Record Labels
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For the last 16 weeks, one label has topped the Billboard 200 – Republic Records. That marks the longest streak for any label at No. 1 since 1998, when the Titanic soundtrack kept the Sony Classical label afloat at No. 1, also for 16 weeks.
Republic has led the chart since the March 18-dated tally, when Morgan Wallen’s One Thing at a Time (released via Big Loud/Mercury/Republic) debuted at No. 1. That album spent 12 weeks in a row at No. 1, and then stepped aside on the June 10 and 17 charts when Taylor Swift’s Midnights (on Republic) returned to the top and Stray Kids’ 5-STAR (JYP/Imperial/Republic) debuted at No. 1, respectively. One Thing at a Time then returned to No. 1 for the last two weeks (June 24 and July 1 charts).
Sony Classical was the last label to rule the Billboard 200 for 16 straight weeks – and it did so with just one album: the Titanic soundtrack. From the Jan. 24 through May 9, 1998-dated charts, the Titanic album sailed at No. 1 (the entirety of its run in the top spot).
Republic could capture a 17th straight week at No. 1 on the Billboard 200 (on the July 8 chart, the top 10 of which is slated to be announced Sunday, July 2). The last label to hold the No. 1 spot for 17 weeks was Mercury, in 1992, when Billy Ray Cyrus’ Some Gave All logged 17 consecutive frames at No. 1 (June 13-Oct. 3, 1992, the entirety of its weeks at No. 1).
Mercury Records was founded in 1945 and continued to operate as a label until the late 1990s. It was reactivated in 2007 but went dormant again in the mid-2010s. Most recently, in 2022, it was relaunched as an imprint of Republic Records. As for Republic, the company debuted as a label in 1995, co-founded by brothers Avery and Monte Lipman. Today, they are Republic’s chief operating officer and chief executive officer, respectively.
If Republic can manage a 17th and then an 18th week in a row at No. 1 on the Billboard 200 (on the July 15 chart), it would mark the longest reign for a label since Capitol claimed the top slot for 18 straight frames with M.C. Hammer’s Please Hammer Don’t Hurt ‘Em in 1990 (on the July 7-Nov. 3, 1990-dated lists). Please Hammer spent a total of 21 nonconsecutive weeks at No. 1.
One Thing at a Time recently made news as the album with the most total weeks at No. 1 on the Billboard 200 (14) since Adele’s 21 (released via XL/Columbia Records) collected 24 nonconsecutive weeks at No. 1 in 2011-12. That 24 weeks in the lead for 21 were pieced together through 10 different stays atop the list, none of which were long enough to give XL or Columbia 16 weeks in a row atop the list.
ZAYN has signed a new record deal with Mercury Records, Billboard can confirm. Along with the news, the singer wiped his social media yesterday and has launched a new pre-save link and teaser in preparation for his Mercury Records debut single, which is said by the label to be arriving “very soon this summer.”
A former member of One Direction and a chart topper in his own right, ZAYN was previously signed to RCA Records. Sources close to the singer told Billboard that the new music ZAYN is making marks a major departure from the sound that defined his previous hits like “PILLOWTALK” and “I Don’t Wanna Live Forever.”
Label president Tyler Arnold says of the deal, “As soon as ZAYN and I met, I knew we had to work together. I was blown away by the new music, but just as impressed by his vision, drive and spirit. We’re honored he and his team have joined us at Mercury Records. We’ve got an incredible opportunity to tell the next chapter of his story together.”
Mercury Records was relaunched in April 2022 as a U.S. imprint of Republic Records, helmed by Arnold and Ben Adelson as president and general manager, respectively. Mercury’s roster includes Post Malone, whom Arnold signed to Republic in 2015, and James Bay, signed by Adelson in 2014. Other signees at Mercury’s launch included Stephen Sanchez, Chelsea Cutler, Jeremy Zucker, Lord Huron, Noah Kahan, BoyWithUke, Ka$hdami, Lyn Lapid and Camylio.
Mercury Records also acts as the hub for Republic’s partnerships with Big Loud Records, home to Morgan Wallen, and Imperial Music, the independent distributor that released Bo Burnham‘s Inside (The Songs).
As a solo artist, ZAYN has released three records: Mind of Mine (2016), Icarus Falls (2018), and Nobody is Listening (2021). They peaked at No. 1, No. 61 and No. 44 on the Billboard 200 chart, respectively. He has also placed six songs in the top 50 on the Pop Airplay chart, including two in the top 10. “PILLOWTALK” peaked at No. 1, and “I Don’t Wanna Live Forever” reached No. 2 on the chart. The two songs also reached those same chart positions on Billboard’s Hot 100 chart as well.
You can pre-save ZAYN’s upcoming single here.
Pulse Music Group, which already houses music publishing and artist management arms, has started Pulse Records with Concord. Pulse Music Group co-CEOs Scott Cutler and Josh Abraham, along with Ashley Calhoun, president and head of creative, will lead the label, which will be part of Universal Music Group-distributed Concord Label Group.
The deal builds on a partnership between Pulse and Concord started in 2020 when Concord’s music publishing division acquired a stake in Pulse Music Group to form a joint venture that included Concord administering Pulse’s catalog and future signings.
Pulse is in talks with a number of acts to join its label roster. “We have been looking to grow our Pulse Music Group brand into the records space for a while now. Given our background as producers and songwriters in our own right, we bring a unique perspective to working in the label space—but we knew we had to get our footing right,” said Abraham and Cutler in a joint statement. “Now with the 15-year success of our publishing division, a company we have built from scratch, we are surrounded by the very best in emerging talent and a highly curated roster.”
The pair added, “With Pulse Records we will continue to set a very high artistic bar. In addition to launching emerging talent, we have plans to work with artists that helped to redefine genres with whom we have created very strong relationships over the years that will soon be coming out of their existing deals… It takes the right business partners to build a business like this, and we couldn’t be happier to have the backing of Concord and the support and business acumen of its senior leadership team as we continue to grow Pulse Music Group and launch Pulse Records.”
Bob Valentine, Concord’s incoming CEO (he replaces outgoing CEO Scott Pascucci, effective July 1), added, “Scott, Josh, Ashley, and the team at Pulse have been a great collaborator with Concord in publishing some of the highest charting songs in the world. Globally recognized as one of the leading frontline creative teams and first-class incubators for culturally relevant music, Pulse Music Group is a company that Concord continues to greatly admire, and we couldn’t ask for more exceptional business partners as we work to launch Pulse Records.”
Pulse Records’ growing staff also includes senior vp/head of marketing Lauryn Caldwell, who joins from mtheory, where she was vp of marketing and artist partnerships. Sarah Ahmed, who was previously senior director of marketing at Atlantic Records, comes aboard as vp of marketing. Tazita Makuria, who joined Pulse in 2022, has been named vp of creative for both the publishing and label divisions, while former Almo Records exec Bel Masbahi will serve as creative director of A&R for both divisions.
Pulse Music Group, which Cutler, Abraham and songwriter Anne Preven started in 2007, has been on a hot streak lately. Isaac “Zac” De Boni & Michael “Finatik” Mulé (who goes by FNZ) took home song of the year honors at BMI Pop Awards for The Kid LAROI & Justin Bieber’s “Stay,” while Tyler Johnson won the Ivor Novello Award for co-writing for Harry Styles’ “Stay.” Angel Lopez co-wrote “First Class” by Jack Harlow, while Gregory “Aldae” Hein co-wrote Miley Cyrus’s “Flowers.”
This week’s Billboard 200 is led by a paid of familiar faces in Morgan Wallen and former One Direction member Niall Horan. But coming in at No. 3 behind those two is a complete newcomer to the top echelon of the chart, with an album that’s more than eight months old: Noah Kahan’s Stick Season (Mercury/Republic), which saw its deluxe version come out and send the album soaring from No. 100 to No. 3 on the chart with 71,000 units, far and away the best mark of Kahan’s career.
It’s a big moment for Kahan, who also achieves a slew of additional firsts in his career: his first entry on the Hot 100, with the No. 43 debut of “Dial Drunk,” which also reached No. 1 on Hot Alternative Songs; and No. 1 album markers on Top Rock & Alternative Albums, Top Rock Albums, Top Alternative Albums and Americana/Folk Albums for Stick Season, which saw a vinyl release of the original version the same day that the deluxe, with seven additional tracks, was released. And the rejuvenation of the album, and Kahan’s career-best marks, earns Mercury Records general manager Ben Adelson the title of Billboard’s Executive of the Week.
Here, Adelson talks about the strategy for boosting Kahan’s album — his third for Republic (the label relaunched Mercury Records in April 2022 with executive vps of A&R Adelson and Tyler Arnold at the helm, at which point Kahan moved to Mercury) — to career highs, and how the label developed the singer and songwriter over the years to get to this point.
“The landscape of the business is always changing but the one thing that remains constant is true artistry,” Adelson says. “Our belief in Noah from the beginning has always been in him as a songwriter and artist.”
This week, Noah Kahan’s Stick Season jumped from No. 100 on the Billboard 200 to No. 3, becoming the highest-charting album of his career and his first-ever top 10. What key decisions did you make to help make that happen?
It was truly a team effort, from making the incredible records with Gabe Simon, Konrad Snyder, Carrie Karpinen and Ryan Hewitt to the amazing teams at Mercury Records, Republic Records and Noah’s management at Foundations Music. There was such a cohesive partnership between the songs, creative and rollout that the buildup to its release felt more about an artist than a singular song or moment.
Noah Kahan
Josh Goleman
This week’s deluxe reissue coincided with the first time the original was available on vinyl. What was your sales strategy with this release?
Alex Coslov, our head of marketing at Mercury, and Kevin Lipson, head of commerce for Republic, identified the fan demand for vinyl as we were releasing the original album. We started on production early and they saw the opportunity to deliver the vinyl on the same date as the new album. It was a key part of this week’s number, showing the true passion of Noah’s fans.
Last week, the album earned 11,000 equivalent album units; this week, that ballooned 574% to 71,000 units, with 48,000 of that unit count coming from streaming. What changed between the album’s initial release and this deluxe reissue that helped streams explode that much that quickly?
Sometimes, it’s just letting the music shine. Noah made a fantastic album featuring some of the best songs I’ve ever been a part of. With seven new tracks on Stick Season (We’ll All Be Here Forever), we put a marketing strategy together of sharing the new music as early as possible with his core fan base. Alex Coslov and the team treated the rollout as a new album, not a reissue, and with engagement high throughout the past year that momentum brought in all the fans.
Latest single “Dial Drunk” is Kahan’s first No. 1 on Hot Alternative Songs and his first-ever song to hit the Hot 100, coming in at No. 43 this week. How have you built that song, and his profile at radio, to reach new heights in his career?
Noah Kahan and Noah Levine, who plays guitar in his band, wrote the song together and we knew it was special from the first time we heard it. Amanda Dobbins, Drew Hauser, Gary Spangler and the entire Republic radio team immediately started getting plans together, and with the amazing job they’d already done over the years at Triple A and Alternative, we were set up perfectly for this moment.
This is Kahan’s third album for Republic, and the first to reach this level of success. How did you bring him along steadily in an era of the music business when so much happens so fast?
The landscape of the business is always changing but the one thing that remains constant is true artistry. Our belief in Noah from the beginning has always been in him as a songwriter and artist. We’ve always wanted to support him however we could, and we followed his vision and passion for this album. At Mercury, giving artists the time to develop and find their path is what matters most to us.
What have you learned from watching his career grow? And what are the plans to continue growing from here?
We have learned at Mercury that supporting our artists’ creative visions and instincts is the best way to achieve true success. For Noah, that meant going back to his roots of growing up in Vermont and New England and using that to guide the album, art, marketing and creative. Noah’s accomplishments have reinforced our belief that taking the time with genuine artists and never cutting corners, even with the current challenge of breaking acts, truly works. We know things will only continue to grow for Noah and it is our responsibility to make sure that each step of the way feels authentic to him and his fans.
Previous Executive of the Week: Jon Loba of BMG Nashville
Sony Music has created a new position of executive vp of AI, and hired former BPI CEO Geoff Taylor to take up the role, according to an internal memo obtained by Billboard. Taylor, who spent 15 years as chief of the British recorded music trade body, will report to Sony Music Entertainment COO Kevin Kelleher.
In the new role, Taylor will coordinate the major label’s business efforts surrounding artificial intelligence, and coordinate across the global digital business and business and legal affairs division, according to the memo.
The move comes as the music business continues to grapple with the particular challenges that are beginning to arise through the proliferation of artificial intelligence in the digital world, particularly its effect on copyright and ability to be trained on existing musical compositions, among other issues. Battles have begun to pop up around AI-generated music on streaming services, and songs that have been released that mimic existing artists, producers and songwriters without their input or consent, with additional use cases popping up seemingly every day.
The position appears to be the first AI-specific executive-level role introduced by any of the major labels. Check out Kelleher’s memo below.
All,
Artificial Intelligence (AI) has great significance for the future of the music industry and, as a result, more focused attention on it is required.
Accordingly, we are delighted to share that Geoff Taylor will be joining us as our new Executive Vice President, Artificial Intelligence.
Reporting to me and working closely with our Global Digital Business and Business & Legal Affairs divisions, Geoff will align and help coordinate the work of every part of the business that touches AI.
Geoff brings to our company decades of music industry experience. Most recently, from 2007 to 2022 Geoff was the Chief Executive of the BPI, our UK Trade Body for recorded music, where he led the fight against piracy and fraud and advocated for the strategic importance of recorded music to jobs, investment and maintaining the UK’s global competitiveness. Prior to joining the BPI, Geoff was General Counsel and Executive Vice-President at our global recorded music trade body, the IFPI from 2005-2007.
In these roles, Geoff has worked with our company for several years and I am delighted he is joining to help us successfully navigate a key moment in the history of the music industry.
So please join me in welcoming Geoff to Sony Music and feel free to reach out to him with any questions you might have at [Sony Music Entertainment Email Redacted].
Kevin
Independent Bay Area-based label, publisher and distributor EMPIRE has promoted industry veteran Tina Davis to the role of president, the company announced today (June 21). Davis, who most recently worked as EMPIRE’s senior vp of A&R, will continue to lead the company’s vast and varied A&R efforts while also getting involved in day-to-day operations and […]
After three members of EXO took legal action against Korean record label and management agency SM Entertainment over what a law firm initially deemed as “slave contracts,” both sides have resolved their differences. Explore See latest videos, charts and news See latest videos, charts and news Korean media reports that EXO’s Chen, Baekhyun and Xiumin […]
Chinese pop star G.E.M. is looking to grow her Latin American fan base — and break the mold for Chinese artists — by putting out a full-length Spanish version of her latest album, Revelation. And the idea to do it didn’t come from an executive or carefully plotted strategy by her new label, Warner Music China, which released the original Mandarin version in September.
“It wasn’t necessarily something we sat down with her and sort of guided her towards,” Simon Robson, Warner Music Group’s president, international, for recorded music, tells Billboard. “It was more that she wanted to do this, and we wanted to support her.”
Robson says G.E.M.’s Revelación, which Warner Music plans to release on July 10, will be the first Spanish-language album by a major Chinese music artist at any label (as far as WMG is aware). The experiment, the executive says, is “quite indicative of what’s happening with music at the moment and just how impactful Spanish music is becoming.”
Like her Chinese original, the Spanish album — which G.E.M. says she wrote on her own, after essentially teaching herself the language — will feature 14 songs. After debuting in 2008 with her self-titled EP G.E.M, the Shanghai born, Hong Kong-raised singer, whose real name is Gloria Tang Sze-wing (G.E.M. stands for Get Everybody Moving), became one of the top-selling female artists in Asia. Often dubbed China’s Taylor Swift, she holds the record for most-viewed music video on YouTube among all Chinese artists with “Light Years Away” (267 million views), the Chinese theme song for the sci-fi movie “Passengers.”
“It has been an incredible journey working on this project as I do not speak Spanish, but I was determined to fulfill a prophecy that was made to me 10 years ago that one day I would sing in the language,” G.E.M. says in a press release announcing Revelación. “After receiving support from South America for my Chinese album Revelation, I taught myself Spanish and wrote the entire album by myself.”
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A devout Christian, the singer rose to fame in 2014 after appearing on the TV competition show, “I Am A Singer 2.” Her second-place finish boosted her popularity in mainland China. She also received a nomination for an MTV Europe Music Award for Best Mainland China & Hong Kong Act and in 2016 Forbes named her to its 30 Under 30, the only Asian artist featured on the list. She composes songs in Cantonese and Mandarin, and also speaks English.
G.E.M. signed with Warner Music China last July, after a sticky separation from her Hong Kong-based label, Hummingbird Music, which sued her in 2019 to enforce their 2014 contract, which the label said was valid until 2022. Hummingbird was seeking HK $120 million ($15.3 million) in damages, according to Chinese media reports. G.E.M. filed a countersuit for unspecified damages, claiming Hummingbird had failed to fulfill its contractual duties. Both parties were seeking exclusive rights to her copyrighted works, including her stage name. (It is unclear if the suits have been resolved. A WMG spokesperson says he does not have any information about the situation.)
Revelation, G.E.M.’s seventh studio album, is named after the New Testaments’s Book of Revelation. In the wake of the pandemic last summer, the artist found herself prone to melancholy and other negative emotions, and developed the habit of praying, she told Billboard China. Her album was a “direct dialogue between me and heaven,” she said. “I write letters to heaven, and they write back. This is what gradually gave shape to the concept behind Revelation.”
Warner Music released two songs from the album every week — accompanied by videos — for seven weeks leading up to Sept. 22. G.E.M. began noticing that user-generated content and remakes of the song in local languages by Spanish-speaking content creators were appearing on social media platforms, particularly in South America. “Whether it was due to the album’s themes or its vibes, it was evident that it was connecting strongly with Spanish speakers globally,” a WMG spokesperson says. So, she decided to learn Spanish and convert the songs into Spanish “to better share her message and music with this fanbase.”
While the plan is still in its preliminary stages, G.E.M. is planning to perform the Spanish version of the song throughout the next year, with live performances in Latin America, the spokesperson tells Billboard.
Robson says WMG currently has no plans to release any other Chinese artists’ albums in Spanish. “But I think that obviously there is an element of seeing how successful this album is,” he says. “It’s something I wouldn’t be surprised if we see more of just because Spanish music, in the broadest terms, is becoming increasingly influential around the world.”
The Warner Music executive acknowledged that there is an element of risk for G.E.M. and the label with the Spanish project but declined to define what success would look like for the artist. “It’s more about building her fan base in Latin America,” he says. “It’s step by step, really.”
WMG continues to lean into Latin music, at a time when the genre is exploding globally. Between 2020 and 2022, Latin music grew 55.29% in album consumption in the U.S., according to Luminate, more than double the overall industry’s 21.61%.
Robson points to recent tracks like Peso Pluma’s remix of Yng Lvcas’ “La Bebe,” which is holding at No. 16 on the Billboard Hot 100 this week, and the upcoming album or EP from Mexican rapper Natanael Cano, which is scheduled to drop at the end of June, as signs of Warner Music’s efforts on the Latin front. (Yng Lvcas performed last week at a songwriting camp in Madrid organized by Warner Music Spain and Warner Chappell Music Spain, part of an effort by the company, Robson says, to host more joint writing camps for both publishing and recorded music.)
Two years ago, the label named former Universal Music Group executive Alejandro Duque as president of Warner Music Latin America. Duque helped oversee the release of Anitta’s Versions of Me, whose signature single, “Envolver,” reached No. 2 on the Billboard Global 200. But now the Brazilian pop star is gone, after separating with the label in April and signing with UMG’s Republic Records, a definite blow to WMG.
“We’re already starting to build up our roster [in Brazil],” Robson says, noting the recent signing of Brazilian urban funk artist Kayblack.
More broadly, “when you look back two years prior, although we were sort of active, [it is] nothing like to the degree we are now, and are not having the success we have,” Robson says. “Alejandro is an incredibly strong executive and we’re trying to support him as much as possible.”
Tamla Records, the precursor to the legendary Motown Records, is being relaunched by Capitol Music Group (CMG) and Capitol Christian Music Group (Capitol CMG) as a mainstream imprint specializing in positive R&B and hip-hop music. Supervising the imprint’s roster and staff will be Nashville-based EJ Gaines, current senior vp of marketing for Capitol CMG.
The first partner to sign with the new Tamla is Thomas “Tillie” Mann and his label Encouragement Music. Mann is Quality Control’s longtime mix engineer and collaborator who has worked with Lil Baby, Lil Yachty, Drake and Migos.
CMG chair/CEO Michelle Jubelirer said in a statement, “The relaunch of Tamla broadens our company’s commitment to hip-hop and R&B music, as well as to the artists, label partners and creative executives who have joined Capitol Music Group over the past 18 months. The artists EJ and his team will bring to Tamla will complement the incredible talent across our label group and will have everyone’s support throughout the wider company.”
It was 65 years ago that Berry Gordy Jr. founded Tamla Records in June 1958. The label’s first release was the 1959 single “Come to Me” by gospel singer-turned-R&B artist Marv Johnson. Later renamed Motown, Tamla was also the home of icons Stevie Wonder, Marvin Gaye and Smokey Robinson & The Miracles.
“We want to honor the iconic history of the label founded by Mr. Gordy,” commented Capitol CMG co-presidents Brad O’Donnell and Hudson Plachy in the Capitol press release. “And Tillie Mann and Encouragement Music are exactly the kind of partners that we want to work with. EJ is a seasoned executive who we know will guide Tamla along with the support of our overall Capitol CMG staff.”
“Tamla has always been home to incredible music that has shifted culture,” added Gaines. “I’m excited to continue its rich legacy with groundbreaking, mainstream music that is faith-formed and culture-forward. I’m grateful to Hudson, Brad and Michelle for trusting me with this honor.”
In an interview with Billboard, Gaines shared additional insights about the new Tamla and fostering what he calls “the positive sound of the generation.”
Why is now the right time to relaunch this legacy label?
As a Black man in America, a former Wall Street attorney and artist manager, I’ve seen virtually every aspect of the music industry. And it’s very incumbent upon me to use my experience and influence in a way that is going to help the music industry as a whole — but with a focus on helping underserved Black communities. I have two sons, six and three years old, and they need to know that their dad contributed to helping make this world better for them in every way. Music is such a powerful tool and that’s significant to me, especially with this being Black Music Month.
I also love the through-line of how Tamla started with Marv Johnson, a gospel singer who released his first song on the label before doing R&B. That’s something I’ve been trying to communicate ever since I got to Capitol CMG: that gospel music is part of Black music. It’s not separate faith music; it’s not exclusive. It’s part of what we do culturally. And Tamla was just sitting there, acknowledged for its value but not really being used to continue the legacy. So that’s where we’re picking up.
How do you describe the new Tamla?
We have great, tried and true artists on Capitol CMG like Tasha Cobbs Leonard, Ricky Dillard and Brian Courtney Wilson. But what I’ve also started to identify is a bunch of creatives — songwriters, producers and artists — that aren’t doing gospel or faith music that way. They want their music to be competitive with what they listen to outside of the [gospel] genre.
But increasingly, mainstream music has not been a place where Christian creatives can find themselves very easily. That’s because the lines have been drawn so distinctly that in order to go mainstream, these creators feel like they have to compromise their values, messaging and lyricism. They’re finding themselves without a space to live in. They want to find their own positive, non-explicit but not corny lane. Over the past seven years, that lane has become more open and ready. You see playlists on all the DSPs that lean toward very progressive R&B and hip-hop; what they used to call urban gospel. And now with TikTok and Instagram, there are opportunities for these artists to engage their fans without gatekeepers blocking them. But we need to be able to serve these creatives; to make the connection between them and the audiences that are sitting there waiting.
I call it “The positive sound of the generation.” It’s of right now; not dated and very relevant. It’s something that would be acknowledged by the mainstream as legitimate lyrically, sonically and production-wise. It’s not watered down. So what we’re doing is trying to identify significant mainstream partners making music who just happen to be Christians. But they don’t want to be referred to as gospel or inspirational. They’re just artists making music; young, hungry, aggressive and very open-minded as to what music can be. And they want desperately to have a voice to engage with their audiences. And Tamla will be the place where their creativity will be fueled to soar.
Who is the label’s target demo?
It’s the 13-25 age range, but people older will also enjoy the music. But I’m really going back to the young market, the market that’s dictating music consumption.
What’s been the reaction of artists that you’ve approached thus far?
When we tell them what we’re launching, they say it’s the supplemental support that they’ve been looking for … that they thought they would have to be independent. But we’re not going to work to cross these artists over. We’re going to place them there first [in R&B and hip-hop] and legitimize them in that space with the support of Capitol and the Universal Music Group. And programmers have said they’ve been looking for content that was positive but that didn’t compromise on the quality of the music. I’m being very intentional about legitimizing this movement so that people don’t see this as a warmed-over version of what they’ve already seen and heard before.
As Jelly Roll himself told it in his recent Billboard cover story, it was attending church with his daughter that inspired the raw, career-defining record Whitsitt Chapel. The rising Tennessee artist has become a sensation over the past two years building up to this release, with a number of accolades that have burgeoned his career and his story.
But this record was that final piece of the puzzle, and its artistic merits were matched by its commercial performance: The album debuted at No. 3 on the Billboard 200, No. 1 on Top Rock & Alternative Albums and, with 90,000 equivalent album units, became the largest week for an initial entry on Top Country Albums since the chart transitioned to a consumption-based methodology in February 2017.
As BMG Nashville president Jon Loba puts it, that’s down to Jelly Roll and the work he put into the music. But the success nonetheless earns Loba the title of Billboard’s Executive of the Week.
Here, Loba talks about the build-up to the album, the strategies the label used to maximize its impact and where they can go from here in building Jelly Roll’s career. “Going forward we will continue giving Jelly his creative and artistic freedom, while we continue to work on building the connection to new audiences and nurture the connection with his existing audience,” Loba says. “It’s really that simple. When you have your first experience or interaction with Jelly, you have a strong desire to go deeper — and tell others about him.”
This week, Jelly Roll’s Whitsitt Chapel debuted at No. 3 on the Billboard 200 and topped both the Rock & Alternative and Country Albums charts. What key decision did you make to help make this happen?
It of course all starts with the music. Jelly turned in an absolutely epic record that we have no doubt will stand the test of time. I think we will look back two decades from now and see this as the album that fully revealed the depth, texture, intellect and heart of Jelly Roll. The biggest decision I made was getting out of Jelly’s way and trusting him to turn in such a masterpiece. Initially, we had a collection of absolute slam dunk, commercial country hits Jelly wrote and was ready to record. After he attended his daughter’s church one Sunday, however, he called me up to say he felt the deep need to scrap all those songs and go on a musical and spiritual journey with his next record. We knew we had hit singles lined up, but I heard the conviction in his heart about this alternate path. His manager John Meneilly and I always say, “When in doubt, trust Jelly,” and that’s what we did. We didn’t know what this album would be, but we wanted to support him and his creativity. It turned out to be not only the right thing artistically but the right thing commercially.
The album had the biggest opening week for a first entry on the Top Country Albums chart since it went to a consumption-based methodology in 2017, almost tripling the previous record. How did you build the momentum leading up to this release?
Once you meet him, you are a fan for life. The buzz on Jelly started with “Save Me” and grew with “Dead Man Walking” and “Son of a Sinner,” so the commercial credibility was there to begin with. Our partners were really interested in his music and curious about him as we communicated how special he was. Once they met him one on one, it was a game changer. When you spend time with Jelly, you immediately root for him and want to create opportunities, which they did. Importantly, when they created those opportunities, Jelly always delivered for them and, in turn, [they] wanted to create more. Ultimately, the opportunities for his singles grew organically into opportunities for his album release.
What was your sales approach for this record?
First and foremost, making sure our partners heard the entire project well in advance. We knew the music would speak for itself and afterward our partners immediately came back to us with new creative opportunities for exposure. Wherever possible, we wanted Jelly to present it first-hand, to talk about his motivation and journey in creating Whitsitt Chapel. We also know Jelly has a passionate and committed fan base, so we wanted to be sure we had a strong focus on physical, as they are collectors… more so than most country consumers.
Jelly Roll’s music crosses several different genres, and Whitsitt Chapel is the latest in a line of albums that have reached the top echelon of both the Country radio charts and the Rock & Alternative radio charts. How do you work the same songs differently at different formats?
We don’t work them much differently. When Jelly and I first met, he had many questions about where his music would fit. He had a strong desire to have his music heard and accepted in the country genre, but he also wondered if some of it could work in rock and top 40. I was really firm in telling him not to worry about genres. All he needed to do was keep making music that connected with hearts and minds — music that saves and changes lives. You see examples of that at every Jelly show as you talk to his fans. He has this ability to connect with a wide variety of audiences because of his truth and willingness to be extremely open and share it. I said it in that first meeting, and I feel it even more strongly now: Jelly transcends genres. He is on the path to becoming a cultural icon.
Jelly Roll’s success has been considered one of the best examples of artist development in recent years. How do you continue to build on that in his career going forward?
We would love to take credit for Jelly’s artist development, but that wouldn’t be honest — Jelly is responsible for his artist development over the years of making music, touring and speaking his truth. We were fortunate that before us, there had not been a full team out there strategically telling his story, introducing him to partners and passionately laying down in the road for him as we asked for exposure opportunities. Going forward we will continue giving Jelly his creative and artistic freedom, while we continue to work on building the connection to new audiences and nurture the connection with his existing audience. It’s really that simple. When you have your first experience or interaction with Jelly, you have a strong desire to go deeper — and tell others about him.