaled his last?
While the numbers are powerful and have important historical context, our focus is always primarily on the music and world-building. ASTROWORLD was such a seminal moment in culture, we wanted to level up that energy and recapture the feeling of event albums, which are clearly lacking in music lately. UTOPIA‘s first-week global streaming numbers actually almost doubled ASTROWORLD, Billboard just quantifies merch bundles differently now than in 2018 [in terms of sales]. On a global consumption level, it’s safe to say it actually far surpassed ASTROWORLD.
Of those units, about half came from streaming and half came from sales. What was the strategy around each side of that, particularly the sales side?
One thing that doesn’t get talked about nearly enough when judging music consumption data is the inherent disadvantages hip-hop faces in manufacturing physical music product. Due to the fluid nature of rap collaboration, leak culture and last-minute changes, vinyl lead time always far exceeds album delivery dates for rap. Pop artists are usually able to turn in their albums five to six months early and manufacture a significant amount of vinyl with a robust retail plan in place. Vinyl often ends up accounting for well over 50% of these pop artists’ first-week totals, whereas hip-hop is judged entirely on streaming. In an even playing field, rap stars are going to far out-stream even the biggest names in pop music, but for whatever reason they aren’t graded on the same sales curve. Going into this rollout we wanted to crack the code — we successfully manufactured our own vinyl and CDs in record time and built an e-com plan to leverage day-and-date physical music for the first time in modern mainstream rap. It was a really ambitious plan but thankfully everything came together smoothly. Huge thank you to recent Billboard cover hero Larry Jackson for his invaluable guidance and strategy throughout this whole process.
How important are direct-to-consumer sales and merch to an artist like Travis?
Man… I’d love to eventually have a deeper conversation around this topic at large. For some reason, direct-to-consumer and merch is used as a negative connotation against artists like Travis, oftentimes by artists or labels doing the exact same thing in their online stores to diminishing returns. Why stigmatize artists with extremely active fan bases who want to engage and support the album, even at a much higher price point than just a la carte music? Since the inception of rock and roll, merch has always been an important part of supporting your favorite artists. A24 releases merch for their big movies, Disney and Marvel create massive product lines around their blockbusters, fans line up for jerseys and official merch at every sporting event. But strangely in music, it’s now considered a negative towards overall consumption and metrics behind a project. I feel record-breaking artists who are able to move merchandise at an elite level should be celebrated at a time when branding, creativity and marketing [are] generally nonexistent in the music industry.
How did you choose the Circus Maximus for that performance, and what were the challenges in pulling it off?
Ancient worldwide settings were an early reference point for this album. Travis was particularly interested in civilizations that transcended technological and cultural limitations to reach new heights. Part of the film is essentially a live performance from the ancient Pompeii amphitheater ruins. We have a couple other Wonders of the World locations held for possible performances, currently studying timing and logistics. With the Circus Maximus show we basically put it on sale, designed the stage, produced the livestream ourselves and sold 60,000 tickets in less than a week. It was a crazy challenge but one of the most rewarding and epic shows of his live career. The energy and hearing the album live for the first time in that setting was an unforgettable experience and iconic way to conclude the first week of UTOPIA rollout.
How are you working to keep the momentum for this release going in the weeks and months to come?
I don’t want to say too much, but there is a lot in the works. Definitely continuing to build the UTOPIA world in unexpected ways. We just released the CIRCUS MAXIMUS film on Apple Music after a week of exclusivity in theaters. We’ve been thinking a lot about touring in different, innovative ways and utilizing new technologies in live performance. And Travis is always working on new music.
In April, Myke Towers landed his third top 10 on Billboard’s Top Latin Albums chart with his fourth studio album, La Vida Es Una, which debuted at No. 9 on the tally. It was Towers’ third straight top 10, an impressive showing despite the fact that it landed below his previous album, 2021’s Lyke Myke, which had debuted at No. 3. The 23-track set also boasted a lighter, more island sound, a departure for the Puerto Rican reggaetón star — a versatile artist who can definitely sing, but who is best known for party reggaetón tracks and hard-hitting lyrics on his trap fare.
La Vida Es Una included collaborations with reggaetón giants like Ozuna, J Balvin and Daddy Yankee, who is featured on the first focus track, “Ulala,” which hit No. 1 on Billboard’s Latin Airplay chart. But the set’s biggest success has come not via a collaboration, but with a solo track — “Lala,” a lilting, romantic reggaetón whose chorus plays over a vocal loop of “Lala, lala, lala,” turning it into an irresistible invitation to dance.
So irresistible, in fact, that this week, a full four months after the album’s release, “Lala” surged from No. 13 to crown Billboard’s Global Excl. U.S. chart (dated July 22), becoming Towers’ first leader on the list.
The song’s rise has been remarkable in its swiftness. “Lala” entered the charts for the first time when it debuted at No. 25 on Latin Rhythm Airplay less than two weeks ago. Last week, it debuted at No. 50 on Hot Latin Songs, at No. 26 on the Billboard Global 200 and at No. 13 on the Billboard Global Ex-U.S. chart. Then, in a single week, it shot to No. 1 on the latter.
How did this happen? “Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit,” says Alejandro Duque, president of Warner Music Latin America, who has oversight of the label’s U.S. Latin and Latin American operations. Duque, who took over the job two years ago after 19 years with Universal, is, at 40, the youngest head of a Latin multinational music company. He’s also been firmly embedded in the digital landscape, an area he’s worked in since the early 2000s when Latin music began its digital transition. That intimate knowledge has allowed him to deeply mine data to bolster hits.
“Everyone has the same data,” he told Billboard last year. “You have to know how to interpret it. Having experience in data tendencies and how consumers behave lets you apply that to marketing and release strategies.”
Duque’s successes interpreting data include Anitta’s “Envolver” and, most recently, Yng Lvcas’ “La Bebe Remix” featuring Peso Pluma, which topped the Latin and Latin Rhythm Airplay charts and has spent 20 weeks on the Global 200 chart, peaking at No. 2. In Towers’ case, the success is particularly sweet because the artist had three previous top 10s on the Global Ex-U.S. chart, all collaborations. To get to the No. 1 spot solo is a feather on Duque’s cap, in tandem with Towers’ joint management team, with Orlando Cepeda and Brandon Silverstein sharing duties through their separate offices. And it earns Duque the title of Billboard’s Executive of the Week.
Here, Duque spoke to Billboard about how this “Lala” of a love song became a global success in a single week.
La Vida es Una came out in March. Why is “Lala” rising to the top four months later?
In mid-June, a micro-influencer posted a CapCut filter with “Lala’s” audio, which kicked things off. That post was organically picked up by a couple of major influencers, which led to even more users making their own creations with it — right now, we’re seeing thousands of creations daily. This was an enormous music discovery opportunity. People weren’t just listening to the snippet on social media, they started searching for the track on streaming platforms and fully engaging with it.
When did you realize “Lala” was a hit in the making?
We see tracks going viral on social media on almost a daily basis, but not all of them lead to an effect on streaming. The way we see it is that TikTok and other social media platforms help generate awareness and buzz around the songs — and it’s all about creating the curiosity that will get people wanting to explore more and listen to the music or watch the music video. Once people are exposed to the song, it becomes about whether they will like it, share it and keep engaging with it. Once we saw “Lala” started translating very quickly from TikTok creations to YouTube views and audio streaming, we knew people were connecting to the song itself and not just the trend.
Are there any specific countries that led the charge?
The micro-influencer that helped kick off the CapCut trend is from Chile, which was one of the key countries that led the initial growth. Spain has been a key country for the song since its release, and it was also one of the first countries to see the growth alongside the trend. After that, we started seeing numbers come up in Colombia, Peru, Mexico and then the U.S. We’re now seeing the track expand to other parts of Europe and gaining new chart positions in countries like Italy and Switzerland. We strategically use data to understand the growth trajectory and which countries we should impact next, as each song has its own trajectory and requires a customized strategy.
What exactly do you do?
Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit. It’s a very similar strategy we used with Yng Lvcas and Peso Pluma’s “La Bebe Remix,” where we identified which countries were connecting with the song first — through consumption data, but also social listening and engagement — and kept expanding our targets until the track hit No. 2 globally.
Did you have a global strategy with the song?
Yes. We always approach key releases with a regional and global strategy, and we rely on data to adjust as we go. Our strategy here started before La Vida Es Una’s release, with teaser and album launch campaigns across countries where Myke has a strong audience, especially the U.S., Latin America and Spain. After release day, we’re constantly monitoring how fans are engaging with the music on different platforms. That’s why we were able to identify what started out as a small trend so quickly and were able to jump into action and maximize the growth as much as possible.
“Lala” is not simply reggaeton; it has a swaying island vibe, too. What does this signal in the evolution of urban Latin music?
For a while, reggaeton was the Latin genre dominating the global charts. This year, we’re seeing different types of Latin songs connecting with a global audience — from songs like “Lala,” which has a more island sound, to “La Bebe Remix,” which is a Mexican reggaeton track reaching No. 2 on Spotify’s Global Chart and the Billboard Global 200. The Argentinian urban movement is also making an impact. We have a massive record with “Los Del Espacio,” a song from Lit Killah with seven other key Argentine artists including Maria Becerra and Tiago PZK. The track reached No. 17 on the Billboard Global 200. People have talked about the explosion in Latin music for years, and rightfully so, but today we are really seeing an unprecedented diversity in the hits coming from across the region.
What comes next for Myke Towers?
We’re very excited, there’s a lot of surprises coming up. From big general market collaborations to a few Latin ones, we continue to focus on building his reach and audience and growing his fan base every day.
This week’s Billboard 200 is led by a paid of familiar faces in Morgan Wallen and former One Direction member Niall Horan. But coming in at No. 3 behind those two is a complete newcomer to the top echelon of the chart, with an album that’s more than eight months old: Noah Kahan’s Stick Season (Mercury/Republic), which saw its deluxe version come out and send the album soaring from No. 100 to No. 3 on the chart with 71,000 units, far and away the best mark of Kahan’s career.
It’s a big moment for Kahan, who also achieves a slew of additional firsts in his career: his first entry on the Hot 100, with the No. 43 debut of “Dial Drunk,” which also reached No. 1 on Hot Alternative Songs; and No. 1 album markers on Top Rock & Alternative Albums, Top Rock Albums, Top Alternative Albums and Americana/Folk Albums for Stick Season, which saw a vinyl release of the original version the same day that the deluxe, with seven additional tracks, was released. And the rejuvenation of the album, and Kahan’s career-best marks, earns Mercury Records general manager Ben Adelson the title of Billboard’s Executive of the Week.
Here, Adelson talks about the strategy for boosting Kahan’s album — his third for Republic (the label relaunched Mercury Records in April 2022 with executive vps of A&R Adelson and Tyler Arnold at the helm, at which point Kahan moved to Mercury) — to career highs, and how the label developed the singer and songwriter over the years to get to this point.
“The landscape of the business is always changing but the one thing that remains constant is true artistry,” Adelson says. “Our belief in Noah from the beginning has always been in him as a songwriter and artist.”
This week, Noah Kahan’s Stick Season jumped from No. 100 on the Billboard 200 to No. 3, becoming the highest-charting album of his career and his first-ever top 10. What key decisions did you make to help make that happen?
It was truly a team effort, from making the incredible records with Gabe Simon, Konrad Snyder, Carrie Karpinen and Ryan Hewitt to the amazing teams at Mercury Records, Republic Records and Noah’s management at Foundations Music. There was such a cohesive partnership between the songs, creative and rollout that the buildup to its release felt more about an artist than a singular song or moment.
Noah Kahan
Josh Goleman
This week’s deluxe reissue coincided with the first time the original was available on vinyl. What was your sales strategy with this release?
Alex Coslov, our head of marketing at Mercury, and Kevin Lipson, head of commerce for Republic, identified the fan demand for vinyl as we were releasing the original album. We started on production early and they saw the opportunity to deliver the vinyl on the same date as the new album. It was a key part of this week’s number, showing the true passion of Noah’s fans.
Last week, the album earned 11,000 equivalent album units; this week, that ballooned 574% to 71,000 units, with 48,000 of that unit count coming from streaming. What changed between the album’s initial release and this deluxe reissue that helped streams explode that much that quickly?
Sometimes, it’s just letting the music shine. Noah made a fantastic album featuring some of the best songs I’ve ever been a part of. With seven new tracks on Stick Season (We’ll All Be Here Forever), we put a marketing strategy together of sharing the new music as early as possible with his core fan base. Alex Coslov and the team treated the rollout as a new album, not a reissue, and with engagement high throughout the past year that momentum brought in all the fans.
Latest single “Dial Drunk” is Kahan’s first No. 1 on Hot Alternative Songs and his first-ever song to hit the Hot 100, coming in at No. 43 this week. How have you built that song, and his profile at radio, to reach new heights in his career?
Noah Kahan and Noah Levine, who plays guitar in his band, wrote the song together and we knew it was special from the first time we heard it. Amanda Dobbins, Drew Hauser, Gary Spangler and the entire Republic radio team immediately started getting plans together, and with the amazing job they’d already done over the years at Triple A and Alternative, we were set up perfectly for this moment.
This is Kahan’s third album for Republic, and the first to reach this level of success. How did you bring him along steadily in an era of the music business when so much happens so fast?
The landscape of the business is always changing but the one thing that remains constant is true artistry. Our belief in Noah from the beginning has always been in him as a songwriter and artist. We’ve always wanted to support him however we could, and we followed his vision and passion for this album. At Mercury, giving artists the time to develop and find their path is what matters most to us.
What have you learned from watching his career grow? And what are the plans to continue growing from here?
We have learned at Mercury that supporting our artists’ creative visions and instincts is the best way to achieve true success. For Noah, that meant going back to his roots of growing up in Vermont and New England and using that to guide the album, art, marketing and creative. Noah’s accomplishments have reinforced our belief that taking the time with genuine artists and never cutting corners, even with the current challenge of breaking acts, truly works. We know things will only continue to grow for Noah and it is our responsibility to make sure that each step of the way feels authentic to him and his fans.
Previous Executive of the Week: Jon Loba of BMG Nashville
As Jelly Roll himself told it in his recent Billboard cover story, it was attending church with his daughter that inspired the raw, career-defining record Whitsitt Chapel. The rising Tennessee artist has become a sensation over the past two years building up to this release, with a number of accolades that have burgeoned his career and his story.
But this record was that final piece of the puzzle, and its artistic merits were matched by its commercial performance: The album debuted at No. 3 on the Billboard 200, No. 1 on Top Rock & Alternative Albums and, with 90,000 equivalent album units, became the largest week for an initial entry on Top Country Albums since the chart transitioned to a consumption-based methodology in February 2017.
As BMG Nashville president Jon Loba puts it, that’s down to Jelly Roll and the work he put into the music. But the success nonetheless earns Loba the title of Billboard’s Executive of the Week.
Here, Loba talks about the build-up to the album, the strategies the label used to maximize its impact and where they can go from here in building Jelly Roll’s career. “Going forward we will continue giving Jelly his creative and artistic freedom, while we continue to work on building the connection to new audiences and nurture the connection with his existing audience,” Loba says. “It’s really that simple. When you have your first experience or interaction with Jelly, you have a strong desire to go deeper — and tell others about him.”
This week, Jelly Roll’s Whitsitt Chapel debuted at No. 3 on the Billboard 200 and topped both the Rock & Alternative and Country Albums charts. What key decision did you make to help make this happen?
It of course all starts with the music. Jelly turned in an absolutely epic record that we have no doubt will stand the test of time. I think we will look back two decades from now and see this as the album that fully revealed the depth, texture, intellect and heart of Jelly Roll. The biggest decision I made was getting out of Jelly’s way and trusting him to turn in such a masterpiece. Initially, we had a collection of absolute slam dunk, commercial country hits Jelly wrote and was ready to record. After he attended his daughter’s church one Sunday, however, he called me up to say he felt the deep need to scrap all those songs and go on a musical and spiritual journey with his next record. We knew we had hit singles lined up, but I heard the conviction in his heart about this alternate path. His manager John Meneilly and I always say, “When in doubt, trust Jelly,” and that’s what we did. We didn’t know what this album would be, but we wanted to support him and his creativity. It turned out to be not only the right thing artistically but the right thing commercially.
The album had the biggest opening week for a first entry on the Top Country Albums chart since it went to a consumption-based methodology in 2017, almost tripling the previous record. How did you build the momentum leading up to this release?
Once you meet him, you are a fan for life. The buzz on Jelly started with “Save Me” and grew with “Dead Man Walking” and “Son of a Sinner,” so the commercial credibility was there to begin with. Our partners were really interested in his music and curious about him as we communicated how special he was. Once they met him one on one, it was a game changer. When you spend time with Jelly, you immediately root for him and want to create opportunities, which they did. Importantly, when they created those opportunities, Jelly always delivered for them and, in turn, [they] wanted to create more. Ultimately, the opportunities for his singles grew organically into opportunities for his album release.
What was your sales approach for this record?
First and foremost, making sure our partners heard the entire project well in advance. We knew the music would speak for itself and afterward our partners immediately came back to us with new creative opportunities for exposure. Wherever possible, we wanted Jelly to present it first-hand, to talk about his motivation and journey in creating Whitsitt Chapel. We also know Jelly has a passionate and committed fan base, so we wanted to be sure we had a strong focus on physical, as they are collectors… more so than most country consumers.
Jelly Roll’s music crosses several different genres, and Whitsitt Chapel is the latest in a line of albums that have reached the top echelon of both the Country radio charts and the Rock & Alternative radio charts. How do you work the same songs differently at different formats?
We don’t work them much differently. When Jelly and I first met, he had many questions about where his music would fit. He had a strong desire to have his music heard and accepted in the country genre, but he also wondered if some of it could work in rock and top 40. I was really firm in telling him not to worry about genres. All he needed to do was keep making music that connected with hearts and minds — music that saves and changes lives. You see examples of that at every Jelly show as you talk to his fans. He has this ability to connect with a wide variety of audiences because of his truth and willingness to be extremely open and share it. I said it in that first meeting, and I feel it even more strongly now: Jelly transcends genres. He is on the path to becoming a cultural icon.
Jelly Roll’s success has been considered one of the best examples of artist development in recent years. How do you continue to build on that in his career going forward?
We would love to take credit for Jelly’s artist development, but that wouldn’t be honest — Jelly is responsible for his artist development over the years of making music, touring and speaking his truth. We were fortunate that before us, there had not been a full team out there strategically telling his story, introducing him to partners and passionately laying down in the road for him as we asked for exposure opportunities. Going forward we will continue giving Jelly his creative and artistic freedom, while we continue to work on building the connection to new audiences and nurture the connection with his existing audience. It’s really that simple. When you have your first experience or interaction with Jelly, you have a strong desire to go deeper — and tell others about him.
Ten years into his career, Lil Durk keeps putting up numbers. The Chicago rapper first broke onto the scene in 2013 from the drill scene in his hometown, before cycling through the Def Jam system and re-igniting his career a number of years later, landing his first No. 1 album on the Billboard 200 as a solo artist last year with 7220. But this week, he one-upped himself again: Durk’s new album, Almost Healed (Alamo Records), debuted at No. 3 on the Billboard 200 — behind heavyweights Taylor Swift and Morgan Wallen — and became his fourth straight No. 1 on Top R&B/Hip-Hop Albums, moving 125,000 equivalent album units, his best mark of his career and the biggest debut week for a project on the R&B/Hip-Hop Albums chart this year so far.
But that’s not all — Durk also landed his highest mark as a lead artist on the Hot 100, when his single “All My Life” feat. J. Cole debuted at No. 2 on the chart, matching the highest mark for each artist (Durk previously hit No. 2 as a featured artist on Drake’s “Laugh Now, Cry Later”) amid 15 songs he landed on the Hot 100 this week. It’s a high-water mark for Durk’s career in a number of ways — and the success helps his manager, Grade A Productions partner Peter Jideonwo, earn the title of Billboard’s Executive of the Week.
Here, Jideonwo, who started working with Durk ahead of this album, talks about the work that went into making this a success, helping push Durk’s career forward after a decade in the game and the state of hip-hop in a year dominated by country, R&B and Latin music on the charts.
“We are sometimes too focused on the music and not everything else around it,” he says, eyes to the future. “Durk can be bigger than what we have just accomplished.”
This Week, Lil Durk’s Almost Healed debuted at No. 3 on the Billboard 200 with 125,000 equivalent album units, the biggest week of his career as a solo act. What key decisions did you make to help make that happen?
Picking the right single. Making sure all the creatives were on point, picking the right directors, photographers, interviews as well as directing videos. Making sure features were completed. Introducing Durk to Dr. Luke, who helped create “All My Life.” “All My Life” was the first record me and Durk did together and “Stand By Me” was the second. Visiting all the DSPs ahead of time before the album came out. Creating outside-the-box marketing strategies to push the narrative of a new and better Durk.
Lil Durk performs during Future and Friends “One Big Party Tour” at United Center on Jan. 20, 2023 in Chicago.
Prince Williams/Wireimage
The album was set up by “All My Life” feat. J. Cole, which matched Durk’s all-time high on the Hot 100 when it debuted at No. 2. What did you do to help that song cut through immediately and debut so high?
The song was created by Durk, Luke and J. Cole. The first session I ever did for Durk was putting that record together. Durk and Cole had a relationship, but I had to follow up for over five weeks to get the verse from J. Cole. The video was shot by my production company and produced by me. Setting up Durk’s scholarship fund with Howard [University], meeting the Mayor [of Chicago] and doing positive things in the community, was what we had to do to make sure the record connected properly.
Almost Healed’s first week is also the largest debut week for a project on the R&B/Hip-Hop Albums chart in 2023. In a year where the top of the charts have been dominated by country, R&B and Latin music, is it tougher to break through with a hip-hop album, or do you just see these things as going in cycles?
Yes I think so; hip-hop is dying, unfortunately. I say so because we have lost Juice [WRLD], X[XXTentacion], Mac Miller, [Young] Thug to jail, careers like Boston Richey and Gunna tainted by snitching accusations. Our industry in is a self-inflicted turmoil that I do not see reversing anytime soon. We don’t have a stronghold of artists anymore and there is no togetherness. We are also dealing with over-saturation and not enough love shown to our currently-established artists. The only way to fix it is to reduce the amount of people making this music and for our current artists to think outside the box to create new sounds. Everyone makes the same music and the same topics — cars, money, clothes, girls — and that’s not going to take us far anymore. Especially when streamers like Adin Ross and Kai Cenat are pulling hundreds of thousands of kids for hours. They don’t have time to listen to new music, so if you are going to release music it needs to be undeniable or it will not sell.
Durk is now 10 years into his career, and still setting high-water marks in terms of first-week numbers and chart positions. How do you continue pushing his career forward in an era when so much is focused on the next new thing?
We are going to focus on pushing his sound to the next level. I am also focused on making him a household brand, bigger than music. We are sometimes too focused on the music and not everything else around it. Durk can be bigger than what we have just accomplished. Putting out this classic album was very tedious but we are ready to get into tech, gaming, sports, movies: all around new challenges which he hasn’t done yet. We are almost healed.
You’ve been a manager and a label executive in your career. How do you balance the expectations and demands from both?
The easiest way to put it is that I dedicate my life to my clients. I only touch what I love. I am answering these questions on my birthday instead of chilling. We are still working on new things every day, which excites me. I have also been lucky to mostly only work with artists who are signed to me; that has also made my life easy. The music industry is very difficult and the most important thing is to stay ahead of the curve.
How else are you guys planning on continuing to push this Durk project forward?
We are going to keep releasing new music videos. We have an arena tour coming up where we will be performing new records from the album. We are going to put out some new versions of the records, maybe we will get to hear the Kanye West mixes that Durk spoke about in an interview.
Previous Executive of the Week: Austin Neal of The Neal Agency
In early 2011, Miguel was a rising R&B singer who had just released his debut album, All I Want Is You, and was seeing his single “Sure Thing” gain traction on the R&B/Hip-Hop Airplay chart. The song would eventually reach No. 1 that May, while also climbing to the summit of Hot R&B/Hip-Hop Songs and peaking at No. 36 on the Hot 100, where it spent 23 weeks between March and August, when it fell from the chart. After 59 weeks on Hot R&B/Hip-Hop Songs, it eventually fell from that chart in 2012.
And that was the extent of its chart run — until this year, when a TikTok trend led to an explosion in streams, catapulting it back onto the charts — and to entirely new territory. Earlier this month, “Sure Thing” broke the record for most weeks on the Hot R&B/Hip-Hop Songs chart at 76 (it is now at 78), and this week it achieved a mainstream crossover, 12 years after its initial debut on the charts, by reaching No. 1 on Pop Airplay, the longest trip to the top of that chart from a song’s release in history.
It’s the latest example of older songs being reinvigorated and reaching new chart heights in recent months, following The Weeknd’s “Die For You” (after a remix featuring Ariana Grande) and Lady Gaga’s “Bloody Mary,” which also benefited from a TikTok trend. And it helps RCA senior vp of digital marketing Tarek Al-Hamdouni earn the title of Billboard’s Executive of the Week.
Here, Al-Hamdouni explains how the track came back after such a long break, and how RCA helped spur it into a new realm. “We know activity can spring up at a moment’s notice, and when it does, the best labels are able to move quickly and turn a spark into a flame before it goes out,” Al-Hamdouni says.
This week, Miguel’s “Sure Thing” reached No. 1 on Billboard’s Pop Airplay chart, 12 years after its initial chart run. What key decisions did you make to help make that happen?
The climb to No. 1 began in November of 2022 when we first saw the signs of organic growth and engagement on “Sure Thing” across socials and streaming services. The first major decision came in us validating the opportunity and investing in sustaining the activity across TikTok, Reels, Shorts & Snapchat. The initial goal was to “see how far we could take the trend,” knowing every jump in creations and streams was broadening our listener base and building familiarity, which would eventually result in bigger opportunities.
Miguel attends the 65th GRAMMY Awards on February 05, 2023 in Los Angeles, California.
Matt Winkelmeyer/GI for The Recording Academy
We knew the record was already a favorite among fans since its release, but the key component to this new activity is that it was coming from new listeners. This led us to make the key decision to treat “Sure Thing” as a new record in our marketing efforts, also giving us the new task of turning listeners into fans. To connect the dots, we worked closely with Miguel — who deserves all the credit in the world for leaning in with curiosity, passion and optimism around this new activity — to start to engage with fans and content across socials.
Our promotion team did a fantastic job in following along with all the activity we were generating and timed their impact such that we were already receiving pull from the markets and stations. The last key decision I’ll offer up is the move to leverage the activity around “Sure Thing” to prime the market for new music from Miguel, something that we kicked off with his new single, “Give It To Me.”
In its original run, the song was an R&B/Hip-Hop Airplay hit. Why did the song work at Pop radio this time around?
I think the beauty of an artist like Miguel is that he’s always been ahead of his time. While often thrown into the “R&B” box, his music and artistry have always pulled from diverse corners of the music spectrum. And when you look at the freedom streaming has given Gen Z to bounce from record to record and genre to genre with such ease, it’s no wonder they gravitate towards a forward-thinking artist like Miguel.
It’s also worth noting that the dynamic between data and radio has strengthened at a rapid pace over the last few years. This has given us the opportunity to build our case in advance of an impact, showing the audience potential and, in a lot of ways, letting the story and streams reach critical mass with core Gen Z music fans before taking it to the broader audiences that only radio can reach.
The song’s resurgence originated on TikTok with a sped-up version. How did that come about? How often are these sped-up versions of tracks spawning new life for songs?
The sped-up version of “Sure Thing” emerged purely as organic UGC on TikTok. It wasn’t necessarily a surprise to see the activity come from such an edit, as sped-up sounds have been a trend on TikTok and across UGC for quite some time now. That said, I do think it’s fair to say that sped-up sounds hit a bit of critical mass in early 2023 as we started to see platforms like TikTok create specific playlists centered around the phenomenon, all of which gave us more editorial placements and ways for Miguel to lean in.
The opportunities to breathe new life into a record through a sped-up sound are plentiful, but it’s important to note the viral success of a record like “Sure Thing” is still a huge outlier in terms of how much effect a campaign could have. At this point, I expect most singles to be accompanied by a sped-up version at some point in their life cycle.
This is the latest example of an older track coming back to be a force at radio and in pop culture — something that almost never used to happen. Are you guys increasingly focused on working catalog songs in a similar manner to new songs?
We don’t focus solely on the “catalog” aspect of any record at this point as much as we’re focused on using the influx of data we receive from social and streaming platforms to ensure we never miss an opportunity. We know activity can spring up at a moment’s notice, and when it does, the best labels are able to move quickly and turn a spark into a flame before it goes out.
The reliance on data is important because our core mission as marketers is to create this activity and engagement out of the gate. By collaborating with our internal data teams, we can build tools to monitor the key aspects we believe drive streaming growth while spending the majority of our time and energy collaborating with our artists and building next-level marketing campaigns.
Although to be fair, I think the rediscovery of music by the next generation of listeners is something that has happened for quite some time. Prior to shortform video, syncs played a huge role in this rediscovery, going back to examples like Nick Drake’s “Pink Moon” in Volkswagen’s 2000 Cabrio commercial to the much more recent lift of Kate Bush’s “Running Up That Hill” off the back of its inclusion in season four of Stranger Things.
The song also broke the record for most weeks ever spent on Hot R&B/Hip-Hop Songs, now at 78. How did you help market the track beyond radio and TikTok?
Outside of those two platforms, we worked to ensure this record and Miguel’s content was spread far and wide across the internet. We built custom campaigns for Instagram and YouTube, we drove awareness and engagement through savvy ad spends and boost campaigns. And we worked closely with media accounts and press outlets to drive consistent presence in front of a wide range of audiences.
What have you learned from the song’s surprise success that you can use moving forward on other projects and songs?
When you zoom out far enough, you start to see that the equation we’re chasing with a resurgence is new context for a great record with a new, young and engaged audience. Additionally, the benefits of driving engagement through a catalog record doesn’t require the type of success we’re seeing on Miguel to be meaningful. Going forward, we see this as a key way to drive engagement and build demand for new music for any artist with an established catalog.
Previous Executive of the Week: Corey Calder of APG
Over the past few years, country superstar Luke Combs has succeeded in crossing over to a pop audience with a pair of Billboard Hot 100 top 10 hits: 2020’s “Forever After All” (No. 2) and last year’s “The Kind of Love We Make” (No. 8). Now he’s gunning for a third, with his cover of Tracy Chapman‘s 1988 hit, “Fast Car,” reaching No. 14 on the tally this week (it’s also sitting pretty at No. 2 on Hot Country Songs).
It’s rare for a country artist to record a cover of a pop hit, but as a fan-favorite staple of Combs’ live shows, “Fast Car” built up a head of steam that was undeniable, making the choice to get it on record an easy one (the song is included on Combs’ latest album, Gettin’ Old). But the decision to release it as a single — an even more unusual move — was part of a strategy to continue expanding Combs’ fanbase to a pop audience. And that helps Combs’ manager, Make Wake Artists founder Chris Kappy, earn the title of Billboard‘s Executive of the Week.
Below, Kappy discusses the choice to finally record “Fast Car” six years after Combs first released a snippet of it, the track’s embrace by radio programmers and how it ties into Combs’ success as a worldwide touring phenomenon. “Being able to have a hit that is globally recognized and accepted outside of country radio, and into the ears of CHR and Hot AC listeners, is very much the same thing as being able to do sold-out shows in places we have never been,” says Kappy. “The music is traveling and we want to be on the forefront in any way possible.”
This week, Luke Combs’ cover of “Fast Car” hit No. 14 on the Billboard Hot 100 and No. 2 on Hot Country Songs. What key decision did you make to help make this happen?
I got out of the way. I know that sounds weird, but it truly is what we do with Luke. He knows his fanbase so well, and he also knows what works. The song felt right when he sang it in the studio, and we all just nodded in the control booth.
Luke Combs performs onstage during Day 3 of the 2022 Stagecoach Festival at the Empire Polo Field on May 01, 2022 in Indio, Calif.
Amy Sussman/GI for Stagecoach
“Fast Car” was a popular staple at Luke’s live shows, but the decision to record the cover for Gettin’ Old — and especially to release it as a single — feels like an outside-the-box move. What was behind that?
The demand from our fans has been rabid for “Fast Car” since he first released a snippet of it more than six years ago. We also felt that it would help draw non-country fans into the genre and experience the wonder that is country music. This song is an iconic masterpiece and we all felt that it was the perfect song to crossover to a new audience that we didn’t particularly have.
It’s interesting to note that Luke kept the “checkout girl” lyric instead of changing it to “checkout boy.” What was behind the decision to stay 100% faithful to the original lyrics?
Luke is a songwriter too and Tracy is one of his favorite artists. So his goal was to never change the song. His goal was to honor the perfection that it is, and changing the gender never crossed his mind.
Was there a good-faith attempt made to reach out to Tracy and ask her permission to cover the song, even though that wasn’t required? If so, did you all track her down, and what, if anything, was her response?
At this level, our labels and teams have been in communication and we were always going to follow her lead. Luke, nor I, have spoken directly to Tracy. This is her song and we were going to live within any parameters she had for her song. We are just happy we were able to release it and see the response of fans enjoying it.
Are there plans to make a video?
If given the opportunity, we would love to be able to create a visual piece that would only enhance this already amazing song.
Are there any plans for Luke and Tracy to perform the song together?
As of right now, no. But we never say never to anything.
Big pop covers are a bit of a rarity these days — the trend has swung more toward interpolations recently, which allows songwriters to keep a bigger piece of the publishing pie. But are there advantages to trying to break a cover as opposed to an interpolation?
I don’t think we were looking to make money off of this, as much as Luke wanted to be able to deliver a great song, that has shaped his musical career, and give it to a new generation and genre of fans. Luke doesn’t think, “How can I make money off of this,” more so, how can he give the fans a look into the music that shaped him?
Is it tough going to radio with a big cover in 2023? There are so few conventional covers on the airwaves these days. Do you have to demonstrate a song’s strength at streaming before program directors will even start a conversation with you about putting it in rotation?
Luckily, this song has hit home with a lot of programmers. It has given them the opportunity to showcase a song they also love. We are having streaming success, very early out of the gate, but we are also having radio success running parallel with it. It’s fun to see the both running, hand in hand, with one another.
Luke already saw success with Billboard top 10 hits like “Forever After All” and “The Kind of Love We Make.” What could the success of “Fast Car” at pop radio mean in terms of exposing him to a new audience?
We have always wanted to bring our genre to the ears of more people. That’s why we play shows internationally and invest in Europe, Australia, and Canada. Being able to have a hit that is globally recognized and accepted outside of country radio, and into the ears of CHR and Hot AC listeners, is very much the same thing as being able to do sold-out shows in places we have never been. The music is traveling and we want to be on the forefront in any way possible.
Speaking of crossover success, Luke is at such a career high point all around, including as a global touring star — rare for a country artist. Do these kinds of big successes at pop radio help his act translate to an international audience?
Luke has already laid the groundwork for his global success before this release. What I think happens now, is that we are able to widen our focus so when we do come back to other countries, we can welcome more fans and give them the experience that is three chords and the truth. It’s all we have ever wanted to do.
Previous Executive of the Week: George Prajin of Prajin Records
Growing up in East Los Angeles in the 1980s, George Prajin could see music in the making. His father was Antonino Z. Prajin, owner of Prajin One-Stop, a music retailer and distributor in Huntington Park, Calif., that sold to over 3,000 stores in the U.S. and Mexico and had 26 warehouses throughout Southern California. At that time, the music known as regional Mexican — comprising subgenres like banda, norteño and mariachi — dominated U.S. Latin music sales.
At the Prajin brick and mortar record shop that catered to mostly Mexican and Mexican-American buyers, “I always noticed that Mexican-American youth would buy hip-hop and regional. And I always tried to mix the two,” says Prajin today. “I tried to come up with a fusion of the two sounds.”
It took 25 years, a lot of money and a lot of heartbreak, but Prajin has finally found his sound with the artist known as Peso Pluma, the only act signed to his indie Prajin Records, and distributed via The Orchard. While Regional Mexican music is definitely having a moment — this week, 13 Regional Mexican tracks are on the Billboard Hot 100, a record for the genre — the current wave is led by the 23-year-old from Guadalajara, Mexico.
Of those 13 tracks, an astounding eight are his, including “Ella Baila Sola,” his smash hit with California quartet Eslabón Armado, which reached No. 5 on the chart, marking the first time ever a Regional Mexican track, in Spanish, reached the top five — or the top 10, for that matter. The song also reached No. 1 the Billboard Global 200 chart (dated April 29). It’s the first leader on the list for each act, as well as the first for the regional Mexican genre. And it helps make Prajin Billboard‘s Executive of the Week.
The importance of the moment is not lost on Prajin, who grew up following the Billboard charts and who in the 1990s launched an independent record label for the first time. When the recording industry’s bubble burst at the onset of the digital download age in the early-mid-2000s, Prajin closed shop, studied law and established a practice — alongside veteran music entertainment lawyer Anthony Lopez — representing athletes and musicians. In 2019, when streaming numbers started to soar, he decided to give the music industry another shot as a record executive and launched Prajin Records. This time, the timing was right. Among the different projects that were shopped to him, one was Peso Pluma, a young Mexican singer and rapper who was living in New York and had been discovered through social media.
“Ella Baila Sola” is not only a Peso Pluma track; it was released on another California-based indie, DEL Records, whose founder Angel Del Villar was also an Executive of the Week when Eslabón became the first Regional Mexican act to enter the top 10 of the Billboard 200 last year.
This week’s achievement, says Prajin, was not just the result of DEL and Prajin’s strategy with “Ella Baila Sola.” Instead, he says, “it’s been a strategy with the project overall.”
Peso Pluma arrives for the 8th annual Latin American Music Awards at the MGM Grand Garden Arena in Las Vegas, Nevada, on April 20, 2023.
ROBYN BECK/AFP via GI
What was it about Peso Pluma that you found interesting?
I saw how he flowed on the tracks. He could do it all: He could rap, he could do regional, he could do reggaeton. But he was very stubborn that he wanted to do everything independently of each other. He said, “I want to rap on a rap song, I want to sing reggaeton on a reggaeton song.” I realized there is a way to do it and it’s how Peso envisions it, by staying in each lane and killing it in each genre but giving people what they want. I always recognize his base audience is regional and that’s actually the music he loves the most. But because Peso can do all these genres, and when they [he and his cousin Tito] write songs, they [incorporate] all these influences.
You met Peso Pluma through your former artist, Jessie Morales (El Regional de la Sierra). Jessie wanted you to sign Peso, but you actually turned him down the first time, even though as an attorney you represented several prominent Regional Mexican artists and labels at that point. What happened?
At the time, I didn’t want to compete with my clients, even though I felt the kid had a lot of talent. He ended up signing with Herminio Morales, Jessie’s brother. Fast forward 2021, Herminio got really sick and called me up and asked me if I could help with Peso. You don’t get two bites of the apple very often, and I was restless. I wanted to produce more music. And at that time nobody was really interested in Peso, because it wasn’t really a successful project.
Once you started with Peso, what would you say was your breakthrough track?
Because no other label was interested, I didn’t feel I was competing with anybody [so I would experiment]. He had an album already recorded and one song attracted my attention: “El Belicón.” He gave me permission to work on the track and we ended up taking the guy that was there off the track and putting in [singer] Raul Vega. We mixed the song — I have an amazing engineer — and we put it out on TikTok. We saw that there was a spark and we put in promotion and made an inferno. We made sure the video was like Call of Duty because we really wanted to target the kids. We threw all our efforts into making the song as big as we could. And we got to the level where we got people’s attention.
You did tracks with more urban acts like Nicki Nicole from Argentina and Ovy on the Drums from Colombia. Were you aiming for a more international sound?
I feel we started in regional but at the same time we were expanding regional. It’s like when rock n’ roll got into grunge. Peso’s saying, “We’re not regional; we’re Mexican.” When we saw the fusion going to the top of the charts, that’s when we invited others. The goal was to expand the international Latin scene. And what’s really, really cool is they all want to jump on Peso’s sound.
I feel that has really expanded the Mexican market. He wanted to do reggaeton and rap, we’d be in talks with major artists in other countries and we’d usually say, “Lets do a reggaeton song,” but they’d say, “Let’s do a regional song.” When we saw these artists wanted to do something regional, we started to double down.
When did you realize there was another audience interested in this guy?
I pay a lot of attention to the analytics. I’m always looking at the numbers and looking at what countries we get engagement. I saw we were getting a lot of engagement in the countries we were targeting but also in places like Japan and Germany. And then, obviously, the global charts. When we broke into the Billboard Global 200 and then we became the No. 1 song, and then we get interest from Jimmy Fallon, that’s when you see something that is global. As an executive I take everything and say, “How do we double down?”
Peso Pluma & Blessd
Cristhian Álvarez Suarez
And, how do you double down?
We’re Latin and we’re keeping our base. We’re opening offices, we’re doing a global tour, but like when we first started at the top of the charts in Mexico we doubled down on our infrastructure, and now that we’re global we’re going to make sure we can double down and have boots on the ground and make sure we’re touring individual countries.
“Ella Baila Sola” is originally an Eslabón Armado track. What is it about that song?
It’s a combo of a good sound, and Eslabón has a really good U.S. base which is something we were on the verge of entering. At one point our streams were 80% in Mexico and 20% in the U.S. Now I think we’re 50-50. But I feel this momentum was coming and we had been focused on international development. The audiences were looking for another regional track from Peso Pluma and it just so happened we were releasing with Eslabón. [Lead writer and singer] Pedro Tovar is an amazing talent. And the song was produced to be in line with Peso’s sound.
You hit a historic top five on the Hot 100. Were you aiming for that?
Nobody knows what’s going to be a hit. But the way it came out with the numbers it did overnight and on a weekly and monthly basis, I knew this song was going to be massive. I’d never seen those numbers with a regional song before. DEL released that track and they’ve done a lot to support the success of the track.
What’s next for you and for Peso Pluma?
Peso just launched WP Records. He’s the CEO and he’ll be producing a lot of the tracks. The first single came out 4/20. We’ll finally be releasing a Peso Pluma album before summer and that will be the focus in the next two to three weeks. I give all the credit to my artist. I’m an executive. I’m involved in every single aspect. But I give leeway to my artist and I trust him so much that we created a label.
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