MUSIC INDUSTRY EXECUTIVE TED JOSEPH
CAPS ANOTHER INCREDIBLE YEAR
BRINGING HIS MARKETING
EXPERTISE TO THE UNSTOPPABLE JUGGERNAUT
OF TAYLOR SWIFT AND HER #1 SMASH
“ANTI-HERO”
Since Late 2021, The Former Warner Bros. Records VP of Marketing
Also Lent His Strategic Skills to Marketing Teams at Sony
and Atlantic, Helping Propel the Latest Projects by
Adele and Jack Harlow
Tapping into his long-established expertise connecting superstar talent to adult radio formats and consumers, Ted Joseph, former Warner Bros. Records Senior VP of Marketing turned top industry consultant, wrapped an incredibly prolific 2022 teaming with Universal Music Group (UMG) to help connect superstar Taylor Swift’s new album Midnights and her first single “Anti-Hero” with the (over 45) market, including terrestrial and satellite radio outlets.
Focusing his efforts on the adult demo markets, radio at all adult levels (including various SiriusXM stations) and other adult venues including online platforms and apps, Joseph played an important role in ensuring that, in addition to hitting #1 on the Billboard Hot 100, “Anti-Hero” also hit the pole position on the U.S. Adult Top 40 chart. An instant global smash that hit #1 on the UK singles chart, in Ireland, Canada, Australia and numerous Asian countries, it also reached #8 on the main Billboard Adult Contemporary chart.
“Many of the top labels have talented younger executives who are amazing when it comes to strategizing how to reach the core younger demographic,” says Joseph. “I bring to their organizations a sense of the 45 and older demographic, starting with radio but also including retail outlets and tech.”
Earlier in 2022, Joseph strategically directed the 35 members plus in house multi-media marketing team at Atlantic Music Group in their across-the-board efforts to keep Jack Harlow an enduring, ubiquitous force in pop music and culture in the wake of his #1 Billboard pop smash “First Class” – and to help develop all aspects of his career while increasing his public profile in the months and years to come.
Drawing on his decades of experience in artist promotion and the tech and digital realms, Joseph quarterbacked all endeavors the company engaged in on the hit rapper/songwriter’s behalf in the areas of radio promotion, social media, digital media, and traditional public relations.
“First Class” followed on the wildly popular heels of “Industry Baby,” the #1 Billboard hit by Lil Nas X featuring Harlow’s vocals that has nearly 1.6B steams on Spotify and won a Billboard Music Award. In addition to its #1 chart debuts, “First Class” reached #2 in Austria, Germany,
Ireland, Lithuania, South Africa, Switzerland and the UK, and hit the Top 10 in Denmark, Finland, the Netherlands, Norway and Sweden. It has over 550M streams on Spotify.
Joseph previously played an integral role as part of an A-list team gathered by the marketing department at Sony Music to create strategies to ensure the success of 15-time Grammy winner Adele’s fourth album 30, released November 19, 2021.
Brought in to consult in the early stages of the campaign, Joseph was tapped for his expertise with and unique insight into marketing to adult and mature audiences and consumers. Complementing Sony’s in-house team’s strength in branding and creating awareness in the younger demographics, his task was to open what he calls “the adult world of possibilities,” reaching out to the 35-40 and older crowd via all forms of “adult oriented media,” including magazines, strategic TV advertising, cosmetics tie-ins, a reach out to Oprah Winfrey, etc. Among Joseph’s unique suggestions were putting a full-page ad in the AARP magazine and running national ads on Nextdoor.com, a popular app that connects people to their local communities.
Under his leadership at Warner Bros. the Detroit bred, L.A. based Joseph developed a deep personal and professional affinity for contemporary jazz, developing overall marketing campaigns for many legendary and influential artists, including George Benson, Al Jarreau, David Sanborn, Joe Sample, Earl Klugh, Bob James, and Boney James. As a consultant, he recently enjoyed great success with smooth jazz guitarist Adam Hawley, who launched his career with five consecutive #1 singles on Kalimba Music, the label founded by the late Maurice White. Over the years, Joseph has also directed overall marketing campaigns for Madonna, Van Halen, Rod Stewart, Trace Adkins, Seal, Prince, Quincy Jones, Earth Wind & Fire, Jennifer Lopez, Nelly, Usher, Kenny Chesney, Norah Jones, Katy Perry, Green Day, Linkin Park, and many other incredible artists.
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