EFG Management

FROM WHERE YOU SIT, WHAT’S BEEN THE BIGGEST CHANGE YOU’VE SEEN IN THE NASHVILLE MARKETPLACE OVER THE LAST FEW YEARS, AND HOW ARE YOU ADJUSTING?
It’s weird for me to even say this, but I feel like thwe answer is what we’re doing with Kane Brown; he typifies what’s happening with the change in Nashville. Artists are breaking in their own ways and they’re reaching fans in their own ways.

My role with Kane is to maximize opportunities—to help him be the best at what he is, not try to make him into something that he’s not. So for me it’s like: OK, his fanbase is so strong, he’s got millions of fans and he’s very active with them. I took a page out of the Scooter Braun playbook; Scooter’s very active with those fans. We engage with them and ask for their help, and then reward them for it. We don’t just expect them to go out and buy a record; we’ll include exclusive content and we’ll give them things that maybe a typical fan would not get to reward them. And it really pays off.