By: Chris Gallegher
Today’s music industry draws talent from all corners of the globe, with a diverse range of individuals contributing to its success. This includes not only the artists themselves but also the executives who play a crucial role behind the scenes. These executives navigate the complex relationship between the artistic and business sides of music, striving to support and nurture the creativity of artists while also ensuring the financial sustainability of the industry. Their work involves making decisions that allow artists to thrive, all while seeking creatively fulfilling and commercially viable outcomes.
Waylon Barnes is a well-regarded figure in the music and marketing world, with a strong reputation for collaborating with artists, management teams, and labels. As the head of C2 Management, Barnes has contributed to the company’s growing presence in the industry over the past ten years. C2 Management has gained attention for its approach, which emphasizes supporting artists and their creative needs. While the company focused on fostering talent, its efforts have also led to positive business outcomes, demonstrating that a people-first approach can lead to success.
“I truly love what I do. I’ve always found music incredibly special in how it can move us as human beings. Artists are remarkable in their ability to express themselves and evoke raw emotions. A simple chorus or melody can transport us back to specific moments, whether singing in the car with our moms, moments of solitude, or our wedding day. Music has that power,” says Barnes.
This passion is why Barnes has been so successful. He genuinely cares about music, the creative process, and the artists. C2 Management has collaborated with some of the biggest names in the industry, from Grammy winners to Billboard-charting acts. Focusing heavily on artist development and benefiting from extensive music marketing expertise, the company has promoted thousands of releases across four continents, leading Barnes to joke, “That’s why I am permanently jet-lagged.”
“Supporting artists by providing the space they need to create and the guidance required to position them in the market is crucial. How can we discover the next Beatles, Eminem, or Taylor Swift without nurturing that unique part of the artist that brings people together?” he explains.
“It takes a village to raise an artist, and enhancing an artist’s visibility can also bring awareness to feelings, movements, and moments in time. That’s what is important about music, and that’s my motivation,” Barnes adds.
While his approach, business acumen, and marketing skills are impressive, labeling him solely as an executive misses the mark. His love for music and ability to create a safe environment for artists to develop and promote themselves authentically are truly an art form in their own right.
C2 Management, led by Barnes’s passionate vision, is a music marketing company that advocates for artists. Based in Beverly Hills, CA, it continues to push the boundaries of the modern music industry and set new expectations for music executives and artist teams.
If you want to know more about Waylon Barnes and C2 Management, visit www.waylon-barnes.com and www.ctwomanagement.com
Published by Jeremy S.
