Ex-WBR Co-Pres/COO Livia Tortella Officially Launches Black Box

Now In Business

Former WARNER BROS. RECORDS Co-Pres./COO LIVIA TORTELLA has officially launched BLACK BOX, and independent firm that focuses on developing artists and their audience through digital branding, strategy and partnerships. The company, which has served select clients for the last 18 months in beta, will allow managers and labels to grow artists brands while monetizing them through fan engagement. 

"Our vision is to develop, attract, and grow meaningful audiences for our clients," TORTELLA said. "The difficulty most people have is in knowing how to translate followers into fans who are going to deliver revenue. We know how to do that and make it a net positive investment."

Leading its marketing initiatives is digital executive, BRIAN POPOWITZ (WBR, NETTWERK), who will oversee the personalized marketing and the business of influence with modern services like data analysis, cross marketing, and social revenue to help their clients succeed. “The currency of the new music economy is fans,” Popowitz said, “and now that technology has caught up with the data, there is a bigger business to be had for artists.”

BLACK BOX’s launch partners include BILL SILVA ENTERTAINMENT (JASON MRAZ, BROOKE CANDY) and ZEITGEIST ARTIST MANAGEMENT (DEATH CAB FOR CUTIE, BEST COAST). "BLACK BOX has been integral in driving value for our company and for our artists” SILVA said. “They work with us on everything from strategy to execution, and have also been critical in our efforts to identify new opportunities that include A&R, film and TV, social and digital marketing, imaging & creative. They are a valuable collaborative extension to my team.”

“BLACK BOX has been a huge asset for us,” said JORDAN KURLAND of ZEITGEIST ARTIST MANAGEMENT. “Investing in their high level marketing strategy, content and branding expertise has helped us grow and perform at a higher level for our clients."

For more information on BLACK BOX, visit blackbox.la.

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