The new joint venture aims to create strategic partnerships between artists and content owners, starting with one of Morrow's management clients, up-and-coming hip hop artist George Watsky. Steel Wool is based in Los Angeles and will be operated out of the current Welk Music Group offices.
Prior to joining Steel Wool, Morrow was Senior Vice President of Touring at Live Nation, a post he's held since 2011. Before he was appointed as President of Live Nation's New York offices in 2007, Morrow served as Senior Vice President of Tours & Talent for House of Blues Entertainment.
Welk comes to Steel Wool from the recorded music side of the industry. Welk is president of Welk Music Group, which includes solid indie labels Vanguard Records, Sugar Hill Records and Ranwood Records.
"As someone who's managed artists and promoted some of the biggest shows and tours in the world, I know the fans are still out there," said Morrow. So when I started working with George Watsky and we were able to build upon his incredible talent as a live artist while establishing the viability of his huge socially driven fan base our next step was to find a strategic label guy like Kevin Welk. Welk's one of the best and I'm thrilled that he understood we were looking for a cooperative venture, not one where George would "sign" a traditional label deal but one where we'd all sign together – as partners in a new model."