Amber Grimes of LVRN Records: Brands Shouldn't Just Chase 'The Big Fish'

Cultivating authentic, long-term relationships that include emerging artists

Amber is executive vice president and general manager of LVRN Records.

We spent two minutes with Amber to learn more about her background, her creative inspirations and recent work she’ s admired. 

Amber, tell us …

Where you grew up, and where you live now. 

I grew up in Atlanta and currently live in Los Angeles.

Your earliest musical memory.

The first concert I attended was Janet Jackson’s The Velvet Rope Tour. I was 6 or 7 years old, and I was already a huge fan. Seeing her perform set an incredibly high standard for entertainers in my mind, and I think it made me a bit of a snob when it comes to live shows. I’m actually not a fan of attending concerts because nothing has ever matched that experience—until I finally went to Beyonce’s The Renaissance Tour.

Your favorite bands/musicians today.

Tyla, Rema and Tyler, The Creator 

One of your favorite projects you’ve ever worked on.

DVSN. It’s really hard to win attention on the internet these days, especially without having to give away so much of the product (teasing). The foundation of the marketing strategy for the lead single on their album, If I Get Caught, was to build anticipation for the song by doing everything except actually playing it. This approach was an incredible mental exercise for me. The strategy created genuine conversation and excitement. Plus, it allowed me to draw inspiration and execute an idea from one of my favorite books, Damn Good Advice (for People with Talent) by George Lois.

A recent project you’re proud of.

The launch of Amber’s Book Club. I drew upon everything I’ve learned over the years about brand building to bring it to life, and I’m overwhelmed with how quickly it has grown and the positive reception. I’ve approached this endeavor just as I would a developing artist: creating consistent, purpose-driven content, building a website, selling merchandise, hosting events and sharing an idea that I initially wasn’t sure would resonate. This experience has deepened my respect and empathy for my clients, who put their ideas and identities on the line every day, hoping that their message will connect. It’s been humbling, to say the least.

Someone else’s work, in music or beyond, that you admired lately.

Tyler, The Creator’s Call Me If You Get Lost was nothing short of a masterclass in project rollout, making a bold statement and upholding artistic integrity. Beyond his music, he has expanded his influence with his festival, clothing line and brand collaborations. It’s inspiring to see someone who embraces their authentic self in every space they enter. It always looks like the company collaborated with his brand, not the other way around. 

One thing about how the music world is evolving that you’re excited about.

At LVRN, we’ve been able to break new ground and create opportunities for artists. From Afrobeats to Amapiano and beyond, it’s exciting to see these artists introduce new audiences to the sounds of Africa and finally get the recognition they deserve.

A book, movie, TV show or podcast you recently found inspiring.

Book: Wallo267’s Armed with Good Intentions has inspired me to appreciate my freedom and not take it for granted. It’s a privilege to be “free” in this world, and letting fear hold you back is a disservice to yourself and your potential. Embracing the opportunity to create and contribute while we’re here is essential. Movie: Blink Twice—I thought it was brave, among other things. TV show: Reasonable Doubt—I’m inspired by the reminder that a hardworking, powerful Black woman is a “good” story.

An artist you admire outside the world of music.

Alim Smith (@yesterdaynite): He’s best known for creating the key art for Season 3 of Atlanta, but since then he’s been developing a series of artworks that respond to events in pop culture. He’s redefining the notion of art as a reflection of the times. He captures the emotions surrounding real-time events and offers his artistic perspective while adeptly keeping pace with the news cycle.

Your favorite fictional character.

Ted Lasso. He’s one of the greatest fictional characters ever. I wish I knew him.

How musicians should approach working with brands.

Artists should approach brand partnerships with authenticity, intentionality and a shared understanding of both parties’ goals. It’s essential for artists to be involved in the entire process, ensuring that the brand aligns with their vision and resonates with their audience. This collaboration should go beyond superficial marketing tactics; it should reflect the artist’s identity and values.

A prime example is the relationship between Anthony Edwards and Adidas. The content feels genuinely representative of AE—his background, his community and the narrative he wants to convey. It’s evident that he engaged deeply with the Adidas team, sharing insights about how he and his friends speak, what his community actually looks like and the realities of his experiences. As a result, the content is relevant, contemporary and also distinctively his own. This partnership exemplifies a win-win where both the artist and brand thrive.

How brands should approach working with musicians.

Brands need to shift their focus from chasing after “the big fish” and instead embrace the opportunity to collaborate with emerging artists who resonate with their narratives. The goal should be to cultivate authentic, long-term relationships built on compelling stories. When executed thoughtfully, this approach allows brands to grow alongside artists, offering them deeper access and enabling genuine participation in significant moments. This fosters emotional connections with consumers, positioning the brand as one that truly cares and rewards loyal fans over time.

A prime example is the partnership between Jack Harlow and New Balance. Harlow has a genuine affinity for New Balance shoes, and over the past four years they have nurtured a relationship that has evolved with his career. He has transitioned from simply being an ambassador—something he surely appreciated—to launching his own signature shoe.

A mentor who helped you navigate the industry.

Tunde Balogun, CEO of LVRN Records. I’m incredibly grateful to call him my best friend. For over a decade, he has been instrumental in guiding my career. He helped me recognize my value as I climbed the ladder, advocated for me, provided me with opportunities to create things for artists and even brought me on board to help run his company.

What you’d be doing if you weren’t in the music business.

I’d be a criminal defense attorney.