Management Firm Launches Label With Ex-Warner Bros. Exec Biery At The Helm

Los Angeles management firm the Collective is launching its own Collective Sounds label and has tapped former Warner Bros. Records GM/executive VP of promotion Tom "Grover" Biery to lead it.

Distributed by Sony/RED, Collective Sounds officially bows March 22 with the release of "Belong," the sophomore album by Brooklyn quartet the Pains of Being Pure at Heart. Collective is releasing the album in association with Slumberland Records.

Forthcoming releases on Collective Sounds' 2011 docket include projects from San Antonio rock band Hacienda and former Virgin group the Red Jumpsuit Apparatus.

"We're looking at content in a variety of ways," Collective CEO Michael Green says about the reasons for creating the new label. "And content, more specifically music, is not going anywhere. It's being consumed at an all-time high. Collective Sounds gives us a way to partner directly with artists and develop new opportunities."

Green says that Biery is "a music guy and a doer with strong experience working alongside artists, which is where the power base lays today," adding that "it was a natural fit."Prior to joining Collective Sounds as a partner, Biery spent 20 years at Warner Bros., the last three as GM/executive VP of promotion. He left the label last fall following an executive shakeup in September that included the departure of Warner Bros. chairman/CEO Tom Whalley and the appointment of Rob Cavallo as chairman.

During his tenure at Warner Bros., Biery worked with such acts as the Black Keys, Linkin Park, the Flaming Lips, Goo Goo Dolls and Avenged Sevenfold.

"The music business is the wild, wild West right now," he says, "so I was enthused by the idea of a music content company starting from the artist and management side as opposed to the label side, about giving artists an alternative to what's historically been at their disposal and connecting them directly with their fans."

In addition to accessing services provided by Sony/RED, Biery will be collaborating with the Collective's staff of more than 60 employees whose expertise ranges from digital, social media and marketing to licensing and branding. It's all in keeping with the company's 360-degree philosophy of ensuring that Collective clients and artists are able to maximize their multimedia potential across various platforms, Green and Biery say.

Established in 2005, the Collective opened a music management division in 2008. The Collective Music Group currently represents such acts as Linkin Park, Alanis Morissette, Slash, Big Boi and Enrique Iglesias, as well as producers and songwriters like David Hodges and Gavin Brown. Headed by Jordan Berliant, the division recently signed Counting Crows and Godsmack.

The Collective is also involved in TV, film and comedy. Movies produced by the company include "Big Momma's House 2" and "Are We Done Yet?," plus HBO's "The Pimp Chronicles" and MTV's "Wild 'n Out." Its talent-management roster includes actors Martin Lawrence and Emile Hirsch and comedians Eddie Izzard and Lucas Cruikshank.

Both the Pains of Being Pure at Heart and Hacienda are performing in multiple showcases at South by Southwest. "Heart in Your Heartbreak" is the first single from the Pains' upcoming album, which goes to iTunes March 22 before going wide a week later.

Collective Sounds is also setting up the Red Jumpsuit Apparatus' new single, "Reap." It's slated to go to active rock and alternative radio at the end of April.