Velvet Hammer Music and Management Group is a management company, artist development, and

record label A record label, or record company, is a brand or trademark of music recordings and music videos, or the company that owns it. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the produ ...

located in

West Hollywood, California West Hollywood is a city in Los Angeles County, California, United States. Incorporated in 1984, it is home to the Sunset Strip. As of the 2020 United States Census, 2020 U.S. Census, its population was 35,757. It is considered one of the most ...

in the United States. Current client roster includes

AFI AFI may refer to: * ''Address-family identifier'', a 16 bit field of the Routing Information Protocol * Ashton Fletcher Irwin, an Australian drummer * AFI (band), an American rock band ** ''AFI'' (2004 album), a retrospective album by AFI rele ...

Alice in Chains Alice in Chains (often abbreviated as AIC) is an American rock band from Seattle, Washington, formed in 1987 by guitarist and vocalist Jerry Cantrell and drummer Sean Kinney, who later recruited bassist Mike Starr and lead vocalist Layne ...

Avenged Sevenfold Avenged Sevenfold (abbreviated as A7X) is an American heavy metal band from Huntington Beach, California, formed in 1999. The band's current lineup consists of lead vocalist M. Shadows, rhythm guitarist and backing vocalist Zacky Vengeance, ...

Blaqk Audio Blaqk Audio is an American electronic music duo, formed by current AFI members Davey Havok and Jade Puget under Interscope Records. Their debut album, '' CexCells'', was released on August 14, 2007, and reached number eighteen on the ''Bill ...

Deftones Deftones is an American alternative metal band formed in Sacramento, California in 1988. They were formed by Chino Moreno (vocals, guitar), Stephen Carpenter (guitar), Abe Cunningham (drums), and Dominic Garcia (bass). During their first five ...

Jerry Cantrell Jerry Fulton Cantrell Jr. (born March 18, 1966) is an American guitarist, singer and songwriter. He is best known as the founder, lead guitarist, co-lead vocalist, and main songwriter of the rock band Alice in Chains. The band rose to internation ...

Jonathan Davis Jonathan Howsmon Davis (born January 18, 1971), also known as JD or JDevil, is an American singer, songwriter, and musician. He is best known as the lead vocalist and frontman of nu metal band Korn, who are considered a pioneering act of the ...

Korn Korn (stylized as KoЯn, or occasionally KoRn) is an American nu metal band from Bakersfield, California, formed in 1993. The band is notable for pioneering the nu metal genre and bringing it into the mainstream. Originally formed in 1993 ...

Scars on Broadway Daron Malakian and Scars on Broadway (previously known as just Scars on Broadway) is an American rock band founded by Daron Malakian of the metal band System of a Down. The band's self-titled debut album was released in July 2008. In late 200 ...

System Of A Down System of a Down (also known as SoaD or simply System) is an Armenian-American heavy metal band formed in Glendale, California, in 1994. Since 1997, the band has consisted of Serj Tankian (lead vocals, keyboards); Daron Malakian (guitar, voc ...

History

The company was founded in 1997 by David "Beno" Benveniste, expanding out of Benveniste's independent music management practice. Beno was born and raised in

Beverly Hills Beverly Hills is a city located in Los Angeles County, California. A notable and historic suburb of Greater Los Angeles, it is in a wealthy area immediately southwest of the Hollywood Hills, approximately northwest of downtown Los Angeles. Bev ...

California California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...

, and graduated from the

University of Southern California The University of Southern California (USC, SC, or Southern Cal) is a Private university, private research university in Los Angeles, California, United States. Founded in 1880 by Robert M. Widney, it is the oldest private research university in C ...

. He began a career in the

music industry The music industry consists of the individuals and organizations that earn money by writing songs and musical compositions, creating and selling recorded music and sheet music, presenting concerts, as well as the organizations that aid, train, ...

after developing the band

. Through his creation of the marketing company Streetwise Concepts & Culture, a fan volunteer network that assembled over the Internet for grassroots promotion, Beno tapped into the power of

youth marketing "Youth Marketing" is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is teen marketing, targeting people age 11 to 1 ...

to promote the group. Within three years, he was able to build an army of over 30,000 kids through the platform to distribute promotional items to their friends on behalf of bands he managed through “hand-to-hand” promotion. In 2004, Benveniste signed a

joint venture A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance. Companies typically pursue joint ventures for one of four reasons: to acces ...

deal to move the Velvet Hammer music label from

Atlantic Records Atlantic Recording Corporation (simply known as Atlantic Records) is an American record label founded in October 1947 by Ahmet Ertegun and Herb Abramson. Over its first 20 years of operation, Atlantic earned a reputation as one of the most i ...

Columbia Records Columbia Records is an American record label owned by Sony Music, Sony Music Entertainment, a subsidiary of Sony Corporation of America, the North American division of Japanese Conglomerate (company), conglomerate Sony. It was founded on Janua ...

over a several-year period.''

Billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertise ...

''. (2004-12-18
Benveniste brings Hammer down on joint venture deal
hosted at allbusiness.com. Retrieved 2008-09-09. Under the terms of the deal, Velvet Hammer clients

Taproot A taproot is a large, central, and dominant root from which other roots sprout laterally. Typically a taproot is somewhat straight and very thick, is tapering in shape, and grows directly downward. In some plants, such as the carrot, the taproo ...

, Poison the Well and

Gratitude Gratitude, thankfulness, or gratefulness is from the Latin word ''gratus,'' which means "pleasing" or "thankful." Is regarded as a feeling of appreciation (or similar positive response) by a recipient of another's kindness. This can be gifts, h ...

would continue to record with Atlantic, while Benveniste signed

OneRepublic OneRepublic is an American pop rock band formed in Colorado Springs, Colorado, in 2002. It consists of lead vocalist and multi-instrumentalist Ryan Tedder, lead guitarist and violist Zach Filkins, rhythm guitarist Drew Brown, bassist and cellis ...

to Columbia. Afterwards, Sony/ATV and Velvet Hammer Music collaborated to publish the

ASCAP The American Society of Composers, Authors, and Publishers (ASCAP) () is an American not-for-profit performance-rights organization (PRO) that collectively licenses the public performance rights of its members' musical works to venues, broadca ...

award winning song "Apologize" by

. Benveniste already had a long established relationship with Columbia and its parent,

Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...

, having first brought

System of a Down System of a Down (also known as SoaD or simply System) is an Armenian-American heavy metal band formed in Glendale, California, in 1994. Since 1997, the band has consisted of Serj Tankian (lead vocals, keyboards); Daron Malakian (guitar, voc ...

to Columbia in 1996 and at one time managing

Mudvayne Mudvayne is an American heavy metal band formed in Peoria, Illinois in 1996. Known for their sonic experimentation, face and body paint, masks and uniforms, the band has sold over six million records worldwide, including nearly three millio ...

, signed to Sony's

Epic Records Epic Records is an American record label owned by Sony Music Entertainment, a subsidiary of Sony Corporation of America Sony Corporation of America (SONAM, also known as SCA), is the American arm of the Japanese conglomerate Sony Group ...

. In 2008, Velvet Hammer signed a three-year deal with Sony subsidiary

RED Distribution RED Music, stylized RED MUSIC, formerly RED Distribution, LLC (Relativity Entertainment Distribution) was a Sony-owned sales and marketing division that merged under The Orchard in 2017. RED previously handled releases for more than sixty i ...

, which handled the marketing and publicity for Taproot's album '' Our Long Road Home''. In 1999, Velvet Hammer was drawn into a feud with

Fred Durst William Frederick Durst (born August 20, 1970) is an American rapper, singer, songwriter, actor, and director. He is the frontman and lyricist of the nu metal band Limp Bizkit, formed in 1994, with whom he has released seven studio albums. He ap ...

Limp Bizkit Limp Bizkit is an American rap rock band from Jacksonville, Florida. Its lineup consists of lead vocalist Fred Durst, drummer John Otto, guitarist Wes Borland, turntablist DJ Lethal and bassist Sam Rivers. The band's music is marked by D ...

when

chose to sign with Velvet Hammer Management rather than

Interscope Interscope Records is an American record label owned by Universal Music Group through its Interscope Geffen A&M imprint. Founded in late 1990 by Jimmy Iovine and Ted Field as a $20 million joint venture with Atlantic Records of Warner Musi ...

.Rosli, Adlin. (1999-10-22
Taproot's dark pop style hits label success
''

The Michigan Daily ''The Michigan Daily'' is the weekly student newspaper of the University of Michigan. Its first edition was published on September 29, 1890. The newspaper is financially and editorially independent of the University's administration and other stu ...

''. Retrieved 2008-09-09.

References

External links

Velvet Hammer Official Site
{{DEFAULTSORT:Velvet Hammer Music And Management Group Talent and literary agencies Companies based in Los Angeles County, California Mass media companies established in 1997