AEG Presents Inks Strategic Partnership With Tim Hinshaw’s Free Lunch

AEG Presents has entered a strategic partnership with Tim Hinshaw and his creative studio Free Lunch following Kendrick Lamar’s “The Pop Out – Ken & Friends” Juneteenth concert at the Kia Forum, presented by pgLang and Free Lunch.

The event was streamed to fans around the world on Amazon Music – Hinshaw’s current client – and broke the record for the most minutes watched of any Amazon Music production. 

Hinshaw, an undisputed leader in the music and creative agency landscape, will focus on securing and marketing hip-hop, R&B and gospel tours for the AEG’s Global Touring division.

“I’m honored that this chapter started with Kendrick Lamar’s ‘The Pop Out – Ken & Friends,’ an iconic moment for LA and hip-hop,” stated Hinshaw. “Partnering with AEG is a natural next step for Free Lunch. I have been very fortunate in my career to play a role in delivering some of the most unforgettable live music experiences for the culture and look forward to continuing that success with Rich and the whole AEG team moving forward.”

AEG President of Global Touring Rich Schaefer added, “Tim’s connection to hip-hop and R&B, whether it’s the music, the artists, or the culture, is unmatched. I am excited to bring someone of Tim’s stature on to help our team expand in an area we’ve already had so much success in. His spirit and energy will be a great addition to the Touring team, and we look forward to learning from him as we help build our business together.”

Hinshaw is the founder and CEO of Free Lunch, a multifaceted creative shop focused on authentically bridging the gap between culture and corporate America. Prior to launching Free Lunch, Tim spent five years at Amazon as the head of Hip-Hop and R&B where he led the streaming service’s industry strategy and partnerships across the genres, inclusive of the global flagship brand, Rotation. 

Hinshaw brokered the exclusive 2022 livestream of “The Big Steppers Tour: Live from Paris” on Amazon Music and Prime Video, which documented Kendrick Lamar’s second performance in Paris and commemorated the 10-year anniversary of good kid, m.A.A.d city. 

He also led the artist negotiations for Amazon Music Live, a livestreamed concert series airing on Twitch and Prime Video following Thursday Night Football, securing artists like Lil Baby, A$AP Rocky, and 21 Savage for the series. 

Hinshaw brokered deals for Amazon Music to stream some of the biggest moments in hip-hop/R&B, including Tyler, The Creator’s CALL ME IF YOU GET LOST LIVE concert in his hometown of Los Angeles; Kanye’s “Free Larry Hoover” concert; J. Cole’s Dreamville Festival from Raleigh, North Carolina; and Summer Walker’s homecoming show in Atlanta for Black History Month.

Before his time at Amazon Music, Hinshaw created the Urban Music division at Fender Guitars and worked in music marketing for Vans. Hinshaw started his career in music co-managing his brother, superstar songwriter Charles ‘Prince Charlez’ Hinshaw, which led to a joint venture label deal with Island Def Jam and global Co-publishing deal with Rondor/Universal Music.