By: Zach Miller

Avex Music Group has signed Justin Bieber’s longtime backing band, We The Band, marking the first artist signing for CEO Brandon Silverstein’s newly restructured entertainment company. The five-member collective includes co-founders Harv and Tay James, alongside Julian Michael, Devin “Stixx” Taylor, and O’Neil Palmer.

We The Band brings extensive experience to Avex Music Group’s roster. Tay James has served as Bieber’s A&R and DJ since 2009, while Harv joined the superstar’s music team in 2010. Their collaboration reached a significant milestone in 2021 when Harv co-wrote and co-produced “Peaches,” a hit that found success on global charts.

The signing reflects Silverstein’s philosophy that “artists are often the first to spot talent,” a view he has consistently shared since taking the helm of Avex Music Group. “Through my relationships with both the band and Justin, it was clear how much they believe in and inspire each other—not just as collaborators, but as individuals,” Silverstein said. “Harv and Tay’s vision, along with the band’s genuine talent, indicated that this could be something with real potential.”

We The Band is currently completing its debut album at Avex Studios in Los Angeles, with a planned release later this year. The project will feature guest appearances, though details about specific collaborators have not yet been disclosed.

Brandon Silverstein’s Global Entertainment Empire Takes Shape

The signing of We The Band represents more than just a new artist addition—it highlights the global reach Silverstein has developed through his partnership with the Japanese entertainment giant Avex. What began as a publishing joint venture in 2020 has evolved into a broader entertainment entity that spans continents and cultures.

Silverstein describes Avex Music Group as “a boutique major with a global perspective,” a philosophy he developed during his initial search for a distinct publishing partner when launching S10 Publishing five years ago. His connection with then-Avex USA head Naoki Osada in 2019 sparked a partnership built on “very similar visions and shared goals.”

That shared vision has proven fruitful. S10 Publishing’s roster now includes chart-topping songwriter-producers like Jasper Harris, who worked on Tate McRae’s hits, and Gent!, who contributed to Doja Cat’s successes. The catalog boasts over 22 global number-one hits and has garnered 50 billion streams worldwide.

The partnership reached a significant point in March when Avex acquired 100% of S10 Music Publishing and increased its stake in S10 Management. This move made Avex the largest shareholder in S10 Management, alongside Silverstein and Roc Nation. As a result, Silverstein became CEO of the newly consolidated Avex Music Group, combining all previous Avex USA operations under one umbrella.

Cross-Cultural Collaboration Drives Success

Avex Music Group’s approach centers on what CEO Katsumi Kuroiwa refers to as “co-creation,” blending Japanese and American music industry expertise. This philosophy is reflected in projects like the Japanese boy band One or Eight, which features U.S. management through S10 and collaboration with American producers, including Ryan Tedder.

“Our writers are gaining early opportunities to place songs for [One or Eight],” Silverstein explains, noting that many have participated in writing camps in Japan. “This is an ongoing [exchange] where we’re working on records that could be used for future boy groups or girl groups coming from Japan.”

The company has also signed producer Elkan to a global publishing deal and partnered with him on his joint-venture publishing company, Toibox by Elkan. Elkan recently produced Drake’s global hit “Nokia” and co-wrote Rihanna’s new single “Friend of Mine” for the upcoming Smurfs movie soundtrack.

For Avex, which generated $1 billion in global revenue in 2024, the American expansion represents more than just market diversification. With Japan facing demographic challenges, international growth has become increasingly important for long-term sustainability.

“Artists are some of the most innovative entrepreneurs, and they just need the right infrastructure to help their ideas come to life,” Silverstein says. His vision for Avex Music Group focuses on supporting artist autonomy while providing global reach—an approach he believes gives the company a distinct position in an evolving industry.

“Creatives are looking for boutique companies that are fresh and exciting and have a global presence, and I think there are few companies that offer that,” Silverstein adds. “We want to support the artist’s vision, the writer’s vision, and the producer’s vision, and help them become their own CEO.”

We The Band expressed excitement about joining this vision. “To create our own music that reflects who we are as musicians, with the support of a global partner like Avex, is truly exciting for all of us,” the band said in a joint statement. “We can’t wait for our fans to hear what we’ve been working on.”

The signing marks an important milestone for Silverstein, whose S10 Entertainment has grown from a 2017 startup into a prominent player in the global entertainment space, managing artists like Big Sean and Myke Towers while publishing hits for a range of artists including Justin Bieber and Bad Bunny. With Avex Music Group now positioned for further expansion, Silverstein’s vision seems increasingly plausible: “We’ve built a strong team. We’ve cultivated key relationships. We have solid partnerships. We have a clear vision. We have momentum. We’re ready.”