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Cee Lo Green is adding another title to his already impressive résumé. The platinum-selling artist, Grammy winner, Las Vegas showman, actor and coach on NBC’s The Voice has been appointed chief creative officer of Primary Wave Music, the management, marketing and music publishing company with which he signed in 2010.
In this new capacity, Green will serve less as a client and more as “a true partner,” Primary Wave founder and CEO Larry Mestel says in a statement released Thursday. “He is a master creator, unique visionary, charismatic entertainer and deceptively brilliant strategist — a true quadruple threat.”
Speaking to The Hollywood Reporter just prior to the announcement, Mestel explained further. “We’ve formed this incredible personal bond in two years, and Cee Lo is very excited and participatory in our business, so we wanted to do it in a bigger way and give him a piece of the company,” he says. As for Green’s CCO duties, Mestel says they “will be very high level — artists can plug into him for advice, he may look at artwork or write with an artist. It covers the myriad things that he can potentially do.”
That includes the “creative planning” of Primary Wave’s annual pre-Grammy party as well as the company’s annual managers brunch. The experience also will “help build out his executive skills,” adds Mestel. Green also is managed by Primary Wave Music.
Indeed, beyond being a successful recording artist and TV star, Green appears in the movie Sparkle, opening Aug. 17; is producing his own Vegas residency show called Loberace, kicking off at Planet Hollywood in February; and releasing a book next year as well as a new Goodie Mob album called Age Against the Machine. That’s on top of the highly anticipated follow-up to his 2011 album The Lady Killer tentatively titled Cee Lo Green Is … Everybody’s Brother.
Mestel calls this moment in Green’s career, which includes endorsements of such products as 7UP and Samsung Mobile’s new Galaxy S III, “an opportune time.” Says Green: “Larry and his team complement my career. We bring different views to the table that together can transform a great idea into marketable brilliance.”
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