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Home , Craig Kallman, HitQuarters, J Records, Lenny Waronker, Mike Caren, Peter Edge

RAINMAKERS TWO aaron bay-schuck &a cross-generational collaboration

t was on Oct. 3, 2017, in just his Lousada explained, with Corson second day on the job, that Max running the label’s operations Lousada made his first bold move and Bay-Schuck heading creative, as incoming WMG recorded-music mirroring the Atlantic setup. head, detailing sweeping changes What Lousada was—and is— to Warner Bros. Records (which betting on is a combination of officially became youth and experience, as he pro- in May 2019). Lousada con- claimed when announcing his firmed that Aaron Bay-Schuck, handpicked co-leaders. who was then Interscope President “At WMG, we’re building a of A&R, had accepted Lousada’s creative and entrepreneurial envi- offer to become Co-Chairman/ ronment where artists can change CEO of the Bunny, while, Tom culture and make music that Corson, President/COO of RCA, matters,” Lousada stated. “Tom would be Co-Chairman/COO. The and Aaron don’t just share our Iduo would function as partners, ambition; they both have it in their

27 DNA. That’s why they’ll be such an and we can easily imagine them talking inspiring duo at WBR, which is always “At WMG, we’re trash and battling for bragging rights on strongest when it’s at its most daring and the course at Bel Air. But when it comes unexpected. At the cutting edge of a new building a to 19th-hole adult beverages, Bay-Schuck generation of leaders, Aaron has impec- creative and undoubtedly knows enough to defer to cable taste and a rare ability to help dis- Corson, a renowned wine collector with a tinctive artists grow into global superstars. entrepreneurial rarefied palate. Visitors to Corson’s manse Equally, Tom has a super-driven, imagina- environment are typically treated to extraordinary tive approach to championing talent and selections from a wine cellar that is the mentoring executives, as well as a wealth where artists can envy of the industry. He’s also one of the of experience at both major and indie biggest non-Brit soccer fans in the biz; he labels. They’re a dynamic combination change culture used to play himself. that will bring in a fresh, new era at one of and make music Few executives can claim to have the greatest record labels of all time.” signed, developed and broken a superstar. There’s no template to navigating that matters. Few executives climb to a CEO position your way through the music biz, and the at a major label at such a young age. Co-Chairmen of WBR took entirely differ- Tom and Aaron But Bay-Schuck’s creative skillset was so ent paths to their shared destination. Bay- off the charts that Atlantic CEO Craig Schuck, 37, is currently the youngest execu- don’t just share Kallman and fellow next-gen executives tive to hold that title at a major label. Bay- and enthusiasti- Schuck was born in 1981, the year Corson our ambition; cally championed the young A&R during got his start in the biz, interning at I.R.S. the early stages of his career at Atlantic. Records. Corson brings a lifetime of experi- they both have “Aaron is one of the most honorable ence to the Bunny, deftly cruising his way and committed music executives I’ve through a career spanning four decades. it in their DNA.” known,” says Caren. “In a business that’s The partners share a passion for golf, – Max Lousada highly competitive and where the average

Bunny legends Lenny Waronker and Mo Ostin with their modern-day counterparts. “I first met Aaron 15 years ago, when we hired him at Atlantic as a 23-year-old A&R assistant. It’s been great to watch his growth and evolution into an industry leader. It was pretty obvious from the start that he Corson and Bay-Schuck with Justin Tranter, and Bebe Rexha at the 2018 City of Hope Spirit of Life Gala in Santa Monica had something sacrifice ethics for advantage, Aaron is one was Co-President at Atlantic’s Elektra label, special; of the few I’ve never seen compromise. where, in 2009, Bay-Shuck signed his first And yet he’s broken artists, made hits and artist, a writer/artist named . he under- grown on his own terms, all while earning After being introduced to the young incredible respect from anyone he interfaces A&R exec by writing partner Philip with. Aaron puts music and relationships Lawrence in 2006, Bruno played the gui- stood ahead of all, and will create an environment tar and sang a few original songs for Bay- [at WBR] with true constructive engage- Schuck, who was quite naturally blown intuitively ment for both artists and executives.” away. Although his instinct was to sign In an industry filled with hungry cre- Bruno on the spot, it took three years for atives, Bay-Schuck has earned a reputa- Bay-Schuck to convince the powers that how great tion as an A&R exec with “impeccable be at Atlantic/Elektra to ink the future taste and a rare ability to grow artists into superstar. During that time, Bay-Schuck songs global superstars,” as Lousada put it. But utilized his creative savvy and kept Mars he’s been surrounded by creativity all his booked and busy writing songs and pro- life. His father is actor John Schuck, who ducing for the label’s roster. worked and had recurring roles in the 1970s series In the summer of 2009, Bay-Schuck McMillan & Wife and more recently in booked Mars, Lawrence and Ari Levine various iterations of the Law & Order (aka the Grammy-winning production how to help franchise, and his mother is former actress team The Smeezingtons) for a week Susan Bay, the cousin of film director of writing sessions with , an artist Michael Bay. The couple divorced in B.o.B and Travie McCoy. Those sessions 1983, when Aaron was a toddler, and six birthed the hit “Billionaire” (McCoy years later, Bay married Leonard Nimoy f/Mars) and the #1 smash “Nothin’ on turn an idea of Star Trek fame, who helped raise his You” (B.o.B f/Mars); both were powered precocious stepson. by Bruno’s rousing chorus hooks, which ” Janick had a front-row seat to Bay- cemented Atlantic’s decision to sign the into a hit. Schuck’s creative development while he 24-year-old as a solo artist. –

29 “Aaron is one of the most honorable and committed music executives I’ve known. In a business that’s highly competitive and where the average sacrifice ethics for advantage, Aaron is one of the few I’ve Bay-Schuck with writer/producer busbee never seen Bruno clearly had it all—rarefied studio first things I learned about breaking an compromise. chops, unforgettable vocals and a show- artist is that you first have to break him stopping live act. The next step of the within your own building. You need to And yet he’s development process was employing those make sure the people that are going to two songs to introduce Bruno’s voice to the be working this project really understand broken artists, world. “The final piece of the puzzle was who the artist is and what the direction is. not neglecting artist development,” Bay- I wanted them to be as passionate about made hits and Schuck recalled to HitQuarters. “Bruno’s Bruno as I was.” biggest passion is performing, and it’s His A&R instincts and the slow roll of grown on his where he feels most at home. We knew the diamond-certified blockbuster “Just hitting the road and touring underneath the Way You Are” catapulted Mars to the own terms, all these big Top 40 hits was going to be cru- Grammy-sweeping global superstar we cial to breaking Bruno as a ‘real’ artist. It have . while earning gave fans a chance to see that there was a “Aaron and I have grown up in this incredible real star here, and it was not just about the business together and been through a lot songs they were hearing on the radio.” of ups and downs,” Brandon Creed, who respect from Bay-Schuck’s patience was put to the managed Mars from unknown to superstar, test after hearing “Just the Way You Are,” writes in an email. “He’s a loyal, honest and anyone he the lead single for Mars’ debut album. integral person who I’m grateful to have as “Once we knew we had the first single, a friend. And he’s pretty talented too.” interfaces with.” we took a breath,” he said. “One of the A year after Mars’ Doo-Wops & – mike caren

30 Hooligans debuted, selling 1.2m copies Grainge’s Santa Monica flagship as described as “the most iconic label of my in 2011 alone, Bay-Schuck was upped to President of A&R for IGA. generation,” Bay-Schuck began work- SVP of A&R at Atlantic. Interestingly, Bay-Schuck had begun ing with , Imagine Dragons “I first met Aaron 15 years ago, when his career at Interscope. He was majoring and Gwen Stefani, and was most we hired him at Atlantic as a 23-year-old in political science at Columbia University closely involved in the making of Selena A&R assistant,” CEO Craig Kallman with plans to pursue a career in entertain- Gomez’s 2015 album, Revival, which recalls. “It’s been great to watch his growth ment law. But during his senior year, a debuted at #1. and evolution into an industry leader. It chance meeting with a label executive Three years into his role as IGA A&R was pretty obvious from the start that he prompted him to apply for an internship at prexy, Bay-Schuck was heavily courted had something special; he understood intu- Interscope. He got the job, but while work- by Lousada in an attempt to lure him away itively how great songs worked and how ing in the video-promotion department, he from IGA and into Lousada’s Warner remodel to help an artist turn an idea into a hit. Of realized that A&R was his passion. —and he was up for this new challenge. course, signing Bruno Mars was a major After graduating in 2003, Bay-Schuck coup, but what was really most important returned to L.A. and registered with rior to moving to Burbank, about that moment was that it showed the employment agencies that provided Corson was part of the revitaliza- Aaron’s ability to recognize a truly original temp workers for entertainment compa- tion of RCA, consolidating Jive, voice with the talent to become a future nies. He was hired for a temp position and Arista into the superstar—especially when it was someone at Interscope and, taking full advantage RCA Music Group in 2011 at that other labels didn’t understand and had of the opportunity, turned a short-term the direction of incoming Sony no idea what to do with. That’s the mark assignment into a full-time job. Bay- PMusic CEO Doug Morris, which led to of great A&R. It’s fantastic to have him Schuck spent the following year as an the creation of the modern-day RCA. back in the Warner Music family.” assistant to then-head of international “The path we’ve taken is to refresh RCA, Shortly after his success at Atlantic, operations Martin Kierszenbaum, who so we’re going to retire those brands,” Aaron’s old boss Janick became the head founded Cherrytree Records inside IGA in President/COO Corson explained to The of IGA. And in 2014, after a decade at 2005 and now manages Sting. Hollywood Reporter at the time. “There Atlantic, Bay-Schuck joined Sir Lucian Returning 11 years later to what he may be a reason down the line to bring

Bay-Schuck, Lousada, Dua Lipa and Tom Corson at the 2019 WMG pre-Grammy party in L.A.

30 31 them back, but it’s a clean slate here.” Just over two years later, a triumphant “Tom and I shared Corson and CEO then Davis—flush with the rapid success of J, executed a comeback for the second- led by his newly minted superstar diva absolutely oldest U.S. label, spearheaded by Justin —returned to power. New wonderful, Timberlake, a transformed BMG chief Rolf Schmidt-Holtz knew and P!nk. In 2013, two years into the next to nothing about the music busi- memorable metamorphosis, Nipper boosted its ness, but he knew enough to elevate the marketshare to 7.3% from 6.4%, jump- legendary music man to Chairman of years together. ing from sixth to third place. The label’s the newly formed RCA Music Group, There were so string of successes at RCA also included which comprised RCA, Arista, J and Jive, , Alicia Keys, , , bringing the team he’d taken to J along many causes for , , ZAYN, Kelly for the ride. That included Corson, who Clarkson, A$AP Rocky, , Foo was soon thereafter upped by Davis from celebration—but Fighters, , G-Eazy, Jennifer EVP of Worldwide Marketing at J/Arista what stands out in Hudson and plenty more. to EVP/GM, shepherding releases from Born in , Corson began his Dido, and Santana. memory were the journey in the biz as an intern at I.R.S. “Tom and I shared absolutely wonder- while getting his business degree from ful, memorable years together,” says Davis. challenges. UCLA. Upon graduating, he joined I.R.S. “There were so many causes for celebra- full-time as Director of West Coast Sales, tion—but what stands out in memory were Tom was working with such acts as R.E.M. and The the challenges. Tom was never fazed by Go-Go’s. A few years later, toward the end the challenges, like when I signed Carlos never fazed of A&M’s glory days, he would transi- Santana for the second time. So many tion to executive assistant to Gil Friesen. in the company scratched their heads: In 1989, he was promoted to VP of Santana hadn’t had a hit in many years. by the Marketing for A&M, building a reputation He, of course, was a virtuoso guitarist, but as an executive respected for his intelli- he was now over 50 and he didn’t sing. challenges, gence and acumen while helping to develop Tom was not among those who thought , and UB40. this was ‘Davis’ folly.’ He was right beside like when I signed From 1990 to 1996, Corson served as me, believing and devising marketing SVP of Marketing at , strategies to help make Supernatural soar working primarily under Hale Milgrim. to its all-time best-selling Top 10 sta- for the second During that time, he orchestrated global tus. Similarly, with ’s Great marketing campaigns for MC Hammer, American Songbook, there would be no time… Tom was not , The Beastie Boys, Mazzy shot at singles. Could we afford to sponsor Star, Bonnie Raitt and , live presentations? Videos? Commercials? among those who among others. Merchandising? Yes, said Tom, we should thought this was In 1996, he transitioned to Don Ienner’s do all of the above. The rest is history, for- Columbia powerhouse as SVP of Marketing. ever to be shared together.” ‘Davis’ folly.’ He There, he captained genre-crossing cam- Corson has served as a guest lecturer paigns for Will Smith, Lauryn Hill, System at USC, UCLA and NYU, and was a key- was right beside of a Down, Train and , note speaker at Harvard Business School’s me, believing and among others. Entertainment and Media Conference in Corson kicked off the new millennium 2015. The following year, he and Edge devising marketing by entering ’ orbit as SVP received the Music Visionary Award from of Worldwide Marketing at Arista. In the UJA-Federation of New York. strategies August 2000, he was one of the execs— With Corson having been mentored to help make along with , Peter Edge and championed by legendary execs like and Charles Goldstuck—who migrated Friesen, Jerry Moss, Davis and Doug supernatural with Davis to his newly launched BMG Morris through his career, it’s no wonder joint venture J Records a mere three Lousada’s decision to move him back to soar to its all- months after the legendary label head the West Coast was a no-brainer. time best-selling was pushed out of Arista by the clue- Taking a page out of the corporate less company suits, led by Bertelsmann playbook of WMG CEO Steve Cooper, Top 10 status.” hatchet man Michael Dornemann and his who placed a high value on the synergy – clive davis American counterpart, Strauss Zelnick. of complementary duos, Lousada closed

32 Bay-Schuck on his vision for WBR, land- ing a dynamic new one-two punch in Burbank. Although he was forced to wait out the final year of his Interscope contract before starting his WBR career in October 2018, Bay-Schuck was committed to level- ing up and manning the ship with the West Coast-bound Corson. And level up he did: The new ruling duo’s much-buzzed-about new deals were rumored to be for five years at $5-6 million a year. “Tom is the guy who keeps the ‘trains running’ at any record company he is working at,” says Corson’s attorney, Joel Katz. “He is a true leader trained by the true leader of executives, Doug Morris, and he is the perfect partner for Aaron Bay-Shuck. Tom’s knowledge and experi- ence of the overall music business, com- bined with Aaron’s artist and repertoire skills and talent, will quickly move Warner Records to a position of real prominence as a label. They are now together the Butch Cassidy and Sundance of the mod- ern-day record business.” Armed with rising stars Dua Lipa, Bebe Rexha and Saweetie along with an aggressive approach to new signings, including the distribution deal with Doug Morris’ 12Tone that brought the widely sought-after Lauren Daigle into the fold, a spectacular new hub in downtown ’ Arts District, as well as a brand- new logo, Bay-Schuck and Corson are laser-focused on the label’s revitalization. So, too, is their team: promotion guru Mike Chester; A&R execs Jeff Sosnow, Rani Hancock (who doubles as President of Sire) and Nate Albert; Head of Business & Legal Julian Petty; EVP Publicity/ Media Strategist Laura Swanson; GM/ EVP of Commerce, Digital Marketing & Strategy Larry Mattera; marketing co- heads Chris Atlas and Mark Flaherty; and CFO Michele Nadelman. At presstime, Warner had four tracks on Spotify’s U.S. Top 50 and seven in the Top 100, reflecting the team’s invest- ment in streaming-friendly music. Will the storied label return to the perennial powerhouse it was during Mo Ostin’s reign? Lousada believes so—he’s pushed Top to bottom: WMG owner Len Blavatnik, Corson, Lil Pump, Warner Records’ his chips to the middle of the table, bet- Eesean Bolden, Bay-Schuck and Tha Lights Global’s Tim Lowery and Dooney Battle ting big on the new-school creative and at the 2019 pre-Grammy party; Corson with EVP Promo Mike Chester, iHeart’s Tom the experienced ops to revive Poleman and John Sykes; Corson drops a few bars at the label’s 2018 BET party with Warner’s rich legacy. n G. Fly Henry, YFN Lucci and SVP/Head of Urban Marketing Chris Atlas.

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