Julie Greenwald & Craig Kallman
Atlantic Records Group
Power Move: Growing market share with a combination of new artists (Ed Sheeran, Hunter Hayes, Grouplove) and proven hitmakers (Flo Rida, Zac Brown Band).
Rundown: “You’re talking to two very modest people here,” says a self-deprecating Julie Greenwald about Atlantic’s ongoing success with herself and Craig Kallman in charge. The group finished with a 6.9% market share in 2012, a small spike from 2011’s 6.7%. “We don’t get caught up in that, but in building a strong roster and label team . . . it’s a creative home,” she says.
Under Atlantic’s roof are 2012 success stories like Grammy Award nominees Ed Sheeran, Hunter Hayes and fun., as well as Flo Rida, Zac Brown Band, upstart Grouplove and the Big Beat label (Skrillex, Martin Solveig). Leading the charge into 2013 are Bruno Mars, the return of Paramore and Atlantic’s newly minted partnership with Rick Ross’ Maybach Music Group.
“That impressive roster, with Wale, Meek Mill and others, is going to change our 2013 significantly as we continue to broaden the MMG brand,” Greenwald says. “We’re sad that Lyor [Cohen, former Warner Music Group chairman/CEO of recorded music] isn’t here, but we’re 100% focused on pushing this company forward.” (For more on Cohen, see page 26.)
For both Greenwald and Kallman, that push hinges on artist development, which is where Kallman derives his definition of power in the industry. “The days of stringing out a song, selling tons of albums and looking like you’re doing a great job for the artist are long gone,” he says. “Today, it’s about rolling up your sleeves and getting into the nitty-gritty, contributing to an artist’s career from the ground up. That’s our raison d’etre.”