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True to her name, Mariah the Scientist’s songs are often the result of several months, and sometimes years, spent combining different elements of choruses and verses until finding the right mixture. But when it came time for the 27-year-old to unveil her latest single, the sultry “Burning Blue,” the R&B singer-songwriter was at a crossroads. So, she experimented with her promotional strategy, too — and achieved the desired momentum.
“Mariah felt she was in a space between treating [music] like a hobby and this being her career,” recalls Morgan Buckles, the artist’s sister and manager. And so, they crafted a curated, monthlong rollout — filled with snippets, TikTok posts encouraging fan interaction and various live performances — that helped the song go viral even before its early May arrival. Upon its release, Mariah the Scientist scored her first solo Billboard Hot 100 entry and breakthrough hit.
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Mariah Amani Buckles grew up in Atlanta, singing from an early age. She attended St. John’s University in New York and studied biology, but ultimately dropped out to pursue music. Her self-released debut EP, To Die For, arrived in 2018, after which she signed to RCA Records and Tory Lanez’s One Umbrella label. She stayed in those deals until 2022 — releasing albums Master and Ry Ry World in 2019 and 2021, respectively — before leaving to continue as an independent artist.
“Over time, you start realizing [people] want you to change things,” Mariah says of her start in the industry. “Everybody wants to control your art. I don’t want to argue with you about what I want, because if we don’t want the same things, I’ll just go find somebody who does.”
Mariah the Scientist
Carl Chisolm
In 2023, after six months as an independent artist, Mariah signed a joint venture deal with Epic Records and released her third album, To Be Eaten Alive, which became her first to reach the Billboard 200. She then made two Hot 100 appearances as a featured artist in early 2024, on “IDGAF” with Tee Grizzley and Chris Brown and “Dark Days” with 21 Savage.
“Burning Blue” marks Mariah’s first release of 2025 — and first new music since boyfriend Young Thug’s release from jail following his bombshell YSL RICO trial. The song takes inspiration from Purple Rain-era Prince balladry with booming drums and warbling bass — and Mariah admits that the Jetski Purp-produced beat on YouTube (originally titled “Blue Flame”) likely influenced some lyrics, too. She initially recorded part of the track over an unofficial MP3 rip, but after Purp caught wind of it and learned his girlfriend was a fan, he gave Mariah the beat. Mariah then looped in Nineteen85 (Drake, Nicki Minaj, Khalid) to flesh out the production.
“I [recorded the first part of ‘Burning Blue’] in the first room I recorded in when I first started making music in Atlanta,” Mariah says. “I don’t want to say it was a throwaway, but it was casual. I wrote some of it, and then I put it to the side.”
Once Epic A&R executive Jennifer Raymond heard the in-progress track, she insisted on its completion enough that Mariah and her collaborators convened in Cabo San Lucas, Mexico, in February to finish the song. By that point, they sensed something special. Mariah shared a low-quality snippet on Instagram, but Morgan — who joined as a tour manager in 2022 — knew a more polished presentation was needed to reach its full potential.
Morgan Buckles (left) and Mariah the Scientist photographed May 20, 2025 in New York.
Carl Chisolm
Morgan eyed Billboard’s Women in Music event in late March as the launchpad for the “Burning Blue” campaign. Though Mariah wasn’t performing or presenting at the event, Morgan wanted to take advantage of her already being in glam to shoot a flashier teaser than Mariah’s initial IG story, which didn’t even show her face.
The two decided on a behind-the-scenes, pre-red carpet clip soundtracked by a studio-quality snippet of “Burning Blue.” Posted on April 1, that clip showcased its downtempo chorus and Mariah’s silky vocal and has since amassed more than two million views, with designer Jean Paul Gaultier’s official TikTok account sharing the video to its feed. Ten days later, Morgan advised Mariah to share another TikTok, this time with an explicit call to action encouraging fans to use the song in their own posts and teasing that she “might have a surprise” for fans with enough interaction.
Mariah then debuted the song live on April 19 during a set at Howard University — a smart exclusive for her core audience — as anticipation for the song continued to build. Two weeks later, “Burning Blue” hit digital service providers on May 2, further fueled by a Claire Bishara-helmed video on May 8 that has over 7 million YouTube views.
“We’re at the point where opportunity meets preparation,” Morgan reflects of the concerted but not overbearing promotional approach. “[To Be Eaten Alive] happened so fast, I didn’t even know what ‘working’ a project meant. This time, I studied other artists’ rollouts to figure out how to make this campaign personal to her.”
“Burning Blue” debuted at No. 25 on the Billboard Hot 100 dated May 17, marking Mariah’s first time in the top 40. Following its TikTok-fueled debut, the song has shown legs at radio too, entering Rhythmic Airplay, R&B/Hip-Hop Airplay and Mainstream R&B/Hip-Hop Airplay — to which Morgan credits Epic’s radio team, spearheaded by Traci Adams and Dontay Thompson. “[The song] ended up going to radio a week earlier [than scheduled] because Dontay was like, ‘If y’all like this song so much, then play it!,’ and they did,” Morgan jokes.
With “Burning Blue” proving to be a robust start to an exciting new chapter, Mariah has a bona fide hit to start the summer as she prepares to unleash her new project, due before the fall. She recently performed the track on Jimmy Kimmel Live! and will have the opportunity to fan the song’s flames in front of festival audiences including Governors Ball in June and Lollapalooza in August. But as her following continues to heat up, Mariah’s mindset is as cool as ever.
“I’ll take what I can get,” Mariah says. “As long as I can use my platform to help people feel included or understood, I’m good.”
Mariah the Scientist
Carl Chisolm
A version of this story appears in the June 7, 2025, issue of Billboard.
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Taylor Swift often serves fans a masterclass in style. Over the years, the “Blank Space” singer has turned some memorable looks, giving fans ample outfit inspo.
Recent data gathered by Kaiia pointed to Swift as the celebrity with the most-copied style on TikTok. Boasting 32.5 million followers on the app, Swift has amassed over 22,410 hashtags dedicated to her fashion game alone. Other celebs following suit with the most fashion-related hashtags include Kendall Jenner, Sofia Richie, Ariana Grande, Kylie Jenner and Rihanna.
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For those looking to dress like Swift, we’ve compiled a few pieces that might fit the bill, including Swift-inspired boots, corset tops, slacks and dresses from top brands like Vince Camuto, Reformation, Amazon, Zara and Aritzia and more.
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Floerns Women’s Square Neck Sleeveless Corset Denim Top
$26.41
$27.99
6% off
A structured denim corset top.
This denim corset top from Amazon is almost a perfect match to the corsetted tops Swift has worn in the past. The Floerns piece features a unique square neckline accompanied by a cropped asymmetrical hem and a zip-up closure on the back. This corset is made of a comfortable stretchy fabric with boning that offers the garment structure.
Vince Camuto Leila Boots
$95.53
$239
60% off
Burgundy knee-high leather boots with block heels.
From knee-high to thigh-high, Swift has worn burgundy booties often, hailing from brands like Giuseppe Zanotti and & Other Stories. These Vince Camuto Leila silhouettes are extremely similar to those aforementioned styles, retailing for $95.53 at Zappos. These sleek boots also feature a zippered interior closure and elasticized goring that improves fit and comfort.
Urban Outfitters Glamorous Brown Plaid Tie-Front Mini Dress
$19.95
$95.00
79% off
A brown and blue plaid dress with ties on the front.
The Glamorous Brown Plaid Tie-Front mini dress — along with coming right out of Swift’s Folklore era — is playful, capitalizing on the bow trend that absolutely swept the fashion landscape in 2024. Bow accents fastened to the front offer textural interest, while the blue and brown plaid print and puffy sleeves set the dress apart from anything similar on the market now. This print, paired with the flirty, cottagecore silhouette, is extremely unique. Plus the $19.95 price tag is hard to beat.
Reformation James Relaxed Blazer in Brown Herringbone
A grayish brown herringbone blazer in an oversized style.
Blazers are a staple for most, but nobody wears them quite as well as Swift does. We think the singer would adore Reformation’s James Relaxed Blazer in “Brown Herringbone,” given its striking similarity to silhouettes she’s worn in the past. This neutral moment matches the “Love Story” singer’s off-duty fashions.
Lululemon High-Rise Pleated Tennis Skirt
A white high-waisted pleated tennis skirt.
Lululemon’s High-Rise Pleated Tennis Skirt is totally Swift-approved — the silhouette is comparable to styles she’s worn in the past that mix sporty and dressy elements. Retailing for $68.00, this skirt is high-waisted for a flattering fit, accompanied by textural pleating throughout that creates movement and dimension. The monochrome white colorway is ideal for styling, given how versatile the hue is. If the colorway isn’t your thing, Lululemon’s High-Rise Pleated Tennis Skirt also comes in True Navy.
Zara Basic Crewneck Sweatshirt
A unisex deep blue oversized crewneck.
The Zara basic is made of a blend of ultra-plush cotton and polyester that makes you feel like you’re being blanketed in an inviting warmth. Whether you’re dressing this down with sweats or wearing it more formal with tailored slacks, the styling possibilities for this piece are endless.
Aritzia The Effortless Pant in Nomad Taupe
Taupe wide-leg pants with pleated accents.
Great for work or a night out, Aritzia’s The Effortless Pant trousers are totally up Swift’s alley. It comes in a neutral taupe colorway, constructed in a tailored but relaxed fashion that gives the wearer room to explore a variety of styling options both casual and formal. These pants are a go-with-anything kind of style you’ll want to have in your closet.
Zara Oversized Poplin Shirt
An oversized poplin button-down shirt in blue and white.
The blue and white striping of this Zara button-down is visually appealing, leaning much more playful than a simple white tee. Long batwing sleeves create dimension and playfulness, giving way to your standard front patch pocket and button closures. Slouchy fits like these are effortlessly chic, especially when worn with jeans and sneakers or equally breezy shorts. Swift has worn button-downs like these for years.
Abercrombie & Fitch Stretch Sequin Micro Short
Black sequin micro shorts.
Looking back on some of Swift’s most iconic stage looks, we’ve picked these sparkly micro shorts from Abercrombie & Fitch. The itty bitty pair is made of black stretch fabric that molds flatteringly to the body. This style is quintessential party material: eye-catching, form-fitted and cheeky. Swift has worn styles like these with oversized hoodies or vibrant flannels, especially during her Reputation era.
Latasa Women’s Red Platform Chunky Mary Janes Pumps
Patent red leather Mary Jane pumps with block heels.
Latasa’s Women’s Red Platform Chunky Mary Janes Pumps gives us flashbacks to Swift’s Red era. These days, the singer has adopted Mary Janes into her modern wardrobe, opting for platform styles that update the otherwise retro silhouette. This pair ticks all the right boxes for Swift’s modern-day footwear formula, with platform soles for height, along with block heels standing at 3.5 inches. The red hue is a nice touch, something we can see Swift, and her fans, wearing time and time again.
“A Million Colors” by Vinih Pray has become the first-known AI-generated song to hit the TikTok charts. Currently sitting at No. 44 on the TikTok Viral 50, the doo-wop inspired song was generated using the popular AI music platform Suno, the company has confirmed.
While this marks the first AI-generated song to hit the TikTok charts, there was one previous song on the TikTok charts that was human-made but contained an AI-generated sample. In the summer of 2024, “U My Everything” by Sexyy Redd, featuring Drake — which sampled the AI-generated song “BBL Drizzy” — peaked at No. 2 on the TikTok Top 50, but the most common sound clip used from “U My Everything” did not feature that sample.
With over 371,700 creates on TikTok, 819,745 streams on Spotify, 161,000 views on YouTube, “A Million Colors” sounds so realistic that it has fooled a number of unsuspecting users. One of the most popular celebrities on the platform, Kylie Jenner, recently posted a makeup tutorial with the AI-generated song in the background, earning her 1.5 million likes.
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Some TikTok users, however, have started catching on. On “A Million Colors” sound page, a number of videos are being made by users to call out its use of AI. This likely traces back to a popular video by @americangorls, who wrote in a post on May 10 “this song having hundreds of thousands of uses and I haven’t seen anyone talking ab the fact that this is 100% ai is freaking me out a little. am i crazy[?]”
According to his Spotify bio, Pray, the artist who posted “A Million Colors,” was born in Rio de Janeiro, Brazil and is “making waves in the Brazilian music scene,” and that “in addition to his solo career, [Pray] has collaborated with several renowned artists,” although it does not state who those artists are. He releases music at a quick pace — since he started posting to the page in April 2024, Pray has released over 110 songs to Spotify and other platforms in a variety of languages, including Korean, English, Portuguese and Mandarin. Most songs contain different voices, and it is unclear if any are using Pray’s own voice. It is also unclear how many of these songs are AI-generated or human-made.
Pray and TikTok have not replied to Billboard’s request for comment.
With “A Million Colors,” Pray positions himself among a growing class of AI music content creators on the internet. King Willonius, the artist who used Udio to generate “BBL Drizzy” posts a number of AI-generated parody songs to his 56,000 followers on Instagram. Another popular AI music poster, AI For the Culture, has garnered 150,000 subscribers on YouTube for his work, which includes AI-generated period music, paired with an AI image and a fictional artist bio to humanize the track. One of his songs, “Turn On The Lights” — which used AI to reimagine a Future’s “Turn On The Lights” as 1970s soul — was sampled in JPEGMAFIA‘s “either on or off the drugs” last year.
TikTok launched a new tool on Tuesday (June 3) to help artists understand the way their music percolates through the app’s ecosystem. TikTok for Artists will provide acts with daily information about how their songs are used and which tracks are driving the most engagement. On top of that, the dashboard furnishes artists with information […]
Who knew Gypsy Rose Blanchard was a Cardi B fan? The Prison Confessions of Gypsy Rose Blanchard subject took to TikTok this week to share a “Toot It Up” dance video — set to Pardison Fontaine and Cardi’s February single “Toot It Up” — admirably tackling the viral choreography, including dribbling an invisible basketball between […]
WASHINGTON (AP) — Amazon has put in a bid to purchase TikTok, a Trump administration official said Wednesday, in an eleventh-hour pitch as a U.S. ban on the platform is set to go into effect Saturday.
The official, who was not authorized to comment publicly and spoke on the condition of anonymity, said the Amazon offer was made in a letter to Vice President JD Vance and Commerce Secretary Howard Lutnick.
The New York Times first reported on the bid.
President Donald Trump on Inauguration Day gave the platform a reprieve, barreling past a law that had been upheld unanimously by the Supreme Court, which said the ban was necessary for national security.
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Under the law, TikTok’s Chinese-owned parent company ByteDance is required to sell the platform to an approved buyer or take it offline in the United States. Trump has suggested he could further extend the pause on the ban, but he has also said he expects a deal to be forged by Saturday.
Amazon declined to comment. TikTok did not immediately respond to a request for comment.
The existence of an Amazon bid surfaced as Trump was scheduled on Wednesday to meet with senior officials to discuss the coming deadline for a TikTok sale.
Although it’s unclear if ByteDance plans to sell TikTok, several possible bidders have come forward in the past few months. Among the possible investors are the software company Oracle and the investment firm Blackstone. Oracle announced in 2020 that it had a 12.5% stake in TikTok Global after securing its business as the app’s cloud technology provider.
In January, the artificial intelligence startup Perplexity AI presented ByteDance with a merger proposal that would combine Perplexity’s business with TikTok’s U.S. operation. Last month, the company outlined its approach to rebuilding TikTok in a blog post, arguing that it is “singularly positioned to rebuild the TikTok algorithm without creating a monopoly.”
“Any acquisition by a consortium of investors could in effect keep ByteDance in control of the algorithm, while any acquisition by a competitor would likely create a monopoly in the short form video and information space,” Perplexity said in its post.
The company said it would remake the TikTok algorithm and ensure that infrastructure would be developed and maintained in “American data centers with American oversight, ensuring alignment with domestic privacy standards and regulations.”
Other potential bidders include a consortium organized by billionaire businessman Frank McCourt, which recently recruited Reddit co-founder Alexis Ohanian as a strategic adviser. Investors in the consortium say they’ve offered ByteDance $20 billion in cash for TikTok’s U.S. platform. Jesse Tinsley, the founder of the payroll firm Employer.com, says he too has organized a consortium and is offering ByteDance more than $30 billion for the platform. Wyoming small business owner Reid Rasner has also announced that he offered ByteDance roughly $47.5 billion.
Both the FBI and the Federal Communications Commission have warned that ByteDance could share user data — such as browsing history, location and biometric identifiers — with China’s authoritarian government. TikTok said it has never done that and would not do so if asked. The U.S. government has not provided evidence of that happening.
Trump has millions of followers on TikTok and has credited the trendsetting platform with helping him gain traction among young voters.
During his first term, he took a more skeptical view of TikTok and issued executive orders banning dealings with ByteDance as well as the owners of the Chinese messaging app WeChat.
This story was originally published by The Associated Press.
President Donald Trump will hold a Wednesday meeting with aides about possible investors who could buy a stake in TikTok, a deal that could potentially stop the social media site from being banned in the United States.
The details of the meeting were confirmed by a person familiar with the situation who spoke on condition of anonymity to discuss internal deliberations.
There has been uncertainty about the popular video app after a law took effect on Jan. 19 requiring its China-based parent, ByteDance, to divest its ownership because of national security concerns. After taking office, Trump gave TikTok a 75-day reprieve by signing an executive order that delayed until April 5 the enforcement of the law requiring a sale or effectively imposing a ban.
Among the possible investors are the software company Oracle and the investment firm Blackstone.
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Likely to attend the Oval Office meeting with Trump on Wednesday are Vice President JD Vance, Commerce Secretary Howard Lutnick, White House national security adviser Mike Waltz and Director of National Intelligence Tulsi Gabbard.
CBS News first reported on the meeting.
Talking to reporters Sunday while on Air Force Once, Trump said he would “like to see TikTok remain alive.” He previously indicated that he might consider reducing tariffs against China if the country approves the sale.
During his first term, Trump tried to ban TikTok on national security grounds, which was halted by the courts before his administration negotiated a sale of the platform that eventually failed to materialize. He changed his position on the popular app during last year’s presidential election and has credited the platform with helping him win more young voters.
“I won the young vote by 36 points. Republicans generally don’t do very well with the young vote,” he said Sunday. “I think a lot of it could have been TikTok.”
Trump has said that the deadline on a TikTok deal could be extended further if needed. He previously proposed terms in which the U.S. would have a 50% stake in a joint venture. The administration hasn’t provided details on what that type of deal would entail.
TikTok and ByteDance have not publicly commented on the talks. It’s also unclear if ByteDance has changed its position on selling TikTok, which it said early last year it does not plan to do.
What will happen on April 5?
If TikTok is not sold to an approved buyer by April 5, the original law that bans it nationwide would once again go into effect. However, the deadline for the executive order doesn’t appear to be set in stone and the president has reiterated it could be extended further if needed.
Trump’s order came a few days after the Supreme Court unanimously upheld a federal law that required ByteDance to divest or be banned in January. The day after the ruling, TikTok went dark for U.S. users and came back online after Trump vowed to stall the ban.
The decision to keep TikTok alive through an executive order has received some scrutiny, but it has not faced a legal challenge in court.
Who wants to buy TikTok?
Although it’s unclear if ByteDance plans to sell TikTok, several potential bidders have come forward in the past few months.
Aides for Vice President JD Vance, who was tapped to oversee a potential deal, have reached out to some parties, such as the artificial intelligence startup Perplexity AI, to get additional details about their bids, according to a person familiar with the matter. In January, Perplexity AI presented ByteDance with a merger proposal that would combine Perplexity’s business with TikTok’s U.S. operation.
Other potential bidders include a consortium organized by billionaire businessman Frank McCourt, which recently recruited Reddit co-founder Alexis Ohanian as a strategic adviser. Investors in the consortium say they’ve offered ByteDance $20 billion in cash for TikTok’s U.S. platform. And if successful, they plan to redesign the popular app with blockchain technology they say will provide users with more control over their online data.
Jesse Tinsley, the founder of the payroll firm Employer.com, says he too has organized a consortium, which includes the CEO of the video game platform Roblox, and is offering ByteDance more than $30 billion for TikTok.
Trump said in January that Microsoft was also eyeing the popular app. Other interested parties include Trump’s former Treasury secretary Steve Mnuchin and Rumble, the video site popular with some conservatives and far-right groups. In a post on X last March, Rumble said it was ready to join a consortium of parties interested in purchasing TikTok and serving as a tech partner for the company.
This article was originally published by The Associated Press.
Demi Lovato is a Little Monster! The 32-year-old singer took to TikTok on Thursday (March 27) to share a video, in which she lip syncs along to Lady Gaga’s “How Bad Do U Want Me,” off her recently released album, Mayhem. “That girl in your head ain’t real/ How bad do you want me, for […]
Elbows up for another Executive Turntable, Billboard’s weekly compendium of promotions, hirings, exits and firings — and all things in between — across the music business. There’s a full slate of news this week, so let’s get started.
Universal Music Canada promoted Amanda Kingsland to vp of A&R, co-leading the company’s A&R efforts with Shawn Marino, the vp of A&R operations. Together, they’ll lead UMC’s A&R teams — located in both Toronto and Montreal — to sign, develop, and break new Canadian artists. Kingsland, who joined UMC in 2021, revitalized the country music roster and multiple projects. Marino, a 30-year industry veteran, oversees 80A Studios, the label’s multi-room recording space, and The Academy, UMC’s event space. UMC’s artists include Josh Ross, Sofia Camara, Mae Martin, Owen Riegling and thiarajxtt, alongside recent signings AP Dhillon, Lindsay Ell, James Barker Band, Sebastian Gaskin, and TyriqueorDie. Julie Adam, president and CEO, praised Kingsland and Marino’s leadership, emphasizing their role in investing in artistic voices. “Music – and the artists who create it – are our driving force,” she said. “We focus our hustle, passion, care, creativity, and abundance of forward-thinking ideas on helping the artists we work with achieve personal, artistic, and commercial success. And at the centre of our mission to sign, develop, and break artists is our industry-leading A&R team.”
Hopeless Records announced key hires and promotions as it cements its position in the indie music industry. Ian Harrison is promoted to executive vp, focusing on business development and global growth. Erin Choi becomes general manager, overseeing global marketing and promotions after nearly two decades with the label. Christina Johns steps up as vp of operations, while Nonafaye Williams advances to senior director of product management. New additions include Jen Darmafall as director of marketing and Rheanna ‘Caedance’ Lauren as program director of the Hopeless Music Academy, which offers music education to under-resourced youth in Los Angeles. Founder Louis Posen praised the leadership team — Harrison, Choi, Johns, CFO Al Person, and evp of A&R Eric Tobin — as a passionate, “caring and talented executive team.” He also emphasized the label’s commitment to artist development, highlighting the Academy’s launch as a dream realized.
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Universal Music Greater China appointed Vivian Xu as chief operating officer, effective immediately. Based in Beijing, Xu will report directly to Timothy Xu, chairman and CEO. In her new role, she’ll collaborate with the senior leadership team to oversee daily operations and identify market expansion opportunities. Xu brings extensive experience from her previous roles at Columbia China, Sony Music Entertainment China, Motorola Solutions, Sony Ericsson and Schneider Electric China. Xu’s appointment is expected to enhance UMGC’s capabilities and strengthen its position in the Chinese music market. UMGC represents a diverse artist roster, including Li Nong Chen, Sunnee, Tanya Chua and Guo Ding. It has also partnered with Modern Sky, which features acts like New Pants and Tizzy T. Timothy Xu and Adam Granite, executive vp market development at UMG, praised her strategic insights and operational expertise.
MSG Entertainment and MSG Sports — friends call-em “the MSG family of companies” — appointed Doug Jossem as executive vp, global sports and entertainment partnerships. Reporting to Jamaal Lesane, chief operating officer of MSG Sports, Jossem will lead global partnership initiatives across MSG Sports and MSG Entertainment while supporting sales for MSG Networks. Jossem brings over 20 years of experience in media, advertising, and management, previously leading Walmart Connect’s largest business unit and holding key roles at Twitter, Vice, Comedy Central and CNN. Lesane highlighted MSG’s topline brands, expressing confidence in Jossem’s ability to create “innovative solutions that leverage the full depth and breadth of our portfolio to create unique platforms and unrivaled exposure for our partners.”
Nathaniel Brown, former PR head at Warner Bros. Discovery, joined TikTok as global head of corporate communications, reporting to Zenia Mucha. Based in New York, Brown previously held roles at 21st Century Fox, MTV Networks and SiriusXM. At Discovery, he managed PR during the 2022 merger and controversial decisions like shelving projects for tax write-offs. Brown left the company in January 2024. Now at TikTok, he faces significant challenges, including a potential U.S. ban on the app, set for April 5, after President Trump delayed the law earlier this year.
Candice Watkins, senior vp of marketing at Big Loud Records and a fixture on various Billboard power lists, confirmed she is leaving the Nashville label after a six-and-a-half year run. Prior to joining BLR, the USC alum clocked a couple years as senior director of marketing and artist development at Universal Music Group. The news was first covered by HITS, which reported “big plans on the horizon” for the executive.
Red Street Records hired Jason McArthur as the label’s vice president of Christian A&R and publishing, to lead in developing and expanding the roster of Christian artists and songwriters at Red Street Records and Red Street Publishing. McArthur will oversee the label’s Christian roster, including Jason Crabb, Consumed By Fire, Cade Thompson and Iveth Luna, in addition to songwriters Brian White, the Ward Brothers and Crabb. McArthur previously served as vp of A&R at Sony Music Entertainment’s Provident Entertainment. –Jessica Nicholson
ATC Management expanded its U.S. team with new managers Dev Crawford and Jay Saunders. Based in Los Angeles, Crawford represents rapper Earl Sweatshirt and singer-songwriter Fana Hues, bringing extensive experience in hip-hop and R&B, including tour management for Snoh Aalegra and NxWorries. Saunders will lead ATC’s Nashville expansion, specializing in Americana, folk and all things roots. He previously worked with Marty Diamond and Mark Williams at Concord and now represents artists like John Vincent III and Kacy Hill. Both managers will continue signing new clients, joining a roster that includes Nick Cave, PJ Harvey and The Smile. They’ll work closely with Jackson Perry, head of management in North America, and can be reached at dev@atcmanagement.com and jay@atcmanagement.com.
Warner Music France launched Adore Music, a dance label led by Romain Pasquier, a 17-year WMG veteran. The label aims to showcase both emerging and established dance artists, leveraging Warner Music’s global resources to support talent in France and beyond. Pasquier, the managing director who’ll keep his senior role at label and artist services division WEA, is committed to honoring France’s electronic music legacy while nurturing the next generation. He is joined by Adrien Morin-Guardia, A&R and head of marketing, and Nicolas Klersky, A&R. Adore Music’s first release, “Need You the Most” by house duo Ofenbach, debuted on March 21. Parlez-vous français? Check out Billboard France‘s story on the launch.
Infamous promoted Jelani Wright to vp of festivals & events for North America. In his new role, Wright will oversee creator and publicity campaigns for North American music festivals, including CRSSD Festival, Lightning in a Bottle and its producer Do Lab, HARD Summer, Hangout Festival, Sand In My Boots, ARC Festival, Splash House, M3F Festival, and Electric Forest. Wright will also handle campaigns for international festivals including Barcelona’s Primavera Sound, Montreal’s Igloofest and Turin’s KappaFutur Festival. Wright started at Infamous as a publicist in the festival division in 2020 after graduating from the agency’s Fellowship program, an initiative that helps BIPOC candidates break into the music industry. Wright will report to Infamous COO Maxfield Frieser, who says that “Jelani’s passion, leadership, and innovative approach to earned media have been instrumental in evolving our festival campaigns and helping grow the division.” –Katie Bain
“Single White Female” singer-songwriter Chely Wright announced her new role as senior vp of corporate social responsibility and new market growth at facilities management firm ISS. She’ll drive impact by fostering client and community partnerships and empowering ISS’ 320,000+ employees. Wright’s initiatives will strengthen client relationships and celebrate internal culture, focusing on partnerships that unite corporate entities and community organizations. Wright was the first country artist to come out as gay in 2010 — read about her career transition in Stephen Daw’s new profile.
NASHVILLE NOTES: Matthew Miller, a veteran country music manager, joined talent agency The Familie, bringing artists William Beckmann and LEW. With 20-plus years of experience at WME, Red Light and more, Miller praised The Familie’s collaborative culture, while evp Royce Risser highlighted his expertise and artist-focused management approach … Monti Smith joined King Pen Music as creative coordinator after interning at the publishing company. He will work closely with CEO Kelly King and Amanda Roach, creative manager.
Brandon Holman joined Amber Health to lead industry relations. Previously, he was vp of marketing and wellness at Guin Records and co-founded The Lazuli Collective, an experiential wellness agency. Earlier in his career, Holman made stops at UnitedMasters and TikTok in various marketing and label partnerships roles. Amber Health, established in 2020, styles itself as the only full-service mental health and wellness solution for the music industry, focusing on supporting artists, tours, events and music companies. In 2023, Holman penned a guest column on how Guin prioritizes artists’ well-being, empowering them to create and share their music in a sustainable way.
The Circuit Group formed a joint venture with James Ahearn, founder of Buena Artists & Projects, to expand its global artist management team. Ahearn brings his roster, including Sparrow & Barbossa, Two Friends and Stevie Appleton/Collect 200. Ahearn praised The Circuit Group’s innovative approach and expressed excitement about launching his own division within the company. Dean Wilson, CEO of The Circuit Group, highlighted Ahearn’s impressive track record in artist management, adding, “his ability to identify and develop artists, foster impactful partnerships and navigate both the major label system and independent space makes him a perfect fit.”
Viamedia, the independent digital and linear advertising rep firm, acquired digital advertising company LocalFactor. LocalFactor’s founder and CEO, Evan Rutchik, will become Viamedia’s president and chief strategy officer, reporting to CEO David Solomon. Rutchik will drive Viamedia’s strategic vision, oversee LocalFactor’s operations, and join Viamedia’s board.
ALL IN THE FAMILY: Billboard welcomed Delisa Shannon as its new shortform content director. She joined from Rolling Stone and started this week in the New York office. Also, new staff writer Mackenzie Cummings-Grady will officially join the team on April 1, based in NYC … The Hollywood Reporter made three key editorial changes: Beatrice Verhoeven dropped the “deputy” from her title and is now “just” awards editor, longtime contributor Brande Victorian joined as the deputy awards editor, and senior awards editor Steven Zeitchik is now senior editor of technology and politics.
ICYMI:
Fernando Cabral
Fernando Cabral de Mello was appointed CEO of Sony Music Entertainment Brazil as part of a new organizational structure … Avex appointed S10 founder Brandon Silverstein as CEO of its new Avex Music Group to enhance its U.S. presence and promote Avex artists globally … and longtime music manager Andrew Goldstone joined the team at Milk & Honey as head of electronic music. [Keep Reading]
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The trend has been clear in recent years: Listeners are less enthralled with new songs. Current music’s share of ear-time has fallen from 27.8% in 2022 to 27.3% in 2023 to 26.7% last year, according to Luminate. In 2024, listening to catalog albums — releases more than 18 months old — increased by 6.5%, more than twice as fast as consumption of current albums.
Much of the music cued up on streaming services is still relatively recent: Luminate found that tracks released in the last five years account for roughly 50% of on-demand streams in the U.S. Even so, SoundCloud users are much more keenly attuned to the newest releases than the average listener — current music has accounted for more than 46% of plays on the platform in each of the last three years, according to SoundCloud’s latest Music Intelligence Report, an annual run-down of listener behavior which the company is making public for the first time.
The document “highlights some of our unique positions in the industry,” says Wyatt Marshall, the company’s director of music intelligence. “An artist might start on SoundCloud before they go somewhere else. [As a result], you get people coming to listen to new music on SoundCloud, because that’s where it exists first.”
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For young listeners, new music discovery is increasingly spread across a variety of short-form video platforms and streaming services; TikTok especially has commanded the conversation in recent years. Still, even “in today’s landscape dominated by TikTok and Instagram, SoundCloud remains a critical launchpad for Gen-Z’s emerging cult favorites,” says Corey Goldglit, manager of A&R at the distribution company Too Lost. “While social media fuels trends, and Spotify fuels hits, SoundCloud continues to be where devoted fans first discover raw, innovative talent like Fakemink, OsamaSon, 1oneam, and Nettspend.”
While SoundCloud is best known for nurturing rappers and electronic producers, it’s adding value in other genres as well: Sean Lewow, co-founder of the label Music Soup, has seen the platform introduce listeners to Waylon Wyatt and Vincent Mason, a pair of rising country artists on his roster. (Music Soup is a joint venture with Interscope Records and Darkroom Records.) Uploads of country and folk music on SoundCloud have risen by more than 50% in the last two years, while streams of these styles rose 15% on SoundCloud in 2024.
This mirrors the growing interest in these genres in the U.S. and around the world. “These scenes are attracting people [on SoundCloud] who have always been into it,” Marshall says, “but also engaging a new group of people who are discovering these sounds.”
Since SoundCloud artists and users can interact with music in ways beyond just clicking “play” and “skip” — commenting on songs, for example, or sending direct messages to peers — the platform has additional data to parse when trying to map scenes. “We look at social interaction amongst artists as an indicator of affinity,” Marshall explains. “Zooming out from that gives a feel for what shapes a scene.”
And for how scenes meld borrow from and build off each other. Historically, it’s been difficult for U.K. hip-hop to acquire fans en masse outside of its home country — even with other English-speaking listeners. The Music Intelligence Report, however, singles out two sets of British acts “that are building their sound around the U.S. underground while adding a unique English twist;” in the process, they are “drawing listeners from England and beyond.”
These two groups — the first includes fakemink, Feng, and GhostInnaFurCoat, while the other counts Rico Ace, kwes e, and TeeboFG as members — enjoyed a 71% uptick in streams in the past two years, according to SoundCloud’s data. “In recent months,” the report continues, “tracks from these artists are increasingly showing engagement spikes indicative of future success.”
The Music Intelligence Report identifies other sounds that SoundCloud believes are poised to become more popular in 2025: Vinahouse, which Marshall describes as a “hyper-speed, really energetic” style of club music that’s popular in Vietnam; Brazilian plugg, the latest mutation of a hip-hop sub-genre that has thrived on SoundCloud for several years; and shoegaze, which has also been enjoying a revival on TikTok.
New rappers continue to see success on the platform as well. The third most-played account created on SoundCloud last year belonged to BabyChiefDoIt, who trailed behind only VonOff1700 and Raq Baby. BabyChiefDoIt signed a deal with Artist Partner Group in August, and Izzy Elefant, the label’s head of streaming, calls the platform an “essential” part of the rapper’s rise.
SoundCloud’s features, especially “real-time comments and direct messaging, create an interactive experience that sets it apart from other streaming services,” Elefant continues. “These tools allow BabyChiefDoIt to engage with listeners directly, receive immediate feedback, and foster a sense of community.”
In a splintered landscape for music discovery, Lewow adds, it’s important to “leave no stone unturned.” SoundCloud “has opened our artists up to an audience that they might not have found otherwise.”