Success is not solely a matter of talent; well calculated professional decisions and direction often means the difference between longevity or momentary advances. Nicole Scherzinger rose to fame as a member of The Pussycat Dolls, a musical group created almost twenty years ago, and has endured as both a solo music artist in her own right and as a famed television personality on the BAFTA Award–winning The X-Factor UK and Primetime Emmy Award–winning series The Masked Singer. Helping Nicole along this journey since 2017 has been Leyre Granda of FAE (First Artist Entertainment). As the Day to Day manager/A&R for Ms. Scherzinger, Leyre is both trusted professional confidant and empowered proponent for Nicole’s career goals. Skill is the simply the point of entry for a role such as this, just as important is perception of the artist’s inclinations and the vision to pave the way.
Working with Nicole requires being highly aware of different creative vehicles. Famous for both her musical career and as a judge on TV programs, the public’s sense of who Ms. Scherzinger is relies upon different facets of her own creative self. Perhaps equally known for her solo music career and as lead vocalist of The Pussycat Dolls, her fans span different generations. When The Pussycat Dolls announced a reunion tour and released new music, Leyre played a pivotal role in maximizing the potential of this project. “React” by The Pussycat Dolls was the spark that excited preexisting fans as well as new fans for a long overdue reunion of the group. This single immediately took the number one spot on the UK iTunes Single Chart in addition to placing in the top ten in America and many other countries. Leyre was the sole A&R for “React” and maximized its potential by enlisting a group of producers for remixes that would appeal to a wider group of fans. Afrobeat, Club, and LATAM/Brazilian funk remixes widened the appeal of the single, exceeding already notable expectations of its popularity. Leyre informs, “React was a very strong song by itself. I firmly believed that if we could add a variety of genre based influences to different presentations of the song, we would attract listeners who might not initially give the song the listen that it deserved. A big part of my job is based in perceiving potential for growth. I enlisted some very successful K-Pop producers as well as remixers like Cash Cash and even a Meghan Trainor remix to embellish ‘React’ with very positive results.”
Not all celebrity musicians have made the successful transition to television personality. While already known to the British public as a judge on The X-Factor UK, bringing Nicole to join the judging panel of FOX’s The Masked Singer raised her visibility to an American TV audience. Leyre participated in Ms. Sheridan’s signing onto this new program whose validity was unproven at the time. While the show had been successful in Asia, it was suspect as to whether or not the US public would embrace the format. Ms. Granda’s inclination that The Masked Singer would be a positive move was proven well-founded when FOX began negotiations for Season 2 following the premier airing of Season one’s very first episode.
Entertainment insiders are aware that celebrities with equally talented teams supporting them are the ones whom are able to excel and maintain a high level of visibility. A mutual belief exists in these types of professional relationships; one in which both sides recognize the talent of each other. Leyre Granda communicates, “I’ve been an admirer of Nicole’s work for many years. When she came to FAE, she specifically appreciated what we’d done with Zayn’s (Malik) career whom I’d been working with for some time. When we met, we instantly understood each other and started working together. Nicole is an entertainment powerhouse. Working with her requires a very wide understanding of the entertainment industry as a whole. It is absolutely essential to be well informed about what is happening in society in general and in pop culture, where she heading, and where Nicole can add more value with her talent for each opportunity. It’s an immensely enjoyable challenge to take someone like that even further in their career.”
Writer: Calvin Hooney