Juice WRLD Signs With WME: Exclusive

credit Scott Dudelson/Getty Images – Juice WRLD

Juice WRLD has aligned himself with WME after a meteoric rise with Andrew Lieber and MAC Agency in 2018.

Brent Smith – who is part of the team of agents now representing Juice WRLD – confirmed with Pollstar that the artist signed with WME in December 2018. 

WME is handling the current tour with Ski Mask The Slump God, Smith said. That tour hits Bill Graham Civic Auditorium in San Francisco tonight.

Lieber, whose rise as an independent agent will be detailed in an upcoming issue of Pollstar, said Juice WRLD and his team tried to bring Lieber along, but the move would mean shuttering MAC Agency, something he was not prepared to do.

“It was a tough call for [Juice WRLD’s team] to make,” Lieber said. “For me to stay on as his agent I would have had to dissolve my agency and move to one of the bigger building agencies. I chose not to do that, it was an easy decision for me.”

Despite the change in relationship, Lieber said he has nothing but love for Juice WRLD and his whole management team, including Brandon “Lil Bibby” Dickinson, George “G-Money” Dickinson, and Pete Jideonwo of Grade A Productions LLC.

“Peter, Bibby, Juice WRLD, G-Money, I love those guys forever, wholeheartedly. They changed my life,” Lieber said. “Those guys are incredible people, they introduced me to the industry. I will forever be grateful to those guys.”

Juice WRLD had a remarkable 2018, being named top breakthrough artist for Spotify and Apple Music, and top artist overall for SoundCloud. His hit single “Lucid Dreams,” which heavily samples Sting’s “Shape Of My Heart,” became a smash hit and he has since released the sophomore album Death Race For Love, which shot him to the top of the Elite 100 artists chart. He was the subject of a Pollstar cover feature in December.

His initial headline tour last year regularly reported grosses of more than $50,000, including a $94,000 gross at The Novo in Los Angeles off 2,340 tickets sold and $86,518 grossed at Salt Lake City’s Rockwell @ The Complex, with 2,700 tickets reported.

The key selling point for the switch, Lieber said, was likely the larger agency’s film and TV connections, as well as branding partnerships. He told Pollstar he has since locked in a lucrative deal for Trippie Redd and is strengthening those areas of his portfolio.

“There’s nothing, booking wise, touring wise, festival wise, that I can’t do. I can book an arena tour tomorrow. [A major artist] calls me, the tour is done,” Lieber said. “Soon they won’t be able to say anything.”

A key MAC Agency client these days is DaBaby, who Lieber says is on a similar trajectory to what he saw with Juice WRLD. “With DaBaby and his manager Arnold Taylor, the sky’s the limit, we’re gonna crush it for him.”