State Champ Radio Executive of the Year
In December 2021, when Michelle Jubelirer became Capitol Music Group chair/CEO — and Capitol’s first female chief executive in its 80-plus-year history — she didn’t take much time to dwell on her historic accomplishment: She had a flailing company to save.
“The challenges [I inherited] were plentiful,” Jubelirer admits. CMG faced a falling market share, staff turnover, pandemic challenges and an unwieldy artist roster. “The truth is,” she says, “a lot of change happened in a short period of time.”
Many believed Jubelirer, then CMG’s COO, was destined for Capitol’s top job the year prior. By that time, her résumé already included a stint at a white-shoe law firm, years in legal affairs at Sony and nearly a decade as an artist lawyer for acts like Nas, Pharrell Williams and Frank Ocean — plus almost a decade in Capitol’s top ranks. When her longtime mentor, Steve Barnett, stepped down as CMG chair/CEO at the end of 2020, Jubelirer seemed to some to be a natural choice to replace him. But Universal Music Group (UMG) chairman/CEO Lucian Grainge handed the role to Capitol Records president Jeff Vaughn instead. (In the shift, Jubelirer was elevated to CMG president/COO.) When Vaughn assumed his new role, the company was already on shaky ground; under his leadership, it continued to falter.
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After less than a year as CEO, Vaughn left the company, and Jubelirer was elevated to the post. With her guidance, the label group’s fortunes quickly started to change. At a time when minting new superstars is harder than ever, the company won a bidding war (alongside 10K Projects) in fall 2022 for Ice Spice, who would become the defining breakout star of 2023. It also topped the Billboard Hot 100 with queer anthem “Unholy” by Sam Smith and Kim Petras, worked with Universal Music Enterprises to bring back The Beatles with the artificial intelligence-powered single “Now and Then,” achieved TikTok virality with Doechii’s “Block Boy (What It Is)” (in a new partnership with Top Dawg Entertainment) and reinvigorated the art of the music video — which has declined in popularity in recent years — with Troye Sivan’s creative clips for “Rush,” “One of Your Girls” and “Got Me Started.”
Those successes didn’t insulate CMG from impact amid UMG’s widespread restructuring in 2024, though. On Feb. 1 — shortly after Jubelirer’s interview for this story — UMG revealed much of its plan: Its frontline label system would be split beneath one East Coast executive (Republic’s Monte Lipman) and one West Coast executive (Interscope’s John Janick), Grainge explained in a letter to staff. The restructure would have moved Jubelirer, who was reporting directly to Grainge, under Janick. Six days later, Jubelirer wrote a heartfelt message to her staff announcing her exit, effective immediately.
“When I joined Capitol, I made a stringent promise to myself,” Jubelirer said in a Feb. 2 speech at an Entertainment Law Initiative event in Los Angeles. “The day I stopped changing the record company more than it was changing me would be the day I would walk away.”
As she finalizes the details of her exit from UMG, Jubelirer declined to discuss her future plans — or Capitol’s. But whether she stays in the label business, goes into management or does something else entirely, her impact on Capitol and its artists is clear. “She’s the fiercest when it comes to protecting artists,” says Jody Gerson, chair/CEO of Universal Music Publishing Group (UMPG) and Jubelirer’s longtime friend. “She’s not afraid to fight for what she believes is right.”
“I’m so honored to have worked with such a great woman and boss like Michelle,” Ice Spice says. “She always believed in me and supported my vision from the very beginning. I’m so grateful for her and all that she has done.”
Jubelirer with her son, Stone.
Yuri Hasegawa
What are some of your biggest wins over the last two years?
First and foremost, I think the biggest win is the incredible team. And what we’ve been able to do in two short years, I think it’s the fastest turnaround of a record label. And quite frankly, we’ve been able to sign a diverse roster of artists and modernize the label while prioritizing artists and ensuring that each artist gets uniquely what they need.
How do you balance Capitol’s storied history and what you want it to represent today?
Given that it has been in existence for 80-plus years, it wasn’t lost on me that I was the first woman chair/CEO. And that’s not a great fact, let’s admit, for all women. But the reality is the grandeur of the company and its [previous] artists’ paths are not the focus. The focus is the new, fresh artists that we are breaking day in and day out.
How has your background at Capitol helped you as chair/CEO?
It’s kind of funny: I think I’ve been leading the company all along in my 11-plus years here. [When I became CEO], I knew all of our team, I knew all of the artists. That really helped. But first and foremost, the most educational piece for me was before I got to Capitol, when I was an attorney. In my heart of hearts — no matter what my title is or where I work — I am an artist advocate at my core. That’s who I am. That’s the thought I bring every single day to my job.
What was your first move as CEO to course-correct Capitol?
The three primary pillars I worked on were signing a diverse group of artists, ensuring that the company was reorganized in a way for artists to interact with labels in the way that fans interact with artists and ensuring that artists were prioritized in a way that was right for them specifically.
Capitol Records/10K Projects signee Ice Spice was one of 2023’s biggest breakout stars. What sets her apart?
There’s no question about it: She is the breakout artist of 2023. I don’t think anyone could argue otherwise. And getting into business with her [has been] incredibly exciting and motivating. Ice is a girl’s girl, and she surrounded herself with strong women and signed with strong women. I’m just one of them. She signed with [UMPG’s] Jody Gerson on the publishing side. She has made the right choices in her career every step of the way, from her look to her flow to her collaborations. She knows exactly who she is, and she’s unwavering about it.
What is the key to label success today? You’ve had new successes in the last year while many labels have struggled to break any artists.
Ultimately, everything is about the artist and the team of people. We have those both in spades. I mean, it was incredible to see the fact that we were the No. 1 TikTok label for 2023. Who would have thought that a year or two ago for Capitol Music Group?
Did you always dream of being a record-label CEO?
My dad died when I was 3 years old. I watched my mother struggle to figure out how to take care of our family. Music got me through all of the hard times. Unlike our artists, however, I had zero talent, and I knew it from a young age. (Laughs.) I wasn’t getting into music based on any talent that I had.
My father was a lawyer, and I knew that financially I needed a way to take care of myself. So I went to law school, graduated with a lot of debt and became a mergers and acquisitions lawyer at a big white-shoe law firm in Manhattan. If you know anything about me, you know that I am not the conservative type; I often wear a “F–k you” belt. I didn’t really fit in at the white-shoe law firm, but I had a plan to go into the music industry.
As soon as I paid off my loans, I got a job as a lawyer at Sony Music. I was there for two years, and I did not love being a cog. I had been in New York City for 10 years at that time and was ready to try Los Angeles. I was also dating a guy in Los Angeles, and that was part of the reason that I moved — as I tell you that, I see the feminism seeping outside of my body, but that’s true.
When I got to L.A., I called all the lawyers I had negotiated against who were artists’ attorneys and met Peter Paterno. I got a job working for him [at the firm now known as King Holmes Paterno & Soriano] and told him that for one year I would service his clients, and then I would have all my own clients after that.
While that may seem like bravado, that came to fruition. I became a partner there after three years and practiced law there for nine years, representing artists. Then I met Steve Barnett, who was co-head of Columbia Records at the time. We negotiated against each other in a deal for Odd Future and Tyler, The Creator. He said, “You pantsed me in that deal, you pantsed Columbia in that deal. If I ever go somewhere else, you’re going to be my first hire.” And it happened. I was his first hire [when he became CMG CEO].
Yuri Hasegawa
How did he convince you to move to the label side?
I always dreamed of running a record label from when I was 12 years old. I didn’t know if it would ever happen because, quite frankly, I absolutely love representing artists and the artists that I had. When Steve approached me, believe me, I put him through the wringer. I asked him every hard-hitting question I could as I decided whether I could still be myself and be an artist advocate within the system.
Ultimately, I chose to make the transition for two reasons. No. 1: I felt like now, more than ever, artists and record labels need to partner with each other. And you need an artist advocate within the label in order for an artist to feel truly comfortable and at home. No. 2: I felt like I could make a bigger change at a record label than I could make being an artist attorney.
In your career, have you faced adversity or discrimination that your male counterparts haven’t?
Since I entered the music industry as a lawyer, I’ve been afforded a shield that many women in the music industry don’t have. Because of that I have been protected from a lot — because, quite frankly, people are afraid of lawyers.
But the reality is, when I started as a lawyer, I didn’t have that shield. In one of my first annual reviews at [my first law firm], I was wearing a white shirt. I’m someone who always wears black, and the partner giving me my review took his water bottle [and] sprayed it on me. You can imagine what he could see. Then he said, “All right, we’re ready for your review now.” At the time, I folded my arms and just plodded on and let him give me his review. I did nothing about it. I beat myself up to this day that I did nothing about it because I’m sure he then did that to multiple women after me. Now I will not be quiet when things like that happen around me.
This story will appear in the March 2, 2024, issue of Billboard.
The first time Nelson Albareda promoted a show at the Madison Square Garden complex in New York — not at the arena proper, but at the 5,600-capacity theater beneath it — everyone told him, “You’re going to lose your ass.” Albareda, a Miami-born Cuban, had assembled what to him was a dream lineup: a 50th-anniversary celebration of groundbreaking salsa artist and Fania Records co-founder Johnny Pacheco, featuring Pacheco and the Fania All-Stars. Still, his detractors were right: Albareda lost $200,000 on the 2006 show.
But after the music ended, the promoter was still buzzing. At midnight, he took his parents, who had attended, to a nearby deli, where his father asked, “How are you laughing? You lost 200 grand!”
“Well, it’s part of the business,” Albareda told him. “We keep moving on.”
Seventeen years later, Albareda, now 47, stands by that take. “In this business, you lose money, and it’s not how quickly you fall but how quickly you come back,” he says.
That fearlessness has helped Albareda become one of today’s most successful music executives. After nearly two decades working at labels and in radio, marketing and concert promotion, including as the leader of his formidable company Eventus, Albareda founded Loud And Live in 2017. The forward-thinking outfit’s flywheel-style model combines independent concert promotion — in 2022, it ranked at No. 14 on Billboard Boxscore’s year-end promoters chart with $96.5 million grossed, propelled by major tours including arena runs by Camilo and Ricardo Arjona — with marketing, brand partnerships and a content development studio. Loud And Live’s breadth reflects Albareda’s own guiding ethos, which emphasizes a broader culture and how disparate revenue streams fit into it, rather than focusing on just one or two of those streams.
“I was very proud of my culture and my heritage, and I wanted to give back,” Albareda says. “I got into music because of culture and because of pride, not necessarily because of the business — even though I ended up being in the business.”
For Albareda, who grew up in Miami during a “golden age” for music in the city in the 1980s, running Loud And Live is a natural fit. As a kid, he would listen to any cassettes or CDs he could get his hands on — he cites Cuban salsa singer Willie Chirino as a childhood favorite and inspiration — and he fondly recalls attending the Calle Ocho festival, where he saw Gloria Estefan & Miami Sound Machine perform.
“I grew up in a moment where Miami defined different sounds within the music business and always wanted to be part of that, primarily because of culture and the heritage of my parents,” he says.
Albareda’s entrée into the industry, while circuitous, laid the foundation for his interdisciplinary career. As a Miami Dade College freshman, he scored a meeting with Bacardi executives and successfully pitched “a branded entertainment concept … mixing music and cigars and the whole lifestyle around a big band.” As the project of “creating a 1950s, 1960s tropical salsa band” commenced, the team enlisted Celia Cruz — and when executives from her label, RMM, got to know Albareda, they offered him a publicity job in-house. RMM was distributed by Universal, then affiliated with the Bronfman family, which owned beverage conglomerate Seagrams; Albareda shared office space with the spirits division and began consulting for the likes of Absolut and Chivas Regal. The experience was formative, and after leaving RMM, he logged time at advertising agency Sanchez and Levitan before landing in radio at Hispanic Broadcasting Corp., where he deployed his passions for music and marketing.
“I saw an opportunity to make money on everything but the radio,” Albareda says. “I started a team that would do events, concerts, festivals — and then we also would go to the brands and say, ‘Hey, you’re Procter & Gamble. How do I help you?’ ”
Albareda understood the deep bond between radio audiences, particularly Hispanic listeners, and their favorite stations — and how it could be harnessed to deliver returns to brand partners. “You listened to that morning show, and you trusted that morning show,” he says. “You trusted the conviction that those are your friends. You wake up every day with them; you drive home with them. That’s what I built: You had the relationship with the artists, you had the relationship with the brands, you have the relationship with the listeners.”
As the company underwent changes, culminating in its absorption into Univision, Albareda realized, “Hey, I can do this without radio. Let me go on my own and really focus on this.” His first, short-lived attempt, a company called Unipro Group, failed when the 26-year-old Albareda misjudged the viability of a Christmas event and lost $3 million. “It was a decisive moment in my life,” he says now. “You realize when you’re at the bottom, you don’t have that many friends.”
After regrouping, in early 2005, he founded Eventus, which would focus on marketing and brands — not just because he knew the area well, but because he now lacked the capital to put on events. Eventus’ first client was the Latin Recording Academy, then still relatively new and looking to grow its footprint. Albareda helped it do just that, particularly through the sponsorship-driven event property Latin Grammy Street Parties, which staged open-air festivals in major cities nationwide. Brands took notice.
“We became the go-to guys for corporate America to connect anything that was culture with brands, specifically in the multicultural market,” Albareda says. “Our core was Hispanic. One by one, we started growing, and we built a company that worked with 60 brands. McDonald’s, Walmart, Dr Pepper, Verizon … those were all clients of ours.”
From left: El Alfa, Nelson Albareda, and Silvestre Dangond photographed on September 5, 2023 at Loud And Live in Doral, Fla.
Melody Timothee
With 40% growth year over year, Eventus also had runway to enter concert promotion, and Albareda focused on the South Florida market. After selling Eventus, now one of America’s biggest multicultural marketing players, to Advantage Solutions in 2013, Albareda remained as CEO until 2016, when he struck out on his own (on May 20, Cuban Independence Day, he observes) with a noncompete clause and free time to boat, fish and develop the kernel of the idea that would become Loud And Live.
“We are marketers turned promoters — versus a lot of the entertainment companies out there, and a lot of the promoters out there want to become marketers,” Albareda says of launching his current company in 2017. Because he understood “what brands want,” he could facilitate the types of partnerships that help make tours profitable. But his decision to focus on touring at Loud And Live before branching out into agency work — effectively reversing his Eventus path — was also borne of necessity: His noncompete around live entertainment expired first.
“When we started, artists would pick up our calls because of brands, but they didn’t necessarily trust us with touring,” Albareda says. To build Loud And Live’s reputation, he deviated from the industry trend — “Everybody was going after urban,” he recalls — and decided to pursue “five or six iconic artists that we can make an impact [with] and that other artists look up to.” He began with Juan Luis Guerra and later added Arjona, Carlos Vives, Franco De Vita and Ricardo Montaner, who all then spread the gospel of Loud And Live. And once Albareda was able to reenter the agency space with Loud And Live, what the company could offer clients clarified.
“The businesses here are all synergistic,” he says. “The way that we treat artists, we are their partner when they’re touring and when they’re not touring. We’re not that promoter that signs a deal, puts a tour [on and says,] ‘See ya.’ ”
Loud And Live’s attentiveness to its clients runs “from the manager to the engineer all the way up to the manager to the artist,” Albareda explains, and while he’s emphatic that “in this business anybody can write a check; we can write a check,” it has helped the company compete with deeper-pocketed, more established competitors.
“They’ve bet a lot on me and will continue to do so,” says Colombian vallenato artist Silvestre Dangond, who will embark on his fifth Loud And Live-promoted tour in 2024. “We have a lot of love for each other. I feel like he’s not even my promoter because of the way he talks to me. He has created a team that’s a hybrid of who he is, with his personality, his positivity, good energy. He’s very decent and very human.”
Adds WK Entertainment founder/CEO Walter Kolm, who manages Dangond and other Loud And Live clients like Vives and Prince Royce: “Nelson is a promoter, but his advantage is that he also thinks like a manager. On top of being a hard worker and great at his job, Nelson is such a kind human, and [that] makes working with him the greatest pleasure.”
The pandemic interrupted Loud And Live’s growth, but now the company is firing on all cylinders. After orchestrating a partnership between McDonald’s and J Balvin in 2020, Loud And Live has continued connecting the restaurant chain with artists including Prince Royce, Nicky Jam and Manuel Turizo. The company’s brand portfolio now includes Pepsi, Walmart, Mattel and Michael Kors. When Becky G embarked on her first headlining tour on Sept. 14, she did it with Loud And Live as her promoter — and with a fresh Vita Coco partnership facilitated by the company. Other fall tours for the promoter include U.S. runs by Vives, El Alfa and Diego El Cigala.
With in-person concerts on pause during the COVID-19 lockdowns, Loud And Live was able to grow its content division more quickly than anticipated, and it won a Latin Grammy for its 2021 Juan Luis Guerra concert special. When Lionel Messi signed with Inter Miami CF, the soccer team (already a Loud And Live client) turned to Albareda to help roll out the superstar’s arrival — and Loud And Live assembled LaPresentaSíon, a concert featuring Camilo, Tiago PZK and more. (“All music artists look up to athletes; all athletes look up to artists,” Albareda says.)
And philanthropically, in keeping with his MO that his work place the culture, not business, first, Albareda announced a $1 million donation to the Latin Grammy Cultural Foundation late last year; the funds, to be disbursed over five years, will go toward college scholarships, grants and educational programs.
“Throughout his career, Nelson has been an avid supporter of the Latin Recording Academy and our sister organization, the Latin Grammy Cultural Foundation, donating time and resources to our events as well as engaging as an advocate to share our mission and vision with artists,” says Latin Recording Academy CEO Manuel Abud. “Among [his] greatest professional strengths are the intangible qualities that are from the heart, particularly his passion for Latin music.”
But despite Loud And Live’s success, Albareda still possesses the scrappy drive that fueled him at his Garden debut nearly 20 years ago. The father of three says he works 18-hour days, adding that his “aspiration is to be the leading Latin promoter and entertainment company in the world.” Immediately before the pandemic, Loud And Live partnered with Move Concerts, a major Latin American promoter that works across genres, to increase its presence in Central and South America, and Albareda is now eyeing expansion into Europe.
And his vision isn’t restricted to Latin music: In November, Thomas Rhett and Sam Hunt will headline the inaugural Country Bay Music Festival, Loud And Live’s first foray into the country market and an attempt to introduce a major country festival in Miami. “Country is a genre that is very similar in culture to Latin,” Albareda observes. “It’s a tight-knit community of family, core values, every song is a story — and we also know that Hispanics overindex in country music. Over 30% of country music fans in the U.S. today identify of Latino origin … My great-great-grandfather came here in 1876. Why is it that I can’t do country music?”
As he navigates a turbulent industry and the attendant pivots, Albareda returns to essential traits like perseverance, determination and trustworthiness. “We don’t sell widgets,” he says. “We sell relationships.”
Additional reporting by Griselda Flores.
This story will appear in the Sept. 23, 2023, issue of Billboard.
When tickets for Bad Bunny’s El Último Tour del Mundo arena tour went on presale in April 2021, his manager, Noah Assad, was cautiously optimistic.
“I thought we would do well, because it was post-pandemic and everyone wanted to go out, but we went on sale without really knowing — and we did it a year out for that very reason,” says Assad.
For Assad, “doing well” has become synonymous with breaking some sort of record. But even he wasn’t expecting Bad Bunny to have one of the most historic, record-setting runs for an artist in the history of the Billboard charts. El Último Tour del Mundo’s presale date became the top sales day for any tour on Ticketmaster since Beyoncé and Jay-Z’s On the Run II tour went on sale in 2018, and the run sold out 480,000 tickets in less than a week.
Four months after El Último Tour del Mundo wrapped in April 2022, Bad Bunny embarked on his World’s Hottest Tour stadium run, becoming the first artist to ever mount separate $100 million-plus tours in the same calendar year. Ultimately, his 81 concerts in 2022 grossed $434.9 million, the highest calendar-year total for an artist since Billboard Boxscore launched in the late 1980s. The tour broke local revenue records in 13 North American markets en route to becoming the biggest Latin tour ever.
Bad Bunny’s chart dominance made him Billboard’s top artist of the year, by the numbers, the first Latin act and the first artist who records in a language other than English to earn the distinction. His album Un Verano Sin Ti, released in May on Assad’s independent label, Rimas Entertainment, and distributed by The Orchard, became the first non-English set to ever top the year-end Billboard 200 Albums ranking and the first all-Spanish release nominated for album of the year at the Grammy Awards, one of Bad Bunny’s three nods.
“I was very proud about that one, especially because it was 100% a Spanish-language album,” says Assad. “It doesn’t have even a verse in English.”
On top of that, in April, Bad Bunny will become the first Latin act to headline Coachella. And, Assad, 32, is realizing some milestones of his own, including being named Billboard’s youngest-ever Executive of the Year and the first Latino to secure the honor.
His achievement underscores not only the growing worldwide popularity and profitability of Latin music, but also shines a light on what an upstart independent can do — regardless of genre or the backing of a legacy company — when armed with guts, hustle, deep musical knowledge, loyalty and the confidence to break rules and create new ones.
Bad Bunny is signed to Assad’s label, Rimas Entertainment, which originated in 2014 as a digital marketing and distribution company. It has evolved to become a 100-plus-person operation with distribution from The Orchard, with a roster ranging from veterans (Arcángel, Jowell & Randy) to promising newcomers (Mora, Eladio Carrión), many of whom are signed to 360 deals. Rimas ended 2022 at No. 7 on Billboard’s year-end Top Labels chart and at No. 1 on the year-end Top Latin Labels chart, with 23 charting albums by seven artists besides Bad Bunny.
Assad also launched RSM Publishing, which is administered by Universal Music Publishing Group and was No. 1 on Billboard’s year-end Hot Latin Songs Publishers list. And while Bad Bunny is his most visible management client, Assad also started managing Karol G 18 months ago with his new management firm, Habibi, with stellar results. Her 2022 $trip Love tour, promoted by AEG Presents, grossed $69.9 million with 410,000 tickets sold across 33 arena shows in North America — the highest-earning U.S tour ever by a female Latin act, according to Billboard Boxscore.
“Noah has an unmatched understanding of his artists,” says Jody Gerson, chairman/CEO of UMPG. “His instincts about how to market and promote them, as he has done so well with Bad Bunny and Karol G, are among the best I’ve ever seen in the business. As an executive, Noah is loyal, honest, innovative and smart, and these are just some of the many traits that make him a fantastic partner.”
Though only 32, Assad considers himself a “semi-vet. I may be ‘new’ to a lot of people, but I’ve been at this for 12 years,” he says with a laugh. A self-professed reggaetón nerd with long blonde hair that matches his laid-back surfer vibe, Assad — born to a Lebanese father and a mother from St. Croix — grew up in Puerto Rico, and since seventh grade has been “consumed with reggaetón culture.” By 16, he was promoting house parties, booking the likes of Farruko before he became a big name and cultivating relationships with already established acts like Plan B’s Chencho Corleone. “Chencho was the first established artist to simply say yes to me,” says Assad, a favor that has paid dividends for Corleone; “Me Porto Bonito,” his smash collaboration on Bad Bunny’s Un Verano Sin Ti, became the first all-Spanish song to top Billboard’s Streaming Songs chart. That full-circle moment highlights Assad’s reputation for cultivating relationships with contacts to whom he stays loyal. “We work with everybody; we are always coexisting,” he told Billboard last year. Witness his deals with opposing teams at The Orchard and Universal, while his top touring acts — Bad Bunny and Karol G — work with Live Nation and AEG, respectively.
“Noah is similar to Bad Bunny in that he’s also a unicorn,” says Henry Cárdenas, the veteran promoter and founder of CMN, which produced and promoted Bad Bunny’s last two tours, including the stadium tour in partnership with Live Nation. “The guy’s going to create an empire, and he’s a man of his word. I compare him to the old managers, where we closed business with a handshake, and he’s appreciative. Where I’m concerned, he has continued to take me into account, and it harks back to the fact that I worked with him from the very beginning.”
While Assad’s success feels very of the moment — in keeping with his young acts, the relatively recent mainstream success of reggaetón and Bad Bunny’s fondness for releasing music with little or no notice — he’s actually a planner; like his famous client, he takes a long view on success. It wasn’t always this way. As a young promoter, Assad recalls struggling mightily to make a buck (and often getting “hustled”) in what he half-jokingly refers to as “the reggaetón depression era” of 2009-2016, when the music was largely consumed for free and money came almost solely from live shows.
“YouTube was the outlet that turned it into a commercial business,” says Assad, who says he struck an early deal with the platform to monetize the millions of views the music generated for many independent artists and eventually for his own — including a 22-year-old who called himself Bad Bunny. “I didn’t have the privilege to work with an artist who was already established, but I was very fortunate to have Bunny trust me and work with me. Bunny makes me look good,” he says. Alongside his artist, Assad began thinking long term, and even when his actions seem improvised, they are anything but. Take the one-two punch of back-to-back tours with a hit album in between, conceived after ticket prices to Bad Bunny’s arena tour started soaring just after they went on sale in 2021.
“We started getting the heat, but we didn’t think of stadiums until the summer,” says Assad, pointing out that Bad Bunny already had plans to release a new album when the arena tour wrapped. By October, a plan had been made: arenas in February, an album in May and a stadium tour in June to be announced in January with a series of humorous videos featuring Bad Bunny’s girlfriend, Gabriela Berlingari, and Spanish actor Mario Casas. “There’s a lot of pivoting along the way, but we still follow the plan,” says Assad. “And everything we do has to make sense. If it doesn’t make sense, even if it’s beautiful, we pass.”
“Noah is singular in his sense of the moment, commitment to a vision and fearlessness,” says UTA agent Jbeau Lewis, who books Bad Bunny and Karol G. “Noah understands his artists, he always plays the long game, and he’s unafraid to say no.”
Bad Bunny has said repeatedly that he plans to take a break after Coachella, from both recording and touring. But for Assad, the work of growing his business never slows. Last year, in partnership with The Orchard, he launched Sonar, a label for developing acts that already has deals with over 50 artists from around the world, including non-Latin acts. Assad also began a strategic alliance with Live Nation to develop new businesses outside of touring, including Gekko, the restaurant Bad Bunny opened in Miami in August with hospitality entrepreneur David Grutman. Most recently, he announced the launch of Rimas Sports, a stand-alone management company (name notwithstanding, it is not a division of Rimas Entertainment) whose client list already includes the Toronto Blue Jays’ Santiago Espinal and Diego Cartaya, a top prospect for the Los Angeles Dodgers.
Assad says his biggest goal for 2023 has nothing to do with business, however. “I want to fly less, enjoy more and spend as much time as I can in Puerto Rico,” he says. “That’s my goal. People look at me and think that because of the hair I’m from Mississippi or something. But I’m just a kid from Carolina, Puerto Rico, who loves reggaetón.”
This story will appear in the Feb. 4, 2023, issue of Billboard.
As job applications go, Tim Hinshaw’s wasn’t quite traditional.
While angling for a position in the hip-hop & R&B division of Amazon Music in 2018, Hinshaw recruited a few old friends to record themselves hyping him up. “Oh, hey. This is Donald Glover/Childish Gambino saying you should probably hire Tim,” the multihyphenate star says, winking at the camera. Cut to Anderson .Paak: “I’m telling you, he’s the one. You need him on your squad.” “Tim is a good dude, and he knows what he’s doing!” Scarface adds before noting that he himself is an Amazon Prime member. The video closes with the late Mac Miller playing a white grand piano, then turning to the camera to implore: “Hire Tim. I know I would.”
Hinshaw edited the clips together, then passed the supercut to Amazon — an effort, he says, “to show the breadth of my relationships, from the current generation to the legends.” The promo worked: Within a few weeks, Hinshaw was hired as Amazon Music’s senior manager of hip-hop artist relations and within a year, he was promoted to head of hip-hop & R&B. But it was also an apt advertisement for the talents that would help Hinshaw succeed long term at the company. The close relationships and credibility he has within the artist community — developed over the course of 13 years working in management and artist relations roles — along with a penchant for innovation and a personality that Amazon Music vp Steve Boom calls “super smart, genuine and incredibly humble” have all allowed Hinshaw and the team he has built to elevate Amazon Music’s hip-hop & R&B division into a global leader in the genre.
“Tim has put Amazon Music into the conversation in the hip-hop and R&B community in a massive way,” says Boom, “and in a way, frankly speaking, we were not.”
“When I thought about the landscape, it was like, ‘Amazon is already in everybody’s homes,’ ” says Hinshaw of his initial strategy. “I knew if I could authentically bridge the gap between company and artist and tell that story to consumers in an authentic way, I could help Amazon be a major player in this entertainment space.”
Thanks to his efforts, in the past year hip-hop and R&B have become the leading genres for Amazon Music livestreams, with the platform’s three most-viewed livestream events featuring Kanye “Ye” West, Drake and Tyler, The Creator. “Tim’s trajectory is so amazing to watch,” says Tyler. “I love him so much.”
Tim Hinshaw photographed on October 27, 2022 at Harun Coffee in Los Angeles.
Kathryn Boyd Brolin
Last December, Drake and Ye’s #FreeLarryHoover benefit concert at the L.A. Memorial Coliseum streamed in 240 countries on Amazon Music’s Twitch channel and the Amazon Music app. Just weeks later, Amazon Music partnered with The Weeknd for a livestream event promoting his new album, Dawn FM, and the platform livestreamed J. Cole’s Dreamville festival in April.
Hinshaw has also been instrumental in securing talent for the just-launched Amazon Music Live. Airing after Thursday Night Football, the weekly livestream program, which launched Oct. 27, is hosted by 2 Chainz and has already featured performances from Lil Baby, Megan Thee Stallion and Kane Brown. In late October, Hinshaw and his 12-person team — “a bunch of young, hungry Black and brown executives,” as he describes them — touched down in Paris to produce a livestream of the second of Kendrick Lamar’s two shows in the city on his current The Big Steppers Tour. That 65-date run is sponsored by Amazon Music’s flagship hip-hop and R&B Rotation playlists — an idea Hinshaw originated and oversaw. (Hinshaw also led the 2019 development and launch of Rotation itself, which encompasses the R&B Rotation and Rap Rotation brands.)
“For me to be on a business-class flight to Paris with arguably the world’s biggest hip-hop artist,” says Hinshaw, “it was like, ‘Wow, we’ve come a long way from Compton.’ ”
Tim Hinshaw (right) with Kendrick Lamar in October 2022 in Paris.
Greg Noire
Like Lamar, Hinshaw, 32, was raised in the South Los Angeles neighborhood where so many of hip-hop’s legends started out. With his father serving a 20-year prison sentence for nonviolent drug-trafficking charges while he was young, Hinshaw was raised by his mother. Once he was a teenager, she enrolled him 30 miles away at the tony Palisades High School, driving her son 60 miles round trip so he could experience life outside the three blocks in which he had grown up.
After graduation, Hinshaw nearly joined the U.S. Coast Guard, but was talked out of it by his brother, the singer-songwriter Prince Charlez, who encouraged him to pursue music instead. Hinshaw co-managed his brother to a joint-venture label deal with Island Def Jam before landing management jobs in the artist relations and music marketing divisions at Fender and Vans, respectively, and through them forging the relationships that have proved invaluable in his current role.
“I can’t tell you the number of meetings I’ve been to with Tim and an artist or manager where the level of respect and love they have for him is transparent,” says Boom. “It leads to very different, more productive and more collaborative meetings that benefit the artist and Amazon Music.”
In genres where authenticity is paramount, the trust Hinshaw has developed in the hip-hop and R&B community has also helped bridge the gap between a massive corporation and the artists it hopes to work with. Most crucial are honest conversations about “getting what we want out of said deal without making the artist feel like they’re a walking commercial,” says Hinshaw. “You’re not going to put a logo on Kendrick Lamar’s forehead.”
Tim Hinshaw photographed on October 27, 2022 at Harun Coffee in Los Angeles.
Kathryn Boyd Brolin
That straightforward approach has led to collaborations with A-list figures like H.E.R. and Kid Cudi; Summer Walker; Chance the Rapper; Tyler, The Creator; DJ Khaled; LeBron James and Mav Carter, co-founder/CEO of James’ entertainment company, SpringHill. But Hinshaw’s team’s cred also extends to emerging acts, which it supports with Rap Rotation. Since its 2019 launch, streams on the playlist have doubled — just one indication of overall demand for the genre exploding on Amazon Music since Hinshaw’s arrival. Global customers asked Alexa to play hip-hop and R&B tracks over a billion times in 2021 alone.
The ripple effect of Hinshaw’s work extends across Amazon Music. Boom calls his artist merchandise collaborations “instrumental” in the growth of fashion initiatives like The Showroom, a collection from Amazon Music and Hypebeast creative agency Hypemaker that paired rising artists like Flo Milli, Lucky Daye and Fousheé with rising streetwear designers. Philanthropy initiatives Hinshaw and his team have carried out — like sponsoring 21 Savage’s 2021 and 2022 back-to-school drives in Atlanta — build different kinds of bridges, Hinshaw says, “open[ing] doors for kids in communities like the one I grew up in.” And his team’s work with Prime Video through livestreams has, Boom adds, “allowed us to expand our ambitions as a company.”
Those successes are the product of 11-hour workdays that begin after Hinshaw and his wife drop off their two kids (Sadie, 5, and Tim Jr., 4) at school. If he’s not in back-to-back meetings, he’s cold-calling managers to follow leads about forthcoming projects he wants to get involved with — efforts Hinshaw says are still crucial in determining next steps for his already accomplished team.
As Hinshaw’s sphere of influence keeps expanding, however, its core remains the same as when he wrangled his superstar pals to help him land the job. He’s still in close and constant contact with artists and their teams (his email alert dings roughly 30 times during our interview), knowing that, as details can get lost in translation, the ability to get an artist or manager on the phone is essential to keep things in motion. And as always, he knows those relationships aren’t just about business: Hanging with artist friends for birthday parties and casual dinners, or just sending a text to check in, could be the key to making the next big project happen.
“Continuing our artist-first vision,” he says, “is always going to put us in the place we need to be.”
This story will appear in the Nov. 19, 2022, issue of Billboard.
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