Bob Morelli has been a music industry player for more than three decades and his influence continues to grow. The latest vehicle for this longtime force in distribution, marketing, and A&R, among other areas of expertise, is his company Cool Is Forever Consulting, LLC. It’s the next logical step forward for Morelli following a dozen years working as EVP/GM for Sony Music as well as heading its offshoot start-up label RED LABEL MUSIC GROUP. His time at Sony saw him work with a glittering row call of influential and popular artists such as The Alabama Shakes, Jason Isbell, Noah Cyrus, Mumford and Sons, among many, many others. It likely sowed the seed, as well, that blossomed into Cool is Forever. When Morelli stepped away from his position with the company, he clearly did so with a vision for his future.
He brings the same big-picture planning to Cool is Forever. Morelli isn’t foolish enough to attempt doing it all on his own, however, and has surrounded himself with a team who shares his vision for the company. Cool is Forever, in Morelli’s own words, “…prioritize getting to yes” for artists. For Morelli and his team, getting to yes means a lot of things. It means addressing an artist’s needs, changing more than ever before, and becoming ever more specialized, as well as anticipating the trends before they hit. His focus naturally falls on younger artists, they are the future, but he gives the same level of attention to anyone seeking his services.
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He’s recently expanded their distribution options to major and indie labels alike with an emphasis on providing as seamless of an experience as possible. Updated social media strategies, brand partnership marketing, and TikTok campaigns fall within their wheelhouse now, as well, and there’s no doubt Morelli and his team will seize upon these new developments with their customary ability to realize potential. It’s what Morelli has been doing for over thirty years.
It began at Polygram Records during the long-gone days of the 1980’s working with a diverse array of artists. The Bee Gees, KISS, Bon Jovi, and Donna Summer are some of the musicians, songwriters, and singers who Morelli helped push and promote during that time. He later moved on to RCA Records, which eventually morphed into BMG. His connections widened even more during this period as he was at the forefront of industry professionals helping launch the careers and nurture the development of artists as widely varied as The Notorious B.I.G., Britney Spears, and Foo Fighters.
He’s still at the forefront, working with a new generation, and generating attention for time-tested talents as well. Morelli isn’t going anywhere anytime soon. He’ll continue to innovate, as well, and place people around him who share his same sense of pushing the envelope. It pays off in countless ways and will continue doing so for Morelli and anyone who comes into his orbit. It’s ultimately music fans, however, who are the final winners as Morelli and Cool is Forever’s efforts open new worlds for them to explore.
Claire Uebelacker