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For plenty of music’s most compelling artists, going independent doesn’t mean going small — it means reaping the myriad benefits of forgoing the major label route. Across genres, staying independent can ensure an artist has greater ownership over both their creativity and their intellectual property; the ability to pivot or react quickly when a song unexpectedly takes off; and the freedom to put together a team that truly has their best interests at heart. Of course, there are the more intangible upsides to staying indie too — above all, the feeling that when success happens, it’s truly earned.
Here, Billboard surveys some of the most compelling indie artists making music (and chart inroads) now about the challenges and benefits they’ve seen to independence and the advice they’d offer anyone considering it.
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The advice I’d offer any indie artist is…: “Take mindful steps to get to know and understand your artist identity so that you can become something unique and genuine — whether it’s through vision boards, writing diaries or practicing adjacent forms of artistry to help you flesh out your identity as a musician. It has been instrumental to me in making sure I don’t lose my way.” —Paris Paloma (Nettwerk)
The advice I’d offer any indie artist is…: “You control the narrative, so don’t settle, and be bold. An artist working independently has the ability to reach their fans directly with no barriers to entry and to create their own culture. [Independence] also provides a comfortable space for an artist to discover who they are and run their business with full oversight of the costs. It’s incredibly important for anyone getting into this business to understand how it works, what you’re signing into and how your money is being spent.” —Josh Sanger, manager, Paris Paloma
Paris Paloma
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“Freedom is the most important asset an artist can have, in many more ways than just artistic. If you’re serious about being independent and you know how to work it, it’s way better than signing with an established label. For example, I own my own publishing company. I own my touring company. The capability of reacting and not being on a part-semester plan or a year plan is priceless. The capacity of reaction is one of the biggest assets of being independent.” —Pepe Aguilar (Equinox Records, Machín Records)
One of the most challenging parts of being independent is…: “Being able to make connections with global artists who are represented by major labels for collaborations.” —Cris MJ (Stars Music Chile/Rimas Entertainment)
The advice I’d offer any indie artist is…: “[Take] responsibility as an artist, and form a good team that can support you in making the right decisions.” —Sergio Javier Ampuero Vergara, manager, Cris MJ
“If you’re grinding to get to your highest point of success and you started by yourself, it means more when you make it. The celebration when you make it is different because you get to say that you gave all of yourself to your dream, no matter who believed or didn’t.” —Lay Bankz (Artist Partner Group)
Lay Bankz
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One of the most challenging parts of being independent is…: “[When you’re] doing the same thing every day with what feels like no motion, and spending money. No one knows you, no one is there to help you, or believing in you — it’s just God, you, and your dreams.” —Kenney Blake, manager, Lay Bankz
“Being an independent artist means having total control over both your art and your business. This requires being an entrepreneur, taking all the risks and having no one to blame but yourself and your team. Make sure you have a good team. You can still yell at the label when you are the label, but you will be yelling in the mirror.
That said, where there is great risk there is great reward. The potential upside is tremendous when you own your own masters and publishing. Don’t let anyone ever convince you ‘independent’ is synonymous with ‘small’ or ‘broke.’ ” —Andrew McInnes, CEO, TMWRK Management; manager, Sturgill Simpson (High Top Mountain)
“We have been able to have full control of our music without having to encounter a lot of politics and red tape that other artists do. It has given us the ability to do what we love most in the way we feel is best, and it even allowed us the freedom to experiment with different sounds on our newest album, Jugando A Que No Pasa Nada.” —Grupo Frontera (Grupo Frontera)
Why is being independent important to you?: “It gives us the power of decision-making and accountability without relying on third parties. This autonomy allows us to act swiftly and adapt to changes in the market or consumer behavior. As a team we can identify shifts in consumption patterns and work towards addressing them on the same day, without needing to wait for approval or direction from a label. This freedom to maneuver quickly and make decisions on our own terms enables us to stay agile, innovative, and true to the artist vision.” —Lucas Barbosa, manager, Grupo Frontera
Grupo Frontera
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“Independence, to me, is having autonomy and ownership of your art. This makes me feel a closer connection to my audience because they know that what comes from me is from me.” —Laufey (AWAL)
Why is being independent important to you?: “So I can own my music and I can control my whole world more easily. Being able to work and keep my music in my possession [means] I can have everything in the future. That’s why I work with UnitedMasters.” —FloyyMenor (UnitedMasters)
The advice I’d offer any indie artist is…: “Establish and maintain a clear budget. By implementing a detailed budgeting system early on, I was able to allocate funds effectively, ensuring that I always had enough money set aside for crucial aspects of my career. By tracking income and expenses diligently, artists can make informed decisions about where to invest their resources, ultimately leading to greater financial stability and long-term success.” —310babii (High IQ/EMPIRE)
The advice I’d offer any indie artist is…: “Always ask ‘Why?’ The music business will make you pay for what you don’t know, and it’s your choice on how you choose to learn. If you do not educate yourself on what’s important for the longevity of your career and choose short-term gratification, you will end up paying for it in the long run.” —Jentry Salvatore, manager, 310babii
310babii
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“An indie artist has to have the understanding and knowledge to grasp that investing in their own career is crucial, whether in marketing, in making better content, in doing big tours and shows. An indie artist is one who makes decisions and pays for them from his own pocket.” —Fede Lauria, manager, Bizarrap (Dale Play Records)
The biggest benefit of being independent is…: “Maintaining creative control over the strategies and music that I create. [My song] ‘Daylight’ [had an] original release date scheduled for June, but I knew we had to get it out as soon as possible based on all the engagement we were building around it on socials. I called my manager and just told him we needed to get the song out, and the team made it happen. I think if I were signed to a [major] label, I wouldn’t have been able to make a last-minute change like that and the song wouldn’t have had as big of an impact.” —David Kushner (Miserable Man Music)
“I learned how to play in public. Taught myself how to play guitar and sing and write songs standing on street corners. If I were you, I wouldn’t sign any contracts, ever, if you don’t have to. Because it ain’t to your advantage. Unless they’re giving you a whole bunch of money — and even then, try and get the cash with a handshake. Let me put it to you like this: If you don’t know who the sucker in the deal is, it’s you.
Asking why being independent’s important is really beside the point. I didn’t set out to be independent. I was always seen as so confusing and so different that the people I was dying to do business with didn’t want me. The woman that discovered us, when she started realizing that I was going to be difficult to handle or tame, one afternoon in frustration, she threw her hands down on her desk and looked across at me and said, ‘Goddamn it, Charley Crockett. It’s a Coke and Pepsi world, and you are going to have to dance.’ She said my problem was that I just wanted to be Woody Guthrie and this was my one golden opportunity. Well, the only thing she was right about is I did want to be Woody Guthrie. Where we disagreed is, I don’t think you have one shot. You just have to keep rolling the dice.
At a certain point, I felt like I was out in the wilderness. And when you get far enough out there, the air is real good. You learn how to survive in it, and you just keep going. Don’t ever turn around.” —Charley Crockett (Son of Davy/Thirty Tigers)
Charley Crockett
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The advice I’d offer any indie artist is…: “You have to be persistent in selling your musical vision to find your fans and reach the masses. Being creative and trusting your instincts as an artist can help to level the playing field. And most importantly, don’t take no for an answer.” —Ken Levitan, Vector Management; manager, Charley Crockett
The biggest benefit of being independent is…: “I can work closely with my team and lead my projects, making sure my goals come to reality. At the end of the day, as the artist and mind of my project, that makes it easier for all to be on the same page.” —Junior H (Rancho Humilde)
The advice I’d offer any indie artist is…: “Trust the process.” —Key Glock (Paper Route/EMPIRE)
The advice I’d offer any indie artist is…: “Trust yourself, be authentic and see your artistic vision through. Continue to create the music that speaks to you that will resonate with your core audience, and don’t compromise for quick commercial success.” —Shaboozey (EMPIRE)
The biggest benefit of being independent is…: “Having the flexibility to move at your own pace. For example, if we want to release a record, we control that internally and can capitalize on any traction instantaneously — rather than having to get approvals from multiple parties. We live in a world where the consumer attention span is shorter than it’s ever been, so being able to strike while the iron is hot is ever so crucial to the success of an artist’s rollout.” —Abas Pauti, manager, Shaboozey
Shaboozey
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“It’s so important for an artist to be able to say yes or no without manipulation or punishment. I believe creative freedom is priceless. Art is beautiful. It is honest, it is therapy, it is healing, it is personal, and it is often disrupted and tainted by business minds and models looking to make a quick coin. While the independent route is not without its own risks [like] self-financing, I am truly grateful to be able to be in control of my life and my art.” —RAYE (Human Re Sources)
The advice I’d offer any indie artist is…: “Being independent doesn’t mean working alone! It’s an old saying, but it takes a village and it really does. Your team is everything. I firmly believe getting that right is essential for success.” —Paul Keen, manager, RAYE
“Being an independent artist is one of the most empowering positions to be in. Independent artists feel the weight of responsibility for the future of their careers, which I think oftentimes leads to an increase in grit and work ethic.
I think I’ve realized the power and value of a team that’s aligned with the artist’s vision. A small but effective team around an independent artist and the right strategic partnerships can make a huge difference.” —JVKE (AWAL)
The advice I’d offer any indie artist is…: “Right now, artist culture is very anti-major label. The seed of this is obviously that traditional label deals have been very exploitative. However, I’m noticing that, among young artists, this culture is breeding a fear of engaging with anyone who might be able to help scale their projects. I was speaking with a really talented artist the other day and they were telling me how they’re drowning simply trying to keep up with content creation and writing new songs. Yet, five minutes earlier, they were telling me how they never respond to any music pros that hit them up on socials, because it’s stupid for an artist to have a manager or label partner and give away money when they can do it all on their own. I had to stop them and point out the contradiction.
The great news is, the sort of predatory deals that sparked this label conversation in the first place aren’t all that’s on the table anymore. There are companies out there that allow artists to retain ownership of their music and maintain creative control, while still offering help with all the tasks artists don’t have the time for or network to facilitate, and they’ll do it for a very justifiable portion of the profit that is fractions of what artists had to give away in the past.
If you just want to write songs in your bedroom and hopefully pay the bills, then you might be able to swing it on your own. If you want to go big, building the right team is the best investment an artist can make. There are no billion-dollar businesses that are run by one person alone.” —Ethan Curtis, Plush Management; manager, JVKE
JVKE
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The advice I’d offer any indie artist is…: “A personal connection with your team is paramount. As the industry continues to shift, having a team that you trust and can envision being in your life for the next two, five, 10, 15 years is crucial. Katie Crutchfield has always had a very specific vision for Waxahatchee. While it has certainly evolved over the years, having a group of a few core, trusted team members around her has been key to keeping Katie’s goals focused and achievable.” —Reynold Jaffe, Another Management Company; manager, Waxahatchee (Anti-)
The biggest benefit of being independent is…: “Being in control of your intellectual property, how you monetize it, release it and promote it. At the end of the day, you then own all of your own IP, to sell or continue working as you’d like to, on your own terms.” —Dean Wilson, manager, deadmau5 (mau5trap)
“For Djo, the most important aspect of releasing music is to allow for people to discover the songs and who is behind them on their own. By staying independent, he is under no pressure to rush his campaigns.” —Nick Stern, manager, Djo (AWAL)
Why is being independent important to you?: “Because being a musician means being a part of the music industry, it begins to entangle creativity and business — which can be incredibly difficult and painful for artists. Being independent, we are able to maintain creative control over the vast majority of what we do, and it’s something I would never consider giving up.” —Khruangbin’s Laura Lee Ochoa (Dead Oceans)
Laura Lee Ochoa
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The biggest benefit of being independent is…: “As an independent manager who represents independent artists, we are afforded autonomy both creatively and strategically since there is less pressure to hit markers of supposed success that are often informed by financial obligation versus artistry. The music must come first, in its most pure and passionate form. If you bet on yourself, you’re sure to win.” —Dawn White, You and Me, Inc.; manager, Khruangbin
The advice I’d offer any indie artist is…: “Surround yourself with a team that you trust and you know will put your career and the integrity of your music first. I couldn’t do anything I do without my team, from my label to management and beyond. From American Idol to moving to Nashville to being thrown headfirst into the unknown world of the music industry, I’m so grateful I had all of them there to guide me, my music and my career from the very beginning.” —Chayce Beckham (Wheelhouse/BBR Music Group)
The biggest benefit of being independent is…: “I loved being involved [at BBR Music Group] with a small group of passionate people who woke up every day with an ‘us against the world’ attitude. While they have had great successes with Jason Aldean, Jelly Roll and Lainey Wilson, that same passion and drive remains.” —Clarence Spalding, manager, Jason Aldean
Who is “indie”?: The artists featured in this story meet the guidelines of Billboard’s Top Independent Albums chart, which includes labels distributed independently or through the indie division of a major-label group as well as labels that are independently owned and control their masters but are distributed directly through Universal Music Group, Sony Music Entertainment or Warner Music Group.
This story will appear in the June 8, 2024, issue of Billboard.
James Blake is “the freest [he’s] ever felt,” tells Billboard over a recent Zoom call.
After about twelve years spent signed to Polydor Records, the producer/singer is now independent and experimenting with new ways to release his music to “match the speed of the internet,” he says.
On the Sunday of Memorial Day weekend, Blake released “Thrown Around,” his first single since he left Polydor. “I know it was an anarchistic move… Sunday’s a terrible day to release music, but I thought it was fun to try now that I can,” he laughs.
Part of Blake’s new post-label experiment includes paying creative collaborators both upfront (where applicable) and in “points,” or a percentage of the master recording royalties, so that everyone is “incentivized to push the song and to win together,” he says. Points on the master are typically only allotted to producers of a record, but Blake is going further, offering points to non-producing songwriters and his creative director, Crowns & Owls.
To pull it all off, Blake turned to Indify, a music company that lives by the slogan “artists are founders” and could benefit from raising capital for their releases similar to the way start-ups do. Instead of traditional label deals, Indify is a “service marketplace” for artists to meet strategic angel investors on a song-by-song basis, says CEO/co-founder Shav Garg. Interested acts select from an online leaderboard of angels – including music businesses like Thrice Cooked Media, Golden Kids Group and ATG and musically inclined Silicon Valley execs like Alexis Ohanian – to build their set of partners based on success metrics and the investors’ bios.
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Artists using Indify cede a percentage of streaming royalties for a given song until investors recoup the up-front funding and aid they offer. (Indify takes a 15% cut of the investor’s share of profits after recoupment and no investor is allowed to keep 50% or more of the streaming royalties after recoupment).
Founded in 2015, Indify is seen as a tool to “add gas to the fire,” as Garg puts it, on viral moments from independent artists. The company has had success stories include up-starts like Armani White, Pink Sweat$ and Anees, but Blake is by far the biggest artist to use the platform yet. “We’ve proven thus far that Indify can help artists go from, 20 to 70, but one of our goals has been taking an artist from 70 to 100, like major labels do,” says Garg. “I can tell James is willing and ready to lead the way for the next generation of artists and to take the jump, trying something like this first.”
Blake and Garg first bonded at a U.S. Open tournament several years ago and reconnected through Blake’s management when Blake began talking openly about his newfound independence and desire to handle his career differently going forward. Before “Thrown Around” dropped, Blake’s indie experiment included a partnership with superfans app Vault.FM to provide fans with unreleased demos for a monthly subscription. Garg and Blake aligned on the idea that “at a label, your music is subsidizing a million departments,” Blake says. “It’s a huge moving ship to steer, and it’s a bloated business with crazy overheads. I don’t want to pay for the CEO’s mansion in the Cayman Islands.”
Blake also felt there was a “lack of transparency” about how money was being spent on his behalf while signed to a label and that he didn’t have “much choice” in picking his team within the building, even if those assigned to him “didn’t really seem to understand” his project.
After going back and forth about what single to release as his first drop with Indify, Blake made “Thrown Around” and felt instantly that it was the right introduction to this new phase of his career. It’s easy to see why. The song (released May 26) and its video depict Blake as an artist desperate to get his music to go viral by any means necessary. At the end of the video, Blake is bloodied and bruised by all the ways he has dangerously attempted to feed the algorithm, and he ultimately learns that none of it was enough to sustain his art.
“James signed up online and used Indify just like anyone else does,” says Garg. Blake ultimately opted to pair with a combination of Good Boy Records and Stellar Trigger Marketing to build out his team for “Thrown Around” after finding them on the Indify leaderboard. Good Boy co-founder John Zamora says that “before the song came out, we already recouped the deal we did with James. We secured a pretty big synch, though I can’t say more than that.” Good Boy specialized in film/TV (or “synch”) licensing opportunities for Blake, but the company also connected with him over a shared interest in providing better compensation for songwriters.
In the last few years, songwriters’ dwindling payments in the streaming economy have made headlines, and a few indie labels have stepped in with a proposed solution to offer “points” for the songwriters who, unlike producers, typically don’t make money on the master recording side. As Billboard reported in December, this new cohort of companies includes Good Boy, The Other Songs, Facet Records and Nvak Collective. Some producers, like Good Boy co-founder Elie Rizk and Tre Jean Marie, have also been giving away some of their points to their songwriter collaborators. Now, with “Thrown Around,” Blake is joining the movement.
Stellar Trigger was brought into Blake’s Indify deal to aid with digital marketing. “Things have changed since I started,” Blake says. “Back then, it was quite easy to be mysterious. I mean, you have a whole generation of producers wearing masks. I think it’s pretty difficult to maintain that now and still get your music out there. It’s not the way it works anymore.”
Though Blake stopped short of wearing a mask, his early career characterized him as a mysterious musical genius with a “sad” disposition – an image he’s railed against in recent years. In a recent Instagram Reel, Blake wrote that he was “practicing looking sad for those who want me to be sad so that I make sad music forever,” in a cheeky dig at his fans.
“This is the most connected I’ve ever felt with the way my music is being pushed,” Blake tells Billboard. To brainstorm, he’s been in constant communication with Stellar Trigger co-founder Ryan Peterson to build the multimedia storytelling of “Thrown Around.” “We wanted it to be meaningful. There’s a lot of narrative here, with James leaving the major label and coming to independence,” says Peterson. “I’m constantly texting ideas back and forth with him.”
The story told in the “Thrown Around” music video was teased out, piece by piece, in meta social media posts about how artists have to make social media posts. Whether or not the song ever hits the Billboard Hot 100 is unclear, but Blake maintains that “Thrown Around” is still “more successful than any previous single campaign” of his career.
More importantly, it serves as proof that digital storytelling, lean budgets, equity incentives and the freedom to pick partners on a song-by-song basis can lead to creative and financial success in today’s market. Now, he’s in talks with his team about working together again for a follow-up single.
“I feel we’ve made something groundbreaking [with ‘Thrown Around’],” says Blake. “I’m excited for the future.”
When Tom Becci joined Concord in the newly-created role of CEO of Concord Label Group last August, he arrived with a background split between the record labels — first as a label executive in New York, then later in Nashville, ultimately as COO of Universal Music Nashville — and management, where he had spent the prior seven years at Red Light under Coran Capshaw. That gave him a view into both sides of the artist equation. “I have an understanding of what an artist needs from their standpoint, and an understanding of what a label can deliver for that artist,” Becci tells Billboard, in his first interview since taking the top job across Concord’s global recorded-music operation. “And putting them together, I think, really is what I bring to the table for the label group.”
Becci’s role in the past nine months has been one of learning and shaping, as the collection of labels and artists under his purview have reached new heights. Concord’s frontline portfolio includes Rounder Records, Concord Jazz, Fantasy Records, Fearless Records and the Kidz Bop franchise, as well as joint ventures in Loma Vista with Tom Whalley; Easy Eye Sound with Dan Auerbach; and PULSE Records with PULSE Music Group; while its catalog holdings include legendary labels like Stax, Fania, Prestige and Telarc, among others.
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It’s a lineup that already had plenty going for it: during his tenure, Killer Mike swept the rap category at the Grammys in February with his Loma Vista release Michael; Fantasy’s Allison Russell won the Grammy for best American roots performance for “Eve Was Black”; HBO announced a documentary on Stax Records called Stax: Soulsville U.S.A., which premiered in May; and Tommy Richman’s “Million Dollar Baby,” released via PULSE/ISO Supremacy, exploded out of the gate to reach No. 2 on the Hot 100 and No. 1 on the Global 200, to name a few successes.
Amid that run, Becci began to restructure parts of the label group, naming Stephanie Hudacek as the new president of Rounder Records; promoting Joe Dent and Jill Weindorf into executive vp roles overseeing operations and marketing, respectively, across the whole group; and bringing in Brad Clark to oversee a combined data analysis and streaming team, hoping to provide key, real-time insights for each of the artist campaigns that the teams are running. He’s also introduced what he calls a “portfolio approach” to catalog and frontline marketing, with each lifting the other — even if Concord doesn’t own one of their frontline artist’s catalogs, or if it owns the catalog but doesn’t have the artist signed to a frontline, as with Creed and its viral Super Bowl commercial for Paramount Plus.
Now, as Becci continues to shape Concord into a global player for all types of artists, he’s constantly looking for ways to set the company apart in an increasingly-crowded ecosystem.
“Concord sits somewhere between the major labels and the other independents and distributors,” he says. “We deliver for our artists — there’s one center of the picture and the artist belongs in it. That’s a philosophy that I want everyone to believe and feel and have the passion for. And we provide the resources to really make a difference in the musical landscape.”
Billboard: When you first started at Concord, what did you come in wanting to do?
Tom Becci: When Concord hired me, we wanted to really focus even more on the frontline business that is in place. We have a boutique label approach, but a really large infrastructure that supports each label, so there’s a unique contact point with the artist and their vision and what they want to do. And now we’re continuing to build out the team to deliver for those artists and their vision. Concord has this global footprint with direct presences in all the major markets in the world. So what I want to do is develop a frontline business with that boutique approach that delivers for artists globally.
How have you begun to restructure the company, and each label individually, to achieve that?
One of the first positions I hired, which we just recently announced, was Stephanie Hudacek, who comes from a phenomenal background of being an entrepreneur but also worked as a sound engineer and in management, so she brings that approach — not unlike mine — into Rounder Records and its presence in Nashville. Jill Weindorf, who is a 17-year veteran at Concord, promoting her into this executive vp of marketing role to really solidify these global marketing efforts to deliver for each label. Joe Dent, one of the best operators I’ve been around, promoting him and giving him responsibility over all the operations of Concord and delivering the information and resources that we all need to do our jobs. Recently, Brad Clark, who I’ve known for many years, we brought him in to oversee data analysis and streaming; they were run separately, but in today’s marketplace, having them under one leadership is really important, using what we do in data analysis and what we do in the frontline streaming world. And having them in lockstep in terms of release planning and strategy was really critical to me.
You mentioned your focus on frontline. Several of your frontline labels have had significant success lately. What do each of them bring to your portfolio, and what sets them apart?
Loma Vista, a joint venture with Tom Whalley and run by his son Ryan Whalley — bringing Killer Mike to the table and sweeping the rap categories at the Grammys is, for Concord, a huge moment in that genre, where we never had the opportunity to do those things. Ryan talked to me when I first started in September about his goals to really deliver nominations, and maybe one win, and I supported him in that vision with resources, and the results were unbelievable.
On the other side of the table, there’s Tommy Richman at PULSE — it’s the No. 1 global song. It just landed at No. 3 on the U.K. charts, which is a first ever for a Concord song. So that’s a specific vision in terms of the R&B/hip-hop music sensibilities to Concord, which builds on what Loma’s done with Killer Mike. So it’s become more of a core competency of what Concord does, and I’m proud to say we’re delivering for both those artists.
What Andy Serrao’s done at Fearless and developing that as a brand for those types of artists like Pierce the Veil, the Pretty Reckless, Wage War and on and on — there’s nowhere like it in the business, and we’re able to deliver for him as well with services. Rounder, it’s a 54-year-old legacy label in the folk/Americana/bluegrass arena, and I think there’s more for that label to do now. I think Stephanie is going to curate a roster that rivals any label in Nashville, and any in the business.
We have Easy Eye, our venture with Dan Auerbach, and we have this band Hermanos Gutierrez, which is an amazing talent; I just saw them at the Ryman last week and that was an incredible show, in terms of what they can deliver on that front. At Fantasy Records, we’ve taken an incredible A&R legend in Mark Williams and another legend in the marketing arena, Margi Cheske, and put them together as a formidable frontline duo that can deliver on both new and developing artists, and bands like Offspring and Seether and Nathaniel Rateliff and take Allison Russell to the next level. They were swimming in the same pond, and I think together they’re going to own the pond.
Where do you want to see Concord lean into, genre-wise? Further into R&B/hip-hop, or deeper into Nashville, or somewhere else?
Well, both. I think leaning into singer/songwriter and country-adjacent or alt-country, folk, Americana — genres are much more fluid today than they were when they were based on radio playlists. There’s much more fluidity now. But I do think Rounder has the ability, being based here in Nashville, to really make a statement in the singer/songwriter, alt-country, Americana genres. PULSE is already making an impact in pop contemporary music. Loma is a very eclectic label — we have the Ghost theatrical movie coming out, which is growing by the moment, and you put it with Killer Mike and Denzel Curry, that’s a highly-curated and really special roster. And I believe that what we can do with Fantasy and Concord is be not about a specific genre, but about being where you can find and develop phenomenal talent and bring it to the world.
In recent months, several label groups and companies have combined their frontline and catalog operations to streamline them better. What’s your approach to marketing your catalog and boosting sales and streams there?
This is a process that’s evolved since I’ve gotten here with the catalog, and it’s really about taking a portfolio approach, not unlike from the financial world where you have marketing experts and teams responsible for delivering for a group of artists, whether it’s a reissue, whether it’s on Spotify. But they’re in tune with each artist within their portfolio. Even if it’s a band that’s not on a Concord frontline label, but they’re going out on tour, that [our teams are] reaching out to the manager and saying, “Hey, we’ve got your catalog, let’s do things together, what are your plans for the tour?” So it’s more of a portfolio approach than managing the catalog top-down. Each pod is responsible for 25, 30 artists in that portfolio.
When we have a frontline artist and we also have their catalog, we put them together, and the frontline team, with the catalog expertise, manages the catalog so the artist knows that we’re in lockstep. Catalog and frontline can help boost each other; they go together in terms of marketing. When you have the catalog, you have the ability to warm the plate for the new meal, and that’s what I’ve seen be really successful, especially in the streaming world. And then we have an artist like Creed, where the Texas Rangers adopted “Higher” as their World Series song and it translated into a phenomenal sync in a Super Bowl commercial, then there’s a reissue of Human Clay in the summer, and the streaming growth is exponential — that’s the power of what we can do in marketing a catalog in combination with the artist. We don’t have their new record, but we’re working with them on their new release by energizing the catalog, and vice versa.
You guys also have the HBO documentary on Stax. What are you doing around that with the Stax catalog?
We’re looking at different elements of the catalog and how we can tie it into the attention brought to the Stax catalog by the documentary, and I think it’s a story that everyone is going to really love. It just gives us the ability to reignite some of these artists and re-familiarize people with these artists that they love, or they will love.
How do you guys differentiate yourselves from the majors, or even large distributors, when approaching a deal?
We take a very boutique approach. Each label has their A&R staff and their core marketing staff, and it’s small, it’s intimate, they can ask the artist, “Where do you want to go?” And then I’ve created a team in the middle that can deliver on that question, with Jill Weindorf leading the marketing efforts, Brad Clark leading the streaming and data efforts, Karen Kloack on the sync side. And we have a global reach. If you’re signed to Concord, you have a global company. You have people in the U.K. that all know and work your record. In the major world, they have different labels in different territories that your record works through. Our labels have a global footprint for each artist.
How are label deals changing — and is it getting more competitive?
Label deals have evolved dramatically from when I started to now. Data analysis identifies artists much earlier. So someone sitting in Nebraska can be identified as a burgeoning artist because of the data and what is happening on their socials and streams. So in that sense, it’s become very competitive, yes, because once it hits the data metrics everybody knows about it. So you have to approach it from, “Why are we special compared to the other record labels?” And what positions us differently is that small label approach and personalization to the artist, and then the global resource and passionate footprint that we can bring to a team, which I believe is unmatched.
You mentioned Tommy Richman. What lessons can you take from a song that just exploded out of the gate like that?
We saw a spark that weekend. Over the weekend I was firing off emails to our team, like, “We need to mobilize.” It was released on the Friday, and I was in Berlin with our head of the European team, and all we did Monday was talk about what we could do in the different marketplaces. We had data to tell us it was starting in English-speaking territories and moving outward to Germany, France and the Nordics. We were able to move very, very fast — we’re nimble, we’re quick and we’re reactive — and I think that’s the lesson we’ve all learned across the team: when you have something, you mobilize, you focus, you put your energies into taking a spark and turning it into a bonfire — and a No. 1 global hit.
How difficult is it to break new artists these days?
It’s always been difficult, because it’s always about finding talent that’s special, that has something to say that people want to hear. What is challenging today is just grabbing attention, because there are so many ways to get people’s attention — a television set, a game, things like that. But I also think there are more ways to do it than there ever were. We used to have a funnel called terrestrial radio; now we have terrestrial radio, satellite radio, social media platforms, YouTube. There are more ways to present music. But you have to still grab attention. You saw it with Tommy Richman — he grabbed attention, and people want to be part of that. It’s not harder or easier, it’s just different now.
What challenges do you see in the future?
Finding, signing and developing talent is a challenge. It’s been a challenge since I started in the music business in New York City, and it’s a challenge today. AI presents a challenge; the legislation passed in Tennessee, the ELVIS Act, is a way of protecting the creator and original works and require a license to use someone’s creative works, and I’m an advocate for the artist, the songwriter, the creator. If we’re just really diligent, AI is going to be a part of our world, but it’ll be a good and licensed part of it.
I’m really looking forward to this Tommy Richman record, which we’re trying to nail down the release of. There’s a Lindsey Stirling record, an Offspring project, a Seether record, a Nathaniel Rateliff record, looking forward to this Ghost soundtrack, the Killer Mike project, taking Hermanos Gutierrez to the next level. I love working with artists and being a part of them realizing their vision and their dreams.
The Universal Music Group announced the formation of a new division, called the Global Impact Team, that will oversee the music conglomerate’s efforts to promote positive community engagement, environmental sustainability and other related efforts, the company announced today (June 3). The team will be led by Susan Mazo, formerly executive vp of social responsibility, events and special projects, who has been promoted to executive vp/chief impact officer.
Joining the new department will be former music journalist and GreenBiz Group executive Dylan Siegler, who has been named senior vp/head of sustainability at UMG; senior vp and executive director of UMG’s Task Force for Meaningful Change Dr. Menna Demessie, who will be part of the leadership group; Markie Ruzzo, who has been promoted to vp of global impact; and Sharlotte Ritchie, former senior director of communications and head of the U.K. chapter of the Task Force for Meaningful Change, who has been named senior director of global impact and communications. In addition, the social impact marketing agency Inside Projects, founded by Kristin Jones and Arielle Vavasseur which has worked with Netflix, Spotify and the Obamas’ Higher Ground Productions, has made UMG its exclusive partner for the music industry.
“The formation of the Global Impact Team reflects our commitment not only to accelerating our work in these critical areas but to do so in a way that leverages the experience and talent of these exceptional individuals to drive positive impact across our company, our industry and in the communities in which we serve,” UMG chairman/CEO Lucian Grainge said in a statement. “With this new structure we are ensuring that these functions are not siloed, but rather positioned to meaningfully influence all aspects of our global strategy.”
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Mazo has been at the forefront of UMG’s efforts in this area since joining the company a decade ago, having co-created the music group’s Amplify Award to honor artists working towards positive change and serving as the founding chair of UMG’s All Together Now Foundation, which works to bring about meaningful change across the globe. In a statement, she said she was honored to lead the new team on behalf of UMG.
“Through our work we’ve demonstrated that sustainability, community engagement and corporate social impact go hand-in-hand with delivering positive results for our employees, artists and shareholders,” Mazo said. “With this next evolution of our team and structure, and with Sir Lucian’s constant encouragement and focus, I’m excited to create and implement a new approach that unites all of the efforts in a way that will amplify UMG’s global impact and brand resonance given our unique position to enact positive change.”
Tucker Wetmore has inked a record deal with UMG Nashville, in partnership with Back Blocks Music. Wetmore is managed by Back Blocks Music and is signed to WME for global booking representation.
Earlier this year, Wetmore broke through with the hits “Wine into Whiskey” and “Wind Up Missin’ You.” “Wine Into Whiskey” earned Wetmore his Billboard Hot 100 debut in March, while both songs reached the top 20 on Billboard‘s Hot Country Songs chart.
He follows with his latest release “What Would You Do?” while “Wind Up Missin’ You” will go to country radio with an impact date of June 10, via EMI Records Nashville.
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“Before I moved to Nashville, I sat down and made a list of goals for myself,” Wetmore said in a statement. “And for the last four years, I have been working toward them every single day. Today I have checked off one of the biggest I set for myself… signing a record deal. My new family at UMG Nashville checked all of my boxes. The drive, dedication, love and respect we all have for each other outside of music is the real reason why I’m so proud to now call them partners, along with my team at Back Blocks Music. With the fire that has already been started, I couldn’t pick better people to pour gasoline on it. I couldn’t be more excited and confident about this next chapter in my career. I love you all, thank you for continuing to make my dreams come true. God is so good.”
“The world has only seen a glimpse of what Tucker is going to do for country music,” UMG Nashville Chair & CEO, Cindy Mabe, said in a statement. “His strong connection to his purpose shines a light on what has helped build him: his family, his faith, his team and his fans. Representing country music from the Pacific Northwest, Tucker’s distinctive sound, soulful lyrics and his instantly likable personality bring the perfect ingredients to nurture and grow a lasting career. UMG Nashville is so honored to work with Tucker, Rakiyah and Back Blocks Music in building the next era of country music history.”“I’m honored to continue working with Tucker as he expands his team with the brilliant minds at UMG,” shared Back Blocks Music founder/CEO Rakiyah Marshall. “What Tucker and our Back Blocks team have built together in less than three years has been incredible, but it’s just the beginning. I am blown away by the character, talent and work ethic that make up who Tucker is as an artist and human, and am so thankful to be on this ride with the newest UMG Nashville artist.”
Wetmore, who was named Billboard‘s Country Rookie of the Month for May, recently opened shows for Kameron Marlowe‘s Strangers Tour and is set to join Luke Bryan‘s Farm Tour in September. Wetmore also has two songs featured on the soundtrack to the movie Twisters, including “Already Had It” and “Steal My Thunder” (with Conner Smith).
When Bryan Martin’s “We Ride” entered the top 10 of Billboard’s Country Airplay chart two weeks ago, the raw, stripped-down tune became not only the Louisiana native’s first hit, but it also marked the first time in more than a dozen years that Martin’s label, Average Joes Entertainment, achieved a Top 10.
The song, which rises to No. 9 today (May 31), is Average Joes’ first Top 10 since duo Montgomery Gentry reached No. 8 in March 2012 with “Where I Come From.” That feat came the year after Average Joes’ current president, Forrest Latta, joined the label as a product manager, rising through the ranks to vp of A&R and now president. Founded in 2008 by country rapper Jason “Colt Ford” Brown and producer Shannon Houchins, who is the company’s CEO, Average Joes served as an early label home to such acts as Brantley Gilbert and LoCash, and also has a thriving film and television division, as well as publishing company.
Average Joes hired indie promotion team New Revolution to work “We Ride” to terrestrial radio stations. The radio push was part of a multi-tiered campaign that started more than a year and a half ago with “We Ride,” and its ongoing success earns Latta the title of Billboard’s Executive of the Week.
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Here, Latta talks about “We Ride’s” slow build at streaming outlets before the move to radio and the patient approach he and his team took to breaking the song. “I don’t think we would be seeing the same level of success without the right team executing in each phase,” he says.
You released “We Ride” in October 2022. When did you decide to take it to terrestrial country radio and how long had it been since Average Joes made a push to terrestrial radio?
We started having conversations about it in May of last year and ended up deciding to pull the trigger with an impact date in September, the same week the record went gold. Prior to this, our last approach to radio was 2017 with “Better Me,” in the wake of Troy Gentry‘s tragic passing. [Gentry, one half of Montgomery Gentry, died in a helicopter accident in 2017.]
Bryan’s music has an honest rawness to it like Zach Bryan, Warren Zeiders, Oliver Anthony and Koe Wetzel. Is there strength in numbers that radio can’t ignore as we see a wave of artists like this telling their truth?
I think the market has shown that it is hungry for this style, and I think country radio does a great job of keeping their finger on the pulse of the market. That said, the level of success of others was not part of our conversation when we made the decision to take “We Ride” to radio.
What were the key steps you took to make it happen? Building out the right team was really important. We met with many people and had to make some tough decisions to get the right people with a strategy that aligned. Ultimately, the strategy took form in three phases — pre-release social push; post-release digital-first approach with our internal team; followed by a big push at radio with the New Revolution team. I don’t think we would be seeing the same level of success without the right team executing in each phase.
This is Average Joes’ first Top 10 on Country Airplay since 2012. What did you hear in the song that made you know you should push it?
We knew we had something when we heard the work tape. Bryan is a great songwriter, and this is a great example of it. The vibe is unique, and the song is uniquely Bryan. We also heard the response from the market. Being able to take a song that already had that kind of data, we didn’t have to ask radio to take as big of a chance on it because it was already a proven winner.
How much of Bryan’s success is how open he is with his very compelling story, including attempting suicide and his struggles with alcohol? And as someone who is newly sober, how did the label take steps to protect his sobriety?
All credit for Bryan’s sobriety goes to him — he’s one of the most determined people I know, and he is doing great so far. We absolutely seek to support him, whether it was helping facilitate treatment by taking a month off from recording, playing shows, and radio promo, as well as providing a safe environment to work in, and making sure he has a healthy team around him.
How important was TikTok to fans learning about the song?
It was huge building up to release. Andrew Davis, our vp of marketing, and his team put together a long lead plan focused on the platform and fought hard for it, even when some of us started to get antsy about setting a release. They deserve a lot of credit for that.
“We Ride” has more than 190 million streams on Spotify, far and away his biggest streaming song. How has streaming helped propel its success, and what was the key component to the digital campaign?
It was a little slow coming out the gates — DSPs weren’t as familiar with Bryan initially — but once they noticed the groundswell, they were quick to jump on board, and really helped grow the song early on.
Will terrestrial radio be part of Bryan’s story going forward?
Absolutely. They have been great partners, and we look forward to continuing that relationship.
Big Loud Records has promoted Patch Culbertson to executive vp/GM. With the appointment, Culbertson becomes the company’s first executive vp, reporting to Big Loud partners Seth England, Joey Moi and Craig Wiseman.
Culbertson joined Big Loud Records as vp of A&R in 2017 and rose to senior vp/GM of the label in 2021. In his new role, Culbertson will continue to oversee day-to-day operations, strategize on commercial tactics and help to expand the creative development of the Big Loud Records roster. Big Loud artists incude Ashley Cooke, Charles Wesley Godwin, Dallas Smith, Dylan Gossett, ERNEST, Griffen Palmer, Hailey Whitters, HARDY, HIXTAPE, Jake Worthington, Larry Fleet, Lauren Alaina, Lauren Watkins, Lily Rose, MacKenzie Porter, Maggie Rose, Morgan Wallen, Shawn Austin, Stephen Wilson Jr. and Zandi Holup.
Prior to joining Big Loud, Culbertson served for eight years at Republic Records, rising to director of A&R at the company’s New York headquarters. His work at Republic included signing and/or developing artists including Aminé, Florida Georgia Line (via Republic Nashville), SoMo and The Naked and Famous. He also led releases from Colbie Caillat, Florence + The Machine, Mat Kearney and more.
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“Patch has been a critical part of Big Loud’s success for over seven years now,” England said in a statement. “He’s a brilliant strategist with an unmatched ability to process information and make sound decisions. Patch is a true leader that’s continued to invest in this company with his time and expertise, and his impact can’t be underestimated. This promotion is well-earned.”
“I am immensely proud of the accomplishments of our roster and staff these past seven years,” Culbertson added. “It is a privilege to serve these artists and work alongside a best-in-class team that is writing its own chapter in music history. A special thank you to Seth, Joey, Craig, and (Big Loud COO) Austen (Adams) for their support and leadership. They continue to show the world how to win with integrity, and I’m honored to be part of it.”
“What sets Patch apart as a GM is that he — like all of us at Big Loud — continues to keep songs first,” Moi added. “He applies his analytics brain and his firsthand understanding of artists and how they work best to every circumstance, while balancing the growth of our company. We’re grateful for his continued leadership.”
When Republic Records offered Tyler Arnold a full-time assistant role five months into his six-month internship with the label in 2014, taking it was “a no-brainer” — even if it meant dropping out of Northeastern University one year before graduating. “This is my dream,” Arnold recalls thinking. “I have to go for it.”
Arnold quickly became an A&R executive extraordinaire: His first signing to the label, in 2015, was a young Post Malone (“I signed him on my 23rd birthday,” Arnold recalls); his second was superproducer Metro Boomin in late 2016. By 2020, Arnold was Republic’s executive vp of A&R. “I really loved discovering music in high school and college, finding new artists and seeing them grow,” he says. “I also wanted to work really closely with the artists, and I felt like A&R, if you do it right, there’s such a personal connection that you can build.”
Today, the fast-rising executive is applying that same mentality as president of Mercury Records, the Republic division that relaunched in April 2022 with major names like Post and Noah Kahan and strategic partnerships with Big Loud (Morgan Wallen) and Imperial Music (Bo Burnham). And though Arnold says he wasn’t sure he was ready to head a label, “I wanted to grow as an executive.” (Along with Republic co-founders Monte and Avery Lipman, Arnold credits Big Loud partner/CEO Seth England for encouraging him to take his current role.)
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Given Republic’s existing infrastructure, Arnold, 31, says he didn’t have to worry as much about key departments like radio, commerce and international. As a result, he and GM Ben Adelson (a fellow Republic vet) had runway to try something new. “I asked a lot of my artists what they felt was missing, or I asked managers who had artists at other labels, and tried to create solutions to what the modern record label might look like,” Arnold says. “We really dove into creating a label that is fully led by A&R, creative and marketing.”
Tyler Arnold
Michael Tyrone Delaney
In just two years, Mercury has become an undeniable force. In its first year alone, the label scored a major success with Kahan’s Stick Season; the album’s extended deluxe version, Stick Season (Forever), featured artists including Kacey Musgraves, Hozier and Post. By the end of 2023, Kahan had secured a best new artist Grammy nomination. Meanwhile, Wallen’s 2023 album, One Thing at a Time, finished as the No. 1 year-end Billboard 200 album; in March, Big Loud announced a multiyear distribution deal with Mercury Records/Republic for all releases, including artists like HARDY and ERNEST.
As for Post, the star has already released a pair of projects on Mercury (2022’s twelve carat toothache and 2023’s Austin) and is teasing a third on the way — a country album. In April, he made his Stagecoach debut, performing a set of country covers, and the following night, he joined headliner Wallen to unveil their much-anticipated duet, “I Had Some Help”; the song debuted at No. 1 on the Billboard Hot 100 upon its May release, marking Post’s sixth topper on the chart (and Wallen’s second). (The single is the latest in an impressive 2024 collaborative run for Post, who has already appeared on Beyoncé’s Cowboy Carter and Taylor Swift’s The Tortured Poets Department; the latter’s “Fortnight” scored him another Hot 100 No. 1.) “It has been a dream of mine for Post and Morgan to work together for years,” Arnold says, “and to see that come to fruition, it was truly a goose bumps moment.
“When we make a commitment to an artist, we’re hoping we work with them for the next 10 to 15 years and beyond,” he continues. “That’s the goal for us. It’s not knocking off hit songs. It’s building real careers.”
It’s also building lifelong bonds: Post welcomed his daughter two years ago, and Arnold recently became a first-time father. “We swap photos and videos and we definitely talk about it,” Arnold says. “My relationship with [Post] is one of the most special things I’ve gotten out of my career, just because of how far we’ve come and how close we still are — and continue to get. I think it’s rare to have that continuity.
“At the end of the day, I’m still an A&R,” he adds. “It reflects how we want to build Mercury. We’ve been lucky to work with some of the biggest and most influential artists over the last decade across all genres, and we want to extend that. [This role] allows me to still be a kid in a candy store, but also have more autonomy.”
This story will appear in the June 1, 2024, issue of Billboard.
After nearly a decade at Universal Music Latino, Colombian superstar J Balvin is moving to Interscope Records. Sources tell Billboard that Balvin’s much anticipated new album will be released via Interscope Capitol Miami, the newly-minted division headed by Nir Seroussi in Miami.
Balvin’s album is expected to be released some time this year, with a date still to be announced.
Balvin is the second high profile artist to move from Universal Music Latin to sister label Interscope in the past year. Last year, Karol G, who had also long been signed to Universal Music Latino, signed to Interscope Capitol, which is also home to rising regional Mexican stars Xavi and Iván Cornejo and is run by Seroussi. Now, that division has been renamed Interscope Capitol Miami after Interscope and Capitol merged earlier this year.
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Interscope Capitol declined to comment, but sources say Balvin’s project will be worked by the Interscope Capitol Miami team together with Tom March’s Capitol team.
For Balvin, it’s a full circle moment. At the beginning of his career, he was originally signed to Capitol EMI, which was acquired by Universal, triggering his shift to Universal Music Latin, under which he soared to international stardom. In 2017, Balvin’s “Mi Gente” became the first-ever Spanish song to top Spotify’s global charts and rose to No. 3 on the Billboard Hot 100, aided by a remix with Beyonce. In 2018, he hit No. 1 on the Billboard Hot 100 with “I Like It,” his bilingual collaboration with Cardi B and Bad Bunny.
It’s also a big change moment for the Colombian star, who hasn’t released an album since 2021’s José. Now, after a brief management stint as the first Latin act on Scooter Braun’s roster, he signed last year to management with Roc Nation and, after performing an acclaimed set in Coachella this year, is currently touring Europe.
Earlier this month, another Universal Music Latin artist, acclaimed Chilean singer/songwriter Mon Laferte, signed with Sony Music US Latin.
Singer-songwriter-actress Tanerélle has signed with Republic Records. In tandem with that exclusive announcement, the R&B outlier is set to release her label debut, the EP Electric Honey, this Friday (May 31). “Tanerélle is a forward-thinking artist with a well-defined vision, sonically and aesthetically,” says Ken Jarvis, Republic’s senior director of A&R. “Working with an artist who is […]