artists. partners. projects.
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talent represetation.
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about.
After years of driving success for some of the industry’s most iconic artists' brands and companies, Jonathan Azu left an executive role at Red Light Management to start Culture Collective - a forward-thinking record label, production house, brand consultancy, and artist management firm with a mission to amplify and uplift underrepresented voices within our industry.
Under his leadership, Culture Collective is not just representing artists and brands but reshaping the industry’s cultural landscape. As he shared in Variety’s Inclusion Impact Report, his goal was to build a company rooted in diversity and inclusion
because, as he put it, ‘without it, our culture’s narrative could be lost or mistold.’ Jonathan’s contributions have not gone unnoticed—he’s been honored as a Change Agent by all three major industry publications: Billboard, Variety, and Pollstar.
Also, a two-time Billboard 40 Under 40 Power Player, Jonathan has also held influential roles as EVP of Operations and Business Development for Superfly Presents - founders of Bonnaroo Music & Arts Festival and San Francisco’s Outside Lands Festival and VP of Music Partnerships for CBS Radio - home to the world famous KROQ. He’s played a pivotal role in the development of artists like Jon Batiste, Miguel, Destiney’s Child’s Michelle Williams, Cory Henry, Leon Thomas, Anita Baker, Emily King, Lecrae, and 2024 Rock & Roll Hall of Fame inductees, Kool & The Gang. His expertise extends beyond artist development—through his consultancy work with Killian + Company, Jonathan has forged key partnerships with global brands like Ford and American Express, crafting music strategies featuring artist such as Eminem, Harry Styles, Olivia Rodrigo and Tyler the Creator. In the film and television space, Azu has co-production credits on NBC's global broadcast of Live From Detroit, the Concert at Michigan Central and Lifetime | A+E Network's original biopic movie, Keyshia Cole: This is My Story.
Beyond his professional accomplishments, Jonathan is deeply committed to giving back. He serves as a Board Trustee of Drake University, his alma mater, an adjunct professor at USC, chair of City of Hope’s Music Film and Entertainment health inequities committee, a member of Black Music Action Coalition's Executive Council and is a Governor for the Los Angeles Chapter of the Recording Academy.
