Since being promoted to Senior VP of A&R at Atlantic Records back in September of 2012, the exec has signed acts Sublime With Rome, Francesco Yates, Trevor Jackson, and Max Frost. Two of these acts are dead on arrival, but the most-promising of the four (and by that I mean mass appeal), is 20-year-old Max Frost.
Frost is a singer/songwriter/producer from Austin, Texas. After a summer of writing in Venice proved to be fruitful, he left the University of Austin on his return to the states. Speaking with The CW: Austin, he says finding new management lead to making the decision to leave school. "It was a definitely a calculated decision, but there's still risk."
A high risk with an evident high reward: he secured a major label deal with one of the most high-profile young execs in the music industry this past June. And as proven with his history and years of close development with Mars, Bay-Schuck knows talent when he hears it.
The dark-electro-60's era fusion track "White Lies," reached No. 1 on Hype Machine back in May, which catapulted Frost into the radar of the industry-at-large. Since its debut online four months ago, the song has gained more than 442,000 plays. The Gnarls Barkley/Mayer Hawthorne love child of a song is instant and that is all that needs to be said.
The second track on Frost's Soundcloud is the aptly-titled "Nice and Slow." The sonic identity of "White Lies" is still there, less poppy, but just as intoxicating. There are two other tracks, but they do nothing for Frost, do not fit within the genre identity of the first two whatsoever, and serve as a step back for Frost. These will most-likely be disappearing online soon as his first official release is eminent.
I expect Atlantic to closely follow Mars's rollout plan: EP release months ahead of a single, the classic 'secure guest hook features on more prominent artists' singles to familiarize audiences' (and having the EP available when they go looking), and culminating with the debut of a massive single while radio is (hopefully) buzzing with a new pop male wunderkind.
An EP is slated for release on October 8th.