The Pop Corporation

Clarence Avant has left us, and leaves a shadow longer than most. You may not have heard of him, but chances are, Clarence has had a profound effect on your record collection.

Avant was a music exec and known as The Black Godfather and started off as a manager in NYC. Just for starters, Clarence managed Sarah Vaughan, Little Willie John, Kim Weston, Freddie Hubbard, Jimmy Smith, Lalo Schifrin, before launching Venture Records Inc – the first joint venture between a major and an African American artist. Effectively, the soul wing for MGM Records, which would lead to him becoming intimately involved with Stax Records, the home of Otis Redding, Booker T & The MGs, Isaac Hayes, Carla Thomas, and so many more.

A shrewd businessman and mover-and-shaker, Clarence would also make waves in theatre too. He would also found Sussex Records also, where he signed Bill Withers and Dennis Coffey. No mean feat.

At the start of the ’70s, Avant bought the first ever African-American owned FM radio station – KTYM-FM in Inglewood, CA. Not one for the spotlight, Clarence was a mighty presence in Hollywood, and an almost silent one apart from those in the know. In the ’80s, he promoted Michael Jackson’s first world solo tour, and a board member of Motown in ’90s.

He also launched Tabu, which gave us the SOS Band, Jimmy Jam and Terry Lewis, Cherrelle, Alexander O’Neal, and Prince cohorts The Time.

Over the years, he’d served as an advisor to Quincy Jones, David Geffen, Jay Z, Sean Combs, Pharrell, LA Reid, Jamie Foxx, Whitney Houston, Snoop and countless others. Quincy said of Avant: “He’s always told me the damn truth in all aspects of my life. He’s also been the silent architect of so many deals it would make your head spin. He gets things done but doesn’t beat his chest or look for credit.”

It wasn’t just the entertainment industry where Avant’s influence was felt. Barack Obama has credited Clarence with his prime slot for the ’04 Democratic convention. He said: “One of the things he understands is there are different kinds of power. There’s the power that needs the spotlight but there’s also the power that comes from being behind the scenes.”

Avant became the subject of a Netflix documentary and was inducted into the Rock and Roll Hall of Fame in 2021.