Brandon Creed's Good World: Inside the Manager of the Year’s Success

“There have definitely been moments when I wished I could be in two places at once,” reflects Brandon Creed, looking back on a year packed with defining moments across his roster. He’s come close—earlier in March, he had to be in two locations on opposite coasts within just 48 hours.

On March 8, Ariana Grande released her critically acclaimed seventh album Eternal Sunshine. The following day, she was the musical guest on Saturday Night Live in New York—Creed was there. Then, on March 10, Grande presented at the 96th Academy Awards in Los Angeles, where client Mark Ronson was part of the night’s biggest spectacle: a star-studded live debut of Ryan Gosling’s “I’m Just Ken” from Barbie—Creed was there too.

“It was definitely a tiring weekend,” says the 47-year-old. “But thankfully, my relationship with all my artists is such that we have a great team to support them wherever they are.”

His Good World team is a close-knit group of experienced managers, including Dani Russin and Tyler Reymore, who have worked alongside him for over a decade, as well as Anika Capozza, Chris Pepe, and Emma Anderson. In 2023, when Creed left Full Stop, the high-profile management firm he had merged his own Creed Company with in 2017, his team followed him. After six years, Creed wanted to build something more akin to the company he founded in 2010—creating a more refined, evolved version of it.

In August 2023, Creed launched Good World Management, boasting a roster featuring Charli XCX (co-managed with Sam Pringle and Twiggy Rowley), Troye Sivan, Ronson, and Tame Impala (co-managed with Jodie Regan). His first new signing was Demi Lovato, followed shortly by Grande.

“I was excited by the challenge of it, honestly,” says Creed about starting a new venture. “Creed Company came about out of necessity—I was an executive at a record company and started managing on the side. But now with Good World, I have more experience, and the same drive. We're trying to keep it small, familial, and build accordingly.”

Creed’s career began as an assistant to music executive Tom Corson and later as one of the first employees of Clive Davis’ J Records, which he describes as “like going to grad school.” From there, “management found me” when he met Bruno Mars and his writing partner Philip Lawrence. “I watched Clive launch Alicia Keys and position superstars,” says Creed. “What he did and looked for, I took it and applied it as best I could.”

Since its inception, Good World has celebrated one industry milestone after another. From Charli XCX making the leap to arena headliner with her Sweat Tour alongside Troye Sivan, to Ariana Grande branching into new territory with Wicked, the success has been both commercial and cultural, propelling Creed and his team to be named Billboard’s first-ever Manager of the Year.

Reflecting on the launch of Good World, Creed recalls, “We were in the middle of Barbie summer with Mark, and that was such an amazing experience. And Troye had just released ‘Rush.’”

“Things didn’t stop,” says Dani Russin. “We didn’t have the luxury of pausing. We were grateful that our entire roster came with us, so we just kept going. It was a great exclamation point on the summer.”

“We’ve always been small but mighty,” adds Anika Capozza. “When we moved over here, it was all hands on deck. Things like ‘What snacks are we getting?’ It’s funny how those little things matter when you’re used to a bigger company setup. But it made it fun.”

“It felt like coming back into a house that was warm, cozy, and down to earth,” says Tyler Reymore. “It made me take a deep breath—this is what Creed Company felt like years ago.”

Brandon’s management style has been shaped by years of hands-on experience. “Brandon is very keen,” Russin says. “He’s a great decision-maker and has a very diplomatic management style. It’s always been about nurturing good ideas, regardless of where they come from.”

For Creed, fostering a team culture that allows everyone to thrive is crucial. “There’s no ceiling here,” says Capozza. “We have the space to grow and take charge.”

Creed’s vision for Good World extends beyond just artist management. “We want to sign people who inspire us,” he explains. “Our artists aren’t just artists; they’re writers, they’re actors, they’re filmmakers. The cross-industry collaboration is exciting for me.”

Looking ahead, Creed has a clear plan. “Ariana’s year is mapped out. We know where she’ll be and what she’ll be doing,” he shares. “Charli’s Brat Summer will continue through the fall and winter. Troye is focusing on his creative year and making his next record. Demi will hopefully start her next era midway through the year. Mark’s going to start a new artist era and his book will hopefully be out. We’re going to be busy, and by 2026, we’ll have it all figured out.”

For Creed, the goal is simple: “We want to keep doing what we’re doing. I’ve been lucky to have incredible experiences with amazing artists, and when you feel that click, you get reengaged. That’s what happened this year.”