Clarence Avant, ‘Godfather of Black Music,’ Dead at 92

Clarence Avant, an executive, label owner, dealmaker and mentor known as the “Godfather of Black Music,” has died.

via: Variety

“It is with a heavy heart that the Avant/Sarandos family announce the passing of Clarence Alexander Avant,” the statement from his children, Nicole and Alexander and son-in-law Ted Sarandos. “Through his revolutionary business leadership, Clarence became affectionately known as ‘the Black Godfather’ in the worlds of music, entertainment, politics, and sports. Clarence leaves behind a loving family and a sea of friends and associates that have changed the world and will continue to change the world for generations to come. The joy of his legacy eases the sorrow of our loss. Clarence passed away gently at home in Los Angeles on Sunday, August 13, 2023.”

Avant’s list of accomplishments is long, broad, and varied. Initially a nightclub manager, he spent the 1960s managing the likes of Lalo Schifrin and Jimmy Smith. He went on to found two record labels, through which he gave the world Bill Withers, Sixto Rodriguez, and Jimmy Jam & Terry Lewis. He helped broker the sale of the legendary Stax Records back in the late ’60s; 30 years later, he became chairman of the board of Motown Records, and subsequently the first African-American board member at PolyGram. He launched one of the first fully black-owned radio stations, and didn’t hesitate to take stands in defense of black culture as a consultant to MGM and ABC in the 1970s. He also served as an advisor, official and otherwise, to Presidents Jimmy Carter, Bill Clinton, George Bush and Barack Obama.

But it’s for his role as an industry mentor in the music business that Avant is perhaps most lauded. In addition to Jam and Lewis, figures as diverse as L.A. Reid and Babyface, Sylvia Rhone, Jheryl Busby, and Jimmy Iovine count him as a key mentor. He persuaded NFL star Jim Brown to launch an acting career. He was been an active figure in politics since the 1960s, and will receive a star on the Hollywood Walk of Fame on Oct. 7. As Avant’s lifelong best friend Quincy Jones once put it, “Everyone in this business has been by Clarence’s desk, if they’re smart.”

Avant was born February 25, 1931 in Greensboro, North Carolina. Overcoming many of the challenges hardships of segregation, he grew to prominence starting in the 1960s managing the careers of Shifrin and Smith, along with pioneering blues artist Little Willie John, singer Sarah Vaughan and jazz producer Creed Taylor; the contract he negotiated with A&M Records for the latter put him on the music industry’s map as a dealmaker. In 1968, Avant orchestrated the sale of the legendary soul powerhouse Stax Records (although the deal did not go well for the company’s founders and it went backrupt several years later).

In 1967 he married Jacqueline Gray and had two children: daughter Nicole Avant (a former U.S. Ambassador, political advisor, film producer and philanthropist, who is married to Netflix Co-CEO Ted Sarandos) and son Alex Avant, an agent, producer and actor based in Los Angeles. However, the family was struck by tragedy late in 2021 when Jacqueline was shot to death in a burglary attempt at the couple’s Los Angeles home; she was 81.

He was inducted into the Rock and Roll Hall of Fame by Lionel Richie in 2021, was awarded the Industry Icon Award at the Grammys and has a star on the Hollywood Walk of Fame.


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