Bob Morelli’s Cool is Forever Consulting may be run by an industry veteran with multiple decades under his belt, but he’s far from mired in the past. Morelli and his team are constantly hatching forward thinking strategies and methods for extending the commercial reach of a diverse range of artists. It isn’t all about making a pot of money either. Morelli and his cohorts aren’t ones to shun material success, they are working for that for their clients, but Cool is Forever Consulting is more about being a facilitator. They are looking to help put artists in the best position, on multiple fronts, to have their voices heard by a larger public. Each artist has their demands, no two are alike, and Morelli meets each one with an individualized plan for promoting their work.
It’s a product of a long career learning his craft. Morelli’s rise in music industry ranks began with his employment at Polygram Records during the label’s 1980’s heyday when he assisted promoting a cross range of acts such as Sting, Bon Jovi, Kiss, and others. He made a reputation early on for not only working hard for such clients, but understanding their needs and how to best achieve them in a frantic and chaotic world. It’s an understanding that informs every aspect of his approach today.
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He moved on from Polygram to RCA Records for a time before joining BMG. His time with RCA and BMG was finishing school of a sort for Morelli as he received the equivalent of a master’s education aiding the careers of artists such as Whitney Houston, Foo Fighters, The Notorious B.I.G., Santana, Britney Spears, and Moby, along with a score of others. Another destiny called, however, and Morelli ascended to his loftiest perch yet when he earned the role of EVP/GM with Sony Music. He brought about a litany of positive changes while directing many of the affairs for a two billion dollar a year company before restlessness struck.
He moved from running Sony’s distribution, where his effect was transformative, into becoming President of start-up label Red Music Label Group, a part of Sony Music, where his latest brainstorm later took hold. He’s since left that position, but one can be sure Cool is Forever Consulting represents a leap forward for Morelli or else it simply wouldn’t be happening.
This is an industry figure on par with countless movers and shakers from the past and not some opportunist or careerist suit lacking any appreciation. Morelli, above all else, knows music. The data analytics, the research, marketing, all of that, can never obscure that core truth and it is the foundation of everything else that follows. It never strikes a false note and has yet to steer him wrong. Bob Morelli has been making an impact for many years and his work is far from over. Cool is Forever, absolutely, but so are the individuals who work tirelessly away from the maddening crowd to make sure people hear what they’re singing.
Chadwick Easton