Russell Wallach: The 2015 Billboard Power 100
NO. 44

Russell Wallach

49, President of media and sponsorship, Live Nation

Last year's rank: 59

Wallach is one of Live Nation's secret weapons, with his 250 sponsorship executives contributing more than $230.9 million in revenue to the company during the first three quarters of 2014 alone (a 4 percent increase from the same period in 2013). Leading this year's bump is an ambitious partnership with Yahoo to stream 365 live concerts, which kicked off last July with sponsors Kellogg, Citi and Sprint. Early results helped fuel an upcoming content pact with Vice, which major brands are already circling. Also new to the fold is a five-year partnership with Hilton, and recently reupped pacts with Anheuser-Busch, Hertz and UPS.

OVERUSED PHRASE: "What's the status on that deal?" 

MEMORABLE ARTIST ENCOUNTER: "Talking to Pharrell [Williams] about creativity."