New Breed LLC, a boutique marketing and management company and is the brainchild of Eric Baker, a 31-year music industry veteran.  The company specializes in artist in artist management and event strategy through the creation, development, and execution of festivals and unique experiential marketing programs.

New Breed was founded by Eric in 2003, who spent 15+ years in the recording business after beginning his career working for a concert promoter in New Jersey. Eric began his record label career at MCA/UNI Distribution in Boston. He then moved to New York to work in sales and radio promotion for A&M Records, subsequently relocating to Seattle to take over radio promotion in that region. During his time with A&M, Eric worked closely with many artists including Sheryl Crow, Blues Traveler, and Soundgarden. He then spent 4 years in San Francisco doing radio promotion for RCA, and then moved to Los Angeles as RCA’s Director of Promotion – West Coast. After a successful run at RCA working with superstars like Dave Matthews and Christina Aguilera, Eric accepted a position at Roadrunner Records as Director of National Promotion of Alternative, where he spearheaded the radio success of Slipknot and Nickelback. His last record label position during that time was as VP of Promotion at Extasy Records.

New Breed has produced over 300 events ranging from festivals with attendance as large as 65,000 people per day to an acoustic brand activation at local Oakley stores and everything in-between.  He created the M3 Rock Festival, the premiere 80”s metal festival in US. Attended by over 15,000 people each year and has become the benchmark for 80’s and 90’s metal festivals etc). Past and present New Breed clients include Oakley, AT&T, Starbucks, and Castle Light beer. Eric joined Primary Wave in 2015 and has an incredible roster of iconic artists.  His music management clients include; Jefferson Starship, Toots and the Maytals, The Isley Brothers,  Bell Biv DeVoe, Skid Row, Cold, and LA Guns.