New Breed LLC: Boutique Marketing and Management Company

About Us

New Breed LLC is a boutique marketing and management company specializing in artist management and event strategy. Founded in 2003, the company is the brainchild of Eric Baker, a 35-year veteran of the music industry. New Breed focuses on the creation, development, and execution of  and unique experiential marketing programs.

Eric Baker: Founder and Visionary

Eric Baker began his career in the music industry over three decades ago, working for a concert promoter in New Jersey. He soon transitioned to the recording business, starting at MCA/UNI Distribution in Boston. His career then took him to New York, where he worked in sales and radio promotion for A&M Records. In this role, he later moved to Seattle to oversee radio promotion in the region, collaborating closely with artists such as Sheryl Crow, Blues Traveler, and Soundgarden.

Eric’s journey continued in San Francisco with RCA, where he managed radio promotion before relocating to Los Angeles as RCA’s Director of Promotion – West Coast. Here, he worked with renowned artists like Dave Matthews and Christina Aguilera. Following this, he joined Roadrunner Records as National Director of Alternative and Video Promotion, achieving radio and video success for bands like Slipknot and Nickelback. His last record label role during this period was as VP of Promotion at Extasy Records.

Our Achievements

Since its inception, New Breed has produced over 300 events, ranging from festivals with daily attendances of up to 65,000 people to intimate acoustic brand activations at local Oakley stores. Notably, Eric created the M3 Rock Festival, the premier 80s metal festival in the U.S., which draws over 15,000 attendees annually and sets the standard for 80s and 90s metal festivals. The festival just celebrated its 15th anniversary.

Clients and Partnerships

New Breed’s impressive roster of music management clients includes iconic artists such as Jefferson Starship, Bell Biv DeVoe, Toots and the Maytals, Skid Row, and LA Guns. In 2015, Eric joined Primary Wave, further expanding his influence in the music industry.

Additionally, New Breed’s notable corporate clients have included: Oakley, AT&T, Starbucks, and Castle Light beer. These partnerships highlight New Breed’s versatility and expertise in delivering exceptional marketing and event experiences.