Introducing Bob Morelli’s “Cool is Forever Consulting”

Celebrity Sightings, Lifestyle, Music

Bob Morelli’s Cool is Forever Consulting stands among the forefront of such companies for many reasons. Morelli’s gifts as an executive honed during a 10+ year run as EVP/GM for Sony Music RED are clearly one of the reasons. More on that later. One of the biggest reasons, unquestionably, is his responsiveness to both a rapidly changing world and the ever-evolving needs of artists. He doesn’t allow himself or his company to be caught flat-footed. Cool is Forever offering a vast array of consulting services to its clients, covering everything from A&R, influencer and digital marketing, data analytics, social media, and overall sales strategies.

They are taking things a step further, however. The company has expanded into areas such as TikTok campaigns, updated social media strategies, and brand partnership marketing. He’s further opened distribution avenues to allow for a variety of seamless options that Cool is Forever shapes to each artist’s needs. This isn’t an one-size fits all company looking to squeeze artists for every dollar and deliver slipshod service.

It’s never been part of Bob Morelli’s deal and never will be. He began his rise working for Polygram Records during the 1980’s and enjoyed successful professional relationships with a litany of artists. Bon Jovi, KISS, Eric Clapton, and The Bee Gees, as well as others. He parlayed his triumphs there into even greater success with RCA Records, later BMG, where he played crucial roles in the initial pushes and development of artists such as NSYNC, Whitney Houston, Creed, Foo Fighters, and The Notorious B.I.G.

LINKED IN: https://www.linkedin.com/in/robert-morelli-38380a1a3

Sony’s acquisition and absorption of BMG opened new doors for Morelli. It presented new challenges for the, by then, veteran executive as he ascended to the EVP/GM role during this time and managed the marriage of two distinct work cultures and staffs into an solid and productive unit. He worked with a new cast of artists as well, including Bob Dylan, Bruce Springsteen, and Beyonce, to name a few. It seemed like the peak of Morelli’s career to be heading a company generating over two billion dollars a year, but it wasn’t. There were new worlds to conquer.

It’s easy to sit back, look at Morelli’s career, and see that something drives the man. It isn’t disconnected discipline learned as a child or any old saws about having a good work ethic. It’s something deeper. The legion of artists he’s assisted over the years is likely responding that way when they work with Morelli because they share the same characteristic, albeit directed differently.

It’s easy, as well, to guess that there was some bygone day, far back in Morelli’s past, when a song he likely heard on the radio changed everything for him. If so, or something similar, it’s probably a big part of what continues to drive him today. He’s paying back to music what music gave him, not with a guitar slung over his shoulder and playing for audiences, but instead planning and positioning behind the scenes so an artist can reach every possible ear and eye. Long may he continue to do so. 

Levi Colston

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