Free Lunch Agency

Tim Hinshaw, Amazon Music’s head of hip-hop and R&B, will be exiting the company after five years to launch his own agency, Free Lunch.  Free Lunch’s first client is Amazon Music. Before Hinshaw officially opens the agency, he will remain at Amazon in his current role through November. 

“Tim and the Rotation team have established Amazon Music as a powerhouse in hip-hop and R&B,” said Ryan Redington, vp of music industry for Amazon Music, in a release announcing the news. “We’re incredibly supportive of Tim realizing his dream of launching his own agency, and we’re thrilled to continue to work together on developing the most impactful campaigns for artists and our customers.”

According to the release, Free Lunch’s principal focus will be to “authentically connect brands with artists and culture through bespoke storytelling and in real-life experiences.” The agency derives its name from the free lunch programs offered by public schools and parks in underserved communities across the country.

“Free Lunch is an ode to my youth and the dreams I had as a child, which have now blossomed into a beautiful reality,” said Hinshaw, who grew up in Compton. “My work throughout my whole career and especially at Amazon Music has always been a reminder that where you come from doesn’t have to dictate where you end up. I look forward to continuing to work with my incredible colleagues at Amazon Music and building a company that will open doors for people with backgrounds like mine.”

Hinshaw has served as Amazon Music’s head of hip-hop and R&B since 2018. In helming the company’s industry strategy and partnerships for the genres, he also works closely with the streaming service’s global flagship brand, Rotation. Launched in 2019, Rotation presents new and emerging artists through playlists like Rap Rotation and R&B Rotation. Sharon Bako, Rochelle Balogun, Jane Shin and Andrew Sexton initially comprised the Rotation team.

Under Hinshaw’s leadership, Rotation has expanded in recent years. Sierra Lever joined Sexton to oversee label relations while Josh Peas leads artist relations. Stephanie Harris became a member of Balogun’s team, which curates Amazon Music’s hip-hop, R&B and Afrobeats programming. Melanie Mercedes came aboard in 2022 to lead Rotation’s social media presence. Hinshaw, Balogun, Lever and Peas are 2023 Billboard R&B/Hip-Hop Power Players honorees, with Hinshaw recognized as executive of the year in 2022.

“I want to thank Steve Boom [Amazon Music vp] and Ryan Redington for believing in me,” added Hinshaw. “When we initially discussed this idea, neither of them flinched and that meant the world to me and my family. Black executives have oftentimes gotten the short end of the stick after giving their all in this industry. I can name so many. It’s not often you see this type of support from major corporations for executives like myself and that should be celebrated. This is not only a win for me, it’s a win for hip-hop culture, a win for creative executives and a win for the Westside of Compton. Free lunch for the youth forever.”