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Warner Music Group is going through a transformational year by cutting costs, reducing its headcount and restructuring some label groups to save an estimated $260 million on an annualized basis, the company disclosed Thursday (Sept. 19).
According to a Warner Music Group SEC filing that details the reduction in headcount and financial impact of the company’s ongoing restructuring plan, the total head count reduction increased from 600 after February’s announcement to 750 people with Thursday’s update. The filing did not specify that all 150 additional job losses could be attributed to the Atlantic Music Group layoffs announced Thursday. Billboard’sinitial report on the layoffs stated that between 150 and 175 people would be affected.
WMG also updated the pre-tax cost savings, on an annualized basis, from “about $200 million” to “about $260 million,” meaning the company expects to save an additional $60 million annually. The restructuring plan’s severance costs increased $70 million to $210 million. The “significant majority” of severance payments and other termination costs from this year’s restructuring are expected to be paid by the end of fiscal 2026, according to the filing. WMG will pay approximately $30 million in the current fiscal year (ending Sept. 30) and about $85 million in fiscal 2025.
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“WMG is transforming swiftly this year, in a fast-paced, fiercely competitive industry,” CEO Robert Kyncl wrote Thursday in an internal memo to staff. “As always, delivering outstanding results for artists and songwriters is our highest priority in all our choices.”
WMG began its restructuring plan in February by announcing it would sell its owned and operated media properties and eliminate some corporate and support roles. As Billboard reported at the time, WMG reduced its headcount by 10% of the company’s workforce, or 600 people. Not all of that reduction in staff was the result of layoffs, however. Uproxx, HipHopDX and Dime Magazine were sold to a duo of media veterans: Uproxx founder and CEO Jarret Myer and Complex founder and CEO Rich Antoniello, in consortium with musician will.i.am.
This latest round of layoffs came two weeks before 10K Projects founder and CEO Elliot Grainge assumes the position of Atlantic Music Group CEO on Oct. 1 (the first day of WMG’s new fiscal year). Atlantic chairman/CEO Julie Greenwald announced her departure just five days after WMG announced Grainge would take the helm. Separately, Max Lousada, the London-based CEO of recorded music for WMG, stepped down and his role was eliminated. Kevin Liles, current chairman and CEO of 300 Elektra Entertainment, is also exiting the company without replacement.
Atlantic’s ranks were further thinned on Thursday with the departures of high-level executives at both Atlantic Records and Elektra Records, including Atlantic executive vp/GM Paul Sinclair and co-president of Black music Michael Kyser, as well as head of marketing Grace James, head of press and media Sheila Richman and head of touring Harlan Frey. At Elektra, head of business and legal affairs Margo Scott, head of marketing Katie Robinson, head of sales and streaming Adam Abramson, head of promotion and streaming Aimee Vaughan-Fruehe and co-head of Roadrunner Records Chris Brown were all also let go.
Atlantic Records announced more staff layoffs on Thursday (Sept. 19) as the process of remaking the company continues.
“I want to acknowledge the hard work, passion, and creativity of everyone across Atlantic, 300, and Elektra,” CEO Robert Kyncl said in a staff memo obtained by Billboard. “In particular, I want to thank the people who will be leaving us. You’ve made an indelible mark on this company and the careers of the extraordinary artists you’ve championed. Words never cut it in these situations but we’re forever grateful for all your contributions and achievements over the years.”
These cuts follow the announcement in August of a significant executive restructuring: 10K Projects founder Elliot Grainge will take over as CEO of Atlantic Music Group, starting October 1. As part of his promotion, 10K will move under the Atlantic Music Group umbrella — joining Atlantic Records, Elektra and 300 — while veteran executive and longtime Atlantic leader Julie Greenwald will be heading for the exit. Kyncl’s memo promised that the company will “be unveiling a new dynamic structure for the label group” next week.
The memo did not say how many Atlantic employees were being let go. Sources expect the layoffs to be significant and to affect multiple departments.
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Kyncl has been busy retooling WMG since he took over at the start of 2023. That metamorphosis has come hand in hand with layoffs; Atlantic’s latest cuts are the fourth round in the extended Warner Music Group family in roughly 18 months.
The company laid off 4% of staff, or about 270 people, including several at Atlantic, in March 2023. “To take advantage of the opportunities ahead of us, we need to make some hard choices in order to evolve,” Kyncl wrote in a memo to staff at the time. In February of this year, WMG laid out plans to cut another 10% of staff, primarily from the company’s media properties — like Uproxx and HipHopDX, which it acquired in August 2018 — as well some in corporate and support roles.
The same month, Atlantic initiated an additional round of layoffs, albeit much smaller in scope, cutting roughly two dozen employees in the radio and video departments. “As hard as it is to say goodbye to our friends and valued colleagues, it is critical that we keep retooling the company and add new resources and skill sets to our business units,” Greenwald wrote in an email at the time.
Greenwald is now on her way out. So is WMG CEO of Recorded Music Max Lousada; his role is not being replaced. Similarly, 300 Entertainment co-founder and current chairman/CEO of 300 Elektra Entertainment Kevin Liles is also exiting the company without replacement. Other executives are also expected to depart as part of this restructuring, sources say.
This is just part of the change sweeping the company as Kyncl seeks a “flatter structure.” Warner Records will now also oversee Warner Music Nashville moving forward, and the heads of global catalog, marketing, ADA (distribution) and WMX (the fan and merch division) will all report directly to Kyncl.
All three major label groups have gone through changes this year. In February, the Universal Music Group reorganized its label divisions into a loose East Coast-West Coast structure, aligning Republic, Island, Def Jam and Mercury under Republic Recording Company chairman/CEO Monte Lipman and Interscope, Geffen and Capitol under Interscope Capitol Labels Group chairman/CEO John Janick, moves that came with some significant layoffs. Sony Music also underwent layoffs this year, though not to the same extent as the other two companies, sources have said.
Read Kyncl’s full memo below:
Hi everyone,
Since we announced Julie would be stepping down, we’ve been thoughtfully working on how to evolve Atlantic Music Group for the future. Next week, we will be unveiling a new dynamic structure for the label group. Elliot begins as CEO of AMG on October 1.
As part of this reorganization, we will unfortunately be saying goodbye to talented people. I know you have been waiting to hear the plan, and rather than carry out changes piecemeal, we decided to make these difficult choices in one go.
Today will be a tough day, and by 9pm ET you will have heard if your job is affected. Your leaders and the People team will provide you with all the important details. We are committed to helping those impacted through this with the utmost respect, and supporting them with a runway during the transition.
I want to acknowledge the hard work, passion, and creativity of everyone across Atlantic, 300, and Elektra. In particular, I want to thank the people who will be leaving us. You’ve made an indelible mark on this company and the careers of the extraordinary artists you’ve championed. Words never cut it in these situations but we’re forever grateful for all your contributions and achievements over the years. We wish you the very best and know that you will continue to do great things in your next chapters.
WMG is transforming swiftly this year, in a fast-paced, fiercely competitive industry. As always, delivering outstanding results for artists and songwriters is our highest priority in all our choices.
As I mentioned, you will hear more about our plan for AMG next week, with Elliot making an announcement about the leadership team. In the meantime, we have so much incredible music in the market, and some outstanding projects on the way. Your continued support of teammates is amazing, and your run-through-walls focus on the music is extraordinary.
Thank you and take care,
Robert
Warner Music Brazil has introduced a series of measures aimed at boosting its impact across a range of local music genres, the company announced today (Aug. 29). These initiatives demonstrate a strong commitment to widening the company’s presence in the competitive music market.
“As we elevate our regional approach to be closer to our global leadership, expanding our presence in Brazil, the world’s ninth largest music market, is crucial to the company’s growth,” Alejandro Duque, president of Warner Music Latin America, said in a press release. “We’ve always had a strong presence in the country, but we know we need to do more to support its diverse musical genres.”
In an effort to support that vision, Leila Oliveira, president of Warner Music Brazil, has strengthened her leadership team by appointing Tatiana Cantinho as general manager and Mariana Frensel as director of marketing. Both appointees have commenced their roles and will be based at the company’s headquarters in Rio de Janeiro.
“Warner Music Brazil is reinventing the role of the record company in our rapidly changing industry. We need to be more nimble than ever when it comes to connecting artists with fans and building a wave of support for our talent that can be turned into a sustainable career,” Cantinho said. “Music can travel further and faster than ever before and we want to help artists from different backgrounds take their place centre stage.”
Cantinho brings over two decades of industry experience to her role. Her career includes regional positions at Sony Music and leadership at the independent label Som Livre (since purchased by Sony), before she founded her own music company, Stamina Musical, in 2022.
Meanwhile, Frensel returns to Warner Music Brazil, where she previously served as international label manager from 2011 to 2015. Her latest role comes after an eight-year tenure at Match Group, where she most recently held the position of director of revenue and growth for new verticals.
“I’m super pleased to be returning to Warner Music at this key moment in its development,” Frensel said. “Leila has a vision for how a modern music company should evolve and the importance of artist narratives is at the heart of it. I want to bring my experience to bear as our new genre-focused teams get to work supporting Brazil’s most vibrant talent.”
“This is a key moment for Warner Music Brazil,” Oliveira said. “The arrival of Tatiana and Mariana strengthens my leadership team and together we’ll rewrite the rules about how the industry operates here. Our new genre-specific teams mean that we’ll be able to superserve artists better than ever and help all types of Brazilian talent connect with fans here and around the world.”
At the same time, Warner Music Brazil is restructuring its A&R and marketing departments to better focus on key Brazilian genres such as sertanejo, forró, samba, funk and urbano music. Marcos Kilzer will continue to lead the A&R team as its director, collaborating closely with Cantinho.
Additionally, the newly-formed Creative Services team, led by Thiago Abreu who reports directly to Oliveira, will support both marketing and A&R departments while being heavily involved with brand partnerships and live music projects.
These adjustments are among several significant initiatives undertaken by Oliveira since she became the first female label head in Brazil in 2022. Just last month, following the establishment of the new Warner Music Space headquarters in Rio’s Barra da Tijuca, Oliveira facilitated an investment with ADA Brazil in Sua Música group, blending efforts to nurture regional talent.
According to the latest IFPI figures, Brazil ranks as the ninth-largest recorded music market globally, valued at $573.6 million and growing at 13.39% last year, with “87.1% of industry revenues coming from streaming channels,” according to a press release.
Warner Music Brazil is home to artists like IZA, Pedro Sampaio, Ferrugem, MC Hariel, MC Ryan SP, Kayblack, MC IG, MC Don Juan, Azzy, Marvvila, Thiago Freitas, US Agroboy, João Bosco & Vinícius and Clayton & Romario.
UPDATE (Aug. 26): Shaboozey’s ex-record label sued him back after the singer filed his own lawsuit against the company, accusing him of “fraud” to avoid fulfilling his contractual obligations. You can read more here.
PREVIOUSLY (Aug. 23): Amid the chart-topping success of “A Bar Song (Tipsy),” Shaboozey is now suing music publisher Warner Chappell — claiming the company is stonewalling his efforts to exercise a contractual provision that would give him an early exit from his deal.
In a case filed Wednesday (Aug. 21) in Los Angeles, the country star (born Collins Obinna Chibueze) claims his publishing administration deal with Warner-Tamerlane (a unit of Warner Chappell) contained an acceleration clause — meaning he could repay 110% of advances to speed up the expiration of the deal.
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Shaboozey’s lawyers say he invoked that clause last month — perhaps unsurprisingly, given the massive success of “Bar Song.” But they claim Warner has, thus far, declined to even tell him how much is owed.
“To date, Warner has refused to disclose to plaintiff the total amount of the unrecouped balance of prior advances it made,” writes Todd Bonder, the star’s attorney. “Warner’s conduct violates the administration agreement signed between the parties.”
The lawsuit comes amid a breakout year for Shaboozey. “A Bar Song,” a genre-blending hit that interpolates J-KWON‘s 2004 rap hit “Tipsy” into a bouncy pop country track, has spent six weeks at No. 1 on the Billboard Hot 100, tying the longest chart-topping stint for a song in 2024.
In his complaint, Shaboozey also names his former record label, Kreshendo Entertainment, as a defendant. He claims the company — which he left in 2019 before signing a new record deal with Empire — is the reason Warner is refusing to turn over the crucial information.
“Kreshendo and [others] have instructed Warner not to provide plaintiff the total unrecouped balance related to advances made with respect to the compositions or has refused to authorize Warner to provide such information,” his lawyers write.
The dispute appears to turn on Shaboozey’s argument that he personally took over Kreshendo’s role in the contract with Warner after he terminated his label. In his legal filings, he says that Warner “has not agreed” with such an interpretation.
The lawsuit also claims that Kreshendo released three separate Shaboozey songs in 2019 after he had already terminated the deal — “More,” “Joan Jett” and “Prosperity” — without his permission.
A spokesman for Warner Music Group did not immediately return a request for comment. A spokesperson for Kreshendo could not immediately be located for comment. A publicist for Shaboozey did not return a request for comment.
For most of the last decade, three labels have dominated the U.S. recorded music business: Universal Music Group’s Republic and Interscope, and Warner Music Group’s Atlantic. So on Aug. 1, when Warner announced that as part of a management shakeup it had appointed Elliot Grainge as CEO of Atlantic Music Group, the move came as a surprise. Co-chairmen Julie Greenwald and Craig Kallman had led Atlantic for two decades, through the hardest years of the music business, to become two of the most respected executives in the industry. Now, after two years of declining market share, leadership will pass to a 30-year-old executive who comes from outside the major label system.
Within a week, Greenwald, who had been elevated to chairman of Atlantic Music Group, announced that she plans to leave at the end of January. (Kallman, one of the all-time A&R greats, will stay on as CEO of Atlantic Records, under Grainge.) And the entire business seems to be wondering, What does this mean? It’s a big gamble for WMG CEO Robert Kyncl. Grainge, the son of UMG chairman/CEO Lucian Grainge, has an impressive track record of success on a smaller scale, but not much on the kind of scale major labels usually operate. What’s going on?
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The obvious answer is that this is the acceleration of a youthquake in the music business. Streaming payouts are determined disproportionately by younger listeners who spend more time online. The industry’s top executives aren’t getting any younger, and the music business has never been much for succession planning.
One industry executive I spoke with asked sarcastically if I thought Grainge was familiar with Ruth Brown, the R&B icon who had so many hits in the 1950s that Atlantic was nicknamed “the house that Ruth built,” in a nod to Yankee Stadium. I have no idea, but I also know that most young listeners don’t, so, as much as it pains me to say this, maybe that doesn’t matter so much. Greenwald is now regarded as an industry leader, but she wasn’t so much older than Grainge is now when she became president of Island Records in 2002.
Grainge does seem to have a skill for identifying artists who are building an audience online and putting resources behind them in a smart way. Is his 10K Projects, which became part of WMG last year, a model for the label of the future? He hasn’t built the careers of any household-name superstars, which has been the traditional strength of the majors, though some of the acts he signed, like Ice Spice, are still on the rise.
As recently as two years ago, the trend lines seemed clear: Hip-hop was conquering the world, not only growing but also shaping emergent genres from Latin urbano to Afrobeats. Now it’s a bit harder to make sense of what’s working. Pop is getting bigger, but so is country. Latin is growing faster than ever, but tastes are changing there, too. And fans are more fickle than ever. Katy Perry’s comeback is faltering. The new album from Dua Lipa, which seemed like a sure thing, has had a slow start. Are listeners just hungry for new artists? Maybe. But Sabrina Carpenter released her first album before Dua did. Only Taylor Swift endures. As for everyone else, all we are is dust in the wind.
Amid this uncertainty, it’s tempting to think that someone must have the answers — especially if that person is young. Sure, the feeling goes, I don’t understand what’s happening, but I bet that guy does. And maybe he does! Grainge built a successful company by focusing on finding, developing and marketing talent in the digital world. The major labels have generally made bigger bets that paid off, or didn’t, in a bigger way. That’s harder to do now — there are fewer real superstars partly because there are fewer real paths to superstardom.
It may be more important than ever, though. Hit albums remain popular longer than ever, boosting the success of previous music by the same artist. Of the top 10 albums of the first half of 2024, Morgan Wallen had two of them, one each from 2021 and 2023; Zach Bryan’s 2023 album was the 8th biggest of the first half of 2024, so he could well have two of the biggest releases this year. (That top 10 list for the first half of 2024 has only seven artists.)
That’s the kind of success Grainge needs to bring to Atlantic, whether it comes from new acts or old ones, big bets or small ones the label doubles down on, or some combination of the two. All of the questions this raises about the future of the music business — What does this mean? What’s going on? — will be answered, at least to some extent, by how he does at that.
The power of the major label has been completely decimated.”
That broadside came from Elliot Grainge during an interview with The Los Angeles Times last year. In the profile, Grainge, founder of the independent label 10K Projects and son of Universal Music Group chairman/CEO Lucian Grainge, added that the majors were like “a conveyor belt with 100 other priorities” and “mediocre-at-best product-management departments.” In his view, there was “not one example” of an artist “signed, developed and marketed from scratch to huge fanfare by a major label in the last three years.”
Sixteen months later, one of those conveyor belts will soon belong to Grainge. In a sudden and surprising shakeup, Warner Music Group announced that the 30-year-old will take over as CEO of Atlantic Music Group on Oct. 1, less than a year after WMG entered a joint venture with 10K. In his new position, Grainge will oversee the renowned Atlantic Records, as well as 300 Elektra Entertainment and his own imprint.
This means he will jump from managing a staff of around 30 in 2023, according to The L.A. Times, to commanding hundreds of employees. And as part of the overhaul, at least two well-regarded WMG veterans are headed for the exits: Max Lousada, who served as the company’s CEO of Recorded Music since 2017; and Julie Greenwald, who had led Atlantic as chairman and COO since 2006.
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The upheaval marks an abrupt generational shift for Atlantic, the storied label co-founded by music legend Ahmet Ertegun in 1947. “They’re going from the most traditional, A&R-driven leadership to a very contemporary, digitally-native new administration,” says one executive who has worked with Grainge in the past. “It’s going to be interesting to see what happens.”
“Cutting Away the Bullshit”
Grainge has risen rapidly in a remarkably short time in the business, and several executives who have worked with him cheered his latest promotion. “We’re still operating in an antiquated system, and Elliot’s found his success by cutting away the bullshit,” says Solomon Sobande, who managed XXXTentacion, the SoundCloud rapper-turned-streaming superstar, before his death and teamed up with Grainge to release X’s ? album in 2018. “There’s a certain level of commitment to his artists, making sure they had everything they needed to be successful, that I was always enthralled by.”
Some Warner employees, however, said they were upset at the departures precipitated by Grainge’s promotion. For them, losing Greenwald, who has been at Atlantic for two decades and assured Ertegun she would take care of the company upon being named president back in 2004, symbolizes the end of an era. (Craig Kallman, who served as chairman/CEO of Atlantic alongside Greenwald for many years and focused on A&R, will remain as CEO of Atlantic Records, albeit in a diminished role.) “We did not think Julie’s run was up yet, and we did not think Max’s run was up yet,” says one WMG executive who spoke on the condition of anonymity because they were not authorized to speak publicly.
Both Lousada and Greenwald were known for their close connections to marquee artists on WMG’s rosters; filling the void left by their departures will be no mean feat. Each has spent decades at record labels, developing reputations for their relationships with both artists and staff. Several executives expressed surprise that the new Atlantic boss is relatively inexperienced — even at a time when younger CEOs have taken over Columbia Records, Def Jam, Island Records and Warner Records, Grainge is the youngest major-label chief by a wide margin — rather than someone who has invested the years to learn how the majors operate.
Multiple WMG employees also wondered how 10K’s approach to signing and building artists will translate to Atlantic. While Grainge’s label has helped generate billions of streams, it has not yet nurtured an arena-headlining superstar in the mold of Atlantic’s Bruno Mars or Ed Sheeran, two artists whom Lousada and Greenwald helped shepherd to global success.
“Julie was widely regarded as one of the last real artist advocates who prioritized substantial songwriting over memetic share-ability,” says one manager who has worked closely with Atlantic. “She knows superstars transcend the algorithm. I really haven’t seen 10K develop anything that I think will last a generation or more.”
In addition, some employees said they are struggling to wrap their heads around the fact that the father of their incoming boss runs their biggest competitor. Together, father and son will lead companies that control more than a third of the U.S. recorded music market.
And some executives are worried that additional consolidation might mean more layoffs. Earlier this year, Atlantic laid off roughly two dozen staffers, mostly from radio and video; any new CEO at any company is likely to have new priorities. Grainge will do “some creative marketing that might not be ‘traditional’ for the majors,” predicts a second executive who has worked with him.
“Some labels still send shit to radio as their primary marketing strategy,” adds a third source who knows Grainge. “10K hasn’t done that. They invest heavily in digital — their ways of working with artists are much more modern.”
A rep for WMG declined to comment. On a recent earnings call, WMG CEO Robert Kyncl said he was “excited by the prospect of taking Atlantic’s culture-making capabilities” and “adding Elliot’s digitally native approach into the mix.” That combination, he continued, will “grow the label’s outstanding reputation.”
“Labels Are Trying to Adjust”
All the majors are facing an increasingly tough landscape because their influence over what music becomes popular is diminished — “decimated,” in Grainge’s words. As a result, “Labels are trying to adjust and test different methodologies to figure out what the future of a major will look like,” says a fourth executive who has worked with Grainge in the past.
In the last year, outside of the superstar ecosystems, music industry wins have often come from smaller, more agile outfits like Pulse Records (Tommy Richman) or Artist Partner Group (Odetari, Lay Bankz). 10K’s biggest success since moving to Warner has been Artemas’ “I Like the Way You Kiss Me” — low-slung club-pop — which peaked at No. 12 on the Hot 100, and, to a lesser extent, Rich Amiri‘s “One Call” (No. 60).
These artists typically thrive in niches online, and don’t necessarily release the type of blockbuster albums that linger near the top of the Billboard 200 for weeks on end. But many young executives believe that this “riches in the niches” approach is the future — they argue that hardly any new superstars will be created now that audiences are spread across dozens of online platforms and mass media has lost much of its firepower.
Grainge’s rise, then, is a nod to the success of these streamlined, quick-on-the-draw operations, with their lower overheads and digital expertise. “It says something about the state of the industry as a whole that one big label system made a bet on a more independent, lean music business strategy,” says the first executive who has worked with Grainge.
But there’s no guarantee that the two systems will mesh. “There’s a political element to going into a place like Atlantic which is very different from running an independent company,” the executive continues. “It’s a challenge to be in that position and inherit decades worth of custom and chains of command.”
Elliot Grainge
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“The Red Tape Doesn’t Exist”
Grainge founded 10K Projects in 2016 and connected with many of his biggest acts early on — often rappers with avid online followings. Grainge was quick to dive into the volatile, punk- and emo-inflected hip-hop that erupted on SoundCloud in this era, signing Trippie Redd, 6ix9ine and XXXTentacion, among others. (More recently, 10K signed Ice Spice in partnership with Capitol Music Group; while most artists moved to WMG with 10K in the joint venture last September, Ice Spice remained under 10K/Capitol.)
At the time, the major labels hadn’t yet built the tools they now use to scour the internet’s nooks and crannies looking for viral phenomena, which left an opportunity for executives immersed in these digital scenes to find talent. The majors may also have been wary of the media controversies and legal troubles that dogged artists like 6ix9ine and XXXTentacion. (At the time, Universal Music Group distributed 10K.) Grainge has “never been afraid to jump out the window for something he believed in,” Sobande says.
“The first time I spoke to Elliot, I was really shocked — everybody knows who his dad was, so I was expecting a spoiled rich kid,” Sobande continues. Instead, he found Grainge “was down to get in the trenches. He was with us flying out to Florida, picking singles, coming in the studio, actually doing the work.”
10K developed a reputation for finding online phenomena early and marketing them savvily, especially on youth-friendly platforms like TikTok — an approach that has now been widely adopted by labels. “The guys at 10K are quick and nimble as it relates to digital strategy and taking risks,” says Karl Fowlkes, an entertainment attorney who has signed several clients to the label. “That’s what makes them special. The red tape doesn’t exist.”
Grainge’s “word was as good as a contract,” the first executive who worked with him agrees. “If you spoke to the guy and he agreed to do something, it would get done without having to jump through a million hoops.”
10K was also known for offering flexible — and generous — short-term deals to artists with momentum, and getting those agreements done speedily. (In contrast, multiple lawyers say Atlantic favored much more traditional deals until relatively recently.) XXXTentacion was initially signed to EMPIRE, but “they could only do so much at the time — it wasn’t the huge company it is now,” Sobande says. “Elliot wanted to get in the X business. And I remember calling him one day, like, ‘Listen, I’ve got an opportunity for you to get involved.’”
Grainge’s response: “Tell me how much, and I’ll do it.”
In the music business, financial commitments often come with strings attached, but multiple sources who know Grainge say he is uninterested in meddling in artists’ processes. He’s very much “this is their idea, let’s go with it,” says the third executive who has collaborated with Atlantic’s incoming CEO.
Birdman Zoe manages the producer Taz Taylor, whose Internet Money record label signed a joint venture with 10K in 2019. “We had a lot of label meetings early on,” Birdman Zoe says. “We really liked the fact that Elliot told us, ‘I want to let you guys do your thing. I’m not here to give you my opinion on something I might not know about. I’m going to back you and financially support you.’”
“You’ve Got to Be Able to Move Quickly”
Independent operations like AWAL, 300 and Alamo have all been snapped up, wholly or partially, by major labels in recent years, part of the majors’ never-ending struggle for market share. 10K was also a target: In September 2023, the company ended its longtime association with UMG and announced a joint venture with Warner Music Group. As part of the move, 10K became a standalone frontline label at WMG and Grainge joined the company’s leadership team.
Forging this partnership was one of the first big moves by Kyncl, who held roles at YouTube and Netflix before taking over WMG in January 2023. (His background in tech has been a point of contention with staff — multiple executives worry that he and the former tech employees he has hired understand data but not culture.) Kyncl inherited a challenge: Halfway through 2024, Republic Records’ current market share was greater than all of Warner Music Group’s. Without big releases from marquee stars, Atlantic in particular has slipped; it’s now behind sister label Warner Records in current market share so far in 2024.
Grainge will be partially responsible for reversing that decline. Sobande is confident he can pull it off. “To be successful, you’ve got to be able to move quickly, and a lot of times the corporate structure slows that process down,” Sobande acknowledges. But if anybody can figure out a way to navigate that tension, “it’s going to be Elliot.”
Warner Music Group (WMG) reported strong quarterly profit growth on Wednesday (Aug. 7) thanks to lower costs and solid revenue gains from streaming subscriptions and digital — which helped offset a drop in physical revenue due to release timing and a difficult year-ago comparison, according to the company. All of that led to a boost in the company’s stock, which had risen nearly 2% by the end of trading on Wednesday (though some of those gains were shaved on Thursday).
“Our strong subscription streaming growth in [the third quarter] was driven by the performance of our music and healthy industry trends,” Warner Music Group chief executive Robert Kyncl said in a statement. He added, “Our commitment to long-term artist development, combined with a flatter structure in recorded music, will enable us to super-serve talent and set WMG up for sustained future growth.”
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Here’s what else you should know about the third-largest music company’s latest quarterly earnings call.
A positive note on the company’s strategic reorganization
Kyncl kicked off the call by thanking outgoing leaders Max Lousada and Julie Greenwald and welcoming incoming Atlantic Music Group CEO Elliot Grainge while providing more detail on how WMG’s recently announced global structure will work.
“We’re making changes from a position of strength, and I’m happy to say that we’re firing on all cylinders across new releases, catalog, distribution and publishing,” Kyncl said. Read more about his comments here.
Strong subscription growth across streamers
Overall streaming revenue was up 5% for WMG this quarter, with recorded music streaming revenue up 8.7% — reflecting growth in subscription revenue of 7%. That was welcome news to investors: Warner’s stock spiked around 6% earlier in the trading session on Wednesday before settling at a gain of nearly 2%.
On the call, Kyncl was asked about the sources of WMG’s subscription streaming revenue after other music companies reported less stellar growth on that metric this quarter. That included Universal Music Group (UMG), which saw a 24% drop in its share price after reporting that overall streaming revenue fell 4.2%, leading UMG executive vp of digital strategy Boyd Muir to suggest that streamers like Apple Music and Amazon Music are struggling to add new subscribers.
Kyncl said WMG’s revenue mix has remained largely the same and cautioned the financial community to resist viewing Spotify as a proxy for the music industry. “It’s much more diversified [than Spotify],” Kyncl said.
WMG’s subscription streaming revenue is projected to grow in the fourth quarter, with that growth remaining “consistent across our handful of top DSPs, certainly led by subscriber growth and … price,” said CFO Bryan Castellani.
In a nod to the music industry’s handwringing over Spotify’s bundling practice, Kyncl said in opening remarks that the labels and DSPs are not “adversaries playing a zero-sum game.”
“That’s simply not the case,” Kyncl said. “We’re actively engaged with our partners around ways to drive growth for all of us. Streaming dynamics remain healthy, with plenty of headroom for subscriber growth in both established and emerging markets across multiple partners. Also, price optimization and improvements in the royalty models will provide ongoing opportunities for additional growth.”
Celebrating Brat summer and the Benson boon
From the “pop sensation of the summer” — Kyncl’s description of Charli XCX’s album Brat — to Benson Boone, whom Kyncl called the “breakout star of the year,” the former YouTube exec appeared pleased with Warner’s recent and upcoming slate of music releases.
“So far in 2024, WMG has more new artists debuting on the Spotify Global Top 10 than any other music company,” Kyncl said, highlighting “homegrown successes” like Benson Boone, Teddy Swims and Artemas, the English-Cypriot singer-songwriter signed to 10K Projects.
Streaming’s catalog “halo effect“
When Twenty One Pilots released their latest album, Clancy, the band’s entire body of work benefitted, with streams more than doubling during the first week after the album’s release. That’s “the beauty of streaming,” Kyncl said on the call. “Newly released hits have a halo effect on the rest of an artists’ catalog.”
While loyal fan bases can drive an uptick in an artist’s catalog streams after a new hit’s release, Kyncl added that WMG can amplify and extend that halo effect, transforming hits into “evergreen, deep catalog.”
Warner Music Group’s stock was up around 3% Wednesday (Aug. 7) as investors optimistically received its fiscal third-quarter earnings report, which showed that streaming revenue continues to grow for the third-largest major music company.
On a call discussing the company’s earnings, Warner Music Group (WMG) CEO Robert Kyncl answered questions and shared his perspective on Spotify’s bundling controversy; discussed what WMG is doing to get more mileage out of its catalog; and shared a broad update on the company’s previously-announced $200 million cost savings/reinvestment plan — while remaining mum on the more recent executive restructure that’s been reverberating through the music industry since last week.
See below for three major takeaways from the call.
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Bundling is not inherently bad
Overall streaming revenue was up 5% for Warner this quarter, with recorded music streaming revenue up 8.7% — reflecting growth in subscription revenue of 7%. While that was welcome news to investors, the subject of Spotify’s contentious decision to bundle music and audiobooks — allowing them to qualify for the lower mechanical royalty rate reserved for bundles under the Copyright Royalty Board’s (CRB) Phonorecords IV agreement — did not go unmentioned. But in his opening remarks and later, during a Q&A period with analysts, Kyncl said the company derives its streaming earnings from a diversity of partners and appeared to tamp down talk of the controversy that erupted over the bundling policy.
“I know that investor attention has recently been focused on the dynamics between labels and DSPs, with some speculating that we’re adversaries playing a zero-sum game. That’s simply not the case,” Kyncl said. “We’re actively engaged with our partners around ways to drive growth for all of us. Streaming dynamics remain healthy … with plenty of headroom for subscriber growth in both established and emerging markets … across multiple partners. Also, price optimization and improvements in the royalty models will provide ongoing opportunities for additional growth.”
Kyncl went on to note that bundling, which could result in lower payments to songwriters, has been used in other industries, like TV, for the purpose of market expansion. “The job of wholesalers like the music companies is to ensure that the sanctity of our pricing are in line with each other. You can expect us to pursue that strategy,” Kyncl said. “As it relates to CRB, I don’t see it as something that will persist in the long term.”
Radio silence on executive restructuring
WMG executives did not directly discuss the internal restructuring plans made public last week, which led longtime co-leader of Atlantic Records and Atlantic Music Group chairman/CEO Julie Greenwald to announce she was stepping down on Tuesday (Aug. 6). During his opening remarks, Kyncl did highlight the “commercially and creatively … successful” partnership between WMG and 10K Projects — whose CEO/founder Elliot Grainge has been picked to succeed Greenwald — by noting English-Cypriot singer-songwriter Artemas’ single “I Like The Way You Kiss Me,” which reached No. 1 on Billboard‘s Global Excl. U.S. chart in April.
However, Kyncl did share details about a restructuring plan he mentioned on WMG’s last earnings call, which included selling the entertainment websites Uproxx and HipHopDX — with the overall goal to increase investment in music, technology and new skill sets and deliver $200 million in savings by the end of fiscal 2025.
“The majority of changes have already been implemented,” Kyncl said. “We are laying a strong foundation to accelerate our progress and yield greater value over time. We made improvements to our royalty systems and the tools used to identify unclaimed revenue, we overhauled our global supply chain, unlocking our ability to scale our third-party distribution business, and we’ve transformed our proprietary tools that identify fan trends while building new ways to engage with super fans.”
Catalog optimization is a major priority
One area where Kyncl is investing in technology is through a project he says is aimed at increasing the “performance of catalog…across all of our DSPs.”
Speaking of recent spikes in streaming for artists in Warner’s “deep” catalog — like Joni Mitchell and Tracy Chapman — as well as “shallow” catalog like Ed Sheeran, Kyncl said generating continued digital success stories for those acts is a top priority.
“We have a project on this across our technology and business teams to move down the entire catalog and make sure it’s properly optimized for streaming and on every large DSP,” he said on the call. “All of this augments our marketing campaigns against catalog which we have done in the past and continue to do and we’re applying more and more frontline focus on catalog.”
Warner Music Group reported on Wednesday strong streaming revenue growth and keeping a lid on its costs helped offset declines in merchandise and physical music sales in the company’s third fiscal quarter.
Quarterly net profit rose nearly 14% to $141 million from $124 million in the third quarter last year. Overall revenue fell by 1% to $1.554 billion from $1.564 billion in the year ago quarter due to the roll off of BMG’s distribution deal and a difficult comparison to the year-ago quarter, which included a $7 million benefit from the Copyright Royalty Board in Phonorecords III.
The company’s digital revenue and streaming revenue were up 4.7% and 5.5% respectively, as subscription revenue grew 7%. Recorded Music streaming revenue increased 5.0%, and music publishing streaming revenue increased 7.9%.
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“Our strong subscription streaming growth in [the third quarter] was driven by the performance of our music and healthy industry trends,” Warner Music Group chief executive Robert Kyncl said in a statement. “We’re nurturing the next generation of artists and songwriters, creating fresh impact for our iconic catalog, and working with our partners to increase the value of music. Our commitment to long-term artist development, combined with a flatter structure in recorded music, will enable us to super-serve talent and set WMG up for sustained future growth.”
WMG’s operating income jumped 10% to $207 million in the quarter from $189 million in the third quarter last year. Adjusted operating income before depreciation and amortization (OIBDA), which measures profitability over a specific period of time, rose 6% to $316 million from $297 million in the prior-year quarter.
Revenue from WMG’s recorded music division fell by 2% to $1.251 billion from $1.282 in the year-ago quarter. This was due in part to the exiting of BMG as a client, which resulted in $26 million less revenue, and a “renewal with one of the Company’s digital partners” which created an additional $3 million drage on recorded music streaming revenue, the company said.
BMG began winding down its distribution agreement with WMG’s ADA last September to move control of its 80 billion-stream digital business in-house.
Physical revenue fell by 4.8% because of release timing and a tough year-ago comparison, the company said. Artist services and expanded-rights revenue fell by 27.1% mainly due to lower merchandising revenue.
Revenue from WMG’s music publishing division rose by 8% to $305 million from $283 million in the year-ago quarter.
Topline Results:
Total revenue 1% to $1.554 billion in the third fiscal quarter 2024 from $1.564 billion in the same period last year.
Net income rose 14% to $141 million from $124 million in the third quarter 2023.
Recorded music revenue fell by 2% to $1.251 billion from $1.282 billion in the third quarter 2023.
Music publishing revenue rose 8% to $305 million from $283 million in the third quarter 2023.
Julie Greenwald will step down from her role as co-chair/COO of Atlantic Records and chairman/CEO of Atlantic Music Group, she announced during a company town hall on Tuesday (Aug. 6). She will be succeeded in her role as chairman/CEO of Atlantic Music Group by 10K Projects CEO/founder Elliot Grainge, effective Oct. 1.
The Zoom call was roughly 10-15 minutes long, according to sources at the label. Greenwald’s announcement of her departure was said by staffers who spoke with Billboard to be both “classy,” “inspiring” and “empowering,” with the longtime executive focusing on the success she has seen at Atlantic over the last two decades and clarifying that she will officially exit at the end of January 2025.
Tuesday’s announcement comes just five days after it was reported that Warner Music Group would be undergoing a major executive restructuring that would see CEO of recorded music Max Lousada stepping down at the end of September, Grainge ascending to the role of CEO of Atlantic Music Group effective Oct. 1 and Greenwald transitioning to the role of chairman of Atlantic Music Group, a move described in a press release as a “leadership transition.” The changes are thought to be far-reaching and indicative of a generational shift at Warner Music Group, which has been helmed by CEO Robert Kyncl since Jan. 1, 2023.
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One of the most celebrated executives in the music business, Greenwald has spent the last 20 years of her career at Atlantic and become practically synonymous with the storied label. During her time at the helm of Atlantic Music Group, she shepherded the careers of artists such as Bruno Mars, Ed Sheeran, Cardi B, Twenty One Pilots, Brandi Carlile, Charli XCX, Lil Uzi Vert and dozens more. She was named Billboard’s Women in Music executive of the year in 2017.
Greenwald led Atlantic alongside Craig Kallman, co-chair/CEO of Atlantic Records and the A&R brain behind the operation. Kallman will continue to hold the title of CEO of Atlantic Records.
At the time of the restructuring announcement, Greenwald said in a statement: “My whole career is about developing baby bands into career artists and empowering our amazing people to change culture in unexpected ways. It’s been 20 years since I walked through the door at Atlantic and began the work of rearchitecting this iconic label. I couldn’t have done it without the deep passion and dedication of my incredible team, and our unbelievable artists, who make music that inspires and moves people everywhere. Finally, I want to welcome Elliot; I’m looking forward to working with him as we continue to place our artists and their music at the heart of this company.”
Additional reporting by Melinda Newman.