AEG Presents has struck a strategic partnership with Tim Hinshaw and Free Lunch, his creative studio. Hinshaw, a prominent figure in the creative-agency sector, will focus on securing and marketing hip-hop, R&B and gospel tours for the company’s Global Touring division.

The announcement follows pgLang and Free Lunch’s presentation of “The Pop Out: Ken & Friends” at the Forum on Juneteenth. The livestream of the concert on Amazon Music—Hinshaw’s former employer and current client—broke the record for the most minutes watched of any production on the platform.

“I’m honored that this chapter started with Kendrick Lamar’s ‘The Pop Out: Ken & Friends,’ an important moment for L.A. and hip-hop,” Hinshaw’s quote reads. “Partnering with AEG is a natural next step for Free Lunch. I have been very fortunate in my career to play a role in delivering some of the most unforgettable live music experiences and look forward to continuing that success with Rich [Schaefer, president of Global Touring] and the whole AEG team.”

“Tim’s connection to hip-hop and R&B, whether it’s the music, the artists or the culture, is unmatched,” Schaefer enthused in his statement. “I am excited to bring someone of Tim’s stature on to help our team expand in an area we’ve already had so much success in. His spirit and energy will be a great addition to the Touring team, and we look forward to learning from him as we help build our business together.”

Hinshaw is the founder and CEO of Free Lunch, a multifaceted creative shop focused on bridging the gap between culture and corporate America. Prior to launching the agency, Hinshaw spent five years at Amazon as the head of hip-hop and R&B, in which capacity he led the streaming service’s industry strategy and partnerships among genres, including global flagship brand Rotation. In 2022 he brokered the exclusive livestream of Lamar’s The Big Steppers Tour: Live From Paris on Amazon Music and Prime Video. He also led artist negotiations for Amazon Music Live, a concert series airing on Twitch and Prime Video following Thursday Night Football, as well as Tyler, the Creator’s CALL ME IF YOU GET LOST LIVE, Ye’s Free Larry Hoover, J. Cole’s Dreamville Festival and Summer Walker’s Black History Month homecoming show in Atlanta.

Prior to his tenure with Amazon, Hinshaw created the urban-music division at Fender Guitars and worked in music marketing for Vans. He started his career co-managing his brother, songwriter Charles “Prince Charlez” Hinshaw.