Born in Atlanta and raised in Lynchburg, Va., CAA’s Aaron Tannenbaum intrinsically understands the psychology of the modern Southern aesthetic. It’s what’s made him the go-to agent of 2019’s breakout superstar Luke Combs, multi-platinum outlier Brantley Gilbert, diva Martina McBride and chart-topping indie Texan Aaron Watson, as well as Michael Ray, Canaan Smith, Runaway June and Walker Hayes. Another product of MTSU’s Recording Industry Management program, Tannenbaum admits, “I love the details of this job. I love being aggressive and creative in deal structures, and generally being creative in a profession that some would say is linear.”

How has breaking artists changed?
The fundamentals will always be the same. The thoughtful, strategic and patient approach always gives the artist the best chance for success. The momentum of DSPs has allowed fans to have a seat at the table of gatekeepers—allowing artists to acquire fans, generate revenue and even attract labels by scaling immediately through releasing music to a global platform any time they choose. The challenge is, as [Drive-By Truckers leader] Patterson Hood would say, “It just gets so hard to keep between the ditches, when the roads wind the way they do.”

Best Lesson?
Stay humble; it’s never about you. You are here to provide opportunity, execute the artist’s vision and set the artist up for the best chance for success. My first boss told me that if you chase the money, the career will suffer, but if you chase the career, the money will come. That’s stuck with me.