In a move that signals a major shift in the music management landscape, Grammy-nominated rapper Big Sean has signed with Brandon Silverstein’s S10 Entertainment. This high-profile acquisition comes amidst a series of strategic maneuvers by S10, including a significant investment from Japanese entertainment giant Avex USA.
Big Sean, previously managed by Roc Nation for a decade, joins S10’s roster as he prepares to launch his sixth studio album, “Better Me Than You,” slated for release in August. The Detroit-born artist, whose last three solo albums topped the Billboard 200, expressed optimism about the new partnership. “Brandon shares the vision, understands where I’m headed, and I’m incredibly excited to work with him and the S10 team,” Big Sean stated.
The timing of this signing is noteworthy, coming on the heels of Big Sean’s recent chart success. His feature on Eminem’s “Tobey,” alongside BabyTron, reached No. 24 on the Billboard Hot 100, marking his 55th entry on the chart. This consistent performance underscores the potential value Big Sean brings to S10’s portfolio.
Another Big Move for Brandon Silverstein
Brandon Silverstein, founder and CEO of S10 Entertainment, commented on the signing: “Big Sean is an incredible talent who, even after topping charts, breaking records, winning awards and headlining across the world, is just getting started. I can’t wait for fans to hear the new music.”
This latest coup for S10 comes in the wake of a strategic investment from Avex USA, announced in May 2024. The partnership between S10 and the American subsidiary of Japan’s leading entertainment company, Avex Inc., aims to create a unique bridge between North American and Asian markets.
Naoki Osada, CEO of Avex USA, elaborated on the partnership: “We’ve achieved a tremendous amount with Brandon in recent years, and over that time built a great trust between us. We share a lot in common with our respective companies’ DNA, and extending our partnership was a natural and organic step.”
The collaboration has already borne fruit beyond artist management. In July 2024, S10 and Avex USA jointly signed a co-publishing agreement with emerging music producer Kavi. The 21-year-old Los Angeles-based artist has gained attention for his work on “Million Dollar Baby,” performed by Tommy Richman, which has performed well on streaming platforms and social media.
S10’s publishing arm, S10 Publishing, has been steadily building an impressive catalog. The company reports over 40 billion streams and 20 global #1 songs overall, with recent successes including work by Jasper Harris (Tate McRae’s “greedy”) and HARV (Justin Bieber’s “Peaches”).
Industry analysts are closely watching S10’s rapid expansion. The company’s strategy of combining personalized artist attention with global reach appears to be yielding results. With offices in Los Angeles and New York, S10 has positioned itself as a full-service entity spanning management, music publishing, record label operations, and investments.
The influx of international investment and the acquisition of major talents like Big Sean raise questions about the future direction of the music industry. How will these partnerships reshape the global music landscape? Will other management companies follow suit with similar international collaborations?
As Big Sean prepares to release his new album under S10’s management and the Avex USA partnership unfolds, the industry will be watching to see how Brandon Silverstein and his team navigate these new opportunities and challenges. The coming months may provide insight into whether S10’s ambitious strategy will set a new standard for music management and entertainment companies in an increasingly globalized industry.
