Music Industry Advisor
Will Tenney
William Tenney is a music executive and entrepreneur focused on building artist careers at the intersection of culture, character, and commerce. A Forbes 30 Under 30 honoree, he has spent the past decade driving record sales and scaling businesses across management, label, and label services verticals.
He is the Founder and Managing Partner of SunPop, a New York City–based record label and management firm representing some of music’s buzziest indie, rock, and alternative acts. Through SunPop’s label and services division, Will has contributed to the sale of over one million records, working with artists including Remi Wolf, Lizzy McAlpine, Rod Wave, Stephen Dawes, Haiden Henderson, and more.
On the management side, he represents Quarters (Warner Music), Grabbitz (Sony Music/Breakaway), and others, who have toured nationally alongside bands like the Jonas Brothers, The Band CAMINO, and Two Door Cinema Club.
Prior to founding SunPop, Will spent six years at Crush Music as Head of Streaming Strategy & Promotion, where he oversaw sales and streaming strategy for a roster including Miley Cyrus, Lorde, Sia, Green Day, Weezer, Fall Out Boy, and Train. Earlier in his career, he toured North America as a multi-instrumentalist with Against The Current, Cash Cash, Parachute, and Lauv (then performing as Somersault Sunday). He began his professional career as an analyst at Goldman Sachs.
A dedicated mentor and advocate for emerging talent, Will has spoken at Billboard-recognized music business programs including Syracuse University, UCLA, Berklee College of Music, Drexel University, and the Los Angeles Film School, as well as at industry conferences such as NAMM, SXSW, and A2IM Indie Week. In addition to his Forbes recognition, he has been named a HITS Magazine “Noisemaker,” an A2IM Featured Executive, and a Nashville Briefing Disruptor. He serves on the Full Sail University Music Business Program Advisory Board and on the advisory board of End Overdose, a nonprofit focused on overdose prevention and education.
Will holds a degree in Music Industry and Business Administration from Northeastern University and lives in New York City with his wife and son.