Eric McLellan is an accomplished music industry executive with extensive experience in A&R, marketing, and artist development. During his tenure as Director of A&R at Warner Music Group, he worked alongside industry icon and Rock & Roll Hall of Famer Seymour Stein, overseeing A&R, marketing, and label operations for Sire Records (2008–2018). In this role, Eric played a pivotal part in developing a diverse roster of artists, including Delta Rae, Deniro Farrar, Monica Heldal, Ewert & The Two Dragons, Forest Blakk, Ida Mae, The Lottery Winners, and Samantha Fish. He crafted strategies aligning creative direction, record-making, artist branding, and strategic planning to drive commercial success. Eric was also instrumental in A&R research methodologies and was part of the task force team that acquired the SodaTone platform. Beyond his work at Warner, Eric has become a sought-after consultant, partnering with labels like Ninetone Records (Universal Music/InGrooves), icons + giants (WMG/ADA), SureTone (ADA Distribution), and music distributor Metropolitan Groover Merchants. He advises independent artists across genres on branding, release strategies, and audience growth. Under his company Yo Peep This, Eric has guided artists through platforms like Groover and Musiversal, helping them navigate distribution deals, secure playlist placements, and build engaged fanbases through innovative marketing campaigns. With a deep understanding of digital platforms, PR, international markets, and industry trends, Eric continues to bridge the gap between artistry and measurable business outcomes, delivering tailored solutions that resonate with audiences worldwide. Accolades P&L Responsibility (WMG): Managed Sire Records department budgets in excess of $1M across artist campaigns. A&R Research Program: Launched research program and dashboard, later acquired by Warner Bros. Records A&R team. Deals Involved and/or Signings Scouted Action Bronson, alerting Todd Moscowitz and prompting A&R promotion to Associate Director, A&R. Signed Delta Rae. Signed Deniro Farrar via Vice and Warner Bros. Records. Secured first major label placements for Denzel Curry (Bow Down) and DaBaby (The Dealer) with Deniro Farrar projects. Ideated, developed, and orchestrated partnership with ReverbNation to launch the ReverbConnect platform (later leveraged in BandLab’s acquisition of Reverb). Introduced Gallant/Mind of a Genius to Warner ADA UK, resulting in Warner Bros. Records’ MOAG deal. Signed Samantha Fish to a demo deal at Warner Bros. Records. Facilitated Forest Blakk’s deal with Atlantic Records (Platinum artist, influential in helping bring him to Atlantic). Helped sign and A&R Ida Mae (nominated for UK Americana Award). A&R for debut The Lottery Winners LP (Top 25 UK Charts, signed to Modern Sky). Signed and A&R’d Ewert & The Two Dragons (European Border Breaker Award winners, Skype Go Change the World Award winners). WWE Oversight (Music Sync Supervision & Placements) WWE Stomping Ground: X Ambassadors’ Boom Boom Boom (sync and creative direction). WWE Wargames: Partnership with Denzel Curry’s Ricky (sync and creative direction).