Lawrence has spent over 20 years as an executive, entrepreneur, producer, writer and commentator at the crossroads of technology, creative, commerce and community. His mission has long been to develop businesses, products and solutions that bring fans closer to the artists they love.
As head of Warner Music Group’s Consumer Sales & Marketing Group, Lawrence runs a global service entity that provides WMG’s labels and territories with strategic and operational excellence in the fields of e-commerce, CRM, merchandise, ticketing and other non-recorded music rights exploitation.
In his prior role as President of UltraStar Entertainment, Lawrence worked with the many of the highest-grossing tours of the 21st century, pioneering the creation of new content forms and revenue streams.
Over the course of his career, Lawrence has worked with and on behalf of a variety entertainment artists and brands, (such as David Bowie, Keith Richards, Pink Floyd, AC/DC, The Rolling Stones, Madonna, The Police, Genesis, Destiny’s Child, Tim McGraw and many others), to help them grow and shape their relationships with their fans. This work has included producing and executive producing dozens of websites, online events, broadcast programs and DVDs as well as a Grammy-nominated box set.