MUSQ

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.