Yamaha Entertainment Group - Nashville., a subsidiary of the Yamaha
Corporation of America, is based in
Franklin, Tennessee and was
created and developed in 2001 by Vice President Chris Gero. Yamaha
Entertainment Group is responsible for the development and advancement
of the Yamaha brand name through numerous artist-related activities
worldwide, which includes endorsements, artist imaging, artist
marketing, concert production, media operations, piano logistics, tour
support, product placement, artist related publications, artist
website development and strategic alliances.
3 Product support and placement
4 Concert production
5 All Access
7 See also
9 External links
A 25-year veteran in the music industry,
Chris Gero has spent the last
15 years spearheading Yamaha’s artist branding. In 2001, he
officially created and developed Yamaha Corporate Artist Affairs. In
May 2007, YCAA became a company subsidiary of the Yamaha Corporation
of America and became known as Yamaha Corporate Artist Affairs, Inc.
 Chris Gero, who was serving as the YCAA corporate director,
assumed the position of vice president. More than 3,000 artists
have been signed to contracts and the largest concerts in Yamaha’s
110-year history have been produced under his direction. In 2009,
YCAA became officially known as Yamaha Artist Services, Nashville. In
2011, Yamaha Artist Services, Nashville became a part of Yamaha
Entertainment Group (YEG), and
Chris Gero became the Vice President of
The primary function of
Yamaha Entertainment Group is the endorsement
management of more than 3,000 artists and musicians around the globe.
Yamaha Entertainment Group manages the Yamaha endorsement
relationships of Paul McCartney, Elton John, Norah Jones, Alicia Keys,
John Legend, Sheryl Crow, James Blunt, Justin Timberlake, Josh Groban,
Sara Bareilles, Jamie Cullum, Chick Corea, Sarah McLachlan, and Gavin
DeGraw, just to name a few.
Product support and placement
Yamaha Entertainment Group also supports all levels of product support
and product placement, including TV, film and stage placement. Not
only is Yamaha the largest music manufacturer in the world, Yamaha is
also one of the most recognized musical name brands in the world.
 YEG works to support the needs and requests of artists who earn a
living using Yamaha products.
Another facet of
Yamaha Entertainment Group is concert production,
which showcases Yamaha artists and the products they use. YEG is a
full-service concert production team composed of industry veterans
that have put on everything from small clinic tours to elaborate arena
shows. YEG has developed and produced the largest artist concerts in
Yamaha's 110-year history.
In 2003, Yamaha produced “A Tribute to Elton John,” a
philanthropic effort which brought together some of today’s most
popular artists to pay tribute to Sir Elton John and raise money for
music education. The event raised $330,000.  More than 16,000
people attended the concert at the
Arrowhead Pond in Anaheim,
California. Some of the artists that lent their talents to this
special night included Elton John, Ray Charles, Bruce Hornsby, Jewel,
Norah Jones, Diana Krall, John Mayer, Michael McDonald, Randy Newman,
Take 6 and many more. 
In 2000, Los Angeles’ historic Shrine Auditorium was the setting for
YEG's (formerly YASN) Michael McDonald tribute concert, “Michael
McDonald – A Gathering of Friends,” which is available on DVD.
Performers on this night included Michael McDonald, Patti LaBelle,
Edwin McCain, James Ingram, Kenny Loggins,
Christopher Cross and The
Doobie Brothers. 
Other artists who have participated in Yamaha produced concerts
include: Stevie Wonder, Tony Bennett, Sarah McLachlan, John Legend,
Brad Paisley, Jason Isbell, Sheryl Crow, Butch Walker, Larry Mullen
Jr., Jamie Cullum, Josh Groban, Gavin DeGraw, Al Jarreau, Natalie
Cole, k.d. lang, Donna Summer, Al Green, Alicia Keys, Peter Frampton,
Delbert McClinton, Kirk Franklin, Vanessa Carlton, Chaka Khan, Keb Mo,
Phil Vassar, Five for Fighting, Sara Bareilles, The Fray, and Earth,
Wind & Fire. 
Yamaha Entertainment Group is responsible for the development and
production of All Access magazine. The award winning Yamaha artist
branded magazine reaches over 300,000 readers biannually and provides
a sneak peek into the lives of Yamaha artists.
In January 2009, YASN (now YEG) debuted behind-the-scenes videos of
the artists during the photo shoots.  A contest to win a guitar
signed by the cover artist Jason Mraz was also launched. 
Yamaha Entertainment Group also produces films, ranging from short
opening videos for Yamaha concerts to featurettes showcasing
Yamaha’s elite line-up of artists and documentaries. 
Yamaha Entertainment Group produced a full length concert film of
Elton John's "The Million Dollar Piano", which was released through
Cinema Live on March 18 and March 26, 2014 in 1,200 movie theaters
throughout the world.  YEG also produced and directed the 2014 DVD
"Making The Million Dollar Piano," an hour-long documentary on the
making of the custom-designed Yamaha piano featured in Elton John’s
Las Vegas show, "Million Dollar Piano." A short form of the DVD is
part of a bundle package with John's album "The Diving Board,"
released by Best Buy. 
Yamaha Entertainment Group also produced a
DVD release of the live show. The DVD was released July 1, 2014 and
distributed by Eagle Rock Entertainment. 
Yamaha Entertainment group created “Nathan East For The Record,” a
documentary about Nathan East, one of the most recorded bass players
in the history of music.  The 80-minute film showcases the
recording Nathan East’s phenomenal No.1 debut solo album, 30 years
in the making. Eric Clapton, Quincy Jones, Phil Collins, Lionel
Richie, Michael McDonald, Kenny Loggins, Vince Gill, David Foster and
Don Was are among those featured. 
On September 29, 2012, Yamaha Entertainment group filmed Sarah
McLachlan’s special encore performance for a Disklavier TV broadcast
from her house in Canada. The performance footage was hosted on
Disklavier TV so people who own Yamaha Disklavier pianos can have the
piano reproduce her performance in their own homes. 
In the Fall of 2014,
Yamaha Entertainment Group was commissioned to
produce a short film to represent the Yamaha brand, titled "The Gift."
In early 2015, it premiered on
Yamaha Corporation of America’s
Facebook page on Feb. 25, 2015.  Now critically acclaimed, it has
won nine awards, including:
Telly Awards  2015 Silver Award: "The Gift" for Online Video -
Online Commercial - Use of Music/Jingle 2015 Silver Award: "The Gift"
for Online Video - Branded Content & Entertainment - Promotional
Branding 2015 Bronze Award: "The Gift" for Online Video - Online Video
Golden Award of Montreux  2015 Gold Award for "The Gift" for Music
in Corporate Film
Summit Creative Awards  2015 Gold Award for “The Gift” for
Corporate Image/Public Relations Video
Hermes Creative Awards  2015 Platinum Award for “The Gift” for
Web Element - Video for the Web 2015 Platinum Award for “The Gift”
for Video – Corporate Image 2015 Platinum Award for “The Gift”
for Video – Public Relations 2015 Platinum Award for “The Gift”
for Audio – Original Music
Yamaha Entertainment Group and was nominated for five Emmy
awards, and took home the award for Best Arts Spot (Caroline Campbell
- Yamaha Electric Violin) as well as the award for Best Director/Short
Form (Chris Gero, Caroline Campbell - Yamaha Electric Violin). Yamaha
Entertainment Group was also nominated for Best Promo Spot and Music
Composition & Arrangement for their short film The Company We Keep
(directed and composed by Chris Gero), plus Best PSA Spot for Facing
Addiction: It's Time.
Yamaha Artist Services, Inc.
^ Chris Gero
^ Yamaha Corporate Artist Affairs
^ About yamaha
^ "NAMM". Namm.org.
^ "Discogs". Discogs.
^ "Youtube". Youtube.
^ YCAA Launches All Access 360
^ "Million Dollar Piano Hits Theaters". USA Today. USA Today.
^ "Best Buy Million Dollar Piano". Best Buy.
^ "Yamaha Entertainment Group's Live Concert Film "Elton John – The
Million Dollar Piano' Comes to Blu-ray/DVD". PR Web.
^ "On the Record about Nathan East". Pollstar.
^ "Bassist Nathan East Stars In Hulu Documentary". Billboard.
^ "Greene Music". Greene Music.
^ "Telly Awards". Telly Awards.
^ "Golden Award of Montreux". Golden Award of Montreux.
^ "Summit Awards: Creative Awards Winners". Summit Awards.
^ "Hermes Awards 2015". Hermes Awards.
The World of Yamaha Artists
Yamaha All Access Magazine
Yamaha All Access 360