Why was William Morris Electronic rolled out a separately branded division of William Morris Agency?
It’s almost like creating a boutique agency model within the larger agency. It’s an easier way to come out and service the electronic community, versus being wrapped up in the big roster that a lot of people associate with William Morris. We determined there is a real business within electronic music that has been under utilized in many ways. What does Pete Tong bring to the table? Pete’s been in the music business for the last 20 years, not just as a DJ but also as a [radio] broadcaster (BBC Radio 1) and record label executive. If you ask anyone in electronic music, especially in Europe, he’s the face of electronic music. Will he play an active role in signing acts to WME? I don’t think going out and actively trying to build the roster is exactly what he’ll do, but he can give us foresight as to what kind of artists we should be signing. He’s also a big DJ that plays every weekend, which gives him the understanding from an artist’s perspective. Pete can have a substantive conversation
