Marty Arnold co-founder, and partner at 6xentertainment, plays a pivotal role in the intricate realm of entertainment. His substantial contributions in bi-coastal management, branding, and licensing underscore the importance of shared expertise and strategic collaboration in navigating industry complexities. Alongside partner C. Von Parchman, Marty Arnold shapes culture and cultivates trends across film, television, music, sports, and more. Together with their dynamic team, they seamlessly integrate music into various mediums, crafting compelling narratives for global audiences. 6xentertainment, a formidable powerhouse with a diverse talent roster, continues to influence the entertainment landscape. Dive deeper into Marty Arnold’s role and music licensing with an exclusive feature exploring their collaborative efforts and strategic prowess in shaping the industry.
BSM: Can you share the story of how 6x Entertainment came to be and what inspired you and C. Von Parchman to start the company?
Marty Arnold: “C. Von, an esteemed and accomplished musician, developed a keen interest in the music industry, particularly in management, leading to the establishment of 6x Entertainment in 2001. Our paths crossed in 2015 through a mutual acquaintance, Peter Verdun. At the time, I operated my own company, Escro Entertainment and Sports Management. In 2018, recognizing synergies between our businesses, we decided to merge our companies.”
BSM: Managing talent in various entertainment sectors is no small feat. How do you and your partner navigate the diverse landscape of film, television, music, and sports?
MA: “Navigating the diverse landscape of film, television, music, and sports requires a combination of expertise, collaboration, and adaptability. C. Von and I leverage our respective strengths and experiences to effectively manage talent across these sectors.
My extensive background in sports provides insight into the unique demands and dynamics of the sports industry. Because of the strong relationships with athletes, teams, and sports organizations, facilitating partnerships and endorsements allows us to elevate our clients’ profiles and expand their reach beyond traditional entertainment channels. When it comes to, sync licensing, C. Von draws from his deep understanding of music and its applications in visual media. He stays updated on industry trends, licensing regulations, and emerging opportunities, allowing us to identify suitable placements for our clients’ music in film, television, and advertisements. As a company, our main goal is to maximize exposure and revenue for our artists while ensuring their creative vision is respected.
Together, C. Von and I collaborate closely, combining our expertise to explore synergies between different sectors. We identify opportunities for cross-promotion, such as integrating music into sports events or leveraging sports personalities in film and television projects. Our shared passion for music and entertainment drives us to constantly seek innovative ways to showcase our talent and enhance their visibility across diverse platforms.”
BSM: With a bi-coastal presence in Los Angeles and Atlanta, how does your company leverage the unique opportunities each location offers in the entertainment industry?
MA: “As our company operates with team members in both Los Angeles and Atlanta, we strategically leverage the unique opportunities presented by each location within the entertainment industry.
In Los Angeles, known as the entertainment capital of the world, we benefit from proximity to major film studios, record labels, production companies, and a vast network of industry professionals. This allows us to access top-tier talent, collaborate with established industry players, and stay at the forefront of trends and developments in film, television, and music.
Meanwhile, Atlanta has emerged as a thriving hub for entertainment, particularly in music, film, and television production. With a growing number of film studios, sound stages, and a vibrant music scene, Atlanta offers a wealth of opportunities for collaboration, talent discovery, and production. Additionally, the city’s tax incentives for film and television production attract a diverse range of projects, making it an attractive destination for filmmakers and artists alike.
By maintaining a bi-coastal presence, we are able to tap into the strengths of both Los Angeles and Atlanta, effectively expanding our reach and maximizing opportunities for our clients. Whether it’s securing placements for our artists in Hollywood productions or facilitating partnerships with rising stars in Atlanta’s music scene, our dual-location strategy allows us to offer comprehensive representation and access to a wide range of opportunities within the entertainment industry.“
BSM: Your focus on licensing has proven successful with over 30 musical compositions placed in prominent shows and commercials. What led to the decision to prioritize licensing, and how do you see its role evolving in the industry?
MA: “Our decision to prioritize licensing stemmed from C. Von recognizing the immense potential it held for our artists and their music. With the ever-expanding landscape of film, television, and advertising, licensing offers a valuable avenue for exposure and revenue generation.
By strategically placing our artists’ compositions in prominent shows and commercials, we not only enhance their visibility but also create opportunities for them to connect with new audiences and build their fan base. Moreover, licensing provides a steady stream of income for our artists, allowing them to focus on their craft and pursue their creative endeavors.
Looking ahead, we see licensing playing an increasingly vital role in the industry. As streaming platforms continue to proliferate and content consumption habits evolve, there is a growing demand for high-quality music to accompany visual media. This presents an exciting opportunity for artists and rights holders to capitalize on, as the need for fresh, diverse, and engaging music remains constant.
Additionally, advancements in technology and data analytics are enabling more targeted and personalized licensing opportunities, further expanding the reach and impact of music in media. With the rise of digital platforms and the democratization of content creation, there is greater potential for artists to secure placements in a variety of formats and channels.
Overall, we believe that licensing will continue to be a cornerstone of the music industry, providing a symbiotic relationship between artists, content creators, and audiences. As we embrace innovation and adapt to evolving trends, we remain committed to maximizing the potential of licensing for our artists and fostering mutually beneficial partnerships within the industry.“
BSM: C. Von Parchman emphasizes that “Licensing is the new record label.” Can you elaborate?
MA: “C. Von refers to music sync licensing as the new record label because it offers artists a modern and alternative path to success in the music industry.
Music sync licensing, which involves placing music in various media such as films, TV shows, commercials, and video games, has emerged as a powerful avenue for artists to gain exposure, generate revenue, and connect with audiences. Similar to how traditional record labels facilitated the distribution and promotion of music, whereas music sync licensing now provides artists with opportunities to showcase their work to a broader audience through visual media.
Additionally, music sync licensing offers artists more control and flexibility over their careers. Instead of relying solely on record labels to determine their fate, artists can proactively pursue licensing opportunities, negotiate deals, and maintain ownership of their music rights. This level of independence empowers artists to make strategic decisions that align with their artistic vision and career goals.
Furthermore, music sync licensing has become increasingly lucrative for artists, especially independent and emerging talents. With the rise of streaming platforms, digital advertising, and online content creation, there is a growing demand for high-quality music to enhance visual storytelling. As a result, artists can earn substantial royalties and licensing fees from successful placements, potentially surpassing the revenue they would receive from traditional record label deals.”
BSM: Building strong relationships is a key aspect of your business. How have you and your team mastered the art of cultivating meaningful connections in the industry?
MA: “Relationships are the key to any success whether you’re an executive for a Fortune 500 company or a manager at a fast food restaurant. Our philosophy is “TEAM” but with a team comes roles and positions. Everyone has their own expertise. We identify and cultivate that. No one person’s role is bigger than the others and that applies to C Von and myself also. As for our business relationships it kinda works the same. We identify each situation and as a team we figure out collectively how to cultivate it and turn it into a win. I feel because we research and map out exactly how our venture will benefit both parties it enables us forge the deals that we have sealed. At the end of the day if both parties can mutually benefit from a situation it’s an easy sale and these are the business relationships that last forever.”
BSM: You received a gold plaque for the LaFace Records. Could you share the journey and hard work that led to this recognition?
MA: “The Gold plaque from LaFace was from a group I managed from Mobile, Alabama called B-Rock and the Bizz. The song ‘My Baby Daddy’ went on to be a cult classic even today. After everyone relocated to Atlanta after years of struggling, things changed. The journey was a long one, years of broken promises and starving nights, but when you have a vision, and a dream, persistence wins.”
BSM: Regarding the Usher album, what specific role did you play in its creation, and how did that experience contribute to your overall approach to artist management?
MA: “Being part of the LaFace gave way to opportunity and as they seize the moment. With ‘My Baby Daddy’ a phenomenal success, people want to be a part of a winning formula. B-Rock (from the group) and I formed a production/management company Rawcast Entertainment in which we were enlisted to give USHER an upbeat version of his hit “Nice and Slow”. We added Twista and Levert Agee and history was made again.”
BSM: Working with Usher must have been a significant experience. Can you tell us about the collaboration, challenges faced, and highlights of working with such a prominent artist?
MA: “Going Gold from a debut artist with ‘My Baby Daddy’ to receiving a Platinum plaque from the USHER project, a well-known artist even then, no words can express the feeling. The only challenge was the pressure of it being a hit. The old saying in the music industry is ‘YOUR ONLY AS BIG AS YOUR LAST HIT.'”
BSM: Beyond the Usher project, are there other memorable moments or projects in your career that have had a profound impact on you or 6xentertainment?
MA: “I joined 6x entertainment, representing one of artist Tia P., who is labeled ‘The Placement Queen’ and landing the Google/NFL placement ‘All Eyes On Me’ this year and landing commercials for Rhianna’s Fenty line proved that we have found our niche in the sync world.”
BSM: Looking ahead, can you share any exciting new projects or artists that 6xentertainment is currently working on or planning for the future?
MA: “We just solidified a situation with NBC for sync placements, so we’re really looking forward to those future endeavors. We also have a documentary for a project we did titled ‘I Am A Man’ which we have submitted to Sundance and some other film festivals. We also have some projects we can’t speak about at the moment.”
BSM: How do you navigate the ever-changing landscape of the entertainment industry, staying ahead of trends and identifying new opportunities for your talent?
MA: “C. Von and I combined have over 60 years in this business under our belt but we keep the new generation around in our team so we can stay relevant to new trends and applying our experience makes the winning combination.”
BSM: In the competitive world of management, branding, and licensing, what advice would you give to aspiring entrepreneurs looking to make their mark in the entertainment business?
MA: “Don’t follow trends, find your niche, and make your identity a trend.”
BSM: With the success of 6xentertainment, what principles or values do you believe have been instrumental in your journey, and how do you instill them in your team and collaborators?
MA: “Depends on what you define success as. For 6xentertainment, success is when your passion supports your well-being!”
