Capitol's Steve Barnett, Manager Troy Carter, UMG's Jeff Harleston Get Into ALS Ice Bucket Act

Capitol's Steve Barnett Ice Bucket

Capitol's Steve Barnett takes the ALS Ice Bucket Challenge

The Capitol Music Group chairman likes his ice water in a silver pitcher.

As the ALS Ice Bucket Challenge continues to snowball in virality at a furious rate, the music industry is getting into the act, with Republic Records EVP Charlie Walk and now Capitol Music Group chairman Steve Barnett joining a slew of artists (Jon Bon Jovi, Lady Gaga, Keith Urban, Lil Wayne, Adam Levine, Garth Brooks, Foo Fighters -- the list goes on and on and on…) and even a senior Billboard staffer.

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Indeed, weeks into the fundraising fad, the stakes are reaching even higher on the corporate ladder -- to the very top, in fact: the roof of the iconic Capitol Records tower, where Barnett accepted a challenge by manager Troy Carter (John Legend, Meghan Trainor) dumped a (presumably) sterling silver pitcher of ice water atop his head (watch below).

In return, he’s name-checked Jeff Harleston, general counsel at Universal Music Group, who quickly obliged and passed on the challenge to RocNation's Jay Brown, Mary J. Blige's husband Kendu Isaacs and UMG head of digital Rob Wells.

Where will the challenge go next? Check this space for updates.