Head of Artist Services and Partnerships, mtheory
Erik Pettie is a versatile strategist with over 15 years of experience in the music and entertainment business. He recently joined the senior leadership team at artist development and management services company, mtheory. As the Head of Artist Services and Partnerships he is responsible for building a new division and dedicated team positioned to help artists and labels gain exposure and generate revenue during various stages of their project cycle.
Prior to this venture, Erik played a pivotal role at Tunecore/Believe Distribution, spearheading artist strategy, commerce and marketing partnerships for the company’s label division to better serve independent artists in the US and abroad.
Throughout his career, Erik has made a significant impact in the music industry. He has led marketing campaigns for Cash Money Records and collaborated with sub labels under SONY and Warner Music Groups, providing marketing expertise to artists of various genres and stages of development.
Erik began his professional journey with Universal Records, leading digital marketing initiatives for the label's priority artists. He later held senior marketing roles at Motown and Republic Records, where he spent nearly 10 years crafting integrated marketing campaigns before expanding his professional reach to include consulting, artist management and brand development.
Erik's dedication to innovation sets him apart in the music industry. He consistently explores new approaches to engage audiences and amplify exposure for creative talent. To date, Erik has pioneered campaigns for over 200 artists including Lil Wayne, Drake, Nicki Minaj, Stevie Wonder, Erykah Badu, Wu Tang Clan, The Marleys and more.
Building a Long Term Career in a World of Short Attention Spans
10/11/23, 2:00 PM
With distribution and reach no longer the preserve of the major label gatekeepers, the idea that everyone will achieve fifteen minutes of fame seems more achievable than ever. For those creators who want to maintain a more long-standing spell in the limelight without sacrificing control and ownership of their music, developing a world class a la carte team of individuals and services around them is critical. A new golden age of artist empowerment appears tantalizingly within reach – but how do artists make long-term decisions in a world where the system seems set up to celebrate the short term?