Spotlight
In the late ‘90s, shortly after graduating high school, Timothy Trudeau was already making his mark in music, launching his multi-faceted company Syntax. He worked in production and songwriting, working with nu metal band P.O.D. on pre-production in Syntax’s studio, and producing Tonex’s song “Dancing in the Son” on his 02 album for Jive Records. Other artists Trudeau has worked with include Man of War, Kaboose, Grits, and Nappy Roots (handling drum programming for their song “Right Now,” featured on the 2005 Daredevil soundtrack). He also performed as part of the group Sackcloth Fashion.
His journey as a creative and businessperson largely centered on Christian hip-hop, a niche scene that nonetheless was close to his heart and a lifelong passion to that point.
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“I was a big fan of Christian hip hop growing up, and so I was already kind of well immersed in that space,” Syntax Creative CEO/founder Trudeau says of his early entryway into music. “I was putting beats on a cassette and mailing them to folks. I would go to shows and I drove up one time to L.A. and gave a beat tape to [rapper] Pigeon John, who later ended up putting his first record out [Is Clueless] on our record label [via The Telephone Company/Syntax Records]. I was just trying to get anyone I could to take a listen, and if nothing else, give feedback, tell me what they thought.”
By 2004, Syntax Creative was officially incorporated and has since evolved into a top independent music distributor and marketing agency, representing the exclusive global rights to over 150 record labels. Syntax began in the physical retail distribution space, but Trudeau could see where things were heading, and early on Syntax was already negotiating direct deals with organizations including Apple iTunes, as well as Amazon, Google, Microsoft, Yahoo, and later Spotify.
“When we finally decided to go all the way digital, it was just about waiting for some of the other aspects of the industry to catch up with that,” he says. “We used to have to pay all these extra fees and surcharges for shipping and return fees and those kinds of things—so by the time the listener would buy a CD for $16.98 plus tax, we’d be already $30 into that record, and physical distribution in CDs was the loss leader back then.”
Syntax earned its reputation working in Trudeau’s strong suit of Christian hip-hop. But he soon had a realization. “What we quickly realized was what works for one niche works in another one just the same,” he says. “We figured out that what we did for a hip-hop record worked for a bluegrass record as well.”
In 2008, Syntax began to branch out, bringing on clients like Bluegrass/Americana label Crossroads Label Group, which introduced Syntax Creative into the bluegrass space. Crossroads Label Group is home to labels including Mountain Home Music Company and Organic Records (and music from artists Kristin Scott Benson, The Grascals, Tray Wellington and Sister Sadie); Old Bear Records (Andrew Greer, Kevin Max); Man-do-lin Records (Ronnie Reno); and Frontline Records (12th Tribe), among many others. In 2009, the company doubled the size of its catalog from the previous year.
A decade later, the company relocated from California to Nashville, as many of their clients were already based in Tennessee, and picked up Dark Shadow Recording (Becky Buller, Man About a Horse). Earlier this year, Syntax added more clients in Gray Artist Services, 403 Music and Sound Biscuit. They also teamed with Christian music and entertainment site NewReleaseToday’s label NRT Music, to provide marketing and digital distribution for the label, and teamed with Blue Flower Records and folk duo The Gray Havens. Syntax has also continued further building its reputation in the bluegrass space through its partnership with Rebel Records, the 64-year-old label whose catalog of over 4,800 songs includes music from Larry Sparks, Ralph Stanley, Del McCoury and Bill Emerson.
Syntax offers a differentiating factor in that it not only distributes music but offers a range of services including marketing, royalty consolidation and label services. While artists today have a range of social media outlets at their disposal, he’s found that every genre, from mainstream pop to more niche genres has benefited from TikTok.
“If artists only have enough time for one, it should be TikTok, because really all the people are doing right now anyway, is there, and then they go over and just post the same video at another [social media] network,” he says.
Even with all the controversy surrounding the money artists and songwriters make (or don’t make) from streaming, Trudeau says he advises artists to look at the role of DSPs differently.
“I feel like a lot of these DSPs get a bad rap because I think the artists have now looked to the DSPs and they think, ‘We’re in the music business. I need all my income to come from Spotify,’” he says. “And it’s like, ‘What if Spotify was the loss leader?’ That’s one thing we’re always trying to work with our artists on — you’re not in the Spotify business or you’re not in the CD business, you’re in the music business. So how can we monetize everything around it in a way where you can actually do this full-time or even part-time?”
Trudeau, who has served on both Dove Awards and Grammy screening committees and is an active board member of the Music Business Association, has also led educational tracks for conferences including Music Biz, Gospel Music Association, Flavor Fest and more.
“We’ve had a lot of fun helping the labels and the artists that we work with on just practical things that they can do that will help their careers, and help increase their revenue,” Trudeau says.
The best advice I received is: One thing that stood out to me early on was the person who picks up the phone, and the person who sends the email, those are the ones that things happen for them. Maybe they get told ‘No’ 99 times, but then the 100th time, they get told yes.
I would tell people coming up in this industry: The live show is still number one—that’s a way to connect that I still think a phone and social networks will never be able to replace. And those people that were at those smaller, beginning shows, they will follow them all the way. They will be the ones buying the VIP stuff—not that you can’t convert someone who came into it later, but those early fans are often really invested.
In my job, it’s good to have: I’ve never really been one to overreact or get too heated up. It seems like that’s served me well. Being calm, even when things are crazy, has helped a ton. Working with people—we have 150 record labels and that’s a lot to juggle. You get people calling if they are going through something or need advice because they know I’m going to be rational and not overreact.
In 1961, when career counselors arrived at 14-year-old Carole Broughton‘s U.K. school, she aspired to work in the fashion business. But the counselors dissuaded her from that path — and, after Broughton said her uncle worked in book publishing, steered her to song publishing instead. Afterward, her mother accompanied her to a job interview at Mills Music in London, which became her entry into a six-decade career in the music business, during which she worked with acts including ABBA, The Zombies, Creedence Clearwater Revival, Barry Manilow and British crooners Adam Faith and Anthony Newley.
“Growing up in the ’50s and ’60s, parents would [say to their daughters], ‘What do you want a career for? You’re only going to get married and have kids.’ You’d go on a short typing course and become a secretary,” Broughton says. “I just liked to get my teeth stuck into something and see it through.”
In her quiet, methodical way, Broughton was a pioneering female executive in the music business, solving technical problems like logging songwriting data into early computer systems. She started at a time when men ran just about everything, but over the years grew into a formidable executive. By the ’70s, she began to encounter more women at conferences like MIDEM in Cannes, France, but women who ran companies were rare. “I do remember one incident where somebody said they’d like to speak to a director of the company, and I said, ‘I am the director,’ and they said, ‘Well, I don’t like to speak to a female,’” she recalls. “That actually happened once!”
“Obviously, there were a few issues,” she adds.
Today, Broughton, 77, is MD of Bocu, a British independent label and publishing group that has had stakes in early Genesis masters and ABBA’s catalog, among many others. She recently sold The Zombies their master recording catalog, including classic hits such as “She’s Not There” and “Time of the Season,” after managing it for 59 years. “I wouldn’t say [the business] has changed for the better, but it’s obviously more lucrative,” she says.
Broughton was 15 when she began shopping sheet music for hits like Nat King Cole‘s “A Blossom Fell” to local bandleaders. At the time, she found herself at the center of Swinging London and the British Invasion. “Elton John was the tea boy,” Broughton says of her time on Denmark Street, the capital of Music Row, a pub-filled neighborhood where The Rolling Stones, The Kinks and Small Faces made early recordings. “David Bowie used to travel in on the same train. He’d have his ballet shoes in his bag.”
Broughton’s early days in the music business were “a magical time,” she says, when the denizens of Denmark Street piled into pubs and cafes and made lifelong contacts. Back then, she befriended Robert Wise, who printed her companies’ sheet music and in 2020 bought The Zombies’ publishing catalog from Broughton’s Marquis Enterprises.
“Just fun days, really,” Broughton recalls of ’60s London. “You’d have a meal out in the evening, and you’d get home, and my parents would have another meal sitting in the oven.”
In her spare time, Broughton, an Elvis Presley fan, traveled the United Kingdom with her then-husband, who served as bassist in a group called The Four that was opening for British rock star Billy Fury. (The Four supported The Rolling Stones, too, but Broughton and her husband didn’t interact with Mick and company.) “If you traveled in a van — say you had a husband or a boyfriend in a band — you always had to keep the curtain shut. They didn’t want the fans to know you had wives or girlfriends,” she recalls. “Billy Fury wanted to have screaming fans — we’d have to run up to the stage and try to grab hold of the artists. Then the bouncers would come and throw you off the stage. A lot of that was planned.”
At work, Broughton learned the nuances of copyright and realized “publishing had more longevity.” Contemporary hits might come and go, but memorable songs made money forever, covered by bandleaders, recorded by other artists, licensed to movies and TV shows and more. When she was 17, a friend at Essex Music, a publishing company down the street, called Broughton to say she was leaving to get married and recommended her for the job. Soon, another employee who worked for publisher Joe Roncoroni and producer Ken Jones left their company, Marquis Enterprises, which evolved from commercial jingles to production.
As the company’s signees, from The Zombies to Jonathan King — who had a hit with 1965’s “Everyone’s Gone to the Moon” — became successful, Marquis expanded, working with stars from Hedgehoppers Anonymous to Genesis. Broughton took on more responsibilities as the company grew into an umbrella organization encompassing as many as seven publishing and production entities — and when Roncoroni and Jones died, she took more control. “When Joe died, we bought the shares from various people — Joe’s widow, and the boys [The Zombies] were happy to sell their shares at the time. They probably were short a few bob.”
Banding with another veteran publisher, John Spalding, Broughton became co-director of the company, renamed Bocu Music. (Spalding had looked after the publishing for the Fantasy and Prestige labels for years, including the Creedence Clearwater Revival catalog as well as those of jazz giants such as Thelonious Monk and Miles Davis.) Bocu published the B-side of ABBA’s first single, 1974 Eurovision winner “Waterloo,” and, within a few years, Broughton and Spalding became the Swedish supergroup’s co-agent and sub-publisher, developing a close relationship with the band (until Universal Music Group took over the rights in 2016).
“It started getting really busy,” Broughton says.
Broughton toured with ABBA in 1977, “helping backstage with the ironing of the outfits,” she recalls. Over time, she used the contacts she made with ABBA to help her old friends from the ’60s, The Zombies. Soon, she was working in the early synch business, pitching songs to studios and advertisers by sending out tapes. The Zombies were often beneficiaries, landing “Time of the Season” in the 1990 film Awakenings and “She’s Not There” in a Chanel spot in 2015.
When Spalding died in 2011, Broughton took over Bocu. Now that The Zombies own their masters, she looks after 700 remaining copyrights, including Kid Creole and the Coconuts‘ “There But for the Grace of God Go I,” Johnny Logan’s 1980 Eurovision winner “What’s Another Year” and, as ever, King’s “Everyone’s Gone to the Moon.”
Broughton’s career-long focus on publishing, as opposed to working at record labels, served her well in the early 2000s when mp3s, Napster and online piracy threatened to destroy the album sales business. Licensing copyrights for films, TV shows and advertisements kept Bocu afloat. “We still had great copyrights and masters that were in demand,” she says. When YouTube and Spotify kicked in, she noticed that new fans were discovering her clients’ music — particularly The Zombies — more than they ever had.
There were issues with streaming licenses and how to pay artists and songwriters at first, but eventually performance rights organizations such as the United Kingdom’s PRS for Music sorted out the details. Although Broughton’s company has expanded beyond the music business in recent years — it owns a fish restaurant in Essex and a portfolio of rental properties run by her 33-year-old son — she remains active in Bocu. “I should probably have long since retired,” she says. “But this business gets in your blood, doesn’t it?”
The best advice I’ve received is… When I was first starting out, a secretary I took over from always used to say, “Listen and learn, even if it’s behind closed doors.” If your boss was in a meeting, always have an ear out, so you’d be one step ahead. If someone wanted a file on something, you were already there. She retired and I stepped in as secretary and I was still only about 17. I had staff under me. I just was always determined to make the best of a situation. I’d be there with the tea or the coffee, or the file.
My big break was… Just coming into this industry.
Something most people don’t understand is… The complexities of how copyright works. When you start explaining how money is collected, people outside the industry are always quite astounded by how complex it all can be.
Dealing with musicians is… My two main ones have been ABBA and The Zombies, and you couldn’t have worked with nicer people. I know there used to be a saying in the industry — “All artists are ‘dot-dot-dot,’” and not a very nice word — but I only had good experiences. You take them under your wing. I always called The Zombies “my boys.”
Bettie Levy remembers “all kinds” of music playing in her parents’ Washington, D.C., household while she was growing up. And when she was finally allowed to go to the local shopping mall by herself while in middle school, she kept up the family tradition.
“I would take any dollar I earned anywhere and come home with singles and cassette tapes,” Levy recalls with a laugh. “Ultimately every birthday, I always wanted something relating to music. Then after CDs came, tower racks took over my room. So I think it was pretty much a given that I was going to do something in music.”
And she did. After several career-evolving stints at Sony Music, in 2009, Levy affixed her initials to her own enterprise. Focusing on live events and brand partnerships, New York-based BCL Entertainment encompasses all music genres, as well as A-list talent ranging from artists and Broadway stars to film/TV actors, athletes and influencers. And it’s all in service to a client roster that includes brands, hospitality companies, TV/digital production companies and charitable organizations.
Last year, according to Levy, BCL Entertainment logged the most events in the company’s nearly 14-year history. Its string of multiple talent-production projects commenced in January 2022 with the launch of the ongoing national ad campaign for Folgers coffee, featuring Grammy-winning artist Trombone Shorty. Last fall marked the second season of BCL’s collaboration with sports apparel company Fanatics and its merch line from Grammy-winning country artist Darius Rucker and the NFL. According to Levy, the Darius Rucker X NFL By Fanatics clothing line was among the top five NFL men’s apparel lines during the football season throughout the Fanatics network of websites. In association with Fanatics’ in-house event planners, Levy was also a producer of the company’s 2022 Super Bowl party performances featuring Doja Cat and other artists.
BCL Entertainment kicked off 2023 with Levy again working on Fanatics’ 2023 Super Bowl Party, which showcased performances by J Balvin, Travis Scott, The Chainsmokers and A$AP Ferg, among others. Coming soon is a new national ad campaign for Meow Mix — featuring *NSYNC’s JC Chasez and a feline boy band created by the cat food brand — that will air across broadcast, cable and digital outlets. Meanwhile, Calissa Sounds, a summer concert series staged in the Hamptons that BCL co-created with the Civetta Hospitality Group, will return this year (last year’s event included Fat Joe and Wyclef Jean). BCL is also looking forward to another season of Darius Rucker X NFL By Fanatics in the fall.
Still running is the award-winning ad campaign done on behalf of The J.M. Smucker Co.’s Jif peanut butter brand, for which BCL Entertainment served as talent producer. Featuring rap icon and Atlanta native Ludacris, the 2021 commercial spun off several offshoots including a TikTok campaign that has generated 7 million campaign-related views to date, an original song (“Butter ATL”) released on all DSPs, a limited-edition necklace and a charity partnership with the Boys & Girls Clubs of America. The Jif team went on to win four awards at the 2022 Cannes Lions ceremony for the campaign.
BCL’s steadfast mission, says Levy, is to “authentically match talent with brands and events. Then the rest is simple. The best brand/event and talent relationships are the ones that aren’t forced.”
A case in point is the Folgers commercial with Trombone Shorty. The process began with two key questions: Who could vibe well with the ad’s theme song — a reworking of the Joan Jett & the Blackhearts classic “Bad Reputation” — utilized in an effort to prove the 170-year-old coffee product is still cool to drink? And, in turn, who could also bring a New Orleans flair, given that the brand, also part of the Smucker family, is headquartered in The Big Easy? The ensuing chemistry between Folgers, NOLA native Trombone Shorty and Jett led to BCL pitching, closing and structuring Folgers’ sponsorship of Trombone Shorty’s Voodoo Threauxdown Tour in 2022, as well as the musician’s one-off show in New Orleans last April with special guests that included Jett herself.
“Jif and Folgers are examples of multi-dimensional campaigns in which one thing leads to the next between events and brand partnerships,” says Levy. “When you’re touching all the creative points and everything comes full circle like that, it’s pretty incredible.”
Besides authenticity, agility is another component of BCL Entertainment’s operational philosophy. As it was from the start, Levy continues to utilize a team of four to five key people, allowing her to “flex up or down as needed, bringing in staff and partners for different projects, as well as using local vendors to keep costs at bay.” That agility, Levy adds, came in handy during the pandemic: “When everything pivoted to virtual, we were able to move swiftly and adapt; meeting clients, brands and entertainers where they were in that moment.”
BCL’s ability to move quickly and adapt is tied to one more foundational component: Levy’s long-term industry relationships. While attending Boston University, Levy interned with Sony Music. Literally the day after graduation, she started working full-time in the radio promotion department at Columbia Records in New York. A gig as the label’s video booker followed, as did a more senior booking role at Epic Records. Then in 2007, Levy joined former Sony Music Label Group CEO Don Ienner’s label and production company, IMO Entertainment, as director of business development.
“By being at Sony, I built relationships on steroids,” says Levy. “It was just so exponential between the people and talent that I was meeting and working with. Going from that corporate environment to the entrepreneurial space at IMO, along with having been taught at home that anything is possible … the combination of all those experiences put me in the position to take the risk and start BCL Entertainment. What forever holds true and allows me to continue to succeed — no matter the evolution of the industry — are relationships.”
SPOTLIGHT:
What’s changed most in my line of work is that after having BCL Entertainment for nearly 14 years, I feel surrounded more regularly by female executives. As a matter of fact, there are a few companies we partner with where all the executives are women. That’s awesome to see as well as be part of. Also, the prevalence and importance of events and brand partnerships have grown exponentially over the past 20-plus years. Every event and brand partnership today has — and often needs — talent attached, particularly for press and social media reasons. The latter has become invaluable and is a very different form of promotion than when I started in the business.
What most people don’t understand about what I do is they often think it’s easy because every day looks like so much fun. And it is fun because I love what I do. But there are usually 752 things going on in my mind at once and it’s all hard work. Each and every client is my No. 1 priority — at the same time.
I would tell people coming up in this industry that it’s tough. But keep your head high; operate with transparency and class; and build and nurture relationships, because it’s the business of “know who” more than “know how.” Also always remember, one opportunity leads to the next. Explore every opportunity, as you have no idea where it will take you and who you will meet next.
The best advice I received is from my dad; I quote him all day long. Some of my favorites: “You only need one ‘Yes’; and no means ‘Not now.’” “Don’t give up. Ever.” “If you want to get something done, ask the busiest person you know. Busy people get everything done.”
I’ve learned it’s important to be loyal, be honest and be yourself and you will always win. Also, if you aren’t learning, you aren’t growing.
Spotlight is a Billboard Business series that aims to highlight those in the music business making innovative or creative moves, or who are succeeding in behind-the-scenes or under-the-radar roles. For submissions for the series, please contact spotlight@billboard.com.
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