Yamaha Corporate Artist Affairs

Yamaha Entertainment Group - Nashville., a subsidiary of the Yamaha Corporation of America, is based in Franklin, Tennessee and was created and developed in 2001 by Vice President Chris Gero. Yamaha Entertainment Group is responsible for the development and advancement of the Yamaha brand name through numerous artist-related activities worldwide, which includes endorsements, artist imaging, artist marketing, concert production, media operations, piano logistics, tour support, product placement, artist related publications, artist website development and strategic alliances.

A 25-year veteran in the music industry, Chris Gero has spent the last 15 years spearheading Yamaha’s artist branding. In 2001, he officially created and developed Yamaha Corporate Artist Affairs. In May 2007, YCAA became a company subsidiary of the Yamaha Corporation of America and became known as Yamaha Corporate Artist Affairs, Inc. Chris Gero, who was serving as the YCAA corporate director, assumed the position of vice president. More than 3,000 artists have been signed to contracts and the largest concerts in Yamaha’s 110-year history have been produced under his direction. In 2009, YCAA became officially known as Yamaha Artist Services, Nashville. In 2011, Yamaha Artist Services, Nashville became a part of Yamaha Entertainment Group (YEG), and Chris Gero became the Vice President of YEG.

The primary function of Yamaha Entertainment Group is the endorsement management of more than 3,000 artists and musicians around the globe. Yamaha Entertainment Group manages the Yamaha endorsement relationships of Paul McCartney, Elton John, Norah Jones, Alicia Keys, John Legend, Sheryl Crow, James Blunt, Justin Timberlake, Josh Groban, Sara Bareilles, Jamie Cullum, Chick Corea, Sarah McLachlan, and Gavin DeGraw, just to name a few.

Yamaha Entertainment Group also supports all levels of product support and product placement, including TV, film and stage placement. Not only is Yamaha the largest music manufacturer in the world, Yamaha is also one of the most recognized musical name brands in the world. YEG works to support the needs and requests of artists who earn a living using Yamaha products.

Another facet of Yamaha Entertainment Group is concert production, which showcases Yamaha artists and the products they use. YEG is a full-service concert production team composed of industry veterans that have put on everything from small clinic tours to elaborate arena shows. YEG has developed and produced the largest artist concerts in Yamaha's 110-year history.

In 2003, Yamaha produced “A Tribute to Elton John,” a philanthropic effort which brought together some of today’s most popular artists to pay tribute to Sir Elton John and raise money for music education. The event raised $330,000. More than 16,000 people attended the concert at the Arrowhead Pond in Anaheim, California. Some of the artists that lent their talents to this special night included Elton John, Ray Charles, Bruce Hornsby, Jewel, Norah Jones, Diana Krall, John Mayer, Michael McDonald, Randy Newman, Take 6 and many more.

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