Alicia Keys is making major moves.
For, after recent album ‘Girl On Fire’ struggled to ignite interest, the singer has lit a match under her management structure. And by “lit a match” we mean melted her existing setup its entirety.
According to Billboard, the 15-time Grammy winner has “amicably” parted ways with Red Light Management, after being signed with the entertainment juggernaut since 2010.
In their place, Keys has entered into a unique partnership with Madonna‘s longtime manager Guy Oseary (from Maverick) and Ron Laffitte – who currently steers the careers of Pharrell Williams and One Republic.
Together the industry power players will co-manage Keys’ music efforts, as well as her philanthropical and entrepreneurial projects. This will be carried out in partnership with the singer’s own company AK Worldwide.
For Keys’ sake, we hope the change has a positive effect on her musical output. Because, though usually consistent, she torched herself with ‘Girl On Fire’. Indeed, sans a few songs, the album was just was not the business – especially the jarring and force-fed title track.
What’s more, in an era where artists are tasked with being endearing to the record-buying public, there remains a distinct sense of “anonymous” when it comes to Keys’ personality. Does this mean she should start Tweeting or Instagram-ing up a storm? Not at all. Performing is clearly her biggest selling-point. Yet, there perhaps needs to be greater consideration for relaying a persona of some sort – as it’s the one thing that seems to help artists buffer the blow of this uncertain sales climate.