Home Music Cool Is Forever Continues Its Legacy of Artist Growth and Development

Cool Is Forever Continues Its Legacy of Artist Growth and Development

by Jonathan Currinn
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Bob Morelli, the former president of Sony and BMG Distribution, has cultivated a six-year legacy of artist growth and development with his company, Cool Is Forever (CIF). Under Morelli’s expert guidance, CIF has become a beacon for artists across various genres, helping them navigate the complex world of music with unparalleled support and innovative strategies.

Morelli founded Cool Is Forever in 2020 at a time when the music industry faced unprecedented challenges. Reflecting on this period, Morelli says, “I started the company in the middle of the pandemic and quickly began working with a dozen partners. All different genres, but all needed guidance on navigating through the industry.”

Cool Is Forever stands out as a powerhouse in sales, marketing, and distribution. The company has assisted over 100 artists, labels, and industry partners, providing essential services that enable growth and success. “Our core is creating marketing plans and timelines, as well as social media and advertising strategies. We can add virtually any service to accommodate a need,” Morelli explains.

With over three decades in the music industry, Bob Morelli’s career is distinguished by his extensive network and pivotal roles in major successes. During his tenure at Polygram Records, he played a key role in the rise of legendary acts such as The Bee Gees, KISS, Bon Jovi, Donna Summer, Sting, and Eric Clapton. His impact continued at RCA Records and BMG, where he was instrumental in the development of notable artists including Backstreet Boys, NSYNC, Britney Spears, Whitney Houston, The Notorious B.I.G., Rod Stewart, Yanni, Usher, Santana, Creed, Buddy Guy, Moby, The Strokes, and Foo Fighters.

Following the merger of BMG and Sony, Bob Morelli was appointed EVP/GM, where he adeptly merged two distinct teams and cultures to steer the $2 billion company. His leadership included overseeing projects with music legends such as Bruce Springsteen, Bob Dylan, Billy Joel, and Beyoncé. Subsequently, as President of RED Distribution at Sony Music Entertainment, Morelli transformed the distribution landscape by introducing innovative “Label Services”. His strategic approach attracted a diverse roster of leading labels and artists, including Jason Aldean, Mumford and Sons, Alabama Shakes, Kelsea Ballerini, Phoenix, Bayside, LoCash, Daya, Noah Cyrus, In This Moment, 21 Savage, Brandy Carlile, Bullet for My Valentine, Joey Badass, Jason Isbell, Gov’t Mule, Fredo Bang, G-Eazy, AWOLNATION, and Childish Gambino.

At RED Music Label Group, Morelli truly made his mark by guiding a variety of artists to success. He was behind the rise of acts like Lovelytheband, The Unlikely Candidates, Russell Dickerson, Gone West, and Scotty McCreery. His keen eye for talent and innovative strategies also helped boost stars such as Tay-K, Tay Money, Buck Cherry, OAR, and Dream Theater. Morelli’s hands-on approach and focus on solid business fundamentals led to impressive results, including multiple Gold and Platinum records. Thanks to his leadership, the label not only expanded its market share but also set new benchmarks in the music industry, proving that his knack for blending creativity with strategic planning makes a real impact.

In founding Cool Is Forever, Morelli has brought this wealth of experience and innovative spirit to a new generation of artists. CIF’s core services include creating marketing plans and timelines, as well as developing social media and advertising strategies tailored to each client’s unique needs. Cool Is Forever’s current clientele spans pop, country, rock, hip-hop, and other genres, illustrating the company’s versatile expertise.

“I love it all, but the most fun is helping younger or developing artists navigate through an oftentimes tedious music industry,” Morelli states. “We have great staff [who] are cost-effective and [can] compete with virtually any other label staff doing similar work—at a fraction of the cost.” This passion for fostering new talent is a driving force behind CIF’s success.

Cool Is Forever continues to be a beacon for artist development, combining industry know-how with a genuine enthusiasm for nurturing emerging talent. With Morelli at the helm, the future looks bright for both the company and the artists they support.

For more information on Cool Is Forever and Bob Morelli, you can check out their official website by clicking here.

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