Record Labels
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In the middle of August, with precious little warning, two of the biggest artists in the world decided to take hold of the pop-music narrative. On the night of Aug. 15, Lady Gaga and Bruno Mars unleashed their collaborative ballad “Die With a Smile,” complete with a Dolly Parton-inspired music video released the same evening, as well as a surprise duet performance at Mars’ show in Los Angeles, blanketing the Friday release day with a full-court press in the first few hours of the song’s release.
As the week went on, a digital campaign began to factor in as well, and the work paid off: “Die With a Smile” debuted at No. 3 on the Hot 100 and No. 2 on both the Global 200 and the Global Excl. U.S. charts in its first week. But since then, the song has only grown, particularly around the world — this week, “Die With a Smile,” which is credited to Gaga’s label Interscope but is receiving a helping hand from Mars’ label Atlantic, spends its second week as the biggest song in the world, topping both of Billboard’s global charts midway through September. And that worldwide success helps earn Interscope Geffen A&M senior vp/head of pop/rock marketing Adrian Amodeo the title of Billboard’s Executive of the week.
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Here, Amodeo, discusses the initial rollout of the song, how Interscope and Atlantic worked together and how the Interscope global strategy — which has also seen huge success with Billie Eilish and Karol G, as well as with BTS’ Jimin — has helped the company reach new heights around the world. “We don’t want to just put out records in other territories,” Amodeo says. “We want to build real campaigns that are extensions of our domestic campaigns and also build into local cultures and communities on the ground and online.”
This week, Lady Gaga and Bruno Mars’ “Die With A Smile” is No. 1 on both of Billboard’s global songs charts for the second straight week. What key decisions did you make to help make that happen?
First off, it was an enormous team effort across two amazing artist teams. We have two of the most important pop stars on the planet who wrote and recorded an absolutely incredible song and were involved in every detail of the rollout. We knew it was going to be a special moment once the song came out, but also knew we had to build a campaign that honored two superstars and their incredible artistry. We wanted to show the power of these two stars together and show that Gaga and Bruno are at the top of the game, with a ballad, in the midst of what has been an incredible summer of pop music.
When we first heard the song, Kirsten Stubbs, our co-head of digital marketing, flagged that Bruno happened to be opening the Intuit Dome in Los Angeles around the time the song was coming out, so we immediately put the wheels in motion to make a performance be a key moment in our campaign. The genuine connection the world saw between the two of them, and the content we were able to capture and spread, really set the tone for the entire campaign. It was lightning in a bottle with the release of the song, the video and the performance that night. But we knew we had to keep building a runway for the song and eventize the release around the globe, so we treated it like an album rollout, not just as a single.
The song debuted at No. 2 on both charts, before ascending to the top spot a week later. What went into such a huge global impact right out of the gate?
Our international team has been so integral — every territory made it a priority to make this the biggest song in the world. Before the song came out we were fortunate to have all of the label heads from around the globe into our studio where we unveiled our plan for the track. We were able to play the music and explain our global vision, but more importantly we had Gaga and her team in the room to be part of those conversations with us. It really energized everyone to be part of a process like that. The subsequent local campaigns and partner support our teams have put together have been really amazing.
I’m proud of what the team pulled off for the fans around the world, too. The out-of-home campaigns became important fan experiences, anchored by an eight city storefront experience that paid homage to the song, the artwork and the video. Combined with all the billboards around the globe, it just felt huge — and, more importantly, we got it to travel online. A great job by Kevin Rankin and Jessica Staats for driving that with all the teams around the globe. The themes of the song have also helped build an incredible TikTok world for the song, which has been fun to watch and really helped take it to another level globally. Our ability to conceive of and execute such a complex global campaign is really a core strength of Interscope and Universal Music Group.
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This music video also had a big impact, with its throwback theme and Dolly Parton-esque vibe. How important has it been to the song’s success, and what do you see as the role of the traditional music video these days?
The music video has been so important, if not the most important part of this campaign. It was co-directed by Bruno, which continues to exemplify his artistry and shows the trust that Gaga put in him as a partner in this whole process. Again, that genuine connection can’t be overstated. Beyond being an incredible video, it also inspired every inch of our creative. The single art, the outfits they wore on stage at the Intuit Dome, the global out-of-home; everything has intentionally been cohesive and respectful to the aesthetic world built by Gaga and Bruno. The music video also kicked off a powerful viral moment with the fans recreating Gaga’s dance and inspired fans to recreate the looks online, at shows, and at the clubs — our influencer marketing team was quick to identify this and amplify it globally. It has been so amazing to see and we fully expect Gaga-Bruno to be one of the most seen Halloween costumes this year. We’re already getting ahead of that.
Gaga and Bruno are two of the biggest superstars on the planet, and are signed to different labels. How did this song come together, and how did the marketing plan work across two companies?
The making of the song is Gaga and Bruno’s story to tell, but it’s very well documented that they have wanted to work together for a long time. [Interscope chairman/CEO] John Janick’s relationship with Bruno goes back for many years and the trust that Bruno and Gaga put in John can’t be overstated. [Atlantic Music Group chair/CEO] Julie Greenwald was an absolute force as well. Her energy and passion for the song helped drive both teams to be great. With so many relationships and teams in place we were truly able to hit the ground running. We spent about six weeks planning the song together and the relationship was great with all of our departments working hand in hand, on Zooms, calls, texts, DMs, voice notes and faxes. We’re still going.
Alongside Billie Eilish’s “Birds of a Feather” and Karol G’s “Si Antes Te Hubiera Conocido,” Interscope has three songs in the top 10 of the Global 200, and those three make up three of the top five on the Global Excl. U.S. chart. What is IGA’s overall global strategy and why are these songs working so well around the world right now?
We’re very fortunate to work with incredible artists and incredible partners. It starts with the teams, but the vision is always global from the start. We don’t want to just put out records in other territories. We want to build real campaigns that are extensions of our domestic campaigns and also build into local cultures and communities on the ground and online. Our teams literally stay across all the creative, creator campaigns and local moments to make sure it’s a unified creative marketing rollout with a local touch. The way we’ve also been able to integrate partners like AmEx and Sony into our global rollouts has been a testament to the 360 approach we take globally.
Jimin’s “Who” is also in the top 10, by the way, and I can’t emphasize enough the importance of our relationship with HYBE. We are thrilled with our new HYBE x Geffen global girl group, KATSEYE. Building a global girl group with such an important partner has been an incredible undertaking, but a big part of our vision for the future. It’s been amazing to see them grow exponentially on streaming and socials as PopStar Academy: KATSEYE, the eight-episode series that tracks their journey, keeps growing on Netflix. They’re currently in Korea on a huge promo trip that will take them to Japan and the Philippines, too.
Where do you see the biggest growth opportunities for Interscope around the world right now?
Our relationship with our artists continues to be our biggest opportunity. What we can bring to them in building their global brands is our core strength, so we must continue to emphasize and build what we have, while reinvesting into new strategies. Direct to consumer and [customer relationship management] strategy is so important, and we continue to build those globally with our partners at Bravado and Fame House. We’ve built a company culture where it feels like one team with them, and that’s so important in helping to create global artist brands. Our collective ability to communicate with the fans directly around the globe is critical. We’re really focused on that, while we also continue to strategize emerging markets.
Last Week: How Sabrina Capped Her Rise to Stardom With ‘Short N’ Sweet’
09/12/2024
A tense war of words and a slew of lawsuits have ensued as the K-pop giant and CEO tangle for control of the popular girl group NewJeans.
09/12/2024
During the months-long feud between HYBE and NewJeans creative director and former ADOR CEO Min Hee-jin, the Billboard 200-topping girl group has largely remained silent. But early Wednesday morning (Sept. 11), group members Minji, Hanni, Danielle, Haerin and Hyein made their voices heard.
In a since-deleted post on their Twitter account, the group shared a YouTube link that led to a livestream on a no-longer accessible YouTube account named “nwjeans.” During the livestream, the five members spoke for about 30 minutes in Korean and English about their situation, expressing anxiety over their professional futures, worries about continuing to work under HYBE and revealing previously unheard stories.
Apologizing for the “sudden meeting,” all five members of the K-pop girl group sat in a nondescript room with notebooks, papers and iPads during the livestream. The youngest NewJeans member, Hyein, 18, spoke first, explaining that staff members they trusted (presumably also under or previously under the HYBE/ADOR umbrella) helped set up the location and stream but that it was the quintet’s choice to speak out.
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After that, Haerin noted that media coverage revolving around NewJeans’ situation became invasive when their private medical records and videos from their days as HYBE trainees leaked on the internet — four of the five NewJeans members were minors under the age of 18 when they debuted in July 2022 — but that when the group, alongside Min and their parents, raised concerns to ADOR parent company HYBE, the K-pop giant took no action.
One of the most talked about moments online among K-pop fans came early in the broadcast, when Hanni shared a story about a time when, while at the HYBE building to get her hair and makeup done, an unnamed HYBE LABELS group passed her with a manager. According to the Vietnamese-Australian singer, after initially greeting one another, the manager told the members of the other group to “ignore her.”
During the livestream, NewJeans members also expressed worries about the ADOR label’s inner workings following Min’s ouster as CEO.
In reference to ADOR’s new legal battle with Shin Woo-seok, the director of NewJeans’ “Ditto” and “ETA” music videos, Minji said it was “frightening” to see their work compromised. The director has alleged that ADOR targeted him for uploading “director cut” versions of NewJeans music videos and other content, which he claimed to have permission for, on his personal YouTube account.
Following ADOR’s removal of those videos, the label shared a statement on Sept. 4 that it would do its best to “ensure that the deleted NewJeans content can be uploaded to ADOR’s official channel in the future,” as reported by the Korea JoongAng Daily. That report also noted ADOR’s follow-up statement that only the “director cut” music videos were requested for removal — not behind-the-scenes clips starring the members that have racked up millions of views — while claiming it was advertisers who wanted the “director cut” videos removed.
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“Just like that, the content that we released solely for our fans, for our Bunnies, was instantly erased,” Danielle said in English about the incident. “I truly can’t understand why anyone would do this to a group or just anyone in general.”
Minji added that ADOR’s “new management” would keep production and management teams separate, like other HYBE LABELS. Under this arrangement, which saw Min being restricted only to production, and not being part of the discussions around the group’s overall management strategy, the group members said they were apprehensive over how they could continue as the NewJeans in its current form.
“Personally, the way that ADOR used to run was the business management and creative production was not separated…factors that played and worked in harmony with each other,” Hanni said in English. “It was our way of working and it was our CEO’s way of producing NewJeans’ content which a lot of you were able to enjoy and appreciate. But now that she’s no longer CEO, these factors that should have continued to work together in harmony are now being seen as two different areas of work.”
On Aug. 27, HYBE announced that Min would step down as ADOR CEO and shared in a statement to Billboard that ADOR “will restructure to separate its production from management — a multi-label practice that has been standard across all other HYBE labels but was previously not implemented at ADOR.”
Haerin also claimed that NewJeans learned of Min’s dismissal through the news instead of through their company, saying it “made it clear to us that they don’t respect us at all” and led them to feel that statements about HYBE’s plans for NewJeans were empty promises. (In April, HYBE shared a statement with Billboard claiming that the company “will continue to provide attententive [sic] mental and emotional care to the company’s artist NewJeans…the company will meet legal representatives of the respective members as soon as possible to discuss the plan to protect the act.”)
Beyond these specific incidents, the five NewJeans members also spoke at length of their worries about losing their team identity and wariness that HYBE has their best interests in mind while insisting that Min return to work with them.
“Even before debuting as NewJeans and through all of the time that we spent together with Min Hee-jin all of us felt that the music we wanted to make and the kind of world we wanted to build together, our vision, was similar in so many ways,” 19-year-old Danielle said. “Putting our sincere effort into something is only possible because of the people that we’re working with have trust in each other and have that same vision.
“Min Hee-jin is not only the person that produces our music, but someone who makes NewJeans who we are; she discusses even the smallest details with us and explains them in ways that we can understand clearly. NewJeans has a distinct color and tone, and this was created with Min Hee-jin. She is integral to NewJeans’ identity and we all feel that she is irreplaceable.”
Hanni later spoke to HYBE’s alleged directive that Min wrap up all her creative work in the next two months following her dismissal as CEO.
“Like how we have our own and individual thoughts and feelings, we have the choice to choose how we will react to each situation and we are not going to follow HYBE’s every order blindly,” Hanni said in English. “We are more than well aware that this is getting in the way of our work and that we should be treated much much better than how we are right now. And it’s very hard to believe that they are truly sincere about wanting to help us continue, to be able to continue to work with our Min Hee-jin.
“Despite her being in the midst of all this current legal conflict, she’s expected to plan and creatively produce our future endeavors in just only two months, which I personally think makes no sense at all. We don’t want to hear all the empty words of how they’re going to help us continue to work with Min Hee-jin. And all we want is this legal conflict to be resolved and have our working environment returned back to normal the way it was before.”
NewJeans’ eldest member, Minji, 20, ended the livestream with a direct message to HYBE chairman Bang Si-Hyuk, saying, “We hope chairman Bang and HYBE make a wise decision to restore ADOR to its original state by the 25th.”
HYBE has not yet responded to Billboard‘s request for comment about the livestream.
The now five-month-long conflict began in April, when HYBE launched an audit of ADOR and asked Min to step down as CEO. The K-pop giant later reported Min to police, alleging the executive had committed a breach of trust. That led Min to respond by holding an emotionally charged press conference during which she denied claims that she had usurped NewJeans’ management and doubled down on claims that HYBE subsidiary BELIFT LAB had plagiarized NewJeans with its own girl group, ILLIT, and that another HYBE subsidiary, Source Music, had broken its promise to debut NewJeans as its first girl group, among other claims. Min was subsequently sued by both BELIFT and Source for defamation due to those comments, riling up several K-pop fanbases against her.
In May, a court ruled that Min could legally stay in her position. But in the past month, a former female ADOR employee accused Min of covering up her reportsof sexual harassment from a male superior. While HYBE’s own internal investigation reportedly concluded that the incidents didn’t constitute harassment, Min allegedly verbally abused the employee for speaking out — a claim that Min has denied, instead alleging that the issue arose from the former employee’s job performance and salary negotiations.
On Aug. 27, HYBE announced that it had appointed an ADOR director with human resources expertise, Ju Young Kim, as the label’s new CEO, and that Min would step down from her role but remain as an in-house director.
Venezuelan singer/songwriter and producer NOREH has signed a record deal with 5020 Records, Billboard Español can exclusively announce Wednesday (Sep. 11).
“We are extremely pleased to welcome NOREH as a new member of the 5020 Records family,” Rafa Arcaute, president of 5020 Records, says in a press release. “His innovative approach to music and his ability to connect with audiences on a deep level make him the perfect addition to our roster of artists. We are excited about the opportunity to support his artistic development and help him achieve even greater success.”
Featured in our monthly column for emerging artists On the Radar Latin last February, when he played his first concert in the United States, NOREH has been rising in the Latin music scene since 2020, when he debuted as an independent artist with the album Asocial. This was followed by the live album Nada Íntimo (2021) and Mucho TXT (2023), an eclectic LP that included urban music, ballads, bolero, salsa and bossa nova.
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His latest release is BALADAS TATUADAS VOL. 1, a deeply personal EP launched in March this year, in which he reflects on the ups and downs of his life while exploring themes of melancholy.
“NOREH represents 5020’s artistic vision, anchored in originality, versatility and creative honesty. We couldn’t be prouder to welcome him to the family,” says Bruno Duarte, co-president of 5020 Records.
Adds NOREH: “Being part of 5020 is exciting because, like me, they believe in daring songs with soul […] I hope to live up to the other artists in the roster; I am Venezuelan and I bring with me my people, who have brought me here, and I am sure that we will all be a great team.”
The terms of the contract were not specified.
The artist, who has collaborated with established names like Jay Wheeler, Nacho, CNCO, and Servando & Florentino, is currently in the midst of his Baladas Tatuadas Tour, which has taken him through his native Venezuela, parts of the U.S., Spain and South America.
The recorded music market in Europe is at risk of falling behind other global regions unless regulators enforce tougher protections for artists, creators and rightsholders, according to a new report from international labels trade body IFPI.
In Europe, music sales grew to over $8 billion in 2023, representing more than a quarter of global revenues (28.1%) and maintaining the continent’s long-held status as the second largest region in the world for recorded music sales behind the U.S. and Canada, according to IFPI data.
Europe’s prominent position is coming under threat, however, from other music markets that are growing at faster rates, states IFPI’s first-ever report focused specifically on recorded music in the European Union, published Tuesday (Sept. 10).
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Last year, music sales among the 27 members of the European Union trading block — which the U.K. exited in 2020 — grew by 8.7% to 5.2 billion euros ($5.7 billion), says IFPI. While that places the EU below only the U.S. in total revenue terms, several other international markets are significantly outpacing its growth rate thanks to the widespread global adoption of music streaming services.
Examples cited by IFPI include China, which grew music sales by more than 25% to 1.3 billion euro ($1.4 billion) in 2023; Sub-Saharan Africa, up 25% to 85 million euros ($93 million); Mexico, up 18% to 454 million euros ($500 million); and the Middle East and North Africa (MENA), which climbed 14% to 102 million euro ($112 million).
Although all of those territories are developing from far lower bases than mature EU markets such as France and Germany — and all have some way to go before they come close to surpassing EU music sales — IFPI said their rapid growth represents “warning signs” that the region is facing strong competition from its global competitors. Notably, some of those fast-growing music markets were virtually non-existent just over a decade ago.
The report, which is titled “Music in the EU: A Global Opportunity,” comes three months after European Parliament elections and ahead of the unveiling of the new European Commission, the EU’s executive branch, which is expected to take place later this month.
The new cohort of Brussels politicians will be responsible for monitoring and enforcing already passed EU legislation such as the Digital Services Act, Digital Markets Act and the AI Act, which all impact the music business to varying degrees, in some instances significantly.
“The EU is a vitally important place for music,” said IFPI CEO Victoria Oakley in a statement. “However, the data in this report shows us that other parts of the world are developing and growing rapidly and the EU risks falling behind.”
To ensure that the EU’s music market stays competitive, Oakley called on European policymakers to provide “legal certainty and protection for music rightsholders, supporting the development of responsible and ethical AI and creating a competitive playing field on which today’s dynamic music sector can evolve.”
“Today, European music faces great risk but also great opportunity,” Oakley continued. “How policymakers address these issues will help determine its future.”
An accompanying press release from IFPI said its research sets out how policymakers can help “secure a positive future for music at what is a pivotal time for music in Europe” amidst rising global competition.The report notes that when adjusted for inflation, recorded music revenue in the EU last year was only 61% of where they were in 2001, the music industry’s revenue peak.
Specific areas in which IFPI says policymakers can support creators and rightsholders include effective implementation of the EU’s AI Act, which passed earlier this year, and upholding existing EU copyright laws preventing the use of copyright-protected works and music from being used for training AI systems without prior consent. AI developers must also maintain and provide records of the materials used in training and developing generative AI models that enable rightsholders to exercise and enforce their rights, says IFPI.
When it comes to individual EU markets, the report highlights the continued strong performance of domestic acts in their home countries. In the 22 EU markets where IFPI collects yearly chart data, on average, 60% of the Top 10s were tracks by domestic artists in 2023, compared to only 47% in non-EU markets.
EU markets fared less well in terms of top 10 global chart exports, which were once again dominated by U.S. artists like Miley Cyrus, SZA and Taylor Swift last year, though Latin and Central American artists, most notably from Columbia and Puerto Rico, also performed well.
Concord Records and Fantasy Records have merged, their parent company Concord Label Group announced Tuesday (Sept. 10). The combined label will be called Concord Records.
The label will be headed up by co-presidents Margi Cheske, who was formerly president of Fantasy Records, and Mark Williams, who previously served as interim president of both Concord Records and Rounder Records (now led by Stephanie Hudacek). Both are based in L.A. and report to Concord Label Group CEO Tom Becci.
While leading Fantasy Records, Cheske built a roster that includes Nathaniel Rateliff & The Night Sweats, Allison Russell, James Taylor, Seether, Tedeschi Trucks Band, Lake Street Dive, Valerie June, Diiv, Lucius, LS Dunes, Taking Back Sunday, Marcus King Band, Grace Potter, Devon Gilfillian and Tanya Tucker. Prior to that, she was senior vp of marketing at Concord.
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In his prior role as interim president at both Concord and Rounder Records, Williams shepherded the release of music by artists including Sierra Ferrell, Billy Strings and The Revivalists and signed acts including Thirty Seconds To Mars, John Vincent III, Bella White, Amythyst Kiah, Daffo, Nitefire, Luke Tyler Shelton and Spacey Jane.
Cheske and Williams met while both were working at Virgin Records, where Cheske was The Smashing Pumpkins’ product manager and Williams was in A&R. Williams boasts a 44-year history in the business and previously founded Outpost Recordings before joining Interscope in 2001 and Columbia in 2010.
The new Concord label’s roster includes esperanza spalding, Lindsey Sterling, Nathaniel Rateliff & the Night Sweats, Taking Back Sunday, Seether, The Offspring and Thirty Seconds To Mars, along with emerging acts like Russell, Vincent and Matt Berninger.
Along with the announcement comes the reveal of a new Concord Records logo.
“In a music landscape where radical change has become the norm, it is vital that labels position themselves to manage complex challenges deftly,” said Becci in a statement. “This merger allows Concord to best utilize our global platform while maintaining the boutique level of service artists have come to expect. I know Mark and Margi share this notion, and their combined resources, alongside their complementary skill sets, will be a real benefit to the artists we serve.”
Added Williams, “Both Concord and Fantasy Records have always pursued artists with a unique vision and story to tell; the combined Concord Records will have an environment where those creative visions will be nurtured and supported.”
“This merger will allow us to better maximize our resources in service of those visions,” said Cheske. “Ultimately, this means a much more global, interconnected approach—allowing us, in concert with our incredible roster of artists, to bring their music to audiences around the world.”
The merger of the Fantasy and Concord labels is just the latest among several recent changes at the label group. Becci, who joined as CEO in August 2023, has previously restructured parts of the company, including by naming Hudacek president at Rounder Records and making changes to executive leadership in operations, marketing, and data analysis and streaming.
In a previous interview with Billboard, Becci alluded to the merger by calling the appointments of Cheske and Williams “a formidable frontline duo that can deliver on both new and developing artists,” adding, “They were swimming in the same pond, and I think together they’re going to own the pond.”
Universal Music Group is revving up its Use Your Voice voter education campaign to mobilize eligible voters ahead of election day on Nov. 5. This year’s efforts range from a digital content series outlining important issues, an outreach program targeting HBCU’s and a get-out-the-vote initiative aimed at driving voting registration — and then ensuring people can get to the polls.
Use Your Voice, which launched its first campaign in 2020, is supported by three UMG entities: All Together Now Foundation, the Task Force for Meaningful Change and °1824, the company’s creative marketing division. For this election season, UYV will provide information and resources to help power the work of partners including the ACLU, BallotReady, HeadCount, the NAACP, National Coalition of Black Civic Participation, the National Council for Negro Women (NCNW), the Voto Latino Foundation, When We All Vote and Xceleader.
Susan Mazo, evp and chief impact officer of UMG, said that “since we started the program in 2020, it has helped tens of thousands of voters get to the polls and vote with confidence. This year, it will do so again through the work of our colleagues, our passionate artists, songwriters and labels, and our incredible voter resource partner organizations.”
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One such partner, HeadCount, will work alongside UMG for Use Your Voice and Vote About It, a short-form digital content series taking a much-need look at issues that voters may see on their local ballots. The initiative includes a voter hub with information, resources and digital tools, plus there’s a corresponding tote bag sold by Social Goods benefiting HeadCount. UMG is also supporting HeadCount’s Vote HBCU ‘Say It Louder’ Tour of 10 campuses with the goal of registering more than 10,000 students to vote. The program, built in partnership with Xceleader, and will collaborate with UMG to amplify messaging around National Voter Registration Day, coming up on Sept 17.
This year, HeadCount has also partnered with artists from UMG’s labels including AJR, Ariana Grande, Barenaked Ladies, Billie Eilish, Clairo, Chappell Roan, Chelsea Cutler, Em Beihold, Glass Animals, Gracie Abrams, Hootie & the Blowfish, Maggie Rogers, Mt. Joy, Noah Kahan, Olivia Rodrigo, Rapsody and Remi Wolf, among others.
“As we head into this pivotal election, our partnership with Universal Music Group through the ‘Use Your Voice’ campaign is about more than just registering voters,” said HeadCount executive director Lucille Wenegieme. “Together, we’re making sure that every voice is not just heard, but impossible to ignore. At HeadCount, we partner with organizations that see the value of a multi-pronged approach to civic engagement to ensure we are reaching as many voters as possible – this is no different. We are so grateful for UMG’s strategic support during this election cycle. Together, we’re inspiring a new generation to actively participate in shaping their future.”
Additionally, UMG’s °1824 is producing a digital content series called By the Numbers targeting young people and possible first-time voters to check their registration status and inform them on their potential impact on election results. BallotReady and UYV are also jamming on a series of co-branded assets urging users to make a fully-informed voting plan.
UMG’s Task Force for Meaningful Change unveiled its Pull Up to the Polls initiative providing resources including a plan to provide 15,000 ride share codes to voters through NAACP, NCNW and When We All Vote. TFMC is also working with Voto Latino Foundation with the goal of registering over 7,200 eligible voters, and will work with Black Voters Matter, the National Coalition of Black Civic Engagement/Black Women’s Roundtable and others to mobilize and educate voters ahead of Nov. 5.
“The NAACP is proud to work with UMG in ensuring that democracy works, for everybody. Black voices matter, and we know that when our communities Pull up to the Polls, we’re heard,” said Dominik Whitehead, NAACP svp of campaigns and mobilization. “That’s why partnerships like these are so important in bringing the resources and tools necessary to ensure that every vote is counted, and every voice is heard. Let’s make this an election to remember!”
Major labels and distribution companies were once distinct entities with different ways of doing business. In today’s music industry, however, “distributors are starting to look like labels, and labels are starting to look like distributors,” says entertainment attorney David Fritz.
Each of the major label groups has its own distribution arm: Sony relies on The Orchard, Universal leans on Virgin, Warner has ADA. Confusingly, at varying points in the last five years, many of the frontline labels have launched distribution offerings too, whether that’s Republic (Imperial), 300 (Sparta), Alamo (which is affiliated with both Santa Anna and another distribution company, Foundation), or Interscope. Sony also has AWAL, which focuses more on nurturing individual artists, whereas The Orchard usually looks to sign and support labels. These companies are all in competition with each other — and often with the various frontline labels as well.
For Kirk Harding, a veteran artist manager and co-owner of the Bad Habit label, the meaning of all this activity is clear. “Everyone knows what the future is,” he says. “The major labels are going to be distribution companies with really big catalogs.”
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This would have been hard to fathom just five years ago. “It’s a fundamental change in how we’re operating,” acknowledges one major label A&R executive.
Frontline major label deals typically come with budgets — for recording, marketing and more — along with access to teams of people who can theoretically help artists find new songwriting partners, polish their TikTok clips and find money to support a tour. Since the label invests resources and services in the artists, it takes a significant chunk of the money that they earn, as well as rights to the songs they make.
Distribution deals are often the polar opposite. They typically come with far less money up front, few, if any, services, and significantly shorter terms. Since the company offering the deal doesn’t commit much, it doesn’t take much.
The frontline major labels were historically opposed to offering distribution agreements precisely because they tend to be short-term deals where the majority of the money made goes to the artist. That severely limits the upside for the record companies, which through the decades built their multi-billion-dollar valuations via long-term agreements — often five albums or more — in which they obtained artists’ recordings in perpetuity. Each major label group maintained a distribution arm for acts that insisted on a different arrangement, or for independent labels that needed help to get to market, but the frontline labels almost always signed the stars, and were thus seen as the real engines of growth.
Now, thanks to streaming, social media and advances in music production technology, artists can record songs, distribute them and amass fans on their own, meaning they have the luxury of turning down unappealing deals. And it turns out that, given the choice, many artists want to maintain flexibility — and make the majority of the money from their art. “Every artist we talk to is asking for a distro situation,” the A&R says.
This puts major labels in a bind. The long duration of traditional recording agreements allowed them to build up massive catalogs. This in turn ensured they had leverage in negotiations with streaming platforms — and protected them as catalog listening grew in the streaming era. The rise of short-term distribution deals, then, seems likely to erode the size of their catalogs over time even quicker than 35-year termination rights, meaning major labels are effectively mortgaging their future for short-term gains.
But like politicians looking to win re-election, they may feel they have no other choice. Even executives who believe distribution deals don’t make sense for them say they’re now feeling pressured to offer them anyway. “Majors have had to adapt and start offering different types of agreements just to even be in the ring on some of these potential signings,” says Gandhar Savur, a music lawyer.
Not only that, but the major labels have been losing market share to an array of new digital distributors that undercut them by allowing artists to upload songs to streaming platforms for a negligible fee or small percentage of royalties. This forces the majors to play defense. “They see some indie artists that come out of distribution systems and think, ‘I want that too,’” says Joie Manda, a former major label executive who launched Encore Recordings in 2021.
Offering distribution deals isn’t just about playing defense, though. They can help the majors limit risk by signing artists earlier, when they have smaller fan bases, which makes deals cheaper. Artists who do well and need additional support can later be “upstreamed” to a more traditional frontline arrangement. (And if the majors want to sign a viral act that lucked into one big song but has little other music of promise, a distribution deal may be the best way to do that.)
For artists, all the major label forays into distribution mean they potentially have a lot of different options at their disposal. “Artists want choices; they want the option for high service or low service, long term or short term,” says Mike Caren, founder of Artist Partner Group. “The choices are out there, and some companies want to provide all the choices under a single banner.”
Making the right choice remains a challenge, however.
A distribution deal “is not a label deal,” Harding emphasizes — even if it’s with a label. “All you can expect them to do is distribute. If you want them to do more, you have to pay more.”
Young artists in particular may not understand these distinctions, or know which option is better for them. Caren cautions that distribution agreements “can become traps where confusing pitches lead to false promises of short term with high service,” he says, adding, “This can be an unsustainable and dangerous territory that may lead to a lot of frustrated artists.”
Distribution offers will often come with one advance to cover all of an artist’s needs, according to Matt Buser, a music lawyer. “It forces artists to budget out all these different buckets of money,” he explains. “It gives them a lot of autonomy. But if you don’t know what you’re doing, and you blow all the money, and you have to ask for more, the record company gets more rights, or a longer deal, or something in exchange.”
It’s not uncommon for artists to be messaged distribution agreements via Instagram the moment they start to show growth — some companies don’t even pretend to want to meet the acts they sign. There are distributors who “play moneyball where they send very low-risk, low-effort offers to kids at scale,” says Eric Parker, who manages the rising U.K. act Myles Smith, among others. “I’ve seen one distributor send the exact same agreement to over 10 different kids.”
Parker calls this approach “race to the bottom A&R-ing in the age of data analytics.” It’s like using artists as lottery tickets — buy as many as possible as cheaply as possible, and pray one gets lucky.
Manda also believes some artists “are not getting the right guidance” when they’re evaluating different offers from labels and distributors. “Artists need to spend time with, and talk with, the people they might partner with,” he says.
He has a dim view of the major labels’ decision to throw themselves headlong into distribution. The majors “need to lean more into their superpower, which is signing, developing and breaking superstars over the long term,” Manda says. It’s notable that, even as the majors expand their distribution webs, most of the recent breakout artists this year — Sabrina Carpenter, Chappell Roan, Benson Boone, Teddy Swims — have come via traditional label deals.
Despite this, the major label scramble to get artists into distribution deals continues. “Everyone is competing now in the space of, ‘It’s no longer wait and see what this becomes — stick it into distribution,’” says one senior executive. “Every artist has two or three distro offers after one video.”
Christian Hayes, a singer-songwriter from Rome, Ga., has signed with Capitol Records. Hayes is one of Capitol’s first signings since the label realigned in February under Tom March as chairman/CEO of Capitol Music Group and Lillia Parsa and Arjun Pulijal as co-presidents.
“We’re thrilled to welcome Christian to the Capitol Records family. As a singer, songwriter and performer, he demonstrates remarkable depth,” said March in a statement. “Christian is gifted at channeling raw, genuine emotion into music that resonates with listeners and transcends genres.”
“It all still feels surreal — music has always been a part of my life and to be able to sign with such a longstanding powerhouse of a label like Capitol is more than I could’ve ever dreamt. The team at Capitol has a point to prove and so do I,” said Hayes.
Trending on Billboard
Hayes’ debut EP, Last I Love You, will come out Sept. 20. The EP’s title track, shortened to “LILY,” has been streamed more than 1.2 million times on Spotify, with more than 2 million total global streams, according to the company.
Hayes began writing poems and songs when he was seven after his grandfather, a former poet laureate for the state of Georgia, gave him a journal. He then picked up a guitar when he was eight. He was active in leading worship music at his church before enrolling in the U.S. Navy Reserve and later attending the University of Alabama beginning in 2018. He subsequently moved to Nashville and has penned more than 900 songs.
Inspired by the music of the Eagles, James Taylor and The Chicks, the singer-songwriter self-released “Leaving,” which landed on Apple Music playlists as well as Spotify’s New Music Friday Country playlist.
Hayes has already inked deals with WME for booking and Universal Music Publishing Group for publishing. “After hearing ‘LILY,’ we were huge fans of Christian’s songwriting,” said Cyndi Forman, senior VP of A&R at UMPG Nashville. “Christian’s approach to songwriting is unique, yet fits right in at a time when genres are blending.”
Hayes is managed by Wild Rose Projects’ Helena Capps.
BLACKPINK member Jennie has signed to Columbia Records as a solo artist in partnership with her record label and entertainment company ODDATELIER, it was announced Sunday (Sept. 8). The singer is slated to release a new solo single in October. The news follows last December’s revelation that all BLACKPINK members had split with their label, […]