By: Zack Miller

Justin Bieber’s backing band, We The Band, has signed a deal with Avex Music Group, marking the band as one of the first significant artist signings under the leadership of music executive Brandon Silverstein. This partnership brings together five musicians who have played a role in some of pop music’s significant moments over the past decade.

Harv, Tay James, Julian Michael, Devon “Stixx” Taylor, and O’Neil Palmer form We The Band, with each member bringing a unique skill set to the group. James, who has worked with Bieber for 15 years, is known for his role as both his A&R representative and DJ. Harv’s contributions to hits like “Peaches”—which he co-wrote and co-produced in 2021—have been recognized worldwide.

“This has been a dream of ours for many years now,” said We The Band. “Creating our own music that reflects who we are as musicians, with the support of a global entity like Avex, is something we’re excited to pursue.”

The band is currently recording their debut album at Avex’s Los Angeles facilities, with a release expected later this year. While multiple guest collaborations are being considered, the company has not disclosed any specific details about potential partners.

Building an Entertainment Bridge Between East and West

Brandon Silverstein’s journey to leading Avex Music Group began with the realization that he needed a publishing partner that was distinctive in the industry. What started as early discussions with Naoki Osada in 2019 has evolved into a transcontinental entertainment venture, blending diverse industry practices to create new opportunities.

The numbers illustrate this growth. S10 Publishing, which Silverstein co-launched as a joint venture with Avex in 2020, now manages over 22 global chart-toppers and boasts more than 50 billion streams across major platforms. The artists in S10’s roster include names like Justin Bieber, Bad Bunny, Tate McRae, and Doja Cat.

In March, Avex acquired the full catalog of S10 Music Publishing, along with an increased stake in S10 Management, which solidified Silverstein’s position at the helm of the newly branded Avex Music Group. This deal also made Avex the largest shareholder in S10 Management, alongside Silverstein and Roc Nation.

“Katsumi Kuroiwa and the team at Avex have been great partners, not only for me but also for the producers, songwriters, and artists at S10,” Silverstein shared. “It’s a privilege to work alongside Katsumi and contribute to Avex’s ongoing legacy of innovation and creativity.”

Cultural Exchange Fuels Creative Output

Avex Music Group’s operations follow a philosophy of “co-creation,” blending Japanese entertainment industry practices with American market knowledge. This model is evident in projects like One or Eight, a boy band managed by both Avex and S10, and working closely with American producers.

Recent signings further emphasize this approach. Producer Elkan, who joined with a global publishing deal, has worked with major acts like Drake and Rihanna. His publishing company, Toibox by Elkan, reflects the entrepreneurial structure that Silverstein champions.

“Artists are some of the most innovative entrepreneurs, and they simply need the right support to bring their ideas to life,” Silverstein explains. This mindset drives his approach to artist development, where creative freedom is paired with the necessary resources.

The Japanese entertainment powerhouse Avex adds significant weight to these ventures. With 1,500 employees in 14 global offices, Avex generated about $1 billion in revenue in 2024. Additionally, the company’s Youth Studio program trains hundreds of future stars, while its AEGX partnership with AEG offers tours for international acts entering Japan and for Japanese artists performing worldwide.

For Silverstein, who founded S10 Entertainment in 2017, this Avex partnership validates his vision for an artist-centered music company. His roster includes clients like Big Sean and Myke Towers, with S10 Publishing managing a diverse catalog of songs.

Publishing Powerhouse Extends Reach

S10 Publishing’s success stories highlight the broad international presence that Silverstein has cultivated. For instance, writer Grant Boutin recently contributed to Tate McRae’s number-one album. Other notable tracks from the catalog include Jasper Harris’s work on McRae’s “Greedy” and Jack Harlow’s “First Class.”

S10 Publishing has also seen its work rank highly in radio charts. Notably, the company secured the number-one spot on Mediabase’s year-end charts with “Greedy” and placed three tracks in the top 20, including Doja Cat’s “Agora Hills” at number five.

“Our writers are collaborating with [One or Eight],” Silverstein explains, referring to ongoing exchanges between American songwriters and Japanese artists. “This is part of an ongoing creative exchange where we are creating music that may suit future groups from Japan.”

We The Band’s Signing Complements This Collaborative Vision

The addition of We The Band is a natural fit for this collaborative environment. Harv’s previous connection to S10 Publishing, having joined in 2021, laid the groundwork for this larger partnership. With a diverse skill set that spans bass, drums, guitar, keyboards, and DJ work, We The Band is well-positioned to contribute across various projects within Avex Music Group’s expanding network.

Brandon Silverstein Charts the Course for Global Expansion

Silverstein’s appointment as CEO of Avex Music Group caps his remarkable journey from startup founder to leading global music executive. His inclusion on Billboard’s “Power 100,” “40 Under 40,” and “Latin Power” lists, as well as his spot on Forbes’ “30 Under 30,” reflects the industry’s recognition of his influence.

Silverstein’s approach focuses on empowering artists’ visions while providing them with the infrastructure necessary for success. “We aim to support the artist’s vision, the writer’s vision, the producer’s vision, and help them become their own CEOs,” Silverstein says. “I believe this is the change that’s needed, and I’m confident that Avex Music Group will thrive because of it.”

With We The Band now officially signed and their debut album underway, Silverstein’s vision for success appears to be on track. The blending of Japanese entertainment expertise and American market knowledge creates new opportunities that neither entity could have fully explored independently.

“We can’t wait for our fans to hear what we’ve been working on,” We The Band said, setting expectations for their first independent musical project. For Silverstein and Avex Music Group, the signing represents the successful proof of a model that treats artists as partners, not products.