Management
Veteran artist manager Peter Rudge started his music career in 1968 when he took up a temporary £20.00 per week ($25.00) post at Track Records, the London-based independent label formed by The Who managers Kit Lambert and Chris Stamp that was also home to The Jimi Hendrix Experience and Marc Bolan. His original plan was to work at Track for three months while he waited to take the Civil Service entrance exam.
Instead, Rudge soon found himself traveling the world with The Who as their tour manager before going on to manage the group outright alongside Bill Curbishley, launching what would become a 55-year career in the business.
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In the 1970s, Rudge also worked closely with The Rolling Stones, overseeing the band’s huge global tours throughout the decade, and Lynyrd Skynyrd, which he managed from 1973 until the 1977 plane crash that killed several members of the group, including singer Ronnie Van Zant. Other artists he’s represented over the past five decades include Roger Waters, Madness, Duran Duran, Il Divo, Ball & Boe and English rock band James, his longest and closest client which he has managed since 1989.
Last month, Rudge announced he was retiring from artist management to work on other music projects, including co-producing a film documentary about pioneering music agent Frank Barsalona, who is widely credited with revolutionizing the rock concert business.
“I got into business labeled the youngest guy in business and now I’m labeled the oldest guy in the business,” says Rudge, speaking exclusively to Billboard. “I don’t really want to be that. I’ve got nothing left to prove.”
Here, Rudge shares some of the biggest lessons he’s learned from 55 years in “the artist management trenches,” along with some of his favorite stories about life on the road with the Stones, The Who and countless others — from dealing with the deaths of several members of Lynyrd Skynyrd in a 1977 plane crash to becoming a target of the Hells Angels. “I tend to talk a lot,” he says laughing. “My mouth is my instrument.”
“You’ve got to front up to so many egos.”
“Artists are an acquired taste. I love them. I’ve worked with them, but I have to be [like] Henry Kissinger because I’ve spent my entire life translating the artist vision, their wishes to the label, to the publisher, to the agent in two different languages. You could call it an art form but it’s what I was good at. I originally wanted to be a diplomat. But I always wanted to travel, and I loved music. It was the other passion I had besides football, and I saw the opportunity very early [to enter the music business] and I got sucked into it.”
Stand up for yourself and don’t be a pushover.
“The first time I met The Who face to face I was sitting in the Track [Records] office. I had a little desk in an anteroom outside Kit and Chris’ office. Pete Townshend draped his coat over me as if I was a coat stand and walked into the office without looking at me. I thought, ‘How do I deal with this?’ So, I threw it at him and said, ‘You’ve left something behind.’ And he just broke into a smile. You’re constantly tested in life, and I was never intimidated in that way. [James’ singer] Tim Booth says I’m always the loudest guy in the room, but you’ve got to take control. When an artist asks a question, they don’t want you to say, ‘I don’t have the answer.’ You’re there for a purpose and you can’t show a lot of weakness or vulnerability because that will get exploited and taken advantage of.
“We all know the manager is on the thin end of the legal contractual chain in this business. The manager is always the buffer [between the artist and record company, agent and promoter]. But if the record goes wrong or the tour loses a lot of money, it’s the manager who usually takes the bullet in the head. Most of my bands have fired me at one point or another. You’re not 55 years in the business and don’t get fired.”
Nothing compares to touring with The Rolling Stones in the 1970s.
“They got me in for the ‘72 tour. They never had a manager. Mick’s been the only manager of the Stones, to be honest. My brief was the ’72 tour but also you went across everything with Mick [Jagger]. He would come to you and say, ‘Pete, what do you think about this or that?’ He’d play everybody off against everybody — in a lovely way. I’ve got a massive amount of respect for Mick Jagger. We did the Exile on Main St. tour and that was successful, and I toured with them all through the Seventies. Marshall Chess was running the record company [Rolling Stones Records] and Mick would always use me to come in and I’d work with Atlantic Records. I did a little bit of everything, but my main thing was the tours, and we did some big shows.”
Always plan ahead.
“I used to have to get off the plane first, when it was on the runway, because we were always worried about getting busted [for drugs] and Keith [Richards] getting done in particular. I’d go to a pay phone and call the number of another pay phone in the city somewhere where the advance man was. I’d say, ‘Are we clear? Do you think the police are there? Is anyone in the hotel?’ And that was it — get off the plane, let’s go. It was like [British sitcom] Dad’s Army when you look back at it now. It was incredible but we were playing to 70,000 people every night.”
“The Stones are the exception to most of the rules.”
“1978 was my last [Stones] tour. I’d run my course with them, to be honest. Bill Graham took over. Then Michael Cohl. I was young and I probably screwed up. I should have been more responsible in terms of drink and things of that nature. You get caught up in that world. It’s a very intoxicating world. But they were phenomenal years… The Stones are the exception to most of the rules. They’ve got the best frontman who ever existed. And a guitarist who’s led every indulgent rock and roll fantasy life and who is going to outlive us all. For me, that’s the great rock and roll story — that Keith Richards is going to be the last man standing.”
“Live is the one authentic thing in the music business”
“You can basically manipulate everything else. I’d forgive a band a bad record. But when I saw them live, if I got them, I was with them forever. And I thought that about The Who. If The Who came along now, they’d probably be dropped after their second album. They were too inconsistent. They were too stubborn. They didn’t sell a lot of records. It was a very transitional stage and the thing that kept it all together was live. That connects the dots. So, I took that mantra into all the artists I’ve worked with… Lynyrd Skynyrd were a bar band. A bunch of scruffy kids from Jacksonville. No style. No image. But God could they play. And God was Ronnie Van Zant good live. And God did he connect with his audience. It was amazing. So that’s always fueled me. That’s always been where my passion lies and that’s what I took into [managing] the James guys. If a band is good live you’ve got some collateral to fall back on.”
Find a supportive financier to write the checks.
“I look back at [managing] The Who and we never cared about [promoting] the record. They just went and toured. And they were running at a huge loss, in some respects because [Pete] Townshend smashed up his guitars all the time. They beat up the equipment. They had no consideration for money and the reason that we were able to tour the U.S. and Europe out of cycle was because they found a bank manager in Ealing [London] who kept giving them overdrafts. He did it because he was a huge Who fan. Back in the day, we wouldn’t let the labels backstage. Jesus, they were a pain in the neck. I remember with the Stones there was a time when Ahmet [Ertegun, co-founder and legendary former president of Atlantic Records] never got a pass. It was a different time.”
Managing artists can sometimes be a hairy business.
“The Hells Angels came after me because I was the first guy to take over [managing The Rolling Stones] after Altamont [Free Concert]. I remember once they came into the office. Big Vinny [Vincent Girolamo] was 300 pounds. He had a nose ring. Jagger was there and he went and hid in the back bathroom. They hung me out of the window, 5th floor, 57th Street, by my ankle. I went to someone and said, ‘The Angels are after me. What can I do?’ And they said, ‘You’ve got to tell the FBI,’ which I did. The FBI said, ‘We’ll wire you up’ because the Angels wanted money to pay off legal fees. I remember a great quote the FBI played me back later on the tape where one of the [Hells Angels] said, ‘We like to cook young guys like you. We like to boil you.’ It was intimidating, but I bullshitted my way out of it.
“In the end, I was put in touch with [someone in] one of the, shall we say, New York families who was the father of a promoter that we used — a really high-level ranking guy. They sent someone down and said, ‘Leave him alone.’ And I never heard from [the Hells Angels] again, except in Europe we used to get them coming along but our guys used to handle it quite well. The guy that helped me out on that, the father of the promoter, was found three years later in the Hudson [River] without his head.”
“The only real gift you can give an artist is truth and objectivity.”
“There are moments where you have to be prepared to be fired or disagree and say, ‘Look, you’re wrong.’ I’m your eyes and your ears. I’m your radar. No one tells you the truth. They tell me the truth when you walk out of the room. Have you ever heard anyone in a room tell you anything other than, ‘That’s a great record?’ No, you haven’t. Have you ever come off stage and had anyone tell you, ‘That was a shit show?’ No, they haven’t.’ You’ve got to have someone who is telling you that. With James we had that relationship. We built it up over a long time and it’s based on trust. Some artists can accept it, and others can’t.”
“This business is all about relationships.”
“You’re going to see everybody on the way down that you saw on the way up. So don’t burn bridges and don’t beat people up when you’re in the position to. I could have been accused over the years of being a bastard. And, yes, I was at times. I was probably alcohol or drug fueled back in the ‘70s but so was everybody. I did jump on [former CBS Records chief executive] Walter Yetnikoff’s desk once and point my finger at him but that was the way you did things back then. I wouldn’t do it now. I feel now you don’t mug someone. You pick their pockets.”
Management can be a thankless job.
“I’m 78 now. I want to travel on my own terms because [artist] management — it’s not your life. It’s not your agenda. You’re constantly having to manage other people’s lives. You very rarely get an artist who will ever call you up and say, ‘Pete, how’s the family?’ It’s usually: ‘I know it’s Sunday morning but how do I get a cab?’ I’ve always said, you can negotiate a $5 million publishing contract for an artist but if the car you send them to go to the signing is late, you’re a bad manager. And you have to have that in the back of your head all the time. It’s insane.”
“You sacrifice a lot in this business.”
“I want to do other projects, but I want them to have a beginning and an end. I don’t want it seven days a week, 52 weeks a year. You sacrifice a lot in this business. I was on the road nonstop when my two kids were growing up. I hardly saw them. I’ve been separated because of that dysfunctionality of living half the time in America, half the time in England…It is exhausting. You wake up every morning to questions and it is Groundhog Day after a while. There’s really nothing you haven’t seen before. I think you get a little cynical and that’s not healthy in our business.”
Dysfunction isn’t always a bad thing.
“Bands that love each other break up out of boredom after three albums. When I promoted a Pink Floyd show they didn’t even want their trailers backstage in sight of each other. With Mick and Keith, I was involved in an album when they were never in the studio together at the same time. James are the most dysfunctional bunch of guys I’ve ever met. But when these bands get on stage, when they cross that white line, something special happens that I’ve always been in awe of.”
There’ll be many lows…
“The saddest point of my life, the worst, was the Lynyrd Skynyrd plane crash one week before they were going to headline Madison Square Garden [in 1977]. Bands south of the Mason–Dixon line didn’t get to play places like New York then and we were about to play it. That was a longstanding mission. I loved that band. I loved Ronnie Van Zant. That did break me.”
And many highs.
“The highs? There’s been so many. I’ve worked with some magnificent artists and some of the Roger Waters, Lynyrd Skynyrd or Duran Duran shows [were special]. James at Rock in Rio this summer was quite a moment for me. But nothing tops some of the Stones stuff. You know, Jagger leading a 200 people conga line down the LA Forum doing ‘Sympathy For The Devil’ [in 1975] was unbelievable. There’s been so many of those moments with so many bands. I have to say the last James tour when they sold out [London’s] The O2 [arena] and the Manchester Co-op Live — that gave me immense satisfaction and pride. It was the wonderful culmination of a 35-year journey.”
Former MNRK Music Group president/CEO Chris Taylor has officially opened the doors on his next venture, Hall of Fame Artists, which is currently managing artists with plans to expand into the recording, publishing and multimedia sectors.
Hall of Fame’s roster of approximately 30 acts includes much-sampled U.K. soul and funk legends Cymande, who are enjoying a resurgence in popularity, Canadian lo-fi rapper and streaming sensation, Powfu, who has 8.2 million monthly listeners on Spotify; jazz pianist and composer, Kiefer, electro pop star, Lights, and stand-up comic Brittany Brave.
Taylor, who resigned from Blackstone-owned MNRK this past summer and took its management division with him, technically opened Hall of Fame in July, but says he chose not to publicize it. Five months later, he told Billboard he has team members based in New York, Los Angeles, Miami, Vancouver and the United Kingdom. They include music and comedy industries veteran Keith Hagan, a longtime publicist and marketing strategist for acts like Kenny Rogers, Paul McCartney, TOTO and Paul Weller; touring and merchandise expert Sarah Osgoode (Tragically Hip, Arkells, Lights); radio promotion exec, Polo Brewster (Kendrick Lamar, J Cole, Tory Lanez); and marketing team members, Kultar “KC” Chohan and Kate Stronczer.
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“There has never been a better time to be an independent operator in the music industry,” Taylor says. “We are providing a full suite of services that clients can take full advantage of. Everybody is talking about how easy it is to do everything yourself, and I think there’s a lot of truth to that. But there are so many tools now to manage and having experience with those is vital, and I think it’s very difficult for artists to do it all on their own.”
Taylor compares navigating the music industry to negotiating tax regulations. You can master them, but they are changing all the time,” he says. ,n the music business you can master TikTok, Instagram, Spotify, Apple and all the other platforms out there, but they’re changing all the time. How does an artist stay on top of that? I don’t think they do without a team.
The company is in the process of signing their first artists to the recording and publishing divisions. Expect many more exciting updates from the company as the road to the hall of fame gets constructed.
While at MNRK, Taylor’s team worked with The Lumineers, Pitbull, Chromeo, Zakk Wylde and the estate of Chuck Berry. Originally branded Entertainment One (eOne), the company was acquired for a reported $4 billion, and in 2021, Taylor led the sale of the eOne/Hasbro Music division — which he ran, to Blackstone for a reported $385 million. Prior to his work with those companies, Prior to MNRK, he was the music attorney for Drake, Kaytranada, Avril Lavigne, Three Days Grace, Sum 41 and Nelly Furtado.
Taylor says Hall of Fame is in the process of signing its first two artists to its recorded music and publishing divisions. “For now we’re prepared to do this brick by brick,” he says. “Then we plan to scale up swiftly.”
Maria Becerra has shuffled her management, Billboard has learned.
The Argentine star and her longtime manager, José Levy, have amicably parted ways. Becerra will now be co-managed by Natanael Real, who was been her longtime day-to-day manager, along with veteran Mexican manager Armando Lozano, who steps into a bigger role after working two years as a consultant for the artist for all territories outside Argentina.
“I would like to extend my heartfelt thanks to María for placing her trust in me over nearly seven years, from the very beginning. It has been a true pleasure and honor to be part of her professional journey, and I wish her every success in this new chapter,” Levy told Billboard in a statement.
In turn, Lozano, who until recently also managed Mau & Ricky, said: “I am deeply grateful for the opportunity to join María in this exciting new phase of her career. I am confident that remarkable achievements await her, further cementing her place as the global star she truly is.”
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Added Real: “From the start, I’ve been inspired by María’s extraordinary talent and charisma. It is a privilege to support her in this new chapter and help her reach even greater heights.”
Becerra started her career as a YouTuber in her native Argentina as a tween, posting all kinds of content that included music covers. By 17, she was focusing only on music and started working with Levy. In 2021, at 21, she released her debut album, Animal via 300 Entertainment and earned a Latin Grammy nomination for best new artist.
In 2023, Becerra signed a deal with Warner Music Latina as a joint venture with 300 Entertainment, still managed by Levy, and also received the Visionary Award at Billboard’s inaugural Latin Women In Music event.
Becerra is in the midst of her first major U.S. tour and released new singles with Yandel (“El sexo está de moda”) and Gloria Trevi (“Borracha”), the latter which she performed at the Billboard Latin Music Awards in October.
She currently has 24 million monthly listeners on Spotify, making her 240 in the world on the platform. Becerra has multiple entries on the Billboard charts, including two No. 1s on Billboard’s Tropical Airplay chart.
Chappell Roan has split with her management team, sources confirm to Billboard.
The news comes after the breakout star scored her first slate of Grammy nominations, including in all of the Big Four categories. Her 2023 debut album, The Rise and Fall of a Midwest Princess, will compete for album of the year while her hit “Good Luck, Babe!” is up for record and song of the year. Roan is also a contender for best new artist.
Roan’s nods were notably left off a congratulatory post shared from the Instagram account for State Of the Art — the company Roan was previously signed to, with Nick Bobetsky as her manager. Bobetsky met Roan in 2018, and as he previously told Billboard, “Her immense talent was clear immediately.”
Bobetsky had a front-row seat as Roan’s career took off and she racked up milestones including her first Billboard Hot 100 top 10 (“Good Luck, Babe!”), a top 5 entry for Midwest Princess on the Billboard 200 and record-breaking festival crowds, among other accomplishments.
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Most recently — in addition to her Grammy nominations — Roan made her musical guest debut on Saturday Night Live, where she performed an unreleased country-leaning pop song titled “The Giver.” At her Governors Ball festival set this summer in New York, she performed another unreleased track titled “Subway.” In an August interview with Music Business Worldwide, Bobetsky shared that the artist is “busy writing” new material.
Roan’s rise has had its fair share of frustrations, too. The artist has publicly spoken out about the toxicity of fandoms and “predatory” interactions she has had. In a note posted to Instagram this August, she wrote: “When I’m on stage, when I’m performing, when I’m in drag, when I’m at a work event, when I’m doing press … I am at work. Any other circumstance, I am not in work mode…I don’t agree with the notion that I owe a mutual exchange of energy, time, or attention to people I do not know, do not trust, or who creep me out — just because they’re expressing admiration.”
She then wrote in the caption: “I’m not afraid of the consequences for demanding respect. Just to let you know, every woman is feeling or has felt similar to what I’m experiencing. This isn’t a new situation. If you see me as a b—- or ungrateful or my entire statement upsets you, baby that’s you… you gotta look inward and ask yourself ‘wait why am I so upset by this? Why is a girl expressing her fears and boundaries so infuriating?’ That is all.”
DannyLux is expanding his management team, Billboard can confirm. The Mexican American singer-songwriter adds D Luna Music to VPS Music — his home label since launching his career in 2020 — in a new partnership. Under the leadership of José Luis Aguilar (VPS) Daniel Luna (D Luna), the deal “aims to elevate the artist to new […]
Drew Baldridge, who earned a top 5 hit on Billboard’s Country Airplay chart with his independently-released song “She’s Somebody’s Daughter,” has partnered with BBR Music Group/BMG Nashville in releasing his new song, “Tough People,” which goes for radio adds Nov. 4 via Stoney Creek Records. Baldridge has also signed with Left | Right Management for representation. He […]
Gonzo Lübel, an L.A.-based artist manager who represented acts including The Marías and Peach Tree Rascals, tragically died in a plane crash Tuesday (Oct. 8) on Catalina Island. He was 34.
“The entire Red Light family is devastated by this loss and our hearts go out to Gonzo’s family, friends and all those who knew and worked with him,” said Red Light in an Instagram post. “Gonzo truly had the biggest of hearts and was a beloved member of our team. A kind individual, he was a friend to all whom he encountered. His positive impact on all of us will be remembered forever.”
Lübel, who had worked at Red Light Management for roughly three years, also represented several other artists at the firm, including Inner Wave and Cash Bently. Outside of his work in the music industry, friends say he was a lover of animals — especially his foster dog Virgil — and enjoyed flying planes.
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In a tribute on Instagram, The Marías said of Lübel’s passing: “rest in peace gonzi. thank you for always being undeniably you. the animals in heaven are so lucky they get to spend their days with you.”
In a subsequent post, the bilingual alt-pop band added: “our manager, friend and family for six years, but a part of us forever. you were there for all of our firsts. our first project, our first tour, our first headline show, our first sold out show, our first million streams, our first coachella, our first album, our first grammy nomination. thank you.”
Joseph Barros, a member of Peach Tree Rascals, also shared a tribute to Lübel via an Instagram story, saying, “It’s hard to accept you’re not here with us anymore, but I’m grateful to have met such a genuine soul I could call my brother your spirit lives on in me from all the beautiful memories we made. You always told me you believed in me & I promise I’ll make you proud. love you Gonzito. rest in peace.”
This Trip Travel, a company that hosts retreats for music industry professionals, also shared a carousel of photos of Lübel at last year’s manager summit in Mexico with the caption: “Gonzo was a true one of a kind. A brilliant manager, a caring friend and a heart of gold… We love you Gonzo, we’ll hold you in our hearts forever.”
Lübel is survived by his mother Mariana Garcia, his brother Federico Lübel, nieces Mila and Lucia Lübel, wife Cristina Pillajo and best friend Sandy Kanphantha.
Music industry veteran Rebeca León, who has helped guide Latin music and culture into the mainstream and up the charts, is the recipient of the Latin Power Players’ Choice Award, which is an accolade chosen by Billboard Pro subscribers.
As founder and CEO of artist management company Lionfish Entertainment and film/TV studio Lionfish Studios, León helms a roster that includes Brazilian superstar Anitta, Venezuelan singer-songwriter Danny Ocean, rising Spanish act st. Pedro and Venezuelan reggaetón LGBTQ+ artist La Cruz. The Miami-based León also oversaw the rise of global stars like Colombia’s J Balvin and Juanes, as well as Spain’s Rosalía, whom León developed from an unknown flamenco artist.
León says working with artists she believes in is an honor and a privilege that “gives me hope for the future of music.” To that end, León and Pharrell Williams have partnered on the creation of a bicultural U.S. Latin boy band that’s set to debut this fall. Meanwhile, Lionfish Studios focuses on work that draws on León’s Cuban heritage with projects including the 2022 Father of the Bride remake starring Gloria Estefan and Andy Garcia, which was produced alongside Jeremy Kleiner of Plan B. Projects in development include one with Keshet Studios and Apple.
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Lionfish’s success follows León’s 25-plus-year career, which has included over a decade in the touring business as senior vp for Goldenvoice and positions at labels including Sony Music and EMI.
While León, who lives in Miami Beach with her three dogs, calls herself “naturally shy and reserved,” in the case of this year’s Latin Power Players’ Choice Award, she feels a responsibility to step into the spotlight. “This moment is bigger than me,” she says. “We’re in a time where women’s rights are being challenged, and there are those who want to take us backward. That is simply not acceptable.” She expresses gratitude for the recognition and for a platform “to say, without a doubt, we are never going back. This is for my nieces and all the young girls out there: Never let anyone tell you what you can or cannot do — whether with your body or your mind.”
Being voted into this position by the music industry community, she adds, “means the world to me, to have the respect of my peers, which include so many people that I admire so much.”
This story appears in the Sept. 28, 2024, issue of Billboard.
The first time George Prajin took Peso Pluma shopping for a music video, they didn’t see eye to eye. “I wanted him to go John Varvatos rock’n’roll, and he wanted to go to Burberry,” Prajin recalls. Considering that the video would also feature regional Mexican artist Luis R Conriquez for their 2022 collaboration, “Siempre Pendientes,” “I was like, ‘I don’t know about that,’ ” he adds. But, as Prajin proudly admits of the all-plaid ensemble (complete with bucket hat) that Peso insisted upon (and which perfectly contrasted with the gritty desert setting), “He was right — and after that I learned not to go against him.”
That implicit trust now goes both ways — and Prajin, 52, has earned it. As the son of Antonino Z. Prajin — who owned Prajin One Stop, a music retailer and distributor that sold to over 3,000 stores across the United States and Mexico and had more than 20 warehouses throughout Southern California in its 1980s and ’90s heyday — the music business has always been in his blood. “Some people do what they love. Some people are born into a trade. I got the best of both worlds,” he says, speaking in a green room at the Honda Center in Anaheim, Calif., hours before a recent Peso Pluma show there.
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After graduating from University of California, Los Angeles in the mid-’90s, Prajin founded the independent label Z Records, which scored early success with Jessie Morales (known as El Original de la Sierra), an Angeleno who loved West Coast rap and Mexican music and who ruled Billboard’s Top Latin Albums chart with his Homenaje a Chalino Sánchez in 2001. But when physical record sales plummeted, Prajin One Stop shuttered in the late 2000s — and so did Z Records. “It was hard to make money with music during that period of time,” he recalls. “And so, I got disillusioned. I got a little depressed — but I tried to stay very close to music.”
Prajin went on to earn a degree from Southwestern University School of Law, becoming a sports and entertainment attorney and establishing his own practice while producing music on the side — and retaining ownership of the Z Records catalog. But in 2008, thanks to his love of MMA (and friendship with fighter Tito Ortiz), he entered an entirely new world: the Ultimate Fighting Championship. Prajin spent the next decade-plus focused on representing UFC’s top talent as an agent and a manager, earning a reputation as a master negotiator. “It’s educating yourself on the deal and being two steps ahead — and knowing what you’re asking for is valid,” he says.
By 2019, Prajin — who had continued to do music business work even as he dove into the UFC world — and his practice were negotiating “massive deals” for record labels. At the same time, he noticed a catalog-driven uptick in Z Records’ revenue and, on the advice of his law partner, Anthony Lopez, reentered the industry, launching Prajin Parlay in 2021. “I was looking for something that had nothing to do with any of the clients I was representing, and I started going back into the ’90s,” he says. And so, with the new Prajin Parlay, he soon helped launch Época Pesada (a group of corrido giants who were then in their 40s) and revive the career of Lupillo Rivera.
Soon, Prajin was again focusing on music full time, and his first major signing (in partnership with Grand Records) was Mexican singer-songwriter (and future star) Junior H. But it was an early management signee who would define his storied career — and help him emerge as one of Latin music’s most powerful and admired executives.
When Prajin first met Peso Pluma (born Hassan Emilio Kabande Laija) in 2019, thanks to an introduction from his former client Morales, the then-unknown artist was walking around Prajin Parlay Studioz in Anaheim playing guitar. “I was really intrigued by him,” Prajin recalls with a far-off look in his eyes. Morales was trying to help the young artist find management to no avail; given that Prajin himself had just reentered the industry, he, too, initially passed.
Morales’ father, Herminio Morales, signed the future superstar, but soon became too ill to work. And so, by 2022, the offer was back on the table — and this time, Prajin said yes. (Herminio, who is healthy today, remains involved in Peso’s career.) “I [waited until I] felt like I could really put up my sleeves and do what I do best,” Prajin explains.
George Prajin photographed backstage at Intuit Dome in Inglewood, Calif., on Aug. 20, 2024.
Chris Polk
Apparently, that was developing a global groundbreaker who has repeatedly made Billboard chart history while helping to elevate música mexicana from “the genre that has always taken a back seat,” as Prajin puts it, to the forefront of the mainstream.
“I’m not going to take all the credit because [label] Rancho Humilde, Natanael Cano, Junior H and all these other artists brought something that first, second and third generations of Mexicans born in the United States were lacking,” Prajin says. “But Hassan took that road and connected it to the international highway.”
Prajin now admits that when he first met Peso he was a bit confused. “I couldn’t tell what type of artist he was,” he says. “I thought he was a rapper, or was he a rocker? [The last] thing I thought of was a corridos singer. When we first started talking, he told me he wanted to do reggaetón. He wanted to do everything.” (Prajin even had him record a Pink Floyd song “to see if he trusted me.”)
“I said, ‘I love that, that’s what I want, but I’ve been doing this for 20 years, and it’s tough,’ ” Prajin continues, noting how in the past he’d only had fleeting success with rappers recording over banda beats. But, critically, Peso didn’t want to blend anything; he wanted to own every clearly marked lane he explored.
Together, they made a plan “to focus on his core audience, regional Mexican, and really build that. And at the same time, reach out and get a feel of these other genres and take it from there.” And they’ve done just that. In 2022, Peso made his Hot Latin Songs debut with “El Belicón,” with Raúl Vega. The following year, he scored the most entries on the chart of any regional Mexican act — and his team-up with Eslabon Armado, “Ella Baila Sola,” became the first regional Mexican song to enter the top five on the Billboard Hot 100 (where Peso has now charted 31 songs).
Peso’s third album, 2023’s Génesis, scored the highest placement on the Billboard 200 for a música mexicana album ever, debuting at No. 3. This year’s Éxodo double album also debuted in the top five, and for its second half, Peso enlisted several nonregional heavy hitters including Cardi B, Quavo, Anitta and DJ Snake. In August, Peso scored one of his biggest features yet, replacing Bad Bunny on Ye and Ty Dolla $ign’s “Drunk,” off the new deluxe version of Vultures 2. (“He couldn’t believe it,” Prajin says, “because they’re so mysterious. They don’t even tell us until the song is released.”) Lately, Peso has been walking onstage to Black Sabbath; Prajin thinks he could do a rock album one day.
Their relationship has now expanded beyond just music to include Double P, Peso’s imprint through Prajin Parlay Records that launched in April 2023. (Prajin is the imprint’s co-founder and COO.) By December, Double P had signed a distribution deal with The Orchard, and in August, the label’s publishing division signed a global administration deal with Downtown.
Today, Double P’s roster boasts a tight-knit crew that shares talent — and Peso’s friendship. As CEO and head of A&R, Peso has strategically signed Mexican music acts Vega, Jasiel Nuñez, Tito Double P (Peso’s cousin and one of his co-writers) and Los Dareyes de la Sierra, among others.
“We’re building a team and going together, and that’s what I love about Hassan,” Prajin says. “Jasiel Nuñez was a friend. They made a deal — whoever makes it first is going to pull the other guy with him, and [Hassan] did that. He pulled him with him on tour. We’ve signed him. That’s their philosophy. We’re a real community.”
Plus, as Prajin says, having Peso as a partner helps him stay on top of his management game, too. “Because you really want to give the attention to Hassan, but then you don’t want to sign other artists and not give them the attention that they deserve… He’s always like, ‘Hey, make sure that everybody’s getting the attention that they need, too.’ ”
And as Prajin Parlay has proved over time, one rising tide can indeed lift all boats. In 2023, it finished atop the year-end Hot Latin Songs Publishers chart — Prajin proudly displays the trophy at his house next to his Grammy (honoring Génesis as best música mexicana album [including Tejano] at the 2024 awards). “One of the reasons why we won that publisher of the year award is [because of] Tito Double P,” Prajin says, crediting his songwriting savvy. “[He] then developed as an artist, and today, we released his first album.
“We’re providing those label services, and we’re doing it inclusive of the same management fee that any other manager would charge,” he continues. “A lot of people tell me that’s a crazy notion, but we’re not going to get rich or poor overnight.”
That same thought process led Prajin to restructure Peso’s five-year record and management deal just nine months in. Prajin had seen his early client Jessie Morales make a healthy living off music, only to end up “on hard luck,” and he never forgot it. “I always told myself, especially when I was practicing law, that if I had the chance to do this again, I would teach [artists] to not only be wary of how they spend their money, but to also build their own team. Have their own lawyer, have their own CPA. I want them to make sure that going forward, whatever they do in their lives, they’re going to make the right financial decisions. I fought hard for [Peso] to have his own [attorney in] Mexico. He has his own CPA. And then he has a person that audits the CPA.
“When I saw him making the kind of money that he was making… The artists should be the ones seeing the benefits, and that’s why we changed our deal,” Prajin continues. “I restructured it and made him a partner in Double P. It’s the right thing to do — and just one of the few times in life that something good turns into something great, because we’re killing it.”
Prajin, who is warm and attentive, says his father’s own “big heart” inspires him as an executive. “His kindness, his generosity, those are the things that have [helped me excel],” he says. “You could be a shark. But I don’t think those guys last too long. It’s all about networks. Right? I think a lot of the things that we accomplished were because I was able to pick up the phone and reach out to anyone. Everything comes full circle.”
And Prajin Parlay’s betting-inspired name tells its own full-circle story: Prajin has often said when something works, he doubles down. In the years to come, he says he’s “doubling down on everything” — beginning with Double P Records, saying the label is in the middle of completing a business transaction that will allow it to “really double down.”
“Double P Records and Prajin Parlay in five years are going to be a global brand,” he says, noting that in the next year or so he hopes to open offices and a recording studio in Madrid. He also has plans to grow the management roster and maybe even acquire other catalogs or companies. He’s also considering a sports division: “We’ve talked about it, yes,” Prajin says, adding that he and Peso are both fans of combat sports, and even share a boxing coach.
He admits that as a manager, what takes up most of his time each day is “trying to make everyone happy… I’m constantly trying to make sure everybody takes vacations, has their personal lives. You know, I’ve lived my life, I haven’t had any kids. I’ve devoted myself to my artists and to my athletes. And am I going to regret it down the road? I might. So I always tell people, ‘Think about yourself, too. This job isn’t your only focus.’ ”
Fortunately, Peso has been planning ahead for quite some time. The artist has long admired Jay-Z, and Prajin believes Peso is already following in the rapper’s footsteps to becoming a mogul himself. As for Prajin, he says his five-year plan looks a lot like an exit route, before laughing through a nervous smile: “No, I’m just kidding.”
He mentions how the other day, he and Peso were reminiscing when the artist told him, “You changed my life.”
“He changed my life as well,” Prajin says. “He’s allowed me to love music again, and also reach a lot of the goals I made for myself that I thought had passed.”
This story appears in the Sept. 28, 2024, issue of Billboard.
The video for Machine Gun Kelly and Jelly Roll‘s collaboration, “Lonely Road,” (No. 18, Hot Country Songs) casts MGK as a finance-strapped, blue-collar worker who commits an armed bank robbery, gets run down in a police chase and ends up seeing his newborn daughter for the first time from behind a wall of glass in prison.
The criminal storyline plays out over a melody long associated with a comforting, nostalgic John Denver hit, “Take Me Home, Country Roads,” with which “Lonely Road” is interpolated.
Matching an edgy, violent plot line with the legacy of a goody-two-shoes pop-and-country environmentalist imprints a scruffy wrinkle atop Denver’s safe reputation while bringing some revenue into his estate’s coffers.
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“It’s just this way to reinvigorate a song and remind people, ‘Oh, right, I love that song, “Country Roads,”‘ while they’re also having this great time at an MGK show,” 7S Management artist manager Amy Abrams noted on Sept. 18 while moderating the panel “Curating a Legacy — What Young Artists Can Learn From Estate Management” during the Americana Fest in Nashville. The reimagination of “Country Roads” provides Denver’s catalog “a way into a new audience, to associate yourself with another artist that may complement the image or the legacy that you’re working to create.”
Setting up a career for long-term health is, not surprisingly, similar to setting up personal finances for retirement. To do so successfully requires focusing on the future, protecting assets from opportunistic sharks, reflecting personal values in decision-making, saving documents and taking informed risks when it makes sense.
It also helps to develop a sense of self-worth. In personal finance, that means seeing oneself as someone who deserves to have a nest egg. In building a music career, that means self-identifying as a creator whose work has lasting value. That attitude might be difficult to develop during artists’ early years when bank accounts are slim and the desire to advance is powerful.
But Bob Dylan Center director Steve Jenkins noted that Dylan‘s latter-career reputation is, in part, an outgrowth of the importance he assigned to his copyrights and to his brand from his earliest years in the spotlight.
“He avoided some of the potholes that a lot of younger artists find themselves having to get into,” Jenkins said. “I think it’s about valuing your own work — as tempting as it might be, and at times, as necessary as it might be, to just bring some cash in initially — but taking a long view and thinking of yourself as that sort of artist.”
Perhaps most important is to start early, building the legacy consistently from the start rather than scrambling to make up lost ground on the back end. The panel focused on artists, though some of its points can be applied to other careers.
Key advice included:
• Think long term “If you are looking just ahead to tomorrow,” Abrams said, “and you are not looking way, way, way down the line, you are going to miss something.”
• Align with causes that speak to your audience “We often think about being careful to not turn off fans with this work; I think you can also turn on fans,” 7S Management director of philanthropy Kari Nott said. “When you speak up for folks who are screaming for help, who need your microphone to draw attention to the issue that they’re affected by, they’ll remember that for the rest of their lives.”
• Read contracts “You could just sign away your intellectual property for the rest of your life,” Abrams noted. “That’s a repercussion your grandkids are going to be dealing with when it doesn’t revert to your heirs.”
• Be willing to self-promote Abrams also observed, “There’s something to be said for telling everyone that you have a legacy. It’s up to you to communicate this information to the world and to throw your own party.”
• Celebrate important anniversaries The Denver estate is currently observing 50 years since he released the Back Home Again album. But, Jenkins said, be “judicious” in what anniversaries get promoted and make the marketing proportional to the milestone.
• Save memorabilia Dylan’s lyrics, finished or not, can sometimes be used to create merchandise or enhance exhibits. Photos, tour posters, backstage passes, set lists — as those items accumulate, they become a collection that has value in the long run.
• Share the thoughts and circumstances that inform your music “When you’re speaking to your team, the more you’re able to provide the context for your story as it relates to your work — you know, all the surrounding influences and whatnot — that leads to being able to champion you,” Concord vp of sync licensing and clearance Brandon Schott said.
• Identify icons worth emulating “Try and emulate the way that they move through the world,” Nott suggested. “Someone that I’ve always been struck by is Willie Nelson and how he starts every single Farm Aid concert by introducing himself and immediately passing the mic to the farmers.”
• Collaborate with others “I always describe sync as Brian Wilson — it’s taking two completely different instruments, laying them on top of each other, playing [them similarly] and they become a third instrument,” Schott said. “Taking visual artists and record artists, and putting them together can amplify both sides of that collaboration.”
• Look for other methods of exposure Advertising, in particular, can call attention to a copyright, though it can, Jenkins lamented, be “crass.” Ads that feel “more narrative-based,” said Schott, rather than blatant sales pitches, can remind the audience of a song and generate revenue without undermining its reputation.
• Leave a road map for heirs Artists who don’t specify their beneficiaries or leave instructions about how they want their legacy handled risk having their memories polluted or trivialized after they’re gone.
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