In a recent appearance on Won of One: A PLLRS Podcast, Third + Hayden founder and CEO Kei Henderson provided a candid, behind-the-scenes look at the evolving landscape of the music industry. Speaking with host Reg Calixte, Henderson emphasized that artist wellness is no longer just a buzzword, but a fundamental pillar of long-term success.
Prioritizing Mental Health in Music
Henderson’s commitment to the human side of the business is best exemplified by the creation of the Personal Development Fund at Third + Hayden. This initiative provides artists with direct financial resources to invest in their own wellness, self-care, and personal growth. “It’s free money to go out and take care of yourself,” Henderson explained. “Ultimately, for us, mental health is not a buzzword. It is the foundation of how you become successful.”
This focus on health comes as the industry grapples with rising rates of burnout and anxiety among performers. Henderson, who has managed artists at the highest levels, admitted that she too has faced the crushing weight of industry burnout, noting, “At some point, I was like, ‘I don’t want to do music ever again; I quit,’ because of my burnout and working with my previous clients.”
The Early Days of 21 Savage
Reflecting on her tenure as one of the earliest champions of 21 Savage, Henderson shared insights into the rapper’s meteoric rise. She recalled discovering the artist when he had only 5,000 Instagram followers and helping him build a business model that prioritized revenue control and independence. Despite his eventual superstardom, the path was not without skepticism.
“We met with 300 [Entertainment] super early on. They turned us down,” Henderson said. “They didn’t think he would ever be mainstream because of the knife on his head. We never let anybody tell us we needed them because we knew we didn’t.”
Henderson also identified the pivotal moment when the artist transitioned from an underground favorite to a global sensation, citing a co-sign from Drake as the catalyst that shifted the public perception of his career.
Future-Proofing Artist Development
Looking ahead, Henderson discussed her firm’s partnership with Live Nation, which aims to identify and support emerging talent long before they reach stadium status. By engaging with artists earlier in their careers, Henderson hopes to foster more sustainable growth and ensure that the industry is better equipped to handle the pressures of fame.
