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8 Grammy Performances That Delivered Real Representation for the Queer Community

Since their inception in 1958, the Grammy Awards have made plenty of history — from first-ever wins for new artists to record-breaking nomination numbers, the annual event has earned its title as Music’s Biggest Night.

In the modern era for the annual ceremony, the Grammys have finally started to make history for queer acts as well as representation for LGBTQ artists and performers at the show has steadily risen. From Culture Club winning best new artist in 1984 (making Boy George the first openly gay man to win the award) to Sir Elton John becoming the first LGBTQ person to win the prestigious Grammy Legend Award, to the Grammys becoming the first of the major award shows to remove gendered categories, the annual affair has proven to be a huge night for queer artists around the globe.

This Sunday (Feb. 5), that representation for queer folks will stay on full display — out folk star Brandi Carlile is nominated for seven awards at the ceremony (including album and record of the year), while other stars like Steve Lacy, Omar Apollo and Anitta round out noms in the remainder of the Big Four categories.

But along with awarding LGBTQ artists with statues, the Grammys have also historically provided a stage for queer performers to give that love right back to their community. Sunday will feature at least four queer performers (Carlile, Lacy, Sam Smith and Kim Petras), further adding to a grand tradition of stars standing up for LGBTQ people through their performances.

Below, Billboard takes a look back at some of our favorite queer performances in Grammys history that helped to uplift the LGBTQ community, from Elton John to Lil Nas X.

2023 Grammy Awards to Celebrate 50 Years of Hip-Hop With Star-Studded Segment

The 65th Annual Grammy Awards on Sunday, Feb. 5, will include a star-studded segment celebrating the 50th anniversary of hip-hop. It will include performances by Big Boi, Busta Rhymes with Spliff Star, De La Soul, DJ Drama, DJ Jazzy Jeff, Missy Elliott, Future, GloRilla, Grandmaster Flash, Grandmaster Mele Mel & Scorpio/Ethiopian King, Ice-T, Lil Baby, Lil Wayne, The Lox, Method Man, Nelly, Public Enemy, Queen Latifah, Rahiem, Rakim, RUN-DMC, Salt-N-Pepa and Spinderella, Scarface, Swizz Beatz and Too $hort.

LL Cool J will introduce the segment, perform and give a dedication to hip-hop. Questlove will serve as producer and musical director, The Roots will provide music and Black Thought will narrate.

LL Cool J won two Grammys in rap categories in the 1990s for “Mama Said Knock You Out” and “Hey Lover.” He hosted the Grammy telecast for five consecutive years from 2012 to 2016. Questlove is a six-time Grammy winner, including three awards with The Roots. He won both a Grammy and an Oscar last year for his music documentary Summer of Soul. Black Thought has won two Grammys – one with The Roots and one for best musical theater album for his contribution to Hamilton.

The segment is being produced by Questlove, Jesse Collins, Patrick Menton of Fulwell 73, creative producer Fatima Robinson, and Shawn Gee, Questlove’s manager and president of LNU.

“For five decades, hip-hop has not only been a defining force in music, but a major influence on our culture,” Harvey Mason Jr., CEO of the Recording Academy, said in a statement. “Its contributions to art, fashion, sport, politics, and society cannot be overstated. I’m so proud that we are honoring it in such a spectacular way on the Grammy stage. It is just the beginning of our yearlong celebration of this essential genre of music.”

The Grammys will also honor hip-hop with one of three breakout performances in this year’s In Memoriam segment.

On Wednesday (Feb. 1), the Academy announced that the In Memoriam segment at the 2023 Grammy Awards will include breakout tributes to three diverse artists who died last fall — Loretta Lynn, Christine McVie and Quavo.

Kacey Musgraves will perform Lynn’s 1970 classic “Coal Miner’s Daughter” in tribute to the country legend, who died on Oct. 4 at age 90; Sheryl Crow, Mick Fleetwood and Bonnie Raitt will team to perform “Songbird” from Fleetwood Mac’s album of the year-winning Rumours to honor McVie, who died on Nov. 30 at age 79; and Maverick City Music will join Quavo for Quavo’s sentimental ballad “Without You” to honor Takeoff, who died on Nov. 1 at just 28.

Also, Cardi B, who four years ago became the first female solo artist to win a Grammy for best rap album, will serve as a presenter on the show.

And the Grammys aren’t done celebrating hip-hop’s anniversary. In partnership with the Recording Academy, CBS will broadcast a special hip-hop music event later in 2023.

The 65th Annual Grammy Awards will air live from Crypto.com Arena in Los Angeles and will be hosted for the third year in a row by Emmy-winning comedian Trevor Noah. The show will be broadcast live on Sunday, Feb. 5, at 8 p.m. ET/5 p.m. PT on CBS and will be available to stream live and on demand on Paramount+.

The Recording Academy made its first performers announcement on Wednesday (Jan. 25), revealing that Lizzo, Bad Bunny, Mary J. Blige, Carlile, Luke Combs, Steve Lacy, and Sam Smith and Kim Petras would take the stage. Harry Styles was announced as an addition to the lineup on Sunday (Jan. 29) during the fourth quarter of the AFC Championship game. The game aired on CBS, the Grammys’ network since 1973.

With LL Cool J’s participation in the show, three past Grammy hosts will be on board. Billy Crystal, who hosted the show from 1987 to 1989, and James Corden, who hosted in 2017-18, are set as presenters.

The 65th Annual Grammy Awards are produced by Fulwell 73 Productions for the Recording Academy. Raj Kapoor serves as showrunner and executive producer, alongside Ben Winston and Jesse Collins as executive producers. Phil Heyes joins the team for the first time as director. Eric Cook is co-executive producer with Tabitha Dumo, Tiana Gandelman, Patrick Menton and David Wild as producers.

Prior to the telecast, the Grammy Awards Premiere Ceremony will be broadcast live from the Microsoft Theater at 12:30 p.m. PT and will be streamed live on live.Grammy.com. Randy Rainbow, a first-time Grammy nominee this year for best comedy album for A Little Brains, A Little Talent, is co-hosting the show. His co-host has yet to be named.

The all-star segment on Sunday’s Grammy Awards and the upcoming “event” on CBS are part of Paramount Global’s companywide initiative to honor the 50th anniversary of hip-hop. Paramount announced an extensive slate of new and returning content offerings and initiatives that celebrates the culture across the media and entertainment company’s portfolio of leading broadcast, cable, streaming and digital brands.

Living The-Dream: Beyoncé’s Close Collaborator on a Huge Year & Grammys’ New Songwriting Honor

“ ‘Love is the bridge between you and everything,’ ” Terius Nash reads aloud, gesturing to the words scrawled in the corner of an art piece. “Ah!” he claps. “I love it. These quotes are completely amazing.”

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The 45-year-old hit songwriter and artist, better known as The-Dream, sighs wistfully as he plops down on a peach-colored velvet love seat, which sits just beneath the artwork. Hung in an ornate gold frame, the piece depicts a group of people intertwined in collective embrace — a painting style reminiscent of Renaissance-era masterpieces — juxtaposed in front of an urban brick wall that’s splattered with various phrases written in technicolor graffiti. The artwork consumes an entire wall of the sitting room in The-Dream’s so-called “creative house” in the upscale Buckhead area of Atlanta. Otherwise, the room is completely bare — nothing but tall ceilings and crisp marble floors.

The-Dream adjusts his powder blue bucket hat and peers around his shoulder, back at the phrase. “I like how the longer you think about it,” he says, “the more you realize you don’t fully know what it means.” Its significance is determined by an individual’s perspective and understanding — just like the artwork itself, which he purchased three years ago at Eden Art Gallery in New York. With its hologram surface, its phrases are obscured when entering the room from the left… but from where The-Dream sits on the far right, the portrait shifts, its words clearly revealed.

The-Dream himself has unlocked some of the defining phrases in 21st century popular music, helping to craft smashes like Beyoncé’s “Single Ladies (Put a Ring on It),” Rihanna’s “Umbrella,” Justin Bieber’s “Baby” and Mariah Carey’s “Obsessed,” among many others. He has been present for studio sessions where the meaning of a word has expanded, then permeated popular culture in a different shape. He laughs when reminiscing about Beyoncé’s 2013 self-love anthem “Flawless,” and how he didn’t realize the full impact those eight letters could carry until he saw them needlepointed in scrolling cursive on a throw pillow following its release. “You don’t realize how many people wanted to capture that [feeling] until you see your lyrics on a pillow!” he says.

“This guy just writes a title that, when you read it, you know you have to listen to the song out of curiosity alone,” explains Christopher “Tricky” Stewart, The-Dream’s longtime writing and production partner. “I think he has an unmatched ability to figure out a unique lyrical perspective that can make an artist not only have a hit song, but a song that defines culture and the artist’s career. Something they can build on for the rest of their lives.”

Though The-Dream has been a behind-the-scenes force for the past two decades, he speaks to Billboard on the precipice of a career pinnacle, as evidenced by his presence at the 2023 Grammy Awards. He’s nominated in three of the Big Four categories — record, song and album of the year — for his work on Beyoncé’s seventh solo full-length, Renaissance, and its smash lead single, “Break My Soul.” The acclaimed album, along with his contributions to Pusha T’s It’s Almost Dry and Brent Faiyaz’s Wasteland, also earned The-Dream a nod in the inaugural songwriter of the year, non-classical category, where he will compete against Amy Allen, Nija Charles, Tobias Jesso Jr. and Laura Veltz.

The-Dream, Pusha T

Pusha T (left) and The-Dream attend The-Dream Listening Party at Gold Bar on December 18, 2018 in New York City.

Johnny Nunez/WireImage

“This means everything,” says Steven Victor — who manages The-Dream in addition to Pusha T, Nigo and others — of the new Grammy category, which he says The-Dream has advocated for for years. To Victor, a great songwriter can embody the points of view of many different types of artists — rap greats like Jay-Z and Pusha T, vocal powerhouses like Carey and Mary J. Blige, pop headliners like Bieber and Britney Spears, four-quadrant superstars like Beyoncé and Rihanna — and shape-shift into them regardless of their genre or personal identity. The-Dream, he vouches, is the best at this in the whole business.

“No one is going to think through these songs more than me,” The-Dream declares. Musical ideas often haunt him through the night, he explains, as more concepts, words and melodies flood his consciousness hours after a studio session ends. His creativity gnaws at him: He recently began attending fashion design classes at the Savannah College of Art and Design (SCAD) and pulls out a collection of expert drawings — a sketch of a clementine, another of a skull.

“I drew a lot as a kid,” The-Dream says with a smile. When asked what he likes to draw most, he shrugs and thinks back to his overall creative approach: “I feel like I’m better when I have an assignment.”


“We had no idea what was happening at the time,” The-Dream says of growing up during the popularization of Atlanta’s music scene in the 1990s, when Southern rap reached the mainstream and acts like TLC and Usher took over pop. “It makes more sense to look back and understand it now.” He recalls watching the success of his neighbor and elementary school classmate T.I. and attending night classes with his pal André 3000 as a teen. “I don’t know what he did or why he was there,” he says with a laugh of the OutKast icon, “but I sure know I was flunking!”

Shortly after some of his acquaintances found musical success in Atlanta, The-Dream signed a publishing deal in 2001 with local mogul Laney Stewart, older brother of Tricky, and scored a writing credit on the B2K song “Everything.” Two years later, The-Dream linked up with Tricky — already producing hits for Mya and Blu Cantrell — and helped create the 2003 Britney Spears-Madonna team-up “Me Against the Music.” “It was explosive to write with him from the very beginning,” says Tricky. The pair complemented each other: Tricky was the perfectionist producer, and The-Dream was the emotive songwriter.

The pair’s brand of rhythmic pop took off in the second half of the decade, with “Umbrella” and “Single Ladies” reaching the top of the Billboard Hot 100 in 2007 and 2008, respectively, and “Baby” making Bieber a teen superstar in 2010. Meanwhile, The-Dream launched his career as an artist, signing with Def Jam and releasing a trio of R&B albums between 2007 and 2010: Love/Hate, Love vs. Money and Love King have earned a combined 2.25 million equivalent album units, according to Luminate.

Tricky Stewart, The-Dream

Tricky Stewart (left) and The-Dream onstage during the 22nd annual ASCAP Rhythm and Soul Awards held at The Beverly Hilton Hotel on June 26, 2009 in Beverly Hills, California.

Lester Cohen/WireImage

His recording career has been sporadic since then, his focus constantly pulled back to creating hits for other artists. The-Dream says it’s difficult to define why he’s able to write so clearly about the experiences of others, “but really it’s my job to understand what the artist is going through, even if they don’t understand it yet,” he explains. “ ‘Umbrella’ is a love story, but for some reason, it feels like there is some misery in there too. Like, why do you need to assure this person they can count on you? Maybe, underneath, you know you haven’t had anyone to count on in your life, so you know what it means to be in that place.”

By 2018, the songwriter had turned that approach into one of the most bankable blueprints in popular music: over 70 Hot 100 entries as a songwriter, including 14 top 10 hits and five No. 1s, with 21 career Grammy nominations and five wins. That year, he sold 75% of his catalog, including his writing credits and solo releases, to Merck Mercuriadis’ Hipgnosis for a reported $23 million. It was the song fund’s first-ever catalog purchase.

“I wanted him to be the Dr. Dre to my Jimmy Iovine, if you like,” says Mercuriadis with a grin. “When we look back on the first 25 years of this millennium, I know his songs are going to be the ones people talk about.”


Throughout the 2010s, The-Dream shared the studio with all kinds of artists, but working with women vocalists was always his penchant. In the past, he has spoken about how the early death of his mother, who died of cancer when he was 15, gave him a “soft spot” when interacting with women. “There’s no such thing as a day with no grieving,” he says now, his eyes softening as he looks down at his sneakers.

After his mother’s death, he was put under the watchful eye of his grandfather, a hardscrabble cement mason who grew up in the Jim Crow South. The-Dream fondly recalls the days of listening to his grandfather talking “actively about how to make things well, looking at [them] from all different angles,” over games of pinochle with fellow masons. There’s an invisible throughline, he explains, between the ethos of a master builder, that of an artistic genius like da Vinci, and that of a songwriter like himself.

“When thinking about an artist like Beyoncé, I want to try to consider all the different ways this could reach people,” he says. “I want the song to matter to Beyoncé standing onstage, the person in the front row of the show and that person who’s in the rafters, who barely made it in, got a ticket from a friend last minute. I have to write for each one of them.”

The-Dream

The-Dream performs at the 2017 BET Experience on June 24, 2017 in Los Angeles, California.

Harmony Gerber/WireImage

“Single Ladies,” from Beyoncé’s 2008 album, I Am… Sasha Fierce, was the start of a long-term creative partnership and friendship between The-Dream and the superstar, who has tapped the songwriter to help craft at least one song from each of her subsequent albums — “Love on Top” from 2011’s 4, “Partition” from 2013’s Beyoncé and “6 Inch” from 2016’s Lemonade. (“Both Bey and I are Virgos,” The-Dream jokes, alluding to the astrological sign’s association with perfectionism.) For her latest release, Renaissance, The-Dream is one of the architects behind all but two of the album’s 16 tracks.

“Bey wanted to bring everyone together — that was the first thing on the board,” explains The-Dream of Beyoncé’s mission for her first solo album in six years. Following a tumultuous global period, he says, “It doesn’t matter who you are, we all know we were hurting,” and that the bounce, funk, house and all-around maximalist dance of Renaissance was intended as collective therapy.

For the album’s focal point, “Break My Soul,” The-Dream and Tricky teamed up to sketch out the single and then took it to Beyoncé, who “transformed it” into a No. 1 hit, says Tricky. “Dream and Bey’s closeness and attention to detail got us to a place with that song that we couldn’t have gotten [to] without that bond.”

Of course, many other collaborators also helped to finalize each Renaissance track — which songwriter Diane Warren questioned following the album’s July release. She took to Twitter to write, “How can there be 24 writers on a song?… This isn’t meant as shade, I’m just curious.” The-Dream replied in defense, schooling Warren with an explanation of sampling, its ties to Black culture and the lack of economic resources for Black musicians.

“By the way, I think she’s one of the greatest,” says The-Dream of Warren a few months after the exchange. “Sometimes [songwriters] lose that feeling, that connection to what art was all about in the first place. Really, it’s whatever it takes to give the world something good, so if that takes a whole gang of people… so be it.”

The way The-Dream speaks about collectively creating Renaissance mirrors his views on the role of the church as the birthplace of generations of talented Atlanta musicians, some known, many more unknown. “For us Southern Black folks… everybody was musical, everyone singing those hymns from back then,” he says with the fervor of a preacher at the pulpit. “I love hearing the gathering of people, huddled together, humming a song. No time signature. No industry. No three minutes and 30 seconds.”

Incorporating Southern culture’s sense of collectivism is not new for The-Dream and Houston-born Beyoncé, but Renaissance stands as their wholehearted embrace of the principle. “We learned to not be too big to call,” he says, reflecting on the process of inviting others to collaborate on the album. “If you think Grace Jones would sound great on something? Call. Nile Rodgers would be cool on this? Call.”

As a songwriter, The-Dream doesn’t control when artists release the songs he has helped pen — the timing is serendipitous, or “like lightning in a bottle,” as he puts it. So it’s a bit of kismet that, after his years spent fighting for a songwriting category, one of the biggest projects of his career is nominated in the award’s inaugural year.

“I keep thinking, ‘How is this happening?’ ” he asks. Win or lose, The-Dream is basking in the recognition. “It feels good,” he says. “Too good.”

This story will appear in the Feb. 4, 2023, issue of Billboard.

Rita Ora Finally Shows Off Her Giant Wedding Ring on ‘Tonight Show’: ‘I Really Knew I Wanted to be With This Person’

Rita Ora proudly showed off her wedding ring on The Tonight Show on Wednesday night (Feb. 1), finally sharing her joy, and the honking green stone, with the world and returning to perform her new single, “You Only Love Me.” Wearing a shimmery silver half shirt and matching miniskirt, the excitable singer exploded with joy when host Jimmy Fallon mentioned her recent nuptials to director/actor Taika Waititi.

“And because I love you so much, I’ve actually never shown anyone my ring,” she said. “It’s my first time showing my ring, because I love you and I feel like you’re part of our relationship, weirdly, because we watch you every night… is that creepy?” she asked as Fallon assured her that he was happy to be a distant third wheel in their love story.

The singer then flashed the stunning square-cut emerald ring to the camera, praising Waititi for doing a good job picking it out before revealing that the Jojo Rabbit director may have had just a little bit of help. “Well, I may have… hinted in the right direction,” she admitted. “You know, because I just think, like, when you know what you want, and I felt like I really knew that I wanted to be with this person. I just wanted it to feel really right, and so I may have taken him to the shop and I may have pointed out exactly what ring I wanted.”

The singer also stuck around for a performance of her new single “You Only Love Me,” which, appropriately, opened with her sitting at a long, flower-bedecked table, wearing a pale red wedding babydoll dress and matching veil and lacy fingerless gloves. Surrounded by six dancers in matching bodysuits, the performance was a kind of mini wedding ceremony, complete with bouquets getting tossed, rose petals on the ground and a scene-ending recorded message from her hubby saying, “This is how I am, this is how you are.”

Ora said her new album is due out later this year and hinted that it was inspired by the whirlwind past two years. “My life has changed so drastically,” she said. “And making a decision to really spend the rest of your life with someone is a kind of big decision. And so it got me writing again and I just really got inspired by love.”

Watch the interview and the performance below.

Billboard’s First Power Players’ Choice Award Goes To…

In 2023, Billboard introduces the Power Players’ Choice Award, a peer-voted honor chosen by Billboard Pro members to honor the executive they believe has had the most impact across the music business in the past year. After more than 1,500 votes cast across three rounds of voting, Pro members selected Brandon Silverstein, founder/CEO of S10 Entertainment, for this year’s award.

As a manager, Silverstein has helped build Anitta’s and Normani’s breakout careers, while moving S10 into publishing, recorded music and film/TV. Since expanding S10’s publishing venture with Avex USA last year, the company — Brandon Silverstein Publishing — now represents songwriters-producers-composers HARV (Justin Bieber’s “Peaches”) and Grammy winner Jasper Harris (Jack Harlow’s “First Class”), among others.

“Being recognized by the music industry as one of the most powerful and impactful executives is an absolute honor,” says Silverstein, who is a previous honoree on Billboard’s Latin Power Players and 40 Under 40 lists. “I’m proud of what we’ve built with S10 on a global level and the trust our artists and creatives have in me and my team.”

This story will appear in the Feb. 4, 2023, issue of Billboard.

Why Noah Assad’s Historic Success Transcends Bad Bunny

When tickets for Bad Bunny’s El Último Tour del Mundo arena tour went on presale in April 2021, his manager, Noah Assad, was cautiously optimistic.

“I thought we would do well, because it was post-pandemic and everyone wanted to go out, but we went on sale without really knowing — and we did it a year out for that very reason,” says Assad.

For Assad, “doing well” has become synonymous with breaking some sort of record. But even he wasn’t expecting Bad Bunny to have one of the most historic, record-setting runs for an artist in the history of the Billboard charts. El Último Tour del Mundo’s presale date became the top sales day for any tour on Ticketmaster since Beyoncé and Jay-Z’s On the Run II tour went on sale in 2018, and the run sold out 480,000 tickets in less than a week.

Four months after El Último Tour del Mundo wrapped in April 2022, Bad Bunny embarked on his World’s Hottest Tour stadium run, becoming the first artist to ever mount separate $100 million-plus tours in the same calendar year. Ultimately, his 81 concerts in 2022 grossed $434.9 million, the highest calendar-year total for an artist since Billboard Boxscore launched in the late 1980s. The tour broke local revenue records in 13 North American markets en route to becoming the biggest Latin tour ever.

Bad Bunny’s chart dominance made him Billboard’s top artist of the year, by the numbers, the first Latin act and the first artist who records in a language other than English to earn the distinction. His album Un Verano Sin Ti, released in May on Assad’s independent label, Rimas Entertainment, and distributed by The Orchard, became the first non-English set to ever top the year-end Billboard 200 Albums ranking and the first all-Spanish release nominated for album of the year at the Grammy Awards, one of Bad Bunny’s three nods.

“I was very proud about that one, especially because it was 100% a Spanish-language album,” says Assad. “It doesn’t have even a verse in English.”

On top of that, in April, Bad Bunny will become the first Latin act to headline Coachella. And, Assad, 32, is realizing some milestones of his own, including being named Billboard’s youngest-ever Executive of the Year and the first Latino to secure the honor.

His achievement underscores not only the growing worldwide popularity and profitability of Latin music, but also shines a light on what an upstart independent can do — regardless of genre or the backing of a legacy company — when armed with guts, hustle, deep musical knowledge, loyalty and the confidence to break rules and create new ones.

Bad Bunny is signed to Assad’s label, Rimas Entertainment, which originated in 2014 as a digital marketing and distribution company. It has evolved to become a 100-plus-person operation with distribution from The Orchard, with a roster ranging from veterans (Arcángel, Jowell & Randy) to promising newcomers (Mora, Eladio Carrión), many of whom are signed to 360 deals. Rimas ended 2022 at No. 7 on Billboard’s year-end Top Labels chart and at No. 1 on the year-end Top Latin Labels chart, with 23 charting albums by seven artists besides Bad Bunny.

Assad also launched RSM Publishing, which is administered by Universal Music Publishing Group and was No. 1 on Billboard’s year-end Hot Latin Songs Publishers list. And while Bad Bunny is his most visible management client, Assad also started managing Karol G 18 months ago with his new management firm, Habibi, with stellar results. Her 2022 $trip Love tour, promoted by AEG Presents, grossed $69.9 million with 410,000 tickets sold across 33 arena shows in North America — the highest-earning U.S tour ever by a female Latin act, according to Billboard Boxscore.

“Noah has an unmatched understanding of his artists,” says Jody Gerson, chairman/CEO of UMPG. “His instincts about how to market and promote them, as he has done so well with Bad Bunny and Karol G, are among the best I’ve ever seen in the business. As an executive, Noah is loyal, honest, innovative and smart, and these are just some of the many traits that make him a fantastic partner.”

Though only 32, Assad considers himself a “semi-vet. I may be ‘new’ to a lot of people, but I’ve been at this for 12 years,” he says with a laugh. A self-professed reggaetón nerd with long blonde hair that matches his laid-back surfer vibe, Assad — born to a Lebanese father and a mother from St. Croix — grew up in Puerto Rico, and since seventh grade has been “consumed with reggaetón culture.” By 16, he was promoting house parties, booking the likes of Farruko before he became a big name and cultivating relationships with already established acts like Plan B’s Chencho Corleone. “Chencho was the first established artist to simply say yes to me,” says Assad, a favor that has paid dividends for Corleone; “Me Porto Bonito,” his smash collaboration on Bad Bunny’s Un Verano Sin Ti, became the first all-Spanish song to top Billboard’s Streaming Songs chart. That full-circle moment highlights Assad’s reputation for cultivating relationships with contacts to whom he stays loyal. “We work with everybody; we are always coexisting,” he told Billboard last year. Witness his deals with opposing teams at The Orchard and Universal, while his top touring acts — Bad Bunny and Karol G — work with Live Nation and AEG, respectively.

“Noah is similar to Bad Bunny in that he’s also a unicorn,” says Henry Cárdenas, the veteran promoter and founder of CMN, which produced and promoted Bad Bunny’s last two tours, including the stadium tour in partnership with Live Nation. “The guy’s going to create an empire, and he’s a man of his word. I compare him to the old managers, where we closed business with a handshake, and he’s appreciative. Where I’m concerned, he has continued to take me into account, and it harks back to the fact that I worked with him from the very beginning.”

While Assad’s success feels very of the moment — in keeping with his young acts, the relatively recent mainstream success of reggaetón and Bad Bunny’s fondness for releasing music with little or no notice — he’s actually a planner; like his famous client, he takes a long view on success. It wasn’t always this way. As a young promoter, Assad recalls struggling mightily to make a buck (and often getting “hustled”) in what he half-jokingly refers to as “the reggaetón depression era” of 2009-2016, when the music was largely consumed for free and money came almost solely from live shows.

“YouTube was the outlet that turned it into a commercial business,” says Assad, who says he struck an early deal with the platform to monetize the millions of views the music generated for many independent artists and eventually for his own — including a 22-year-old who called himself Bad Bunny. “I didn’t have the privilege to work with an artist who was already established, but I was very fortunate to have Bunny trust me and work with me. Bunny makes me look good,” he says. Alongside his artist, Assad began thinking long term, and even when his actions seem improvised, they are anything but. Take the one-two punch of back-to-back tours with a hit album in between, conceived after ticket prices to Bad Bunny’s arena tour started soaring just after they went on sale in 2021.

“We started getting the heat, but we didn’t think of stadiums until the summer,” says Assad, pointing out that Bad Bunny already had plans to release a new album when the arena tour wrapped. By October, a plan had been made: arenas in February, an album in May and a stadium tour in June to be announced in January with a series of humorous videos featuring Bad Bunny’s girlfriend, Gabriela Berlingari, and Spanish actor Mario Casas. “There’s a lot of pivoting along the way, but we still follow the plan,” says Assad. “And everything we do has to make sense. If it doesn’t make sense, even if it’s beautiful, we pass.”

“Noah is singular in his sense of the moment, commitment to a vision and fearlessness,” says UTA agent Jbeau Lewis, who books Bad Bunny and Karol G. “Noah understands his artists, he always plays the long game, and he’s unafraid to say no.”

Bad Bunny has said repeatedly that he plans to take a break after Coachella, from both recording and touring. But for Assad, the work of growing his business never slows. Last year, in partnership with The Orchard, he launched Sonar, a label for developing acts that already has deals with over 50 artists from around the world, including non-Latin acts. Assad also began a strategic alliance with Live Nation to develop new businesses outside of touring, including Gekko, the restaurant Bad Bunny opened in Miami in August with hospitality entrepreneur David Grutman. Most recently, he announced the launch of Rimas Sports, a stand-alone management company (name notwithstanding, it is not a division of Rimas Entertainment) whose client list already includes the Toronto Blue Jays’ Santiago Espinal and Diego Cartaya, a top prospect for the Los Angeles Dodgers.

Assad says his biggest goal for 2023 has nothing to do with business, however. “I want to fly less, enjoy more and spend as much time as I can in Puerto Rico,” he says. “That’s my goal. People look at me and think that because of the hair I’m from Mississippi or something. But I’m just a kid from Carolina, Puerto Rico, who loves reggaetón.”

This story will appear in the Feb. 4, 2023, issue of Billboard.

Linda Ronstadt’s ‘Long, Long Time’ Streams and Sales Both Skyrocket Following ‘Last of Us’ Appearance

Though it’s only January, the third episode of HBO’s post-apocalyptic survival series The Last of Us is already certain to end 2023 as one of the most acclaimed TV episodes of the year. The tearjerking episode, which focused on a decades-spanning love story between two new characters, has been rapturously received in nearly all corners of the media and the internet — and has also led to another streaming success story, this time for Rock and Roll Hall of Famer Linda Ronstadt.

Ronstadt’s devastating ballad “Long, Long Time,” which served as her breakout solo hit on the Billboard Hot 100 when it reached No. 25 in Oct. 1970, is showcased multiple times in the episode. It appears first in renditions by actors Murray Bartlett and Nick Offerman, when they find the sheet music with an old piano owned by Offerman’s character, then as Ronstadt’s original version at the end of the episode, when the show’s main characters (played by Pedro Pascal and Bella Ramsey) find a cassette with the song in a car formerly belonging to Offerman’s character.

Unsurprisingly, the success of the show (and of the episode in particular, also titled “Long, Long Time”) has led to the song taking off in both streaming and sales. From Jan. 28 (the day before the episode) to Jan. 30 (the day after), the song jumped from under 8,000 daily official on-demand U.S. streams to nearly 149,000, and from a negligible number of daily sales to over 1,500 — spikes of 1,776% and 13,782%, respectively, according to Luminate. It’s still a ways from re-charting on the Hot 100, but with its sales and streams still looking to be rising days after the episode’s premiere, it should be in contention for debuts on a couple of Billboard charts next week.

It’s not the first time The Last of Us has resulted in big gains for an older track: After Depeche Mode’s “Never Let Me Down Again” was featured as an ominous radio transmission at the end of the show’s first episode, the song rose 220.5% in daily streams. With “Long, Long Time” now experiencing even greater gains, it seems that The Last of Us is gonna be the show to watch for 2023 when it comes to generating high-profile synch moments with lucrative payoffs for the artists (or writers) involved.

Demi Lovato, Sabrina Carpenter & Jimmie Allen Honor Songwriters at NMPA & Billboard Grammy Week Showcase

Demi Lovato, Sabrina Carpenter and Jimmie Allen each performed intimate sets while celebrating their fellow songwriters at the National Music Publishers’ Association (NMPA) and Billboard Grammy Week Showcase, held at Nightingale Plaza in Los Angeles on Wednesday night (Feb. 1).

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Lovato and Carpenter used the showcase to highlight the work of some of their closest collaborators, with Lovato capping off the evening by performing a pair of Holy Fvck songs — “Feed” and “4 Ever 4 Me” — that Laura Veltz, a key contributor to the album, helped create. Veltz, also a veteran pop and country songwriter, smiled from the front row as Lovato delivered both vocal showcases.

Meanwhile, Carpenter highlighted longtime studio powerhouse Amy Allen, who joined the pop star onstage for a charming duet of their shared song, “Vicious,” from last year’s Emails I Can’t Send. Carpenter then performed an acoustic version of “Nonsense,” her current fast-rising Billboard Hot 100 hit.

And before performing two of his songs — including a rousing new track titled “Small Town Anthem” as well as his hit “Down Home” — Jimmie Allen took the microphone to reflect on his career trajectory and the importance of songwriting in the country music world as a means of sharing different perspectives. “Just being part of the overall music community, it’s been great,” he told the audience. “Thanks to everyone who’s given me a shot.”

In addition to Veltz, Amy Allen and Jimmie Allen receiving songwriting honors at the showcase, Nija Charles earned the Hitmaker trophy for her wide variety of pop, hip-hop and R&B credits, including on smashes by Lady Gaga, Ariana Grande and Cardi B. Charles thanked the NMPA and Billboard for “shedding light on songwriters” as they continue to fight for artistic expression. “I never thought I would win something like this,” Charles added.

And Liz Rose, the veteran country songwriter, was also honored on Wednesday night, as a celebration of her co-write on Taylor Swift’s “All Too Well” roaring back in late 2021 when the 10-minute version of the song topped the Hot 100. Rose thanked the fans for making “All Too Well” such an enduring favorite, as well as Swift for revitalizing the song for Red (Taylor’s Version). As Rose succinctly put it, “She didn’t forget this song.”

In addition to being recognized at the event, Veltz, Amy Allen and Charles are all nominated for the songwriter of the year, non-classical Grammy, along with The-Dream and Tobias Jesso Jr. The inaugural award in the new Grammy category will be presented on Sunday night (Feb. 5).