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WME

Grammy-nominated artist mgk (formerly known as Machine Gun Kelly) has signed with WME for representation worldwide. The global touring artist and actor (real name Colson Baker) was previously represented by UTA.   mgk has notched 19 Hot 100 hits including No. 4 entry “Bad Things” with Camila Cabello in 2017, 2021’s “My Ex’s Best Friend” with […]

Private equity firm Silver Lake has completed its acquisition of 100% of the stock of sports and entertainment giant Endeavor to take the company private in a deal that values it at $25 billion, the firm announced on Monday (March 24).
As part of the deal, Endeavor stockholders will receive $27.50 in cash per share, which represents a 55% premium to the company’s closing price of $17.72 on Oct. 25, 2023 — the day before Endeavor announced Silver Lake’s plans to take the company private.

Endeavor, which owns the talent agency WME, marketing agency 160over90, brand licensing agency IMG Licensing and more, will be renamed WME Group. Endeavor is the largest company in the media and entertainment sector ever to be taken private by a private equity sponsor, Silver Lake said in a press release.

Trending on Billboard

Silver Lake co-CEO Egon Durban said his firm has never sold a share in Endeavor since its first investment in the company in 2012, and over that time, Endeavor’s “revenue has grown by twentyfold.”

“Silver Lake has previously invested on six separate occasions to support Endeavor and now, with this latest investment, it is the single largest position in our global portfolio,” Durban added.

Endeavor founder and former CEO Ari Emmanuel will move into the role of executive chairman of WME Group. On Monday, Emmanuel cashed out a portion of his ownership stake in the company for $173.8 million, per a regulatory filing first reported by Variety. Patrick Whitesell, who was previously executive chairman of Endeavor/WME received a $100 million payout, Variety reported.

Following the deal Endeavor will hold on to its majority stake in TKO Group Holdings, a separately traded sports and entertainment company whose assets include wrestling promotor WWE and Ultimate Fighting Championship. The valuation of $25 billion includes TKO’s assets.

In addition to WME, 160over90 and IMG, Endeavor’s portfolio includes Pantheon Media Group, live event hospitality firm On Location and sports betting data firm OpenBet.

Led by co-CEOs Durban and Greg Mondre, Silver Lake has $104 billion in combined assets under management, and its portfolio includes stakes in companies including Oak View Group, Fanatics, TEG, Waymo, Stripe, Plaid, SoFi and Madison Square Garden Sports.

After a difficult 2024 in which a number of major festivals closed their doors for good, Coachella sales were down and Burning Man didn’t sell out, WME global head of festivals Josh Kurfirst says, “Protecting the health of the festival business has become central to everything we do.”
“It’s no longer an incoming call business,” says Kurfirst, the son of Gary Kurfirst, former manager of Talking Heads, the Ramones, Blondie, The B-52s, Jane’s Addiction and Garbage. Early on, the job of most festival agents, Kurfirst explains, was to field offers from festival talent buyers for artists on the WME roster, negotiate where the artist’s name would appear on the festival poster and review daily ticket sales drops. But as the market matured and evolved, he instructed his staff to get more aggressive about pitching WME acts to prospective buyers and finding opportunities for them to bookend tours and live shows around festival appearances. 

“Everything is strategic,” he says. “It’s not, ‘Let’s just throw 300 bands on this festival because it’s easy.’ We don’t do things easy.”

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Despite the cancellations of such once-popular festival brands as Faster Horses, Sick New World, Something in the Water and Alter Ego, Kurfirst and his team have plenty of success stories to tell. This year, his team helped land Zach Bryan his first headliner date atop the Stagecoach festival, secure newcomer Benson Boone a top slot on the Coachella lineup, book The Killers as headliners for Lollapalooza and secure headliner slots for Luke Combs, Olivia Rodrigo, Hozier and Queens of the Stone Age at Bonnaroo. 

2024 was a tough year for festival sales. What happened?

First, it’s important to acknowledge that the festival market has significantly increased in size in the last decade. When I first started, there was a smaller group of giant festivals that had most of the market share. Since then, we’ve seen the emergence of a middle tier, a lower tier, a genre-specific tier and a lifestyle branch of festivals. And those have taken some market share away from the crossover contemporaries — the Coachellas, the Lollapaloozas and the Bonnaroos of the world. There’s really something out there for everyone now as long as you’re willing to travel. Look at Morgan Wallen’s new Sand in My Boots festival on the same site as the old Hangout Festival, which had been a steady market for years. Some years it sold out. Some years, it came close, but it never blew out on the on-sale. All of a sudden, Wallen comes in and launches his own festival on the site and it sells out instantly. 

Atop a bowl of all-access festival and tour laminates, Kurfirst displays a copy of photographer Lynn Goldsmith’s Music in the ’80s book, open to a shot of the Talking Heads, whom his father, Gary, managed.

DeSean McClinton-Holland

What did Wallen do differently from Hangout Festival?

Instead of trying to create an event that appealed to as many people as possible, Wallen created an event that overdelivered to his fan base. He rebranded the festival under his own name and booked more than a dozen similar artists that he believes will connect with his fans. [This year’s lineup includes Bailey Zimmerman, Post Malone, Wiz Khalifa and The War on Drugs.] If you’re a fan of Morgan Wallen, then you won’t want to miss out on the Sand in My Boots festival. And, by the way, if you live in the Southeast, it might be your only chance to see him play this year. 

How are overall festival sales so far, compared with 2024? 

Last year was interesting. It wasn’t just straight down. It was choppy water. This year is still early. Most of the festivals just announced their lineups, and from what I’m hearing, it’s been positive. The overall market feels like a bounce-back year, and a lot of that has to do with the headliners. We’ve had a solid crop emerge — Olivia Rodrigo and Hozier, for instance. To a young artist like Olivia, these festivals mean something. It’s a notch on her belt and a way to do something in her career that she hadn’t done before. 

Kurfirst’s mother, Phyllis, created this framed collage that, in addition to ticket stubs from concerts that Gary promoted, depicts (clockwise from top) Phyllis and her pet huskies; Gary and Phyllis at his parents’ house; and at their alma mater, Forest Hills High School.

DeSean McClinton-Holland

How do you judge success at WME?

It’s not based on quantity or how many festival slots WME artists are on. We’re very selective. We’re building careers. And we want to make sure when it’s our clients, they’re in the right cycle in terms of their music cycle. Typically, that means the artist has new music ready for the fans to discover and plans for either touring or other dates that they want to build momentum behind. They’re going to play the right slot, they’re going to get the right billing, they’re going to get the right money. That’s the time to play the festival. If any of those things are off, we’ll just do our own thing — meaning, we’ll work with a promoter, headline our own tour and continue building their hard-ticket business, which is incredibly important for all our artists. 

Are festivals still a healthy launching pad for an artist’s career?

They are a good developing mechanism for new artists, but again, it has to be the right moment. I don’t know that it would make sense to just throw a new artist that doesn’t have any music out on a festival [stage] at 12:30 p.m. when the doors open. That’s a wasted booking. It would be better for that artist to be in cycle, have music out, have some press, garner some reviews ahead of time, so people actually have the ability to do their research and [want to] show up in front of their stage. 

Pillows commemorating Madison Square Garden shows by artist clients whom Kurfirst represents in addition to overseeing WME’s festival division.

DeSean McClinton-Holland

The festival market has had an uptick in cancellations in recent years. In that environment, how does WME maintain a positive relationship with promoters? 

We look at the promoters as our partners. They’re not on the other side of the table; they’re on the same side of the table. We want them to succeed, and we have their backs. In return, they have our backs, too. 

What does it mean to have each other’s backs?

With festivals, artists sometimes have to cancel. Sometimes they get sick, they break a leg, the album gets pushed. Sometimes it’s our clients. Sometimes it’s clients from other agencies. What we do in those situations is we don’t bury our heads in the sand. If it’s a Saturday at 3 p.m. or 7 p.m. or 7 a.m., we’re there for our buyers to fill that slot that suddenly becomes open. And because we book things through one point of contact, the buyer only has to contact one person at WME. That’s his partner, his festival agent, and that festival agent then canvasses the entire roster and can come back with real-time avails within hours. 

Kurfirst with his four kids, from left: Landon, 17; Ariela, 11; Eden, 11; and Lucas, 21.

Courtesy of Josh Kurfirst

Are you bullish on the long-term prospects of the festival business? 

It’s a very Darwinian environment out there and the strong will survive. There are times where we have to have tough conversations with our promoter partners and come to a fair settlement where our clients feel good, but where we don’t put the promoter out of business. Because that doesn’t help anyone. Make no mistake: When we do a deal, our clients are entitled to 100% of the money if a festival cancels due to poor sales. There are some reasons why a promoter can cancel, like a pandemic. But in most cases, if a festival is canceled, it’s due to poor sales or some sort of promoter breach, and our clients are entitled to 100% of the money. It’s our job to come up with a fair settlement where the client feels good and the promoter is able to get back up on their feet. 

What’s one of the most important lessons your father taught you? 

He taught me that loving what you do is the single most important decision we make as adults. If you don’t, you can’t bring passion to the job every day. He also taught me about not trying to be someone else. Don’t just go with the trend. He equated that in how he chose the artists he wanted to work with, whether it be the Talking Heads, the Ramones, The B-52s, the Eurythmics, Jane’s Addiction and Mountain. These bands weren’t genre-defining — they invented their genres.

This story appears in the March 8, 2025, issue of Billboard.

Richard Vega and Stephen Schulcz have been promoted to partners in the music divison at WME.
Vega is based out of Miami, where he relocated in 2024 as part of WME’s continued global expansion of the agency’s Latin business. His clients at the agency include Alvaro Diaz, Becky G, Café Tacvba, Humbe, Kevin Kaarl, LP, Saiko, Tainy, Will Smith and Xavi. Vega has worked with super producer TAINY since 2018 and has been one of the main strategists in shifting him into the live space, culminating last year with his first ever sold-out arena show in Puerto Rico to more than 17,000 fans, according to the agency. He has also worked with indie regional Mexican sensation Ivan Cornejo since 2022, taking him from clubs to arenas in a matter of years, and was an early believer in the corridos tumbados movement out of Mexico, signing top acts like Natanael Cano.

Vega began his career playing drums for various bands in Bogota, Colombia, and over time transitioned to the business side of the industry. After seven years in Colombia, he relocated to Nashville, where he graduated from Belmont University. After interning for a year at WME, Vega would go on to work for the agency in Nashville and Los Angeles.

Richard has played a major role in expanding the visibility of Argentine artists in North America and Europe. His client Khea performed across 11 countries in Europe in 2019, while two of his other clients, Bizarrap and Nicki Nicole, have both had major moments at Coachella.

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Schulcz, who is head of domestic festivals for the agency, oversees a roster that includes Givēon, Weezer, Kid Cudi, Swae Lee, Macklemore, Sam Fender, Livingston, Coheed and Cambria, Oliver Tree, ian, Nicki Nicole, Mike Campbell, Mark Ambor, Montell Fish, David Kushner, The Avalanches, Passion Pit and Jean Dawson. He has worked with Teddy Swims since 2020, helping propel his career from clubs to arenas in a matter of years. He also helped orchestrate Victoria Monét’s sold-out Jaguar tour.

Schulcz was born and raised in Los Angeles and graduated from the UCLA. He has been with the agency for more than a decade, starting right out of college in the mailroom.

WME has added veteran music agent Lance Roberts as a partner in its Nashville-based country music division. In addition to more than three decades of experience in the business, he brings artists including Chris Janson, Craig Morgan, Parmalee, Easton Corbin, Ian Munsick and Sammy Kershaw to the WME fold. Roberts began his career at the […]

Grammy award-winning, multi-platinum artist Maren Morris has signed with WME for representation globally. Morris was previously represented by CAA. Morris is currently managed by Red Light Management. In addition to her Grammy win, Morris has garnered five ACM Awards (including winning female artist of the year twice), five CMA Awards and three Billboard Music Awards. […]

For the second year, Billboard is presenting the peer-voted R&B/Hip-Hop Power Players’ Choice Award, an accolade chosen by Billboard Pro members to honor the executive they believe has made the greatest impact across the hip-hop and R&B music business over the past year. After three rounds of voting, Billboard Pro members have chosen WME partner […]

Billie Eilish and FINNEAS have a new touring and live events agent in William Morris Endeavor (WME), a representative for the two superstars confirms to Billboard. “While grateful to their former live booking agents at Wasserman, Billie Eilish and Finneas O’Connell have opted to have film, TV, and music handled by the same agency, WME, […]

Singer-songwriter Benson Boone has signed with WME for global representation in all areas. Boone gained popularity with the release of his viral hit “Beautiful Things” in January. The track has been an international hit, reaching No. 1 on the Billboard Global 200 for seven weeks and leading the Billboard Global Excl. U.S. chart for eight […]

Argentinian music sensation Paulo Londra has inked a deal with WME for worldwide representation, the company tells Billboard.
Since exploding onto the scene in 2019, the 25-year-old singer/rapper has been a dominant force in the Latin American music scene and is widely considered one of the pioneers of Argentina’s burgeoning trap movement.

Born Paulo Ezequiel Londra, he began his musical journey as a battle rapper in Buenos Aires’ El Quinto Escalón. Soon after, he released popular singles like “Relax” and “Condenado para el Millón” in 2017.

However, it was his 2019 debut album, Homerun, that catapulted Londra to international recognition. The album debuted and peaked at No. 12 on Billboard’s Top Latin Albums chart and at No. 10 on Latin Rhythm Albums, with its hit single, “Adan y Eva,” landing in Spotify’s Global Top 10. Its music video currently boasts over 1.2 billion views on YouTube.

In 2022, the Córdoba-born artist released his second album, Back to the Game, under Warner Music Latina. It debuted at No. 1 on the Billboard Argentina Hot 100 chart and boasts collaborations with artists such as Ed Sheeran, Travis Barker, Timbaland, Feid and Duki.

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Adding another feather to his cap, Londra performed the official Latin remix for “The World is Yours To Take,” a song off the 2022 FIFA World Cup soundtrack, alongside Lil Baby and Tears for Free.

Most recently, Londra signed with indie powerhouse label Dale Play Records — home to producer Bizarrap, rapper Duki and urban/pop act Nicki Nicole — and is currently working on new music.

Additionally, plans are underway for Londra to embark on a global tour. He continues to be managed by Ignacio Amato and Cruz Pereyra Lucena from Buena Productora.