Alex Boateng has been part of the Island Records family for pretty much 10 years – but the unconventional nature of his joining means there’s no fixed anniversary and no cake with candles. In fact, his entry into the business is highly relevant to one of the points in his manifesto for change.

Boateng had to more or less hustle his way in, as part of the team that launched Tinchy Stryder at the label in 2009. He didn’t apply for a job, bag an internship, or tap up a contact. Instead, hired as a digital consultant by Sarah Boorman, he brought something to the table, started on two days a week consultancy, and went on to make himself indispensable.

It’s a story that he believes will be familiar to a lot of young BAME execs now rising through the ranks in the UK music industry – but a story that he says should be just one option available, alongside much more traditional routes. More on that in the manifesto.

What is absolutely certain is that Boateng has gone on to become a key exec within Island UK. He was promoted to President of Urban just over a year ago, as part of a flurry of changes prompted by long-term UK boss Darcus Beese decamping to New York, from where he operates as the label’s US President.

It’s a story that he believes will be familiar to a lot of young BAME execs now rising through the ranks in the UK music industry.

Louis Bloom subsequently became President of the UK label, with Natasha Mann and Olivia Nunn also being named Co-Managing Directors in the reshuffle.

“It’s meant more responsibility, more focus, more planning, more thinking and, most importantly, more listening – more of everything really,” says Boateng. “There’s definitely an increased workload, but that’s good, because it means we’re amplifying more amazing artists.

“We had a great period with Darcus, and now we’re into a new era. There’s enough of the team who delivered success in the past who are still around for there to be a sense of continuity, but with a new vision and new ideas on top of that; I think it’s the best of both worlds.

“The most important thing is that Louis is a music man – we still work closely together A&R’ing JP Cooper – which is what we’ve always had as the leadership of this label. I can still play him a tune and get his opinion, and that is priceless. There are plenty of other companies where you can’t do that.”

Boateng says that in terms of the remainder of 2019 “we’re just pulling back the elastic ready to let go on a few new things”.

As well as continuing to drive existing campaigns with the likes of Giggs, Drake, Sean Paul, Ray BLK and others, Boateng flags up new work from Tekno, M Huncho, Unknown T and Sneakbo, as well as some new internationally-based acts such as Lil Tecca, Kiana Ledé, Col3trane, Emotional Oranges and Masego. One act he has great expectations for is North London’s Miraa May, predicting that “she’s going to be a very important artist over the next decade”.

He’s also excited about a new partnership with Amplify Dot’s label, Trakhouse, particularly Jada Kingdom and Shakka, as well as an entrepreneurial partnership with street brand, Lizzy.

Perhaps most importantly, though, the move to Universal’s new Kings Cross HQ “has not only made my journey home easier, it’s also nearer my barbers, which means I’m looking better at the office – which is good news for everyone”.

After a year of major changes for Boateng, then, here he presents five more for the industry at large.

Credit: Music Business Worldwide

Steve Stoute (born June 26, 1970) is an American businessman and author. Stoute is the founder and CEO of the Translation, a marketing agency, and the author of The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy. Previously, he worked in the music industry as an American record executive and artist manager. In 2017, Stoute received $70 million from investors such as Alphabet Inc. and Andreessen Horowitz to launch UnitedMasters, a music venture.

From 1990 to 1999, Stoute was an executive at several labels in the music industry. At Interscope Geffen A&M Records, Stoute served as President of the Urban Music division and executive vice president. Prior to joining Interscope, Stoute was president of Urban Music for Sony Music Entertainment, where he played a role in launching the music careers of Will Smith and Nas. Stoute was the former manager to Nas and Mary J. Blige.

Stoute received $70 million from investors such as Alphabet Inc. and Andreessen Horowitz to launch UnitedMasters, a music venture.

In 2009 the American Advertising Federation inducted Stoute into their Advertising Hall of Achievement, the industry’s premier award for outstanding advertising professionals age 40 and under. In 2010, Stoute was recognized as “Innovator of the Year” at the ADCOLOR awards ceremony, an initiative launched by the ADCOLOR Industry Coalition, to promote increased diversity in the advertising, marketing and media industries. In 2013, Stoute was named “Executive of the Year” by Ad Age, the leading publication for the advertising and marketing industries.

In 2005, Stoute became the Managing Director and CEO of Carol’s Daughter, a line of natural hair and body care products created by Lisa Price in Brooklyn, NY. He formed a board of investors including Jada Pinkett Smith and Will Smith, Jay-Z, Mary J. Blige, Jimmy Iovine, Tommy Mottola, and Thalía and a bevy of spokeswomen for the line include Mary J. Blige, Solange Knowles, Cassie Ventura, Selita Ebanks, Kim Fields, and Jada Pinkett Smith. The company grew and sought partnerships such as Disney’s “The Princess & The Frog” via a collection of hair and body products for children and HSN via an exclusive fragrance launch with Mary J. Blige. He has appeared in the HBO series and book “The Black List Project,” featuring interviews and portraits with leading African American figures on being black in America.

Stoute released his first book The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy in 2011 through Gotham Books. In the book, Stoute draws from his diverse background in the music industry and brand marketing to chronicle how an upstart art form – street poetry set to beats – came to define urban culture as the new embodiment of cool.

In February 2014, the book was made into a four-part VH1 Rock Doc, “The Tanning of America: One Nation Under Hip-Hop.” In April 2014, the book was released as an audiobook narrated by Kerry Washington.

Stoute has been the keynote or featured speaker at many notable events including the International Consumer Electronics Show, the Sundance Film Festival, South by Southwest (SXSW), Fast Company Innovation Uncensored, and AAF’s ADMERICA. He also appeared on the main stage at the Cannes Lions International Festival of Creativity with Sean Combs in 2013, and again with Kanye West and Venture Capitalist Ben Horowitz in 2014.