YouTube personality and pop singer Loren Gray has inked with Reign Deer Entertainment/Maverick’s Larry Rudolph and Young Forever’s Chris Anokute for management, Billboard can confirm. Crowd Surf’s Cassie Petrey will serve as a strategic management partner.
“When Chris suggested that we team up and work on Loren, it was an absolute no brainer,” says Rudolph, best known for managing Britney Spears and Aerosmith. “It takes two seconds to figure out that she is a super star. She has everything it takes to make it to the top.
The 16-year old Gray, who has more than 50 million followers across her social media channels, recently released the video for “Queen,” her current Capitol Records single. However, it looks like she already have a hit with “Anti-Everything,” the tune by Los Angeles-based DJ duo Lost Kings featuring Gray. The song entered Billboard’s Hot Dance/Electronic Songs chart at No. 32, marking Gray’s first entry on any Billboard chart.
“Loren Gray is the real deal talent all around. Her potential is incredibly strong, as she’s already set the groundwork of building fans since the young age of 13 years old,” says Anokute, who has worked with Katy Perry, Fifth Harmony and Rihanna, among others. “She’s extremely focused on developing incredible songs and content to share with her fans over this coming year, and she has her eyes set on really breaking through as a recording artist.”
Gray, who was the face of Forever 21’s holiday campaign, is in the studio working on her debut EP with Ido Zmishlany (Shawn Mendes), The Futuristics (Machine Gun Kelly, Camilla Cabello), Delacy (Halsey) and Tommy Brown (Ariana Grande, Travis Scott).
Artist management has naturally become a bigger part of what Crowd Surf has been doing over the years, and this feels like a perfect next step,” says Petrey, who also co-manages Backstreet Boy AJ McLean. “Loren Gray is the pop star of her generation, and I’m thrilled to be a part of this project.”