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Amber Grimes Joins LVRN as Executive VP/GM, Partner

The former Capitol executive joins LVRN's five co-founders as a partner in the Atlanta-based label and creative agency's newest division, LVRN Management.

Amber Grimes has been appointed to dual roles at LVRN (Love Renaissance), Billboard can exclusively report. In addition to serving as executive vp/GM of LVRN Records, the former Capitol Music Group executive joins LVRN’s five co-founders as a partner in the Atlanta-based label and creative agency’s newest division, LVRN Management.

Grimes, who officially began her new duties on Jan. 1, oversees day-to-day operations across LVRN’s primary operating divisions. She will also develop new strategies, marketing initiatives and execute plans across LVRN’s full roster — which includes Summer Walker and 6LACK — as well as develop new business verticals and help expand LVRN’s business on a global scale.

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Noting the company is committed to diversifying its leadership team, LVRN co-founder/president Tunde Balogun tells Billboard, “Amber has become one of the most well-respected executives in the industry through her early work with artists in Atlanta, major labels and streaming. It only made sense for us to join forces after the longstanding personal and business relationship we’ve maintained over the last decade.

“Amber shares our core values and also brings a unique, much needed perspective,” Balogun continues. “As LVRN continues to grow globally, my partners and I are confident that Amber’s high-level management experience and creative marketing background will help continue to develop our brand and nurture our roster and staff.”

Before coming to LVRN, Grimes spent three years as senior vp of global creative at Capitol Music Group where she formulated and developed CMG’s content strategy and oversaw all of CMG’s creative departments until September 2021. Prior to that, Grimes was senior manager of urban independent at Spotify, acting as the liaison between Spotify and the independent hip-hop community. She has appeared on Billboard‘s R&B/Hip-Hop Power and Women in Music executive features, as well as on the 2019 New Power Generation list spotlighting 25 top innovators changing the way the music business runs.

Calling her move to LVRN a “golden opportunity,” Grimes adds, “It was important to take the skills I’d acquired over the years and apply them to a forward-thinking business that’s truly rooted in artist development. The founders of LVRN and I came up together so joining forces at this point in our careers feels like Voltron coming together.”

As a partner in LVRN Management, Grimes joins company co-founders Balogun, head of operations and touring Junia Abaidoo, head of A&R Justice Baiden, head of marketing and brand partnerships Sean “Famoso” McNichol and creative director Carlon Ramong. Toronto R&B duo dvsn, an act on Drake’s OVO Sound label, signed with LVRN Management last April.

“I’m excited to work with the founders in establishing LVRN Management as an alternative solution for creatives who want their representation to look like them,” says Grimes. “Also in developing more female executives within the company and expanding into TV and film. I hope it’s loud and clear that we’re on a journey to be one of the biggest Black-owned conglomerates in entertainment.”