×
You will be redirected back to your article in seconds

Dre London Is the Post Malone Whisperer and Variety’s Hitmakers Manager of the Year

Even in the fast-paced stream-today, gone-tomorrow economy of modern-day hit songs, Post Malone is in a league of his own. The genre-bending artist has four of the most consumed tracks of 2018, each of which feels equally at home on a hip-hop playlist as it does a pop radio station. Credit part of that mass appeal to Post’s manager Dre London, the sort of music industry newcomer who relies on his own creative instincts ahead of absorbing the advice and trend-forecasting of others.

“Post connected so strongly in 2018 because of his consistency and authenticity,” says London, a U.K. native who relocated to the U.S in 2008, founding London Ent. “So as the year was rolling along, fans and everyone around saw consistency in his sound as he kept on putting out hit after hit. This led to discovery, transitioning into steady growth and onward.”

Indeed, with each successive Post single, the audience seemed to multiply exponentially, starting with “I Fall Apart,” a holdover from debut album Stoney,” produced by another London client, Illangelo, and following with “Rockstar,” Post’s true breakout hit. As London recalls, “Post did a video in the studio after finishing the verse and it went viral. I remember seeing Chris Brown’s Instagram showing two fire emojis as the caption. It reassured us that the rest of the world was going to see the vision.”

Adding 21 Savage as a feature was another smart move, credited in part to London, who suggested the Atlanta rapper. “When he sent us back the session files we now knew we had a hit record on our hands, because the vibe that 21 added complemented perfectly what we already had recorded,” says London, whose client Tank God had a hand in the song’s production. “It felt just right.” “Rockstar” would go on to top the Hot 100 for eight straight weeks and be certified seven-times platinum.

Follow-up “Psycho” is what London describes as “a complete creeper,” while “Better Now” was a surefire hit. For validation, look no further than a video of Taylor Swift backstage at a show telling Post, “ ‘Better Now’ is so insane… I’m so jealous of that song, that hook.”

Post Malone is in a unique position in that he blurs the line between pop and hip-hop. His singing is rhythmic, which makes it rap-like, but accessible to a broad audience as well. “What’s crazy is that in mainstream radio across America and the world, hip-hop is now the most dominant genre,” says London, who notes that Post and his team don’t court radio as is traditionally done with station visits and multi-artist concerts. He puts more importance on “the metrics of measuring data — like what they’re listening to, how long they’re listening to a particular song, and which songs are more popular than others that helps us managers gauge what works, and what doesn’t, in real-time.”

It also brings new challenges, including the speed at which tech is moving. “It’s sort of a gift and a curse,” says London. “Having to adapt so quickly to these changes is definitely key to an artist’s success.”

See Variety‘s 2018 Hitmakers list in its entirety here.

More Music

  • Spice Girls Open Reunion Tour in

    Spice Girls Open European Reunion Tour With Inclusivity Proclamations, Sound Issues

    Posh Spice chose not to be included, but there was a lot of other inclusivity to go around as the four other Spice Girls opened their reunion tour in Dublin Friday night. “We welcome all ages, all races, all gender identifies, all countries of origin, all sexual orientations, all religions and beliefs, all abilities,” they [...]

  • Moby attends the LA premiere of

    Moby Apologizes to Natalie Portman Over Book Controversy

    Moby has issued an apology of sorts after writing in his recently published memoir “Then It Fell Apart” that he dated Natalie Portman when she was 20 — a claim the actress refuted. “As some time has passed I’ve realized that many of the criticisms leveled at me regarding my inclusion of Natalie in Then [...]

  • Billie Eilish

    Billie Eilish Fans to Receive Perks Due to Chicago Venue Change

    Billie Eilish and her music agents at Paradigm are experiencing what most would call a first class problem. The demand to see the 17-year-old singer live has prompted a change of venue for her June 9 show in Chicago — from the 5,000-capacity Aragon Ballroom to the 20,000-plus-seat United Center arena. The last-minute venue change [...]

  • Moby Natalie Portman

    Moby Accuses Natalie Portman of Lying as the Two Spar Over Dating Claims

    In what’s become a he said/she said spat in multiple mediums, Moby, the elder statesman of electronic music, is now accusing actress Natalie Portman of lying and pleading to those on social media for his safety as “physical threats from complete strangers” emerge. To recap: this month, Moby released a new book, “Then It All [...]

  • Ellen DeGeneres Buys Adam Levine’s Beverly

    Adam Levine Cashes in on Sale of Max Mutchnick’s Former Mansion to Ellen DeGeneres

    Adam Levine and Behati Prinsloo have sold a baronial Beverly Hills mansion with an illustrious chain of ownership for a reported $45 million to Ellen DeGeneres and Portia de Rossi. The mainstream radio rock star, who, it was announced Friday, will not to return as a coach on “The Voice,” and the Namibian-born Victoria’s Secret [...]

  • Kanye West Shares a Memory of

    Kanye West Shares a Touching Memory of His Mother in Letterman Interview

    In a preview of David Letterman’s interview with Kanye West, which begins streaming next Friday, May 31, the musician’s wife Kim Kardashian West, tweeted a clip of him sharing a touching memory of his mother, Donda, who died in 2007 after a surgical procedure. While his wife looks on smiling, West answers Letterman’s question about [...]

More From Our Brands

Access exclusive content