Bieber’s Backing Band Joins Brandon Silverstein at Avex Music Group

Avex Music Group CEO Brandon Silverstein has made his first major artist signing, bringing Justin Bieber’s longtime collaborators We The Band to the Japanese-American entertainment venture. The quintet includes co-founders Harv and Tay James, alongside Julian Michael, Devin “Stixx” Taylor and O’Neil Palmer.

James boasts the longest tenure with Bieber, serving as his A&R representative and DJ for 15 years. Harv’s contribution to Bieber’s catalog includes co-writing and co-producing “Peaches,” which became a global phenomenon in 2021. That connection to Silverstein’s S10 Publishing, where Harv signed the same year, laid groundwork for the current partnership.

The band is putting finishing touches on their debut album at Avex’s Los Angeles studio facilities. Multiple guest features are planned for the release, scheduled to arrive before year’s end.

Silverstein’s Rise to Avex Leadership

The We The Band signing comes as Silverstein establishes his vision for Avex Music Group, the rebranded American operation of Japan’s Avex Inc. His appointment as CEO followed a March deal that saw Avex acquire his entire S10 Music Publishing catalog while increasing its stake in S10 Management.

Silverstein’s journey with Avex began five years ago when he sought a publishing partner with global reach. The initial joint venture in 2020 has evolved into a comprehensive entertainment operation spanning management, publishing and artist development.

“Artists are some of the most incredible entrepreneurs, and they just need an infrastructure, the right infrastructure, to have their ideas prevail,” Silverstein explained of his approach.

His track record supports that philosophy. The combined catalog includes over 22 global number-one hits and has generated 50 billion streams across platforms. Notable successes include work with Tate McRae, Doja Cat, Jack Harlow and Bad Bunny.

Recent signings have expanded the roster beyond traditional publishing. Producer Elkan joined with a global deal after creating hits for Drake and Rihanna, while also launching his own joint venture publishing company, Toibox by Elkan.

“We want to back the artist’s vision and the writer’s vision and the producer’s vision and allow them to be their own CEO,” Silverstein said. “I think that’s the change [we need]—and I think Avex Music Group will prevail because of that.”