These days it’s becoming more apparent that some of the major music labels just don't have their artists’ best interest at heart. From exploitative record deals, to being stripped of creative control, it can be challenging for today’s talent to find a path where both freedom and success coexist. The Nucleus, a Los Angeles based consulting agency is changing that though. 

We had the pleasure of speaking with one of the co-founders of The Nucleus, Celena Fields, who provided me with insight as to how their agency came to be, and what they’re doing to change the music industry.

Fields, who has an extensive background in the music and entertainment business, gained experience, as well as friendships, while at CAA, ICM Partners, and Apple. “Myself and our three other co-founders all worked at ICM together,” Fields says. “If we had an idea for a project, we’d reach out to one another and ask if anyone knew of creatives that could work for it.” As they began to realize the power of their access and connections, the four friends decided to put their heads and vast networks together, forming their own creative agency.

“Our team [consists] of four women, three of [whom] are Black women.” Fields says. She feels it’s an important fact to state. Black artists have been handled unethically by white record labels since the early 20th century. From underpayment, to the snagging of credit, recordings and recording rights, it was easier for black artists to be exploited than their white counterparts due to systemic racial conditions. Now, over a century later, it still seems to be the narrative amongst the collective. Racism permeates throughout the music industry because it was baked into its foundation. “None of the [major labels] would even be standing if the business were fair.” says an A&R quoted for Rolling Stone. “Our agency’s existence is creating a shift in a field that’s historically run by white men who have been in position to have a hand in the livelihood of Black music and culture. We directly help people who look like us or are otherwise a part of marginalized communities or identities.” Fields explains.

The Nucleus’ strategy is simple: they recognize that artists are people before anything else and make it a point to meet them where they are. During a consultation, they’re able to gauge an artist’s creative wants and needs and then explain the types of services that would be the best fit. “We’ll work in tandem with an artist over the course of a month, depending on what the project need is,” Fields says. “We send everything for a social media roll out, get them connected with distribution partners and teach them how to properly market various DSP’s (digital service providers),” Fields states.

The women at The Nucleus also help artists field opportunities and profit from them in ways that align with their brands, even if it’s beyond music. “A lot of artists were making money from live events and touring before the COVID-19 pandemic.

Part of our mission is shaping the narrative that all artists can create an impact aside from shows, streaming, and engagement and we do that by helping them build a brand outside of that,”

Sasha Marie, DJ withSOULECTION, is one of the clients they’ve been able to do that for.

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