After 18 years at agency, global tour marketing guru says she's ready to pull the trigger on business idea she's been working on for monthsis transitioning out of the Endeavor-owned WME agency to form her own marketing consultancy firm, Michi B, Inc, as part of a long-planned shift toward new opportunities in the ever-changing music business.
Endeavor will be Bernstein's first client as part of a long-term agreement with the company and Bernstein will continue to advise current WME client projects under her management. Bernstein's new company will provide a broad array of marketing and brand consultancy services to artists and companies in the music business.
"I get asked to do a lot of things that are outside the scope of the agency and this is an opportunity to exercise new parts of my brain on multi-faceted projects," she says.that the decision to launch her company is not connected to the reshuffling of the music department at WME, which began in June with the exit of former music co-head"It has nothing to do with that, I've been thinking about making this move for sometime," she explains.
During Bernstein's 18-year career at the William Morris Agency and then WME, Bernstein built out WME's global tour marketing team that now spans Beverly Hills, Nashville, New York, Sydney and London. She led forward-thinking marketing strategies for sold out tours including
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