By: Chris Gallagher
The music industry is a delicate balancing act: executives have to find authentic, interesting artists while helping with their ability to make music that sells. Sometimes authenticity gets lost in business, where record studios churn out copycat pop stars instead of assisting artists to find their unique voice. Music and marketing executive Waylon Barnes has worked to find a balance in his efforts to reshape the music industry, aiming to combine creativity and success in his approach.
“Supporting artists by providing the space they need to create, along with the guidance required to position them in the market, is crucial,” says Barnes. “How can we discover the next Beatles, Eminem, or Taylor Swift without nurturing that unique part of the artist that brings people together?”
Barnes has been a leader in music marketing for over a decade. Barnes has maintained his passion for music throughout his career, using his entrepreneurial and marketing skills to help artists thrive. His company, C2 Management, is the culmination of Barnes’ experience and dedication to nurturing authentic voices and artists while giving them the tools they need to succeed. Barnes’ “artist-first” approach is an investment in the idea that passion and profits can go hand in hand.
“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,” says Barnes. “That’s what is important about music, and that’s my motivation.”
Waylon Barnes genuinely appreciates music, which sets him apart from many other music and marketing executives. His connection to music influences his approach to the industry, as he understands that music is more than just a career for many artists—it’s a form of expression, a way to share their stories and emotions with the world. Barnes recognizes artists’ immense dedication and passion in creating music that resonates with their personal experiences and values. This understanding fuels his commitment to supporting artists in ways that allow them to grow professionally while remaining authentic to their unique sound and artistic vision. By aligning his work with the passion of the artists he represents, Barnes strives to help them with success without asking them to compromise the essence of their craft.
“I truly love what I do,” says Barnes. “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.”
For Barnes, the proof is in the results. C2 Management has collaborated with big and small musicians, from Grammy winners to artists who are just starting. The company serves clients on four continents, charting artists across the globe. With over 10K successful marketing campaigns, C2 Management is proof that Barnes has found the recipe for success. As C2 Management continues to grow, Barnes’ reshaping of the music industry will become even more significant with every new successful artist that crosses his path.
Find out more about Waylon Barnes and C2 Management at www.waylon-barnes.com and www.ctwomanagement.com
Published by Jeremy S.
