40 Under 40: Brandon Creed, The Creed Co.


Manager, The Creed Co.


Brandon Creed, 36, made the acquaintance of Bruno Mars when he was an A&R executive at Epic and Mars was pedaling songs and pushing to get signed. Though Creed admits he “wasn’t 100% sure the artist thing was going to be a go,” he saw enough potential to leave the label and become Mars’ manager. Wise move. As Mars passes more milestones, Creed is particularly proud of the approach the management team has taken to the current album and tour campaign. “We’ve bucked a few trends,” he says, from the choice of first single “Locked Out of Heaven” to Unorthodox Jukebox art to spending nine months promoting the album globally to launching a “bigger tour than some people thought we should have done.” Creed cites a few standouts from the past year, such as Mars performing to the largest crowd of any act at the Houston Rodeo in March. “To see more than 75,000 people in the stadium and have Bruno, a Puerto Rican-Filipino kid from Hawaii, have the whole place singing his songs was one of the more overwhelming experiences.” There was also Mars’ performance at this year’s Grammy Awards alongside Sting and his turn as host and performer on “Saturday Night Live” in October. “When Bruno goes on television it’s extremely reactive,” he says. So while Creed is quick to quash the rumors of Mars as judge on a singing competition show (“It’s definitely not the right time”), he doesn’t rule out a TV special. Creed’s also expanding horizons for another act he manages, Grammy-nominated producers the Smeezingtons, who’ll have a small voice part in “Rio 2,” which also features Mars.