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Music Stocks

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As earnings season prepares to get underway, K-pop companies were among the week’s rare winners as music stocks broke a six-week winning streak. 
YG Entertainment surged 6.1% this week as the company appears to have scored a hit with “APT” by ROSÉ, a member of the girl group BLACKPINK, featuring Bruno Mars. The track got off to a blistering start this week, topping Spotify’s global and U.S. daily streaming charts and earning 13.3 million streams in the U.S. in its first four days of release. SM Entertainment, home to NCT 127 and RIIZE, rose 4.1%, while HYBE, with a roster including Seventeen and Tomorrow X Together, improved 2.1%. JYP Entertainment, the agency behind Stray Kids and ITZY, improved 1.4%. 

Stock prices are likely to see movement in the coming weeks as companies release their results for the quarter ended Sept. 30. The first music companies out of the gate are Reservoir Media (Oct. 30), SiriusXM (Oct. 31), Universal Music Group (Oct. 31) and Cumulus Media (Nov. 1). Other companies that have announced earnings release dates include Sony Corp. (Nov. 8), Tencent Music Entertainment (Nov. 12), Live Nation (Nov. 12) and Spotify (Nov. 12). 

Trending on Billboard

The 20-company Billboard Global Music Index (BGMI) fell 0.6% to 1,974.72 in the week ended Oct. 25 after breaking 2,000 for the first time the prior week and posting gains the previous five weeks. In the week ended Oct. 18, the BGMI reached 2,001.28, more than doubling in value since the index launched in February 2022. After the recent decline, the index’s year-to-date gain stood at 29.7%, ahead of both the Nasdaq composite (up 23.4%) and S&P 500 (up 21.8%).  

Stock markets were mixed this week. In the U.S., the S&P 500 rose 0.2% to 18,518.61 while the Nasdaq composite fell 1.0% to 5,808.12 despite Tesla’s 22% gain after the electric vehicle maker beat earnings expectations and upgraded its growth outlook. In the U.K., the FTSE 100 dropped 1.6% to 8,248.84. South Korea’s KOSPI composite index dipped 0.4% to 2,583.27. China’s Shanghai Composite Index rose 1.2% to 3,299.70.  

Outside of South Korean companies, one of the biggest movers of the week was Live Nation. Ahead of the company’s Nov. 12 earnings release, numerous analysts increased their price targets on the concert promoter’s stock this week: Redburn Atlantic (to $126 from $118), Jefferies (to $132 from $113), JP Morgan (to $137 from $118) and Goldman Sachs (to $132 from $128). Given that the third quarter is historically Live Nation’s strongest period and the company has set all-time records in previous quarters, Q3 results are likely to boast more all-time highs.  

Spotify was one of the index’s few stocks to post a weekly gain — albeit with just a 0.1% increase. Morgan Stanley raised its price target on Spotify on Wednesday to $430 from $400. Analysts see much upside for Spotify. Global subscription penetration (excluding China) “remains relatively low” at 15%, Goldman analysts explained in a Tuesday (Oct. 22) investor note, and Spotify has the ability to further raise prices. Additionally, they wrote, Spotify’s growing audiobook business proved the company can generate more revenue from its subscribers than was possible when it offered just music.

Most music stocks had modest, single-digit declines this week. Warner Music Group fell 0.1% to $32.38, Universal Music Group dropped 1.9% to 23.61 euros, Tencent Music Entertainment declined 3.2% to $11.50, Reservoir Media dipped 3.4% to $8.55, iHeartMedia was down 4.3% to $1.80, and both Sphere Entertainment Co. and SiriusXM were off 4.4%. 

LiveOne was the week’s biggest loser after falling 10.6% to $0.58. The music streamer has fallen 38% since its Oct. 1 announcement that Tesla will no longer subsidize the LiveOne-powered streaming service in new vehicles. Radio broadcaster Cumulus Media dropped 9.4% to $1.16, bringing its year-to-date decline to 78.2%. 

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Created with Datawrapper

Created with Datawrapper

Chinese music streaming companies had another big week after authorities unveiled an economic stimulus plan that will encourage the purchase of Chinese equities, with Cloud Music gaining 10.7% to 134.50 HKD ($17.32) and Tencent Music Entertainment rising 9.9% to $13.48. Last week, Cloud Music and Tencent Music gained 31.5% and 24.6%, respectively. 
The Billboard Global Music Index (BGMI) increased 0.4% to 1,964.44, a fourth-consecutive weekly gain and the third straight week the index set a new record high. With winners and losers evenly split amongst the index’s 20 stocks, the BMGI improved its year-to-date gain to 28.1%. 

Outside of China, where the Shanghai Composite Index rose 8.1% to 3,336.50, stocks were generally muted this week as investors were uncertain about how the widening war in the Middle East would affect the global economy. Oil prices increased 10% this week in part due to President Joe Biden’s comment that the U.S. was discussing possible strikes by Israel on Iranian oil production sites. Prices remained well below levels reached following Russia’s invasion of Ukraine in February 2022, however.

Trending on Billboard

In the U.S., the Nasdaq composite rose 0.1% and the S&P 500 gained 0.2%. In the U.K., the FTSE 100 fell 0.5% to 8,280.63. South Korea’s KOSPI composite index dropped 3.0% to 2,569.71. 

iHeartMedia was the BGMI’s biggest gainer of the week, rising 15.2% to $1.97; the radio company’s shares have fallen 3.9% year to date but have risen 142% since hitting a 52-week low of $0.813 on May 28. Elsewhere, the index’s most valuable companies had either modest gains or losses. Live Nation gained 2.0% to $110.87. Spotify rose 0.6% to $371.45. HYBE increased 0.3% to 173,500 KRW ($128.82). Universal Music Group fell 2.0% to 23.37 euros ($25.66). 

Sphere Entertainment Co. shares rose 4.4% to $45.26 as Wolfe Research upgraded the company on Wednesday (Oct. 2) to “outperform.” The company’s flagship venue, Sphere in Las Vegas, has added more shows to existing residencies. The Eagles will perform four additional shows in February, bringing its residency to 24 dates. In addition, Anyma added dates on Jan. 10 and 11 — the seventh and eighth shows at the venue for the Italian producer, who will break a string of legacy rock bands to become the first EDM artist to perform at Sphere.

Guggenheim reiterated its “buy” rating on Warner Music Group (WMG) and slightly lowered its estimate for ad-supported streaming revenue ahead of the company’s fiscal fourth-quarter earnings. BofA Securities downgraded WMG to “underperform” from “neutral” on Friday and lowered its price target to $30 from $33. WMG shares finished the week at $31.14, down 0.2%. 

LiveOne shares fell 35.8% after the company lowered its fiscal 2025 guidance following a revised partnership with Tesla in which the auto manufacturer will no longer subsidize some customers’ in-auto streaming platform powered by LiveOne’s Slacker Radio. The Los Angeles-based company’s stock has fallen 51.4% year to date. 

K-pop stocks, which have fallen sharply in 2024, were muted this week. HYBE, YG Entertainment, SM Entertainment and JYP Entertainment fell by an average of 0.1%, which nudged their average year-to-date loss down to 32.0%.

Billboard

Billboard

Billboard

Two Chinese music streaming companies, Cloud Music and Tencent Music Entertainment, led all music stocks in a second consecutive record-setting week.
Cloud Music surged 31.5% to 121.50 HKD ($15.63) and Tencent Music Entertainment jumped 24.6% to $12.27, benefitted from a surge in Chinese stocks this week. Cloud Music set a new 52-week high of 123.40 HKD ($15.88) on Friday and brought its year-to-date gain to 35.4%. Before the current upswing, Tencent Music had lost more than half its value since hitting its 52-week high of $15.77 on May 16. Now, Tencent Music’s year-to-date gain stands at 36.2%.

Chinese stocks had their best week since 2008 as investors reacted to the country’s stimulus plan announced Tuesday. Among the components of the plan is a provision to allow banks to lend to companies to repurchase their shares and allowing major shareholders to buy larger stakes in companies. As a result, the Shanghai Composite Index, which measures all stocks traded on the Shanghai exchange, shot up 12.8% this week. 

Trending on Billboard

Led by China’s two largest music streaming companies, the Billboard Global Music Index, a float-adjusted index of 20 music business stocks, rose 4.4% to a record 1,956.63 in the week ended Sept. 27. The BGMI has gained 12.2% in the last three weeks and reached a new record high for the second consecutive week. The index had 14 stocks in positive territory and just six of the 20 stocks in the red.

Music stocks easily outperformed most major indexes. In the United States, the Nasdaq composite gained 1.0% to 18,119.59 and the S&P 500 rose 0.6% to 5,738.17. In the United Kingdom, the FTSE 100 was up 1.1% to 8,320.76. South Korea’s KOSPI composite index rose 2.2% to 2,649.78. 

K-pop stocks also had an outstanding week. The four leading South Korean music companies, which have all shed significant value in 2024, posted an average gain of 14.4%. YG Entertainment rose 18.3%, SM Entertainment jumped 16.9%, JYP Entertainment improved 14.2% and HYBE climbed 8.1%. 

Spotify, the BMGI’s most valuable component, rose 1.1% to $369.13. During the week, Spotify shares rose as high as $389.96—a new all-time high—but fell $20 by the end of Friday. Universal Music Group, the BGMI’s second-most valuable component, gained 4.9% to 23.86 euros ($26.66). On Friday, Kepler Cheuvreux upgraded UMG to “hold” from “reduce” and lowered its price target to 23.50 euros ($26.25) from 27.00 euros ($30.16). 

SiriusXM was one of the week’s few losers, dropping 2.2% to $24.39. Morgan Stanley on Tuesday told investors that SiriusXM faces the risk of “further multiple compression” due to a limited outlook for subscriber and revenue growth. In other words, if SiriusXM was valued at, say, 15 times earnings before interest, taxes, depreciation and amortization (EBITDA), its growth prospects might merit a lower multiple. 

Music streaming company LiveOne had the week’s biggest decline of 23.2%. Radio broadcaster Cumulus Media fell 8.6% and French music streamer Deezer dropped 8.0%. 

Billboard

Billboard

Billboard

Shares of Spotify rose 8.0% to $365.00 this week to lead all music stocks in a week the Billboard Global Music Index reached a new high and many of its largest components posted mid- to high-single digit gains. 
The Swedish music streaming giant was boosted by a report by Pivotal Research Group that increased its price target to $510 from $460 and reiterated its “buy” rating. Spotify’s intraday high of $368.29 on Thursday set a new 52-week high for the stock and was its best mark since Feb. 21, 2021.

Spotify led the 20-company Billboard Global Music Index (BGMI) to a record high 1,873.87, up 4.1% for the week, as ten of the stocks posted gains this week, nine lost value and one was unchanged. After a 4.8% drop the week ending Sept. 6 and stagnating since March, the BGMI has gained 7.4% in the last two weeks and raised its year-to-date gain to 22.2%—more than two percentage points above the gains of the Nasdaq composite (up 19.6%) and the S&P 500 (also up 19.6%). 

Trending on Billboard

Stocks generally had a good week after the U.S. Federal Reserve announced on Wednesday a rate cut of half a percentage point, the first time the central bank lowered the overnight borrowing rate since the early days of the COVID-19 pandemic. Investors had expected the Fed’s move, though, and had priced the effect of a rate cut into stock prices. Still, the Nasdaq composite climbed 1.5% to 17,948.32 and the S&P 500 rose 1.4% to 5,702.55. South Korea’s KOSPI composite index improved 0.7% to 2,736.81 and China’s Shanghai Composite Index rose 1.2% to 2,736.81. In the United Kingdom, the FTSE 100 fell 0.5% to 8,229.99.

Warner Music Group gained 4.9% to $30.44. WMG’s Atlantic Music Group laid off about 150 people Thursday as part of a restructuring plan that began in February. The week’s intraday high of $30.88 was WMG’s highest price since reaching $32.34 on July 24. The company also announced in an SEC filing this week it secured a $1.3 billion term loan that will be used to repay an existing loan and pay associated fees and expenses.

Live Nation shares also gained 4.9% to $103.65 and brought its year-to-date improvement to 10.7%. Thursday’s intraday high of $105.42 was its highest mark since April 1 and less than $2 below its 52-week high of $107.24. The concert promoter scored a win in Portland, Ore., this week after the city council upheld an August decision to allow the development of a 3,500-capacity music venue that will be operated by Live Nation. 

Two other promoters also posted gains this week. MSG Entertainment, rose 4.6% to $42.16, while CTS Eventim improved 1.2% to 87.90 euros ($98.23). Another live entertainment company, Sphere Entertainment Co., dropped 2.7% to $41.09. 

K-pop companies’ modest decline was an improvement from their consistently steep drops in recent weeks. The four South Korean companies had an average loss of 1.2% this week. HYBE fell 2.4%, JYP Entertainment dipped 1.2%, YG Entertainment slipped 0.9% and SM Entertainment lost 0.2%. After surging in previous years, the quartet has an average year-to-date loss of 40.4%. 

Universal Music Group fell 3.6% to 22.75 euros ($25.42) following its Capital Markets Day on Tuesday. Analysts generally felt UMG set reachable financial targets and presented a believable roadmap about its strategy for the next four years. The Amsterdam-listed company laid out a strategy to achieve 8% to 10% cumulative annual growth rate (CAGR) for its subscription revenue and above 7% CAGR for total revenue.

Music streamer LiveOne had the biggest decline of the week, dropping 6.1% to $1.38. That put shares of LiveOne into the red for 2024 with a 1.4% year-to-date loss.

Live Nation, Warner Music Group and Spotify helped lead a music stocks rebound this week as global markets recovered from a disastrous prior week. 
The Billboard Global Music Index gained 3.2% to 1,800.75 to retake nearly two-thirds of the previous week’s losses. Last week, just three of the index’s 20 stocks were gainers. This week, 11 stocks finished in positive territory while nine lost value. The seven multi-sector companies — recorded music, publishing and agencies — had an average gain of 2.3%. Six streaming companies had an average gain of 2.6%. 

Major indexes also posted gains after last week’s downturn. In the United States, the Nasdaq jumped 6.0% to 17,683.98 and the S&P 500 climbed 4.0% to 5,626.02. In the United Kingdom, the FTSE 100 rose 1.1% to 8,273.09. South Korea’s KOSPI composite index improved 1.2% to 2,575.41. China’s Shanghai Composite Index was an exception, dropping 2.2% to 2,704.09, its lowest close since Feb. 5, 2024.

Trending on Billboard

Concert promoter Live Nation jumped 6.5% to $98.82 on Friday, its best closing price since $101.40 on May 22. CEO Michael Rapino gave investors a convincing narrative about Live Nation’s past, present and future at the Goldman Sachs Communacopia & Technology Conference on Tuesday (Sept. 10). Speaking about the potential for growth outside of the U.S., Rapino talked about taking the model used in Austin, where it built the Moody Center (in partnership with Oak View Group) and is getting “25-plus-percent return on capital.” 

While the U.S. is filled with arenas because of basketball’s popularity, soccer-dominant Europe and South America don’t have the same infrastructure, Rapino explained. Growing a presence in those areas means building the venues, which provides better profits than being a venue operator. And it can be done more affordably than the cost of many arenas in the U.S. “We’re not building a billion-dollar Chase Center [the home of the Golden State Warriors basketball team in San Francisco],” Rapino said. “We’re building a $300 million-$400 million music venue, and we can get a great return on capital and expand the market. So that’s our greatest opportunity.”

After SiriusXM merged with Liberty Media’s tracking stock, Liberty SiriusXM, the new stock — also trading under the SIRI ticket — finished closed at $24.51, down 10.2%, after taking into account a 1-for-10 stock split. SiriusXM initiated post-merger trading at $25.25 and rose 2.6% on Tuesday before reaching a high of $29.05 on Wednesday. The company said the merger of SiriusXM and Liberty SiriusXM stocks was done to simplify the capital structure and support the company’s future growth. 

In its first press release following the merger with Liberty SiriusXM tracking stock, SiriusXM provided updated free cash flow guidance of $1 billion for 2024, a $200 million drop from the guidance provided on Aug. 1. The $200 million change reflects about $70 million of closing costs and incremental interest and about $130 million related to “historical, year-to-date outflows at Liberty SiriusXM Holdings Inc. prior to the closing of the transaction.” The company left unchanged its guidance for revenue ($8.75 billion) and adjusted earnings before interest, taxes, depreciation and amortization ($2.7 billion). 

Spotify gained 4.7% to $338.01, erasing most of its 5.9% loss two weeks prior. On Thursday, Guggenheim increased its estimate for fourth quarter monthly average users and average revenue per user and raised its third quarter gross margin estimate. Analysts spoke with a publishing executive who had positive things to say about Spotify’s audiobook offering and its positive impact on the publishing business. Guggenheim maintained its “buy” rating and $420 price target. 

Multi-sector companies performed especially well this week. Warner Music Group gained 5.1% to $29.02 after Tigress Financial cut its price target to $44 from $52 on Thursday but retained a “buy” rating on the stock. Reservoir Media rose 5.3% to $7.72. Universal Music Group improved 2.9% to 23.60 euros ($26.17). Most K-pop stocks rebounded after a rough week. Although HYBE lost 1.0%, YG Entertainment gained 4.9%,SM Entertainment improved 3.2% and JYP Entertainment rose 1.7%.

A trio of streaming companies were among the week’s worst performers. China’s Cloud Music fell 4.7% to 91.95 HKD ($11.79). China’s top music streamer, Tencent Music Entertainment, fell 6.7% to $9.52. Abu Dhabi-based Anghami dropped 7.8% to $0.83. 

SiriusXM’s stock rose 2.6% on Tuesday (Sept. 10), the first full day of trading since it merged with Liberty Media’s tracking stock to create a single, streamlined public stock. SiriusXM said last December that it would merge its stock with Liberty SiriusXM Holdings to simplify and eliminate confusion around its multiple share classes and create […]

Music stocks were off sharply this week as global markets were roiled by worries about the health of the U.S. economy and Friday’s disappointing jobs report.  
K-pop stocks suffered big declines this week as a major Korean stock market index had its biggest one-day decline ever. South Korea’s KOSPI composite index fell 8.8% on Monday as investors were gripped with fear about a U.S. recession. The market improved the following day, but the KOSPI ended the week down 4.9% to 2,544.81.

South Korean music companies were unfortunate casualties during the week of upheaval. The four main K-pop companies fell an average of 10.8% and their average year-to-date loss increased to 40.9%. HYBE fell 10.2% to 165,000 won ($123.25), bringing its year-to-date loss to 29.1%. YG Entertainment slipped 9.8% to 30,800 won ($23.01). SM Entertainment fell 10.4% to 56,300 won ($42.05). JYP Entertainment fared the worst, dipping 13.0% to 44,450 ($33.20) and bringing its year-to-date loss to 56.1%. 

Trending on Billboard

The Billboard Global Music Index fell 4.8% to 1,744.64, reducing the year-to-date gain to 13.7% and marking the index’s worst week since it fell 5.1% in the week ended Feb. 24, 2023. The broader stock market had a miserable week. In the United States, the Nasdaq composite fell 5.8% and the S&P 500 slipped 4.2%. In the United Kingdom, the FTSE 100 lost 2.3%. China’s Shanghai Composite Index fell 2.7%.

Just three of the BGMI’s 20 stocks finished the week in positive territory, and two of the three winners are among the index’s smallest contributors. The top stock, Believe, which gained 3.7% to 15.06 euros ($16.69), has a float of less than 4% after a consortium led by CEO Denis Ladegaillerie acquired nearly the entire share capital. 

The second-best performer, Anghami, has the smallest market capitalization of all index companies at $23 million. The Abu Dhabi-based music streamer gained 2.3% to $0.90 after announcing Thursday (Sept. 5) that its video streaming subscriptions increased 18% since the majority investment by OSN Group, owner of MENA-based video-on-demand streaming platform OSN+, in April.  

Live Nation fell 5.0% to $92.81 despite two positive analyst opinions this week. BofA Securities initiated coverage of Live Nation this week with a $125 price target and a “buy” rating. Oppenheimer, which dropped its Live Nation price target from $120 to $110 in May, raised it back to $120 on Friday. 

Sphere Entertainment Co. dropped 7.1% to $43.27 after Benchmark downgraded Sphere shares to “sell” with a $40 price target, well below the prior day’s $46.60 closing price. Benchmark analyst cited concerns about “scalability, high production costs, and a potentially underwhelming profitability outlook” for the $2.3 billion Las Vegas venue. 

The week’s largest decline came from SiriusXM, which fell 17.0% to $2.73. On Wednesday (Sept. 4), SiriusXM and Liberty Media announced the final exchange ratio for the pending merger of SiriusXM’s and Liberty Media’s tracking stock, Liberty SiriusXM Holdings. On Monday (Sept. 9), Liberty Media will redeem each outstanding share of Liberty SiriusXM common stock for 0.8375 shares of the new SiriusXM stock. SiriusXM shareholders will receive 0.1 shares of the new SiriusXM stock, which will trade under the same SIRI ticker as the current SiriusXM stock. Following the merger, former holders of Liberty SiriusXM stock will own roughly 81% of the new shares.

The BGMI’s most valuable component, Spotify, fell 5.9% to $322.75. Another major stock on the index, Universal Music Group (UMG), dropped 3.0% to 22.93 euros ($25.42). UMG will host investors and analysts at its Capital Markets Day on Tuesday (Sept. 10). 

The year-old Sphere venue quickly became a must-see attraction in Las Vegas, but some analysts don’t believe the eye-grabbing, multi-purpose venue has a viable business model. Benchmark downgraded Sphere Entertainment Co. to a “sell” rating on Tuesday (Sept. 3) with a $40 price target, sending the stock down 4.4% to $44.55.  Benchmark downgraded the stock […]

HYBE shares benefitted from the company’s dismissal of Min Hee-Jin as CEO of the imprint ADOR, gaining 4.4% in a rare positive week for a stock that has fallen 21.0% in 2024. 
Min will continue to produce music for ADOR artist NewJeans, but the label will restructure in order to separate management from production. Turbulence between HYBE and Min dates back to April when HYBE reported Min to the police for breach of trust and other allegations. The company stated that Min “deliberately led the plan to take over management control of the subsidiary” and ordered ADOR’s management to pressure HYBE into selling its shares in the subsidiary. The following month, a court blocked HYBE’s plan to dismiss Min. 

The controversy has coincided with a steep decline in HYBE’s share price. HYBE was 230,500 won ($172.33) on April 19, the trading day before HYBE announced it would investigate Min, and had fallen 20.0% to 184,400 won ($137.86) by Friday (Aug. 30). But the HYBE-Min dispute isn’t the only explanation for HYBE’s sluggish stock performance. HYBE’s three main South Korean competitors—SM Entertainment, YG Entertainment and JYP Entertainment—have lost an average of 38.1% this year. 

Trending on Billboard

The 20-company Billboard Global Music index rose 0.2% to 1,832.97, bringing its year-to-date gain to 19.5%. Eleven of the 20 stocks gained this week, while seven lost ground and two were unchanged. Cloud Music, the week’s top music stock, gained 5.2% to 97.70 HKD ($12.53), bringing its year-to-date increase to 8.9%. SiriusXM improved 2.8% to $3.29. Tencent Music Entertainment gained 2.0% to $10.44.

Spotify was effectively unchanged at $342.88 despite Evercore ISI raising its price target on Spotify to $460 from $420. Universal Music Group gained 1.5% to 23.63 euros ($26.14) after Exane BNP Paribas upgraded the stock to “outperform” and a raised its price target to 27.50 euros ($30.42). 

While HYBE was among the week’s winners, other K-pop stocks had another off week. JYP Entertainment, purveyor of Stray Kids and TWICE, fell 1.5% to 51,100 won ($38.20). BLACKPINK’s agency YG Entertainment lost 3.8% to 34,150 won ($25.53). And SM Entertainment, home to RIIZE and Vespa, slipped 5.4% to 62,800 won ($46.95). 

Stocks were mixed this week as investors await news from the U.S. Federal Reserve that it will cut interest rates in September. In the United States, the Nasdaq fell 0.9% to 17,713.62 and the S&P 500 rose 0.2% to 5,648.40. In the United Kingdom, the FTSE 100 gained 0.6% to 8,376.63. South Korea’s KOSPI composite index dropped 1.0% to 2,674.31. China’s Shanghai Composite Index fell 0.4% to 2,842.21. 

The Schulhof surname first became associated with the music business when former Sony America vice chairman Mickey Schulhof led the negotiations to acquire CBS Records in the late 1980s. But his son David staked out his own territory in 2006, when, backed by Trilantic Capital Partners, he used institutional money to buy music publishing assets from songwriters as a co-founder of Evergreen Copyrights — an early player in the song catalog gold rush that would extend into the 2020s. Schulhof and his partners later sold Evergreen to BMG for $80 million in 2010. Now, after spending about a dozen years as a publishing and business development executive for various film studios — as well as a two-year stint as a managing director of G2 Investment Group, a spinoff focusing on media assets for private equity firm Guggenheim Partners — the 53-year-old Georgetown University graduate is touting music industry stocks to retail investors through his latest undertaking, MUSQ Global Music Industry ETF.
ETFs, or exchange-traded funds, are essentially hybrids of mutual and index funds that enable investors to participate in the performance of publicly traded companies without buying individual stocks. ETFs tend to focus on a specific industry or investment theme. MUSQ (pronounced “music”) is an industry index fund that lets retail investors participate in the music industry’s growth through investments in 40 to 50 mainstream company stocks, including the three major-label groups, the major digital service providers (Spotify, Amazon, Apple and Alphabet), Live Nation, SiriusXM, LiveOne and Sonos. It also includes international music companies HYBE, Alex, CTS, Believe and HIM International Music.

Trending on Billboard

Schulhof, who designed the parameters of the index — which is a passive investment vehicle — and serves as its sponsor, launched MUSQ on July 7, 2023, with $2 million in seeding from Goldman Sachs. That investment enabled the creation of about 100,000 shares in the ETF. On that first day of trading, it closed at $24.95. Today, the fund has grown to about 900,000 shares and is backed by the stocks of music companies that carry a net asset value of about $22.8 million.

On Aug. 6, MUSQ closed at $22.17 a share, a week after Schulhof talked to Billboard about his reasons for creating the fund, as well as its performance since its launch.

The MUSQ website lists you as CEO of the fund. If you are the creator and the chief executive, why doesn’t your name appear on any of the financial filings with the U.S. Securities and Exchange Commission? Jay Garrett Stevens is listed as the CEO in the annual report.

Once I owned the index, I licensed it. There are maybe a half a dozen white-label, turnkey service providers that manage and work with ETF investment trusts. In order to be listed on any of the stock exchanges, the fund has to be a trust. So I identified what I believe to be the best ETF service provider out there, Exchange Traded Concepts. If you go to their website, you’ll see they manage several billion dollars and something like 60 ETFs across all kinds of other thematic funds. Garrett is the CEO of ETC, and he is listed in all those filings like that, as are the names of [ETC’s] portfolio advisers.

Promotional materials that Schulhof handed out during MUSQ’s first day of trading.

Nina Westervelt

In that case, what is your role with the MUSQ fund?

I am the founder, sponsor, owner and CEO. I handle all marketing. I am the face for this fund. I’ve done tons of podcast interviews and things like Fintech.tv. When reporters call, I am the one talking about the results from Luminate’s midyear report, Goldman Sachs’ Music in the Air report or something Billboard may have written about. I’m also out there talking to investors, evangelizing about how the music industry is undermonetized, and cheap when it’s compared to streaming services like Netflix or Hulu.

How do your service providers work with MUSQ?

ETC is doing all the back-office work for me. They are the adviser and the trading subadviser. Here’s an analogy: If I buy a publishing catalog and outsource it to Kobalt to handle the collections, accounting and to deal with all the other back-office stuff, it’s basically the same thing. Meanwhile, VettaFi does the rebalancing of the index fund every quarter, aligning it with the eligibility requirements for the companies’ shares in the fund. I give those results to ETC.

Do you have any fiduciary responsibility for the fund?

No. What I do on a daily basis besides marketing is deal with all the compliance. I get everything cleared and [Financial Industry Regulatory Authority-approved]. And I need to get my appearances on podcasts and other media approved by compliance if I want to put them on our website.

What are the eligibility requirements for a company’s shares to be considered for inclusion in the MUSQ index?

Companies eligible for the MUSQ index either have to generate more than 50% of their revenue from music or they have to be a top five player in [music] streaming or content, live music, ticketing, technology or radio. If you look in our fund, we do have Apple, Amazon and Google, and clearly those names don’t generate more than 50% of their revenue from music, but they are among the top five players in the streaming category.

A plaque that the New York Stock Exchange presented to him on July 13, 2023, when he rang the closing bell.

Nina Westervelt

What other requirements or restrictions does MUSQ have?

No single stock can be greater than 5% of the fund’s overall holdings. It used to be 7%, but I lowered it. If a company has a good year and its stock comprises 8% of the index, it would be rebalanced at the end of the quarter. Other rules: No company can have less than a $100 million market capitalization or a daily trading liquidity of less than $500,000 per day. So those rules help give the index a good crosssection of small-cap, midcap and large-capitalization companies with liquidity. And I added a small buffer: If a company drops below $100 million in market cap, then their capitalization weight is cut in half. If the stock price continues to drop in the next quarter, it comes off the index.

Have any mainstream music industry stocks not met the requirements to be included in the index?

You may notice Deezer is not in our index. Even though it has over a $200 million market cap, it does not meet the daily trading liquidity requirement.

Have any companies been removed from the index?

IHeart was once in our fund but the stock is down 70%, so it is no longer in the index. The reverse is true if a small [music-related] company grows and now has a market cap greater than $100 million and it also has the required daily trading level of liquidity. Then it can become eligible. It has to have both ingredients.

When a big company in the index releases its financials, does it have much of an impact on the index’s share price?

Yes. The share price is based on the net asset value, but earnings do have an impact. Spotify right now has an average weight of about 3.4% in our fund, so it’s a top 10 holding. The stock crushed earnings in July, and year to date it’s up almost 70%, so that’s going to have a greater weight this quarter because it delivered stellar results. Other stocks like Believe and Tencent are posting positive returns that will have an impact on the weighting. But no single name can be greater than 5% of the fund. MUSQ pricing has been pretty stable during the past year [ranging from a high of $25.82 on July 31, 2023, to a low of $22.17 on Aug. 5, 2024].

This signed copy of Dr. Dre’s The Chronic is a souvenir from Schulhof’s first music industry internship with Jimmy Iovine at Interscope. Dre’s inscription: “Join the Chronic Patrol and take the hit of the bomb shit! Stay up.”

Nina Westervelt

What happens when the stocks in the index aren’t doing well?

MUSQ is a highly diversified, uncorrelated fund. So when the markets are tanking, MUSQ is not tanking. Also, we’re not a meme play in any way. This is really designed to capture the growth and accurately track the global music industry. We view this as a long-term growth investment for investors.

Does MUSQ consist entirely of equity investments, or do you buy fixed-income instruments from these companies too?

They are all equities.

You say your fund is diversified by music industry sector, geography and genre.

The index has labels and music publishers that supply content, it has companies in the concert business, it has technology stocks, and those companies are diversified by genre. Also, the index is diversified across many countries. Today, it looks like 49% is U.S., 21% is Korean, 11% is Japan. If you go to the index page on our website, it will give you a breakdown. Internationally, we’ve got some exciting companies: Tencent in China, CTS Eventim in Germany, Hipgnosis in the U.K., Believe in France. And then we’ve got 10 or 11 K-pop stocks like Genie Music Corp and Cocoa, [and] the two biggest streaming companies in South Korea, HYBE and YG Entertainment. We have companies like Cloud Music and Avex in Japan and Amuse, one of the biggest content companies in Taiwan.

Does having international companies make the index more attractive to investors?

All the international companies in this fund trade in local currencies. You would have to open up local accounts to trade them, and that costs fees. MUSQ creates a very liquid, convenient and portable way for investors to have access to all these exciting companies.

Guitar that Bruce Springsteen autographed for Schulhof when they met after a show on the 1996 Ghost of Tom Joad tour.

Nina Westervelt

How did you do on Hipgnosis?

Hipgnosis was 2.3% weight in our fund and because Blackstone is taking it private, it is up 42%, so we made money on it.

Your fund has grown from $2 million in assets to over $20 million in assets. What’s the next goal?

To reach $25 million. A lot of financial firms have that as a minimum before they offer it to their customer. Beyond that, it’s $50 million. If the MUSQ fund gets to that point, it would have hundreds of thousands of financial advisers offering it as an investment option.