Max Gredinger: Unconventional Success in Music

Max Gredinger, partner at Foundations management company, discusses his unconventional path into the music industry. His early confidence, stemming from managing Mike Posner's digital marketing as a teen, taught him the value of thinking outside the box. This philosophy now guides the career of Icelandic-Chinese singer-songwriter Laufey.

Laufey experienced a breakthrough year with her album "A Matter of Time." It topped four Billboard album charts, reached the top 10 on the Billboard 200, and earned her a second Grammy. Her ongoing arena tour has grossed $47.2 million, selling 446,000 tickets across its first 43 shows.

Gredinger discovered Laufey through online cover videos during the pandemic. He was impressed by her voice, musical talent, and unwavering drive to connect with her Gen Z audience. Their management approach centers on Laufey's vision and Gredinger's operational expertise.

The rollout for "A Matter of Time" was planned with Laufey and her twin sister, Junia Lin, in Reykjavík, Iceland. A key strategy was creating an immersive "Laufey Land" experience for fans across her diverse "ecosystem" of projects, including her book club and foundation.

Laufey's decisions, including partnerships, are guided by her excitement and clear purpose. Gredinger, who also manages artists like Noah Kahan and Chappell Roan, emphasizes their direct communication style. Laufey excels at creative direction while Gredinger handles business administration, a complementary partnership.

As Laufey concludes the Asia leg of her arena tour, Gredinger sees limitless potential, having already achieved their goal of playing arenas. He views her career as a project without a ceiling, a testament to her universal appeal.