In 2013, Austin Rosen wanted to give creators a base from which to build careers, so he started his own management company. This venture has proven to be very successful for Electric Feel Entertainment, where Rosen’s stable of hitmakers contributed a total of 215 billion audio streams. Among them: Louis Bell, Blake Slatkin and Carter Lang, three who helped shape the sound of 2021 with credits on must-have songs like 24kGoldn’s “Mood” with Iann Dior, SZA’s “Good Days” and “Stay” by Kid Laroi and Justin Bieber. “Electric Feel is also home to a publishing arm (to which Omer Fedi is signed) and represents artists like Post Malone, giving Rosen a 360-degree view of the industry.
“I built my business on signing writers and producers because I wanted to be able to help artists find collaborative partners for their careers,” says Rosen, 33, founder and CEO of the company. “It’s very important for an artist to regularly release great music, which means building a team that understands your vision and can help you achieve your goal. “
VarietyThe Director of the Year has been able to expand his roster of successful craftspeople by spotting talent early on. In addition to looking for young beatmakers and lyricists, Rosen also pays attention to personality and attitude. The creatives of the Electric Feel Management banner bring a particular synergy that comes from a desire for partnership. “It’s about building relationships,” he explains. “It’s not just about bringing songwriters and producers together in a studio. There has to be an environment where they can really get to know each other.
This ecosystem has given birth to a community that makes music for fun – and also produces hits. Take “Mood,” which was born during a bubble lockdown during the pandemic era. “It happened organically,” says Rosen. “Sometimes making a hit record is just about bringing people together. This was also true for “Remain”. Both examples were born out of Electric Feel’s culture of collaboration and experimentation.
Another key to Rosen’s success is to provide continuity to artists by having access to studios in Los Angeles and Berlin (and soon, Miami and Tel Aviv). Which begs the question: is there an Electric Feel sound? “Of course,” Rosen said. “Each creation has its own sound, but they all complement each other. “
The other element that connects Electric Feel projects is the pursuit of excellence. According to Rosen of the company’s quality control, “It’s a really crazy landscape these days, with more songs than ever released every week. To stay ahead of the game, our music must have the highest integrity. This is what we are trying to do.
In many ways, Electric Feel made Rosen’s dream of a lifetime come true. “The only reason I’m in the music business is because I love music,” he says. “I used to sell CDs in high school. I always tried to find artists early and introduce them to other people. It is very natural for me to do what I do. I made my passion my job.
As one of music’s most prolific hitmakers, the 39-year-old scored his eighth top of the charts with “Peaches,” which Bell co-wrote. Beyond an infectious hook, timing played a crucial role in its success. “It was the feel-good summer vibe that the world was looking for when they came out of their forties,” he says. Bell is as seasoned as he gets, but even with his track record, the sheer volume of music played “makes our job a lot more difficult,” he says. “But it inspires us to create something that can stand the test of time.”
From Post Malone’s early tracks like “I Fall Apart” to Kid Laroi’s groundbreaking smash “Without You,” Walsh is one of Electric Feel’s most in-demand songwriters. With roots in fashion, Walsh attributes much of his success to Rosen. “He loves music, has a great ear, and really knows how a song fits together,” says Walsh. “Austin is humble and cold, but was never afraid to fight for me so that I could focus only on writing.”
Considered an artist to watch since “Valentino” went viral in 2019, 24kGoldn has exceeded all expectations with “Mood”. The undeniable earworm, which is built around a guitar hook from Omer Fedi, another Electric Feel customer, exploded on TikTok late last year, then climbed to the top. rank on the Billboard Hot 100 where he would have spent eight non-consecutive weeks in early 2021. “Mood was a song that changed his life,” says Goldn, who just turned 21. “And my family at Electric Feel helped make this moment a career. “
Malone’s relationship with Rosen dates back to her debut album “Stoney”, a quintuple platinum record. “Austin has been a turn or die for me from the start,” the genre-
challenge the superstar said. “I am always grateful to have him in my corner throughout all important stages of my career.” Malone, who is co-managed by Dr London, gives Rosen credit for bringing her core creative team together. “It’s amazing as an artist to have so many of my collaborators under the Electric Feel umbrella, including Louis Bell and Billy Walsh,” said Malone. “I have to thank Austin for connecting these dots. “
Iann Dior was playing “Call of Duty” with a group of Electric Feel cohorts when inspiration hit. A lazy afternoon suddenly turned productive, and the 22-year-old ended up with a report on “Mood” topping the 24kGoldn charts. “It was a truly enriching experience and took place at a crucial time in the pandemic where music helped give people hope,” said Dior. “It was even more awesome to enjoy the success alongside my brothers at Electric Feel: 24kGoldn, Blake Slatkin and Omer Fedi.”
It’s not every day that two artists you direct get together for a conquering # 1 hit. “Lots of moving pieces line up beautifully,” says Ndlovu of “Mood,” by Electric Feel customers 24kGoldn and Iann Dior, citing “initial support from both fan bases, DSPs, radio, lists reading, live performances and the TikTok campaign. Each step of the chart has innovated for employees. “My proudest moment is underway,” Ndlovu said. “It’s watching Iann, Goldn and all of the producers on the record grow into adulthood. It’s amazing how well they’ve handled success.
With credits on two of 2021’s most-consumed songs, Lang co-created an antidote to lockdown and a soundtrack to get back into the world. For SZA’s “Good Days,” the 30-year-old says he “focused on cinematic textures, both acoustic and synthesized, to help bridge the worlds of fantasy and reality. “. The tone of “Kiss Me More,” SZA’s disco-tinged collaboration with Doja Cat, was more carefree. “It came out when people started to come out during the pandemic,” he says. “It was a leap of joy.”