Moving The Business Forward
In 2004, Benveniste signed a joint venture deal to move the Velvet Hammer music label from Atlantic Records to Columbia Records over a several year period. Under the terms of the deal, Velvet Hammer clients Taproot, Poison the Well and Gratitude would continue to record with Atlantic, while Benveniste signed OneRepublic to Columbia. Afterwards, Sony/ATV and Velvet Hammer Music collaborated to publish the ASCAP award winning song "Apologize" by OneRepublic. Benveniste already had a long established relationship with Columbia and its parent, Sony, having first brought System of a Down to Columbia in 1996 and at one time managing Mudvayne, signed to Sony company Epic Records. In 2008, Velvet Hammer signed a three-year deal with Sony subsidiary RED Distribution, which handled the marketing and publicity for Taproot's album Our Long Road Home.
In 1999, Velvet Hammer was drawn into a feud with Fred Durst of Limp Bizkit when Taproot chose to sign with Velvet Hammer Management rather than Interscope.
Read more about this topic: Velvet Hammer Music And Management Group
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