Mercury Records
Post Malone has been on a musical journey through the majority of his career, cycling through releases that have spanned hip-hop, pop, rock and alternative over the past several years. And on his latest release, F-1 Trillion, he shifted focus again — this time to country, putting out an album full of top-shelf collaborators like Morgan Wallen, Dolly Parton, Blake Shelton and Hank Williams, Jr., among many others. And the result has been one of the highlights of his career: accepted by the Nashville community, Post delivered an album that became his first No. 1 on the Billboard 200 in five years, and his first-ever Country Albums No. 1, racking up 250,000 equivalent album units this week.
But it wasn’t easy — the feat was the result of years of work ingratiating himself into the sometimes insular world of Nashville, with its entrenched traditions and long-held customs. But Post was willing to put in the work, making appearances at the ACM Awards, CMA Fest, the Grand Ole Opry and the Bluebird Cafe, all staples of Music City’s circuit, while his high-profile list of writers and collaborators are testament to the embrace he was able to achieve. And with the chart-topping success of F-1 Trillion, his label Mercury Records’ executive vp Alex Coslov is Billboard’s Executive of the Week.
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Here, Coslov discusses the work put in by Mercury — which has a partnership with Big Loud Records for Wallen, and also has 2024 Grammy best new artist nominee Noah Kahan on the roster — on the Post album, as well as the four albums by Post, Wallen and Kahan that are in the top 10 of the Billboard 200 this week. “Mercury Records is a place where we support our artists’ vision and are passionate and committed to each and every artist we work with,” Coslov says. “We’re a close core team that understands what it takes to break an artist in today’s climate, while acknowledging our strategies need to constantly change and evolve.”
This week, Post Malone’s F-1 Trillion debuted at No. 1 on the Billboard 200 with 250,000 units, his third No. 1 and first in five years. What key decision(s) did you make to help make that happen?
First and foremost, we have a phenomenal team at Mercury Records under the leadership of president Tyler Arnold and GM Ben Adelson. A lot of credit needs to go to my partner in crime Tyler Arnold, who signed Post nearly 10 years ago. When we began talking about F-1 Trillion, he was already spearheading the music and set the goal in stone that we needed to make a statement with this album by bringing Post back to No. 1.
Alongside Post’s management team, we collaboratively formulated the F-1 Trillion plan. Our core strategy was built around showcasing the authenticity of Post’s entry into country music by highlighting his time in Nashville while writing and recording this album with an incredible list of collaborators both old and new. We built out a world of Post Malone’s Nashville that centered around the music through key moments curated to engage his current fan base while respectfully winning over new country music fans. Post’s performance of “America The Beautiful” at the Super Bowl was a great start, but then activations such as the writers’ round at the historic Bluebird Cafe, his Grand Ole Opry debut, the ACM Awards performance, the CMA Fest moments, the superfan underplay, etc., helped drive it all home. All of these moments were captured by our partners at Trenches, which we then used for strategic content and social moments.
Republic Corps was also instrumental, with executives like Jim Roppo, Gary Spangler and our CRO, Kevin Lipson, working alongside us. Kevin’s commerce team is the best in the business and absolutely integral to achieving the 250,000 number with their innovative strategies, physical music expertise, incredible partner relationships and relentless ideating on how to achieve our goals.
Post dropped a second, deluxe part to the album with nine additional songs, all solo, hours after the main album. What’s the strategy behind doing that? Is there a tradeoff at all with putting out so much material at once?
Post was having so much fun writing and recording this album with his core collaborators — the geniuses Louis Bell and Charlie Handsome — that he wanted to work right up until he had to stop for us to deliver the album. The collaborations were great, but the solo songs were frankly fantastic. Knowing that we had these in our back pocket, we wanted to give fans a surprise and time to fully enjoy both. It also showed that Post could carry any country song by himself.
Most notably, the album debuted at No. 1 on the Hot Country Albums chart, fittingly his first entry there for his first country album. What was most important about this pivot to country that you guys had to get right?
Our main priority for this project has always been, how do we be as respectful to country culture and Nashville as possible? From the first meeting with Post’s management team, we agreed how important it was to all of us, Post included, that he ingratiate himself as much as possible into the Nashville community. Post is a prolific songwriter and country music historian, so Nashville embracing him meant a lot to him. In many ways, Nashville has become a new home for Post, so these moments are certainly not over just because the album is out.
Post’s recent albums spanned hip-hop, rock, alternative and pop. What’s different about the country genre, and how did you guys have to move differently for this release? And what have you learned from your partnership with Big Loud that may have helped?
Seth England and Big Loud have been incredible partners and advisors to us throughout this process as well. It goes without saying that their executive vp of promotions, Stacy Blythe, and her team have absolutely smashed it with historic stats at country radio with “I Had Some Help” and “Pour Me A Drink” (currently Top 10) and “Guy For That” climbing the Country Airplay chart currently.
Between this Post Malone album and albums by Morgan Wallen and Noah Kahan, Mercury artists have four of the top 10 albums on the Billboard 200 this week. How have you guys been able to achieve that in such a relatively small amount of time?
Mercury Records is a place where we support our artists’ vision and are passionate and committed to each and every artist we work with. We’re a close core team that understands what it takes to break an artist in today’s climate, while acknowledging our strategies need to constantly change and evolve. We’re invested in building long term trust and relationships with our artists for the duration of their career.
The Wallen and Kahan albums in particular have stuck around the top echelon of the charts for an extended period now, something that is happening more and more lately. Why do you think big albums have such staying power these days, and how do you keep fueling their continued success?
Morgan builds unparalleled bodies of work that combine his powerful voice, his unique sense of melody with some of the best written songs of the modern era and the brilliant production of Big Loud partner/producer Joey Moi. The seemingly endless stream of singles from both Dangerous: The Double Album and One Thing At A Time are proof of Morgan’s musical prowess — he hears things no one else does. Major credit of course to our partners on Morgan, Seth England and his team at Big Loud, who lead on his campaigns and have been instrumental in the historic success of the last five years.
With Noah, he has truly built a world around his Stick Season album and fans relate and feel seen by his lyrics. The personal connection fans feel to him is beyond special and like nothing I’ve ever seen. The Stick Season (Forever) collaborations only added to the fan excitement by highlighting Noah as an artist’s artist. The outpouring of support from his peers led to even more discovery, engagement and critical acclaim.
When Republic Records offered Tyler Arnold a full-time assistant role five months into his six-month internship with the label in 2014, taking it was “a no-brainer” — even if it meant dropping out of Northeastern University one year before graduating. “This is my dream,” Arnold recalls thinking. “I have to go for it.”
Arnold quickly became an A&R executive extraordinaire: His first signing to the label, in 2015, was a young Post Malone (“I signed him on my 23rd birthday,” Arnold recalls); his second was superproducer Metro Boomin in late 2016. By 2020, Arnold was Republic’s executive vp of A&R. “I really loved discovering music in high school and college, finding new artists and seeing them grow,” he says. “I also wanted to work really closely with the artists, and I felt like A&R, if you do it right, there’s such a personal connection that you can build.”
Today, the fast-rising executive is applying that same mentality as president of Mercury Records, the Republic division that relaunched in April 2022 with major names like Post and Noah Kahan and strategic partnerships with Big Loud (Morgan Wallen) and Imperial Music (Bo Burnham). And though Arnold says he wasn’t sure he was ready to head a label, “I wanted to grow as an executive.” (Along with Republic co-founders Monte and Avery Lipman, Arnold credits Big Loud partner/CEO Seth England for encouraging him to take his current role.)
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Given Republic’s existing infrastructure, Arnold, 31, says he didn’t have to worry as much about key departments like radio, commerce and international. As a result, he and GM Ben Adelson (a fellow Republic vet) had runway to try something new. “I asked a lot of my artists what they felt was missing, or I asked managers who had artists at other labels, and tried to create solutions to what the modern record label might look like,” Arnold says. “We really dove into creating a label that is fully led by A&R, creative and marketing.”
Tyler Arnold
Michael Tyrone Delaney
In just two years, Mercury has become an undeniable force. In its first year alone, the label scored a major success with Kahan’s Stick Season; the album’s extended deluxe version, Stick Season (Forever), featured artists including Kacey Musgraves, Hozier and Post. By the end of 2023, Kahan had secured a best new artist Grammy nomination. Meanwhile, Wallen’s 2023 album, One Thing at a Time, finished as the No. 1 year-end Billboard 200 album; in March, Big Loud announced a multiyear distribution deal with Mercury Records/Republic for all releases, including artists like HARDY and ERNEST.
As for Post, the star has already released a pair of projects on Mercury (2022’s twelve carat toothache and 2023’s Austin) and is teasing a third on the way — a country album. In April, he made his Stagecoach debut, performing a set of country covers, and the following night, he joined headliner Wallen to unveil their much-anticipated duet, “I Had Some Help”; the song debuted at No. 1 on the Billboard Hot 100 upon its May release, marking Post’s sixth topper on the chart (and Wallen’s second). (The single is the latest in an impressive 2024 collaborative run for Post, who has already appeared on Beyoncé’s Cowboy Carter and Taylor Swift’s The Tortured Poets Department; the latter’s “Fortnight” scored him another Hot 100 No. 1.) “It has been a dream of mine for Post and Morgan to work together for years,” Arnold says, “and to see that come to fruition, it was truly a goose bumps moment.
“When we make a commitment to an artist, we’re hoping we work with them for the next 10 to 15 years and beyond,” he continues. “That’s the goal for us. It’s not knocking off hit songs. It’s building real careers.”
It’s also building lifelong bonds: Post welcomed his daughter two years ago, and Arnold recently became a first-time father. “We swap photos and videos and we definitely talk about it,” Arnold says. “My relationship with [Post] is one of the most special things I’ve gotten out of my career, just because of how far we’ve come and how close we still are — and continue to get. I think it’s rare to have that continuity.
“At the end of the day, I’m still an A&R,” he adds. “It reflects how we want to build Mercury. We’ve been lucky to work with some of the biggest and most influential artists over the last decade across all genres, and we want to extend that. [This role] allows me to still be a kid in a candy store, but also have more autonomy.”
This story will appear in the June 1, 2024, issue of Billboard.
Nashville’s Big Loud Records has inked a multi-year distribution deal with Mercury/Republic for all releases, effective immediately.
Previously, only releases from Morgan Wallen, Lily Rose and Dylan Gossett had gone through the partnership, while the rest of the Big Loud roster was distributed through Stem and Amped.
In a memo to the staff obtained by Billboard, Big Loud founders/partners Seth England, Craig Wiseman and Joey Moi stressed that the move is not an acquisition and that the full staff will remain intact: “This partnership allows for Big Loud Records to remain fiercely independent while leveraging their global distribution and resources, as needed, to best serve our world-class roster. Artists and our staff will see increased creative opportunities, robust international support, new multimedia partnerships, additional multi-format promotion muscle and merchandising resources, among many other benefits. And to clarify: Big Loud Records has not been acquired in any way. Our full staff will remain intact and will continue to lead with the artists we represent.”
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The move comes as Mercury/Republic parent Universal Music Group is undergoing a massive restructuring, with the East Coast labels realigning under a new structure called Republic Corps under chairman/CEO Monte Lipman. Mercury will continue to be led by president Tyler Arnold and general manager Ben Adelson.
The announcement arrives as Wallen’s One Day at a Time spends its 19th non-consecutive week at No. 1 on the Billboard 200, breaking the previous record of 18 weeks held by Garth Brooks more than 30 years ago.
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The memo is in its entirety below.
Good afternoon everyone,
We’re writing to share an important update regarding our distribution for Big Loud Records and our affiliate labels.
After many incredible years with Stem and Amped we have decided to enter into a new multi-year distribution deal with Mercury Records/Republic, amplifying our existing partnership with Monte & Avery Lipman as well as Tyler Arnold and the greater Mercury Records/Republic team.
We are immensely grateful for the tireless efforts of Milana, Kristin, Bobby, Alison, and the entire team at both Stem and Amped who have supported our releases for the better half of a decade. Both teams have been an integral part of our growth story and remain a highly recommended distribution and artist resources solution for self-determined artists and companies. We remain proud investors of Stem to this day.
The Big Loud partners and executive leadership team are immeasurably proud of what this roster and staff have accomplished over the past eight years. Our songs, albums, artists, and company have seen the top slots of nearly every chart in our format. Best of all, we’ve earned those accolades with integrity. We’re reaching new heights with broadened creative ventures and international outposts leading our growth into new genres and markets. With this next chapter, we are thrilled to elevate with a like-minded, best-in-class team that’s effectively been the #1 all-genre record label in the business for the last decade. Rest assured, Mercury Records/Republic both mirrors and supports our renegade spirit.
This partnership allows for Big Loud Records to remain fiercely independent while leveraging their global distribution and resources, as needed, to best serve our world-class roster. Artists and our staff will see increased creative opportunities, robust international support, new multimedia partnerships, additional multi-format promotion muscle and merchandising resources, among many other benefits. And to clarify: Big Loud Records has not been acquired in any way. Our full staff will remain intact and will continue to lead with the artists we represent.
Our hope is that this announcement makes you as excited as the partners and the executive leadership team feel because we achieved this together. From the smallest artists to the biggest, it takes the entire village – we are confident Big Loud will be a force to be reckoned with for years to come.
Please feel free to reach out to your department head, Patch, Austen, or Seth if you have any questions.
Sincerely,
Seth, Craig, and Joey
Mercury Records is expanding its executive team amid the broader restructure of Universal Music Group’s labels, the company announced today (March 13). The news comes as the label, which had been operating as an imprint of Republic Records since its relaunch in April 2022, has a hand in the top two albums on the Billboard 200 this week — Morgan Wallen’s One Thing At a Time (Big Loud/Mercury/Republic) and Noah Kahan’s Stick Season (Mercury/Republic).
Now, with the reorganization of UMG’s East Coast labels under Republic co-founder/CEO Monte Lipman, Mercury joins Def Jam, Island and Republic as part of the larger group, with a central organizational hub called Republic Corps. helping each label with marketing, promotions, publicity and legal support. And Mercury president Tyler Arnold and general manager Ben Adelson have made three appointments to their team in the new operation.
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Alex Coslov, a marketing veteran who had worked across both Mercury and Republic, will now be working full time at Mercury as its new executive vp, while Republic senior vp of media Marisa Bianco slides over to work on Mercury full time, while also reporting in to Republic Corps. head of media Joseph Carozza. Additionally, the label hired Mario Vazquez as vp of audience and streaming, who will work at Mercury while also reporting in to Republic Corps. executive vp of global commerce and digital strategy Kevin Lipson.
“Ben and I are thrilled to welcome Alex, Marisa and Mario to our team at Mercury Records,” Arnold said in a statement. “From day one, our goal has been to foster a creative, supportive and forward-thinking home for our artists to thrive. We are incredibly grateful to expand our team with this talented group of executives who will help further that mission as we usher in our next chapter.”
Arnold and Adelson are themselves Republic veterans, emerging from the A&R department at the label, and when the imprint relaunched in 2022 it came with several artists and partnerships that Arnold and Adelson had signed at Republic, including Post Malone, Kahan, James Bay, Lord Huron, Jeremy Zucker and others, as well as Republic’s relationship with Big Loud for Wallen, which Arnold had originally brokered. The label is also home to Stephen Sanchez, Zayn and AJR, among others.
ZAYN has signed a new record deal with Mercury Records, Billboard can confirm. Along with the news, the singer wiped his social media yesterday and has launched a new pre-save link and teaser in preparation for his Mercury Records debut single, which is said by the label to be arriving “very soon this summer.”
A former member of One Direction and a chart topper in his own right, ZAYN was previously signed to RCA Records. Sources close to the singer told Billboard that the new music ZAYN is making marks a major departure from the sound that defined his previous hits like “PILLOWTALK” and “I Don’t Wanna Live Forever.”
Label president Tyler Arnold says of the deal, “As soon as ZAYN and I met, I knew we had to work together. I was blown away by the new music, but just as impressed by his vision, drive and spirit. We’re honored he and his team have joined us at Mercury Records. We’ve got an incredible opportunity to tell the next chapter of his story together.”
Mercury Records was relaunched in April 2022 as a U.S. imprint of Republic Records, helmed by Arnold and Ben Adelson as president and general manager, respectively. Mercury’s roster includes Post Malone, whom Arnold signed to Republic in 2015, and James Bay, signed by Adelson in 2014. Other signees at Mercury’s launch included Stephen Sanchez, Chelsea Cutler, Jeremy Zucker, Lord Huron, Noah Kahan, BoyWithUke, Ka$hdami, Lyn Lapid and Camylio.
Mercury Records also acts as the hub for Republic’s partnerships with Big Loud Records, home to Morgan Wallen, and Imperial Music, the independent distributor that released Bo Burnham‘s Inside (The Songs).
As a solo artist, ZAYN has released three records: Mind of Mine (2016), Icarus Falls (2018), and Nobody is Listening (2021). They peaked at No. 1, No. 61 and No. 44 on the Billboard 200 chart, respectively. He has also placed six songs in the top 50 on the Pop Airplay chart, including two in the top 10. “PILLOWTALK” peaked at No. 1, and “I Don’t Wanna Live Forever” reached No. 2 on the chart. The two songs also reached those same chart positions on Billboard’s Hot 100 chart as well.
You can pre-save ZAYN’s upcoming single here.
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
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