![]() ![]() “Great songs with a great team is always a winning combination,” says Gray, who coordinated a bus tour to take BTS’ “Butter” to radio program directors across the country during COVID. 1 in three radio formats, and “Montero (Call Me by Your Name)” scored Lil Nas X’s first pop radio airplay chart-topper. The Kid Laroi’s “Stay” is the longest-running top 40 No. Perry’s directive to Gray was to break hits, and that’s exactly what the major label promo vet did. ![]() Between release strategies, alternate versions and direct-to-consumer campaigns, the song saw a seven-week run atop the chart. For the Kid Laroi’s “Stay,” Gallo helped lay a plan to forecast metrics. Gallo and his bicoastal team were busier than ever in 2021, converting early buzz for Polo G’s “Rapstar” into a No. For 24kGoldn’s “Mood,” she paired the artist with a movement coach “to make sure the performances were just as impactful as the record.” Joe Gallo, Senior VP of Sales “He posted an op-ed letter speaking directly to fans where he let them know he was proud of his growth and wanted them to be a part of the journey,” she says. In her third year at Columbia after VP stints at UMG and Warner, Fant was key to helping Lil Nas X craft authentic messaging around the controversial “Montero (Call Me by Your Name)” video. She also handled important early rollout details such as teasers, trailers and live performances for the Kid Laroi’s “Stay.” Phylicia Fant, Head of Urban Music Now in her 10th year with the label, Alfredson brainstormed a pole-dance competition and coordinated LGBTQ-specific marketing initiatives around “Montero (Call Me by Your Name)” while fanning the flames of controversy around Lil Nas X’s “Satan” shoes. “We’re prepared for that.”ĭream Team: Columbia staffers moving the needle Erika Alfredson, Co-Head/Exec VP of Marketing ![]() Perry and Mallory demur when asked about rumored 2022 albums from Beyoncé and Harry Styles (“Let us finish 2021 first, please! We’re not done yet!” Perry says) but did confirm Spanish star Rosalía will release her Columbia debut early next year. “We’ve had a great year, and when you set the bar this high, you have to come back and keep having hits,” Perry says. It takes you to a different place when you watch Adele perform.” “A lot of artists wouldn’t have thought something like that would make sense for them, but that sets her apart from everyone else,” Mallory says.Īdds Perry: “She’s the greatest singer in the world. Even marketing that in this age is difficult, because it’s hard to find partners that help you do it.”Įnter CBS, whose old-school “Adele: One Night Only” special, featuring performances from Los Angeles’ Griffith Observatory and an interview with Oprah Winfrey, was the most-watched entertainment event since the Oscars. “This album is unbelievably beautiful, and she wanted it to be perceived and consumed and ingested all at once. We wish BTS all the best.”Ĭapping 2021 with Adele’s first album in six years, “30,” is “a really chill way to wind down the year,” Mallory adds with a hearty laugh. We’ve made great friends at Big Hit and are proud of the history we made with K-pop. The majority of those songs were done here in my home studio. ![]() 1s (“Butter,” “Dynamite,” “Savage Love” remix, “Permission to Dance”). From a creative perspective, Columbia was super involved with four of the five No. Says Perry of BTS’ move to Universal Music Group: “Columbia and Orchard are proud of the four years we together worked with BTS. No kidding: Perry is the rare record executive to be credited as a writer and producer on one of his label’s biggest hits, BTS’ “Butter.” Getting a 2022 Grammy nomination for the song was icing on the cake, even if the South Korean pop group will no longer be distributed by Sony. He got here and was like, ‘Why the fuck do you do it that way? What’s going on over here?’ It was really great to have a fresh perspective on things. “That was fun to watch,” Mallory says, adding, “What’s so cool about Ron is that he doesn’t come from a major-label system. He also convinced Perry to stage dive during an August show at New York’s Irving Plaza. “ hadn’t put out a song of his own since October 2020, and everyone across the board was quite aware of how big ‘Stay’ was going to be, so it was the obvious choice for his comeback single,” Perry says, adding that a Laroi full-length will be out in 2022.Įven if Columbia thought “Stay” was a home run from the beginning, Laroi still waged a Twitter campaign urging fans to bombard Perry to release it sooner. While many executives would be happy to take credit for setting up key collaborations, Perry reveals that Laroi secured Bieber’s contribution on “Stay” on his own. ![]()
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