midem logo

Power Players

No. 32
Peter Grosslight

Executive VP/Worldwide Head of Music
William Morris Endeavor
The Calm In The Storm...

In a world where some view being a jerk as a career strategy, Peter Grosslight remains a dignified, understated power player. He runs one of the two most powerful agency music divisions in the business (with Creative Artists Agency being the other). While the latter has garnered the nod several times, it was William Morris Endeavor that was named top agency at the 2011 Billboard Touring Awards, based on the combined gross of acts represented in Billboard Boxscore's top 100 tours within a year-long time period. The ticket-selling ability of WME's roster is beyond question, with superstar acts in rock (Pearl Jam, Roger Waters, the Eagles, Tom Petty), pop (Lady Gaga, Britney Spears, Rihanna) and country (Brad Paisley, Rascal Flatts, Miranda Lambert). WME and Grosslight himself are particularly strong in Latin (Juanes, Alejandro Sanz, Luis Miguel, Pitbull), and while the status of WME's urban roster remains uncertain with leading hip-hop agent Cara Lewis' move to CAA, the agency will still be a leader in that genre however things shake out. WME is strong across every subgenre; has offices in Beverly Hills, Calif.; New York; Nashville; Miami; London; and Shanghai, China; and works with acts at every stage of their career arc, with A&R and career longevity being particular strengths. Grosslight joined the WME family through William Morris' acquisition of Triad Artists in 1992 and holds a board seat following the 2009 merger with Endeavor. Grosslight has a degree in anthropology -- which may or may not come in handy when dealing with clients -- but do not mistake his good manners for weakness.

Order the special edition Billboard Power 100 issue, printed on glossy stock with lavish original photography (available now).

What do you think of the 2012 Billboard Power 100? Sound off in the comments area of the Letter From the Editor page, where the criteria is explained.

« PREVIOUS: Lewis W. Dickey, Jr. | NEXT: Charles Attal/Charlie Jones/Charlie Walker »