2014-01-07

2014 30 under 30: Music

A little over two years ago, Bruno Mars teamed up with Wiz Khalifa to record “Young, Wild & Free,” an ode to youthful merriment that also features Snoop Dogg. The song appeared on the soundtrack for the film Mac & Devin Go To High School, eventually earning triple-platinum certification and a Grammy nomination.

The track served as a harbinger of something else, too: appearances on FORBES’ 30 Under 30 list. Last year Khalifa was the featured act in the Music category; this year, the honor goes to Mars. Only 28, he’s already got two platinum albums and 18 Grammy nominations under his belt. Next month he’ll become the first musician in a decade to headline the Super Bowl halftime show before turning 30.

“I feel like I’m just getting started,” he says. “I haven’t even really scratched the surface yet.”

More: Listen to Bruno Mars’ 30 Under 30 playlist, handpicked exclusively for FORBES.

The same could be said for Mars’ companions on the 30 Under 30. Like last year, the music category is comprised of 20 artists and 10 non-performers, all of whom are changing the landscape in one way or another. The names were handpicked with the help of our expert panel of judges: Live Nation chief Michael Rapino, manager and former Def Jam president Kevin Liles, and singer-songwriter John Oates of Hall & Oates.

“Like Frank Sinatra, they did it their way,” says Liles, who now runs KWL Enterprises, of this year’s list members. “They didn’t take the path of least resistance, but made sure to tell their truths.”

They also hail from quite a diverse range of backgrounds. There are American pop stars (Katy Perry, Miley Cyrus, Lady Gaga); DJs from Sweden, Scotland and Russia (Avicii, Calvin Harris and Zedd); an alternative songstress from New Zealand (Lorde); and a couple of Canadian idols (Drake, Justin Bieber).

“Drake has become a mega-star, with sell-out crowds around the world,” says Rapino, who also comes from the Great White North. “His music and live performances have put him at the forefront of music and at the top of the charts. At 26, Drake has a growing global brand and business lines, he is a talented artist who is also becoming an accomplished businessman.”

Some names on the list aren’t quite as well-known as Drake, but that doesn’t mean the judges didn’t take note. On the entrepreneurial side, for example, there’s Alex White, who’s popularizing a Moneyball-style approach to the music business with his startup, Next Big Sound.

Others include Peter Asbill and Elliott Breece of Songza, who cofounded the music concierge with 30 Under 30 alums Elias Roman and Eric Davich. Together they are challenging streaming giants like iHeartRadio and Pandora, despite having a fraction of the budget.

Then there are acts like Allen Stone. With his librarian glasses and tangled blond locks, he doesn’t look like someone who’d ever earn comparisons to Marvin Gaye. But he has, thanks to “Unaware,” which has garnered millions of YouTube views, propelling him to the late night talk show circuit and a record deal with Capitol.

“His enthusiasm is boundless, and his voice is a bridge from the past to today,” says John Oates. “Wave the soul banner high and let it rip … that’s Allen.”

FORBES staffers have personally interviewed the majority of the names on the list over the past year. Despite hailing from a wide range of genres and backgrounds, all of them seem to share a similar view of their inclusion: they’re humbled to be on the list, but they’re confident in the accomplishments that brought them there.

“I feel honored and privileged to be mentioned in a category with people of this status,” says rapper-producer J. Cole, who makes his 30 Under 30 debut this year. “But I do feel worthy at this point, because I know what I’ve done—and what’s coming.”

Want to learn more about the business of entertainment? Follow me on Twitter and see my Jay Z biography, Empire State of Mind. My next book, Michael Jackson, Inc, is due out in June. Pre-order here.



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