BMG Nashville president Jon Loba shares how trusting Jelly Roll was the key to the cross-genre success of ‘Whitsitt Chapel’ as Billboard's Executive of the Week.
puts it, that’s down to Jelly Roll and the work he put into the music. But the success nonetheless earns Loba the title ofHere, Loba talks about the build-up to the album, the strategies the label used to maximize its impact and where they can go from here in building Jelly Roll’s career.
It of course all starts with the music. Jelly turned in an absolutely epic record that we have no doubt will stand the test of time. I think we will look back two decades from now and see this as the album that fully revealed the depth, texture, intellect and heart of Jelly Roll. The biggest decision I made was getting out of Jelly’s way and trusting him to turn in such a masterpiece.
Once you meet him, you are a fan for life. The buzz on Jelly started with “Save Me” and grew with “Dead Man Walking” and “Son of a Sinner,” so the commercial credibility was there to begin with. Our partners were really interested in his music and curious about him as we communicated how special he was. Once they met him one on one, it was a game changer. When you spend time with Jelly, you immediately root for him and want to create opportunities, which they did.
We don’t work them much differently. When Jelly and I first met, he had many questions about where his music would fit. He had a strong desire to have his music heard and accepted in the country genre, but he also wondered if some of it could work in rock and top 40. I was really firm in telling him not to worry about genres. All he needed to do was keep making music that connected with hearts and minds — music that saves and changes lives.
Jelly Roll’s success has been considered one of the best examples of artist development in recent years. How do you continue to build on that in his career going forward?is responsible for his artist development over the years of making music, touring and speaking his truth. We were fortunate that before us, there had not been a full team out there strategically telling his story, introducing him to partners and passionately laying down in the road for him as we asked for exposure opportunities.
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