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Narcís Rebollo has been appointed CEO and president of Global Talent Services, Universal Music Group’s full-service company for Latin artists spanning management, booking, live events, promotion and brand partnerships.
In line with Rebollo’s appointment, which was announced by Universal Music on Tuesday (Oct. 1) and is effective immediately, Global Talent Services (GTS) becomes a standalone company, with its management and operation now handled independently from UMG’s local music labels.
In the newly created role of GTS CEO and president, Rebollo — who is based in Madrid — will oversee the company’s operations in the U.S., Latin America, Spain and Portugal, reporting to Jesús López, chairman and CEO of Universal Music Latin America and Iberian Peninsula. Further details of leadership appointments within Universal Music Iberian Peninsula will follow shortly, said UMG in a statement announcing the structural changes.
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Launched in 2007, Global Talent Services provides a full suite of artist services for Latin artists and operates offices in eight countries, including the U.S., Spain, Portugal, Brazil, Mexico and Columbia.
Artists signed to GTS’ management roster in Spain include Antonio José, Salma, Natalia Lacunza and Mala Rodriguez with the company’s live events team booking over 500 shows in the country last year, according to Universal Music.
Other markets where UMG says Global Talent Services is experiencing solid growth include Mexico, where it booked 175 shows for 25 artists in 2023; and Brazil, where the company has had strong success as a booking agency and managing partner for artists projects by Maneva, Leo Santana, Atitude 67, Felipe Araújo and Paula Fernandes.
One of GTS’s biggest campaigns to date has been establishing Colombian band Morat as one of the leading Spanish-speaking pop-rock acts in the world with its “Si Ayer Fuera Hoy” 2023-2024 global tour — which included a sold-out show at New York City’s Madison Square Garden Theater in January — selling more than one million tickets across 125 concerts and over 15 countries, according to the company. GTS also operates the multi-date Universal Music Festival, which takes place every year in the Spanish capital city of Madrid.
Prior to today’s appointment, Rebollo served as president of Universal Music Iberian Peninsula since 2015, where he was responsible for UMG’s recorded music and GTS operations in Spain and Portugal. Under his leadership, the company grew its operations to include concert booking and promotion, festivals, touring and live events with GTS clients including Latin artists David Bisbal, David Bustamante, Pablo López, Lola Indigo, Aitana and Camila Fernández.
Before joining Universal, Rebollo held senior roles at Spanish independent music company Divucsa, BMG, electronic dance music label Max Music and Spain’s biggest independent label, Vale Music, which Universal acquired in 2006.
“Narcís is one of the most experienced executives in Latin music,” said Jesús López in a statement. “His vision of the evolution of the business and the expansion of Latin music around the world in recent years, has led him to create a very successful team in Spain and Portugal in the areas of management, booking, promotion and brands.”
López went on to say that GTS was born “with the purpose of being a full-service agency for artists, and the time has come for it to become an independent business unit within UMG.” Rebollo, added López, is the “perfect leader” to lead the growth of GTS globally.
“Today more than ever, our artists need strategic support from a company that is both fully focused on management, but with the ability to deliver global services and support,” said Rebollo in a statement. “With the explosion of interest and influence of live music, and music driving social engagement and conversation more than ever, I strongly believe that GTS is perfectly positioned to provide the best support for Latin artists around the world.”
When Warner Records signed Zach Bryan in 2021, it didn’t initially seem a particularly momentous move. But the Oklahoma rock/country singer has since become one of the biggest stars — country or otherwise — to emerge in recent years, selling out arenas and scoring No. 1 albums on both the Billboard 200 and Top Country Albums charts. And in hindsight, his signing signaled a watershed moment.
Bryan wasn’t the first country-leaning act signed by a major coastal label, but his massive success has proven that an act no longer necessarily needs the usual Nashville methods, including country radio, to break through. “The marketplace has provided an avenue for these artists who are working outside the traditional system of the Nashville-driven machine,” says Tom Corson, Warner Records’ co-chair and COO.
Three years later, the reverberations continue as Nashville labels face increasing competition from their coastal counterparts while country streaming numbers continue to soar. With the trend showing no sign of abating, Nashville record companies are also dealing with how Los Angeles and New York-based labels are driving up signing costs.
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The result is the breakdown of previously recognized genre lines and a plethora of opportunities for new acts. It has also left Nashville labels re-examining how business has been done for dozens of years and re-thinking some established practices.
As one Nashville label executive tells Billboard, “I can’t figure out if this is an existential crisis or not.”
THE BEFORE TIMES
Prior to the pandemic, Nashville labels generally had a lane to themselves when it came to signing country artists, with their relationships at country radio giving them almost exclusive access within the genre. But once COVID hit and touring slammed to a halt, labels became laser-focused on data and analytics as the only available metrics to gauge an act’s success. “There was no such thing as seeing artists play live, having them come into the office,” says Ben Kline, who last week stepped down as co-chair/co-president of Warner Music Nashville after a decade with the company. “All the indicators were on hold except for one: the digital numbers that people saw.”
And the numbers were good: The country audience was surging due to the mainstream success of acts like Morgan Wallen and Luke Combs. New York and Los Angeles labels began signing country-leaning acts with strong streaming numbers and high TikTok engagement rate, including Warren Zeiders (Warner Records), Koe Wetzel (Columbia), BRELAND (Atlantic), and, more recently, Dasha (Warner Records) and Wyatt Flores (Island).
“It’s the Russian oligarchs coming in and buying half of London,” says one Nashville executive.
“Any time something explodes, everyone’s going to say, “Let’s go invest,’” says another Nashville executive. “It’s like there’s oil down there — let’s start drilling.”
It was more than numbers; it was also that acts like Bryan are “moving culture,” says Warner Records co-chairman/ CEO Aaron Bay-Schuck, who adds there was also a healthy dose of common sense involved. “It doesn’t take a rocket scientist to see that country has been a genre that’s been on its way to having a moment for a couple of years now.”
As country soared — consumption rose 20% in 2023 over 2022 in the U.S. and is up another 5.9% this year, according to Luminate — hip-hop’s share of the market began to wane and coastal labels needed new music that could replace that revenue, making expanding into country all the more appealing. “It makes sense if you are running a record label; you’re constantly looking at how to grow your business and market share particularly for [publicly traded] Universal and Warner Music Group,” says a Nashville executive.
This isn’t the first time country music has exploded: In 1980, the movie Urban Cowboy caused a major craze and when “hat acts” like Garth Brooks, Clint Black and Alan Jackson arrived in late ‘80s and early ‘90s, country soared in popularity. But this time is different because there are fewer gatekeepers.
“In those days, there would be curiosity from the coastal labels, but it was such a tight community and country radio played such a gatekeeper role, the barriers to entry were higher,” says Jon Loba, BMG president of frontline recordings for North America, who continues to oversee the Nashville division. “Now, when to an extent you can go around those, it makes it easier for the coasts to run in.”
However, Ian Cripps, senior vp of A&R at Atlantic, home to country artists including BRELAND, Sam Barber and Mason Ramsey, as well as the successful country-dominated Twisters soundtrack, says the coastal labels’ creep into country isn’t that calculated. “I don’t think there was a conscious decision made that we need to target more signings in the country space,” he says. “It’s just there’s a lot of great artists in country music right now, a lot of great storytellers and our job is to find the best songs, best artists.”
TIES THAT BIND
The deals come in many forms and are driven by different goals. Country’s global outreach is growing and some artists sign with a coastal label because they feel the label has a greater international footprint than a country one. Luminate surveyed a 12-week period covering June through early September for the past four years and found that on-demand audio streaming of country music outside the U.S. has been steadily rising each year, from 22.5% in 2020 to 30.4% in 2024. (The 2024 numbers include Beyoncé’s Cowboy Carter and Post Malone’s F-1 Trillion.)
After Megan Moroney released viral hit “Tennessee Orange” independently in 2022, pop and country labels began sniffing around. The international streaming numbers on the song made Moroney’s co-manager Juli Griffith decide that the rising star should partner with both a country and a pop label, selecting Sony Nashville and Columbia Records.
“I love our Nashville label, but I felt like we needed a bigger reach, and I still do,” Griffith says. “We work with both sides daily.” Columbia handles streaming for Moroney, including country playlisting with DSPs, and the international push, while Sony Nashville oversees country radio promotion and several other functions.
Griffith says it’s “not easy” to make sure nothing falls between the cracks and advises that any artist signed to two labels “has friends inside those teams [who will] warn you of any pitfall before it happens.”
“No doubt there were bumps in the road bringing these two companies together, but in the end, we figured it out and we’re having really good success with it,” says Sony Music Nashville chairman/CEO Randy Goodman.
Similarly, Bailey Zimmerman signed to Warner Music Nashville, but because of Elektra’s experience in the digital space and internationally, the sister labels partnered to develop the budding superstar.
Warner Music Nashville and Warner Records also linked to sign country sibling act The Castellows together. Since then, Warner Music Nashville, which previously reported to outgoing Warner Music Group CEO of recorded music Max Lousada, has shifted under Warner Records, and now reports through Corson and Bay-Schuck. On Sept. 24, Warner Music Nashville announced that Kline would be leaving with Elektra’s Gregg Nadel coming in as co-chair/co president alongside Cris Lacy.
One of the savviest labels in partnering with Nashville imprints is New York-based Republic Records (and its Mercury imprint). Republic paired with Big Loud four years ago to distribute Morgan Wallen, Lily Rose and Dylan Gossett, and earlier this year, Mercury/Republic expanded the deal to distribute all of Big Loud’s roster. Additionally, Miranda Lambert switched from Sony Music Nashville to Republic, with country radio promotion and marketing efforts handled by Big Loud. Republic has also partnered with BMG Nashville for Jelly Roll’s next album, out Oct. 11.
Other times, coastal labels sign the act solely, then hire a Nashville counterpart to approach country radio. Columbia signed Wetzel in 2020, but it wasn’t until earlier this year that it partnered with RECORDS Nashville to take him to country radio for the first time with this summer’s “High Road.”
Bay-Schuck suggests that often Nashville labels weren’t initially chasing some artists the coastal labels have signed because they didn’t fit into the traditional mainstream country mold, though Nashville labels are now opening up their rosters to a broader range of acts. “Warren [Zeiders] was an artist that we signed directly [in part] because the way he was moving felt like a pop or rap artist — his activity online, the frequency with which he posted, the frequency with which he was teasing music — that was behavior not really seen at that point by traditional country artists,” he says.
Zeiders, whose “Pretty Little Poison” topped Billboard’s Country Airplay chart earlier this year, says he deliberately didn’t sign with a Nashville label in 2022. “I want[ed] to be bigger than just what country music is,” he says.
Still, he says signing outside of an established country label “put a certain target on my back in the early process because there was so much, ‘Why didn’t you sign in Nashville? What’s wrong with Nashville?’ That kind of conversation. Now it’s become so much more of a normal process.” He also praises how Warner Records and Warner Music Nashville have worked together, especially with the Nashville label working his music to country radio. He now feels he is “just as much of a priority in Nashville as other Nashville-signed Warner artists.”
SHOW ME THE MONEY
Coastal labels are driving up the cost of label deals, often offering more than $1 million to sign an act, while Nashville labels still tend to offer south of that with a few exceptions, sources say.
When coastal labels see “any traction by any artists on TikTok or Instagram or anything, they’re throwing out ridiculous numbers to them,” says one manager who has acts signed to both coastal and Nashville labels.
“It’s convenient [for an artist] to say, ‘Oh I really like their digital team’; the reality is, if a check is five times bigger, the other stuff tends not to matter as much,” says a Nashville executive. “The prices have gone up without question. It makes the margin for error even more thin. The coastal labels have certainly changed the economics.”
Nashville A&R budgets are smaller than coastal label budgets, “and that is one reason [Nashville labels] are scared,” says a coastal executive. “Those coastal labels that are now buying their way into this genre are overpaying for deals. Country artists’ deals are now becoming as pricey as pop artists and rappers and that is making it difficult for Nashville labels.”
A Nashville label exec says given the success country acts are having, country labels are increasingly able to convince their bosses to occasionally match a coastal label offer. “At the end of the day, my boss is going to say you’ve got a certain amount of money in your net talent budget. Do you want to spend it all on this one act?” (As perhaps a taste of the coastal labels’ medicine, most of the country labels have started rock imprints, though none have yet yielded the kind of success the coastal labels have experienced with their country acts).
Now, coastal labels are putting boots on the ground in Nashville.
In June, Warner hired Kelly Bolton as vp of A&R as its first full time hire in Nashville. Bolton, who was senior vp of A&R for Tape Room Music, won’t be the last, predicts Bay-Schuck, who opened Interscope’s Nashville office in 2014 when he was president of A&R there. Additionally, Republic has reportedly hired former Warner Music Nashville and Spotify executive Mary Catherine Kinney, with potential other hires in the rumor mill. Capitol is also working with Shaina Botwin as a consultant in Nashville.
CHANGING TIMES
With no real competition for years other than among themselves, Nashville labels had perhaps grown set in their ways and a little slow to embrace change, while outsiders viewed the Music City labels as provincial.
“We’ve always had to fight to get people’s attention,” Goodman says. “Maybe it’s our cross to bear, but I think people have certain perceptions of Nashville labels holding on to certain ways of marketing or developing projects that are not even considered significant in other genres, so maybe part of it is we allowed this to happen because we weren’t being as progressive or aggressive as we needed to be.”
“Whether it was in the transition to CDs, the transition to iTunes, the transition to streaming or otherwise, we tend to be a couple years behind,” Kline says. “In the space of data and digital, we had a little bit of catching up to do and the increased competition forced that timeline to get sped up even more so. The smart labels in town have invested in those very areas. I don’t think anyone in Nashville is naive to what differentiation the coastal labels sell versus what we sell. It’s incumbent upon us each to determine how we counter that.”
To put it bluntly, “You’ve had it your way for a long time and now people are trying to eat your lunch, so go to a different place for lunch,” Corson says of Nashville labels. “There’s so much good music out there. Figure it out. Get your hustle on. We’ve all had to do it. If you stand still, you’re behind.” He adds that Nashville labels have stepped up their game. “Just because we had a head start in what we needed to do from an A&R perspective with data, social media and virality, the bicoastal labels were ahead of a lot of practices in Nashville, and they’re caught up now,” he says.
Throughout the growth spurt, the Nashville music business remains a tight-knit, insular community that prides itself on operating by its own rules, where a publisher puts a song on hold for an artist sometimes for months just with a handshake, songwriters are put on pedestals and labels spend years developing acts. (Nashville’s called a “10-year town” for the time it takes from arrival to breakthrough for an artist.) For decades, those tenets drew artists and songwriters to Nashville looking for a sense of community.
“My biggest fear is losing that,” Loba says. “We are a lifestyle, culture and community. It’s the fear of many of us that we end up in a pop-type disposable cycle, because ultimately that’s not good for anyone.”
Though some Nashville executives cynically believe that the coastal labels will lose interest in signing country artists when the current country bubble bursts, both Bay-Schuck and Goodman say that ultimately the coastal labels’ involvement is a healthy thing for however long it lasts.
“I think rather than anybody feeling threatened about somebody encroaching on their territory, this is an opportunity to make a really special genre and amazingly special crop of artists be appreciated and consumed in a way that they never have before,” Bay-Schuck says. “I don’t know what the negative is about country music becoming more ubiquitous than it ever has before.”
“The bottom line is it’s about this music that we make here and, thank God, the world is now paying attention to it,” Goodman says. “What [Nashville] should be doing is saying, ‘This is an amazing, historical, beautiful moment. How do we embrace it as best we can?’”
Additional reporting by Jessica Nicholson.
Max Lousada, who has served as CEO of recorded music for the Warner Music Group since 2017 and who will soon be exiting the company, has penned a farewell note to staff, which was obtained by Billboard.
“My entire career, from my indie roots through my 21 years here at Warner, has been guided by one simple truth: People who can make music that moves people are special,” Lousada wrote. “The world needs them. It’s a privilege to help those artists be seen, heard, appreciated and, ultimately, to succeed.”
Lousada has spent two decades at the Warner Music Group, starting in the mid-2000s, when he joined Atlantic U.K. and ran that company for nine years. He took over Warner Music’s whole U.K. operation in 2013, before shifting to take on the top music role at WMG under then-CEO Stephen Cooper in 2017. A longtime artist advocate within the building, Lousada is credited with playing a major role in the careers of Dua Lipa, Ed Sheeran, Bruno Mars, Coldplay, David Guetta and more.
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During his tenure, he was part of the leadership team that helped WMG become a public company once again in 2020, while also helping facilitate and integrate the acquisitions of 300 Entertainment, 10K Projects and Spinnin Records.
Prior to his time at Warner, Lousada ran his own distribution company in the late 1990s before joining indie labels Rawkus Records in 2000 as European managing director, and Mushroom Records in 2002 as head of A&R.
On Aug. 1, current WMG CEO Robert Kyncl announced a major restructuring of the label group, which included news of Lousada’s exit; his last day in his post will be Sept. 30, though he will remain in an advisory capacity through January. His position within the company will not be replaced. As part of the transition, a number of high-profile leaders at Warner are also leaving the company, including Atlantic Music Group CEO Julie Greenwald, who herself penned a farewell letter to staff yesterday (Sept. 26). Elliot Grainge will take over as CEO of Atlantic Music Group beginning Oct. 1.
Read Lousada’s full note to staff below.
Hi everyone,
Monday will be my last day as CEO, Warner Recorded Music.
Although I’ll be working in an advisory capacity till the end of January, it feels like this is the moment to thank you all for what has been the most extraordinary experience and the most incredible honour.
My entire career, from my indie roots through my 21 years here at Warner, has been guided by one simple truth: People who can make music that moves people are special. The world needs them. It’s a privilege to help those artists be seen, heard, appreciated and, ultimately, to succeed.
So I want to express my gratitude to all the artists and managers who put their faith in me and in Warner to support them. Being there from the beginning with superstars like Ed Sheeran, Bruno Mars, Dua Lipa, and David Guetta; our partnerships with legends like Coldplay and Linkin Park; being entrusted with the catalogs of icons like David Bowie, Fleetwood Mac, Madonna, and Led Zeppelin; seeing artists like Megan Thee Stallion, Lil Uzi Vert, CKay, Zach Bryan, Myke Towers, Gunna, Lizzo, Jack Harlow, Benson Boone, and Charli xcx make their mark on culture…these and so many others are memories and relationships I will treasure.
I want to give huge respect to everyone who champions artists every day by supporting their creativity, telling their stories, fuelling their fandom, and taking them global, as well as the unsung heroes protecting artists’ rights, getting them paid, and making sure all of us are equipped to do our best work. Everyone here plays their part and, whatever your role, know that I see you and I appreciate you. It has been my privilege to work with you and to lead you.
I would like to thank Len for backing Warner, and to wish him, Robert, and the WMG leadership team every success in steering this unique and historic company forward.
For all of you taking Warner into its next era, remember that, at its very best, music is the sound of change. What the most iconic artists and the most enduring businesses have in common is evolution. Sometimes that’s exhilarating, sometimes it’s messy and difficult. I encourage you to embrace ALL of it because it’s when we challenge ourselves to move forward that artists win, fans win, and we win. Ultimately, music has to win. It’s just too important not to.
Whatever my next era looks like, I’ll always be rooting for you and I hope many of our paths will cross again.
For now, I’m going to go and put a record on…
Thank you, all of you, for everything.
Max
Julie Greenwald, the longtime co-leader of Atlantic Records who has become synonymous with the iconic label over the past 20 years, penned an exit letter to the Atlantic staff ahead of her departure from the label. Greenwald’s last day as chair/CEO of Atlantic Music Group will be Sept. 30; she will remain as a consultant through January.
“I’ve been thinking about this goodbye letter for the past few weeks,” Greenwald wrote. “For someone who is never short on words, this one has been a real challenge.”
Greenwald, one of the top leaders in the business overall in the past three decades, became president of Atlantic in 2004, before becoming co-chair/COO in 2006, alongside co-chair/CEO Craig Kallman and chairman/CEO of Atlantic Music Group in 2022. Greenwald and Kallman led the label through a dynamic period in which they helped break superstars such as Ed Sheeran, Bruno Mars, Coldplay, Kelly Clarkson, Cardi B, Foster the People, Charli XCX, Charlie Puth, Lizzo, James Blunt, Portugal The Man, Twenty One Pilots, Panic! At the Disco, Kehlani, Ty Dolla Sign and more. She has built a reputation not just for being beloved by artists, but for being beloved by her staff and as a key mentor in the industry, particularly for rising women executives. She was named Executive of the Year at Billboard’s Women in Music event in 2017, and a fixture on the Power 100 each year.
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Greenwald’s exit is part of the larger overhaul of the Warner Music Group that WMG CEO Robert Kyncl announced in August, which will see her and many of her top Atlantic executives exit the company as Elliot Grainge prepares to take over as Atlantic Music Group CEO on Oct. 1.
Read Greenwald’s full letter below.
To All My Friends, Family and Colleagues,
I’ve been thinking about this goodbye letter for the past few weeks.
For someone who is never short on words, this one has been a real challenge.
I came into Atlantic Records 9 months pregnant with a mission on my back to rebuild the house that Ahmet created.
Lucky for me, I found a partner ready to roll up his sleeves and start something new.
Craig and I were in lock step, sharing one vision, not to be the biggest company in the industry, but to be the best.
We wanted to create a risk taking culture that rewarded creativity.
For all of the old crew, remember our magic number was 34 albums a year. And our strategy worked.
We signed, nurtured and delivered some of the greatest artists on the planet. No matter how long the single took, or how many mixtapes or albums, we stayed in the fight. The weirder the marketing plan, the better.
Our goal wasn’t simply a plaque, but selling lots and lots and lots of hard tickets.
MSG was first in our sights and then came the O2.
World building wasn’t a buzz word we threw out in pitch meetings, but a true accomplishment.
I subscribe all of our successes to the perfect melding of extraordinary artists meet the most gifted employees.
For everyone who has passed through Atlantic High, Elektra, FBR, Roadrunner, 300 and WMG, I can not say thank you enough.
(And when I see you in person, I will properly do so.)
To Lyor, Steve, and Max, I am filled with tremendous gratitude for all the support and generosity you gave us throughout our years.
It was always a team effort.
To my day one partners Craig, Kyser and Sheila, I will be eternally grateful for one of the greatest rides in the history of the music business.
To Len, Robert, Elliot, Zach and Tony, I’m handing over the keys to Ahmet’s house. I wish you all the best and will remain the greatest cheerleader for all things Atlantic.
And to all my artists, I will never stop being your #1 Fan.
Love,
Julie
McHale’s Bar & Grill, a pub in midtown Manhattan, bills itself as “the best Irish bar in NYC.” It opens bright and early, at 10 a.m. on weekdays; it also happens to be right around the corner from Warner Music Group’s New York office. And on Thursday (Sept. 19), it was crammed full of Atlantic Music Group employees gathering to honor colleagues who had been laid off earlier that day. Several staffers clambered onto chairs to deliver spontaneous speeches about their time at the storied label.
McHale’s “is the only thing open during the day in that area,” says one employee who survived the cuts. At the impromptu gathering, “Lots of people who have been at Atlantic for 10- or 20-plus years said they loved being able to work with everyone. People were feeling supported since a lot of staff had been let go” — around 150 layoffs in total, according to WMG’s SEC filing.
Multiple sources stress that these departures, as well as the new regime being put in place by incoming Atlantic Music Group CEO Elliot Grainge, represent a seismic shift for Atlantic — a generational changing of the guard. A number of high-profile executives will be leaving the company, including Atlantic Music Group CEO Julie Greenwald, who co-led Atlantic for nearly 20 years; WMG’s CEO of recorded music Max Lousada, who had been at WMG for decades; 300 Elektra Entertainment chairman/CEO Kevin Liles; Atlantic general manager Paul Sinclair; and Atlantic co-president of Black music Michael Kyser, along with several department heads at both Atlantic and Elektra Records.
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In the wake of the cuts, sources say the Elektra side of 300 Elektra Entertainment is down to fewer than 20 people; Warner announced that 3EE president Gregg Nadel will move to become co-chair of Warner Music Nashville, but did not mention a replacement. (Lousada and Liles will also not be replaced.) Atlantic made further cuts to its radio team, which now has fewer than 10 employees, having already been hit in previous waves of layoffs. The label slashed the publicity department to just a handful of people.
In addition, Atlantic and Elektra eliminated their touring teams, which help artists with promotion and production on the road. The creative departments of Atlantic and 300 — the staffers who help furnish artists with the content they need in a visual, social media-driven age — suffered losses as well. And the label cut some A&R executives.
All these vanished jobs are the latest sign that the definition of a major label is transforming rapidly. “The old advantages that a big label had in the past, radio and press and TV, those just aren’t as powerful as they were,” says Jonathan Daniel, a veteran artist manager. The industry is trying to “remodel what a major label is, because the old way is unsustainable at this point.”
That retooling process has led to a number of layoffs at both WMG and Universal Music Group over the last 18 months. (Cuts at Sony Music have been more moderate, sources have said, at least so far.) Executives in traditional departments, like radio and press, have been especially vulnerable. And companies have tried to reduce overlapping roles at frontline labels in favor of a shared central system of services.
Grainge, 30, has expressed disdain for the more sprawling, old-fashioned major label model in the past. In 2016, he founded the label 10K Projects, which has billed itself almost as an anti-major: Small and fleet-footed instead of large and lumbering, with a heavy focus on modern tools (digital marketing) at the expense of more old-fashioned ones (radio). He has had success with this approach, helping boost the early careers of artists like Ice Spice, XXXTentacion and Trippie Redd.
Several Atlantic staffers started to worry about the possibility of additional staff cuts in August, as soon as WMG unexpectedly announced that Grainge would replace Greenwald starting October 1. In the past, major leadership changes at labels have often been accompanied by layoffs. Roughly 20 years ago, for example, not long after Lyor Cohen took over as chairman/CEO of WMG, the company let go of around 1,000 employees.
That said, the record business was shrinking then, rather than growing. And WMG had already made three rounds of cuts in the past 19 months before last week’s layoffs.
Some executives believe that Atlantic Music Group, which has struggled to produce new breakout artists in the last two years, was still too big and too inefficient, even after the previous reductions in staff. It’s nearly impossible to turn a massive ship quickly, and speed is crucial in what WMG CEO Robert Kyncl recently called a “fast-paced, fiercely competitive industry.”
The company’s realignment is intended to strengthen the core Atlantic Music Group structure while also making it more flexible, so it can throw its full weight behind artists at Atlantic, 300 or Elektra at any given time, sources say. “Elliot is confident in the team he’s put in place and they’re all focused on moving the needle,” a source inside WMG tells Billboard. The mission, this person continues, is focusing on “artists, artist development, great music. With all the anxiety about changes, there is excitement about the future, too.”
But others wonder if deep cuts will ultimately affect a label’s ability to deliver on behalf of its artists. “They’re smart people; obviously there’s some sort of plan” with the restructure and the layoffs, says Motti Shulman, who exited his role as senior vp of rhythm promotion at 300 Elektra Entertainment in 2023. “But if you keep cutting the fat, at some point you dig into the muscle. I think they’ve gone beyond the fat.”
Earlier this month, WMG employees say Grainge spent time in the company’s Los Angeles and New York offices along with Zach Friedman and Tony Talamo, who are set to become chief operating officer and general manager of Atlantic Music Group, respectively. Several Atlantic staffers believed that the incoming leadership was evaluating their work and weighing who might be cut.
When layoffs began in New York last Thursday, a number of employees were told they were being let go in individual meetings with Greenwald — who had, in many cases, played an instrumental role in hiring them, sometimes decades ago. Some staffers started to call the artists they had collaborated with to notify them that they had been laid off. Others updated their LinkedIn profiles: #OpenToWork.
Historically, when labels cut a lot of employees — as Universal Music group did in 1999, and WMG did in 2004 — they often trim artist rosters as well. Specific employees often champion specific artists in the building; if those cheerleaders are gone, the label may in turn sever ties with the acts they cheered for. On top of that, remaining staff might be spread too thin to aid as many acts as it did previously. Many managers are still waiting to hear if their artists will be affected in the shakeup.
Todd Rubenstein, a veteran music lawyer, has been watching the steady drumbeat of layoffs across the major labels since the start of 2023. “I find it all sad,” he says. “Not just from the human level of people losing their jobs, but everyone was already complaining before about what labels were not doing for their artists. What happens now that a hundred people got let go?”
On Monday (Sept. 23), Atlantic started trying to answer that question. The company announced a “new era” and a series of promotions. “We are committed to a single principle,” Grainge said in a statement. “Maximum impact for original artists.”
Tony Dize has inked a record deal with Rimas Music, and will make his highly-awaited comeback with new music, Billboard can exclusively announce today (Sept. 24). With a trajectory that spans over 20 years, the Puerto Rican artist born Tony Feliciano Rivera gained popularity as “La Melodía de la Calle” (the melody of the streets) thanks to his smooth vocals that backed his signature romantic reggaetón sound.
Rimas — home to Bad Bunny, Arcángel, and Eladio Carrión, to name a few — will not only “revive his classic reggaeton sound but also propel his music into the future, pushing the boundaries of Latin music,” according to a press release.
“This is a very important moment for Rimas and for Tony Dize,” said Junior Carabaño, co-founder of Rimas, in a statement. “Tony’s signing is a testament to our ongoing mission to work with artists who have not only shaped the culture but continue to drive it forward. Over the past year, we’ve been committed to making this partnership a reality, and it’s an honor that Tony has trusted us for this new chapter in his career. Together, we aim to take his timeless sound to new heights and reach even broader audiences worldwide. We can’t wait to make history together.”
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On the Billboard charts, Tony secured nine entries on the Hot Latin Songs chart including “El Doctorado” at No. 8 in 2010. The song also reached No. 1 on Latin Rhythm Airplay for two weeks that same year. In 2014, he peaked at No. 2 on the latter chart with “Prometo Olvidarte.”
He additionally secured his first and only entry on the Billboard 200 chart with his debut album, La Melodía de la Calle, in 2008. He reached No. 1 on Latin Rhythm Albums in 2009 with La Melodía de La Calle (Updated); and in 2015, his set La Melodía de La Calle, 3rd Season, debuted at No. 1 on both Top Latin Albums and Latin Rhythm Albums charts.
Most recently, he was a featured artist on Bad Bunny’s “La Corriente,” part of his Una Verano Sin Ti album. The infectious collab earned Dize his only entry on the Billboard Hot 100 chart in 2022, and on both Global charts: No. 17 on the Billboard Global 200 and No. 20 on the Global Excl. U.S.
On the heels of the signing, the “Permitame” singer will release his new single “Quisiera,” accompanied by a conceptual video directed by Nuno Gomes.
Warner Music Group mainstay Gregg Nadel has been appointed co-chair and co-president of Warner Music Nashville and will work alongside Cris Lacy, who’s been co-head of WMN for the past two years. Nadel succeeds Ben Kline, who is stepping down following a decade with the company.
The changes follow the recent move to bring Warner Music Nashville under the Warner Records umbrella.
Based in Nashville, Nadel and Lacy will report to Warner Records CEO & co-chairman Aaron Bay-Schuck and COO & co-chairman Tom Corson, who report direct to WMG CEO Robert Kyncl, effective Oct. 1. Lacy, Nadel, and their team will continue to work with Nashville artists co-signed with Atlantic Music Group.
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Over the course of nearly three decades, Nadel, who most recently served as president of Elektra Entertainment, has signed and/or championed artists including Zac Brown Band, Brandi Carlile, The Highwomen, Sturgill Simpson, Bailey Zimmerman and Brittney Spencer, as well as many other artists across multiple genres.
Prior to being named president of Elektra Entertainment in 2017, Nadel served as general manager of Elektra Records and before that was senior vp of A&R and marketing for Atlantic Records. A 27-year veteran of WMG, Nadel joined Atlantic directly out of college in 1997. He has led campaigns for global artists such as Ed Sheeran, who he’s worked with since the early days of Sheeran’s career. Nadel has been named to Billboard’s Power 100 list multiple times, and, this year, was honored as a Country Power Player.
Bay-Schuck and Corson said in a statement, “Gregg grew up at WMG, and over the past three decades, he’s brought his impeccable taste, wisdom, and guidance to an exceptional array of original, powerful voices. He’s an ambidextrous A&R and marketing expert with a global perspective, which will be a tremendous asset at a time when Nashville artists are crossing boundaries and reaching the world stage like never before. Like Gregg, Cris has expanded from her roots as an A&R force into a true multi-dimensional leader, and together, they’ll be a phenomenal team to take Warner Music Nashville into a dynamic future.”
Bay-Schuck and Corson added, “We’d also like to extend our heartfelt gratitude to Ben Kline. Over his past decade with WMN, his tireless passion for the label’s artists and team has set the company up for continued, expanding success. He leaves with our deepest admiration and best wishes for his next chapter.”
Nadel said, “I’ve had the honor of working with incredibly talented artists across many sounds and styles, and through it all, I’ve always felt a deep connection to the heartfelt music that comes from Nashville’s rich creative culture. I’m excited to be diving deeper into this brilliant community of musicians and storytellers, and I’m especially excited about working alongside Cris Lacy and the entire team. Thank you to Tom and Aaron for this incredible opportunity.”
Lacy noted, “Thanks to WMG’s cross-label and cross-genre philosophy, Gregg and I have been collaborating within the company for over a decade. We’re both rooted in a deep love of the music that comes into and out of Nashville. Gregg brings a unique, wide-ranging perspective to what will be a fantastic partnership. He has long invested in the culture and the community of this town, and together, we are fiercely committed to amplifying what makes its music so special. My heartfelt thanks and admiration go out to Ben. It’s been a great ride, and his expertise, leadership, and friendship have made it all the more gratifying. I wish him the very best in all things to come.”
Kline said, “Together, we’ve grown Warner Music Nashville to new heights and played vital roles in the development of so many artists. Thanks to WMG leadership for all of the opportunities, faith, and guidance along the way. And thank you to Cris Lacy for her never-wavering support for the artists and their musical visions. I’m excited for the next adventure.”
Universal Music Group Nashville has appointed Robert Kilduff as chief financial officer. Kilduff brings to the role more than three decades of experience in financial leadership, strategic financial planning, operations, and corporate development.
Kilduff previously served as CFO for non-profit organization, the Gary Sinise Foundation. He has also served as CFO of New Form Entertainment, vice president of financial planning & analysis for WME, and vice president of financial planning & analysis for Universal Music Group North America. Kilduff has also helmed financial strategy for Broadramp, Inc. as an early tech start up, spearheaded the launch of an international software division for special effects company Digital Domain, and directed international financial teams and operations integration for the Viacom subsidiary Neopets.com/ Kilduff’s other finance roles have included PricewaterhouseCoopers Strategy Consulting, Warner Bros. Studios, and former Big Six accounting firm, Coopers & Lybrand. Kilduff holds degrees from UCLA and Columbia Business School.
“Having helped lead the financial growth strategy of businesses in music, film/television, and technology sectors, Bob has a wealth of knowledge that will be instrumental in the growth strategy of Universal Music Group Nashville,” said Universal Music Group Nashville Chair/CEO, Cindy Mabe in a statement. “He is the unicorn we were looking for to help grow the next era of UMGN. I am so excited for him to join our team.”
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Kilduff added, “I am thrilled to rejoin UMG, a company with such a rich history of creative excellence, and eager to contribute to its ongoing success and future growth.”
The addition of Kilduff is the latest shift for UMG Nashville, following the appointment of Derek Anderson as senior vp of commerce last month. The label group also recently teamed up with Timbaland’s Mosley Music.
The label group Universal Music Group Nashville consists of imprints Capitol Records Nashville, EMI Records Nashville, MCA Nashville, and Mercury Nashville, as well as comedy label Capitol Comedy Nashville, which launched last year. In February, UMG Nashville revealed the launch of its distribution arm Silver Wings Records, as well as the launch of its film/tv production unit Sing Me Back Home Productions.
UMG Nashville’s artist roster includes Alan Jackson, Anne Wilson, Billy Currington, Brad Paisley, Brothers Osborne, Bryce Leatherwood, Carrie Underwood, Carter Faith, Catie Offerman, Caylee Hammack, Chris Stapleton, Dalton Dover, Darius Rucker, Dierks Bentley, Dillon James, Eric Church, George Strait, Hootie & The Blowfish, Jon Pardi, Jordan Davis, Josh Ross, Josh Turner, Kacey Musgraves, Kassi Ashton, Keith Urban, Little Big Town, Louie TheSinger, Luke Bryan, Luke Grimes, Maddie & Tae, Mickey Guyton, Parker McCollum, Priscilla Block, Reba McEntire, Sam Hunt, Sam Williams, The War And Treaty, Timothy Wayne, Tucker Wetmore, Tyler Hubbard, Vince Gill, Vincent Mason, and more, as well as comedian Nate Bargatze.
LONDON, U.K. — Long-serving executive Dickon Stainer has been appointed chairman and CEO of Universal Music U.K., succeeding David Joseph, who announced he was stepping down from the role after almost 17 years in charge on Monday (Sept. 23).
Stainer’s appointment was announced in a memo from Lucian Grainge sent to staff on Tuesday (Sept. 24). For the last 10 years, Stainer has served as president and CEO of Universal Music Group’s Global Classics and Jazz division, splitting his time between London and New York.
“Dickon has embraced an expansive musical worldview throughout his career, taking artists from a wide variety of genres and bringing them to audiences globally,” said Grainge in the memo, which has been viewed by Billboard, and accompanying press release.
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“He not only has deep experience in leveraging our worldwide organization on behalf of our artists, but a track record that includes global commercial and creative artist successes and countless awards in many countries,” said Grainge, who thanked outgoing CEO and chairman David Joseph for his “many contributions. He leaves with our gratitude.”
In his new role, Stainer will be responsible for leading the overall management and strategic direction of Universal Music U.K., including Island EMI Label Group, Polydor Label Group, Decca Records, the recently formed Audience and Media Division, as well as Abbey Road Studios.
In addition to his new responsibilities, Stainer will continue his long association with UMG’s Global Classics and Jazz division in the capacity of chairman, Grainge told staff. Announcements regarding new leadership roles and internal promotions in these businesses will be made shortly, said the UMG chief.
“It is an honour to be asked by Sir Lucian Grainge to lead Universal Music U.K. The depth of talent that we have at the company, coupled with our remarkable roster of artists, gives me tremendous confidence in what we can achieve together,” said Stainer in a statement.
He continued: “Having worked in both the international and domestic divisions of UMG, I know how central the U.K. is to the global music industry – a vital repertoire source that provides the world with great artists and great music. I can’t wait to get started.”
The reorganization at the top of Universal U.K. comes just a few months after the company announced it was merging its historic Island and EMI label divisions and forming two new frontline label groups: Island EMI Label Group, headed by Louis Bloom as president, and Polydor Label Group, led by Ben Mortimer.
The U.K. arm of Universal Music is additionally launching a new Audience and Media Division to support artists and labels, headed by Rebecca Allen.
SYDNEY, Australia — Empire now has an outpost in Australia.
The Bay Area hip-hop juggernaut recruits label veteran Cameron Walsh to lead its activities in these parts as Australian territory manager.
“I’m privileged and elated to be joining the empire that is Empire, leading the label’s expansion into Australia,” Walsh comments on LinkedIn. “Empire Australia is open for business.”
Based in Sydney, Walsh brings to the role a stack of experience accumulated from major and independent labels, from Sony Music to Universal Music, EMI, Comes With Fries, and most recently with [PIAS] Australia/Inertia Music, where he served as director of label services & head of digital – Australia, New Zealand.
Empire founder and CEO Ghazi Shami confirmed the business’ latest move during an onstage interview last week at All That Matters 2024 in Singapore.
“It was something that we were looking for, for a long time,” Ghazi said during a Q&A at Hilton Singapore Orchard. “We’re really picky about the people that we select in territories to plant the flag because they have to be representative of our ethos of our cultural composition, and there has to be some type of commitment to excellence that we perceive.”
Empire launched in San Francisco back in 2010 as a digital distribution specialist. A year later, Spotify arrived in the United States.
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As its name would suggest, the company grew into a vertically-integrated powerhouse with some 250 global staff, and is active in every conceivable part of the music industry.
Ghazi’s company is recognized as a force in hip-hop and the surging Afrobeats genre. This year, Empire has enjoyed a smash hit this year with Shaboozey’s “A Bar Song (Tipsy),” which logged multiple months at No. 1 on the Billboard Hot 100, smashing chart records along the way. The single also went to No. 1 on Australia’s ARIA Chart and cracked the top 10 in the U.K. “A Bar Song (Tipsy)” earns an 11th week at No. 1 on the Billboard Hot 100, extending 2024’s longest reign.
“The music that they’re making here is, honestly, the most culturally important thing I’ve done in my entire career, and I’ve been in the music business since I was 14,” Empire founder/CEO Ghazi told Billboard in 2023. “These guys are the kings of where they come from, and they’re about to be the kings of everywhere if we keep doing what we’re doing. It’s phenomenal to see what’s happening.”