Corey “C-Notes” Calder is a seasoned music executive and creative strategist currently serving as SVP of Marketing & Creative at Artist Partner Group (APG). Known for blending cultural instinct with strategic execution, Calder has helped shape the careers of breakout stars like Lay Bankz, BunnaB, BabyChiefDoit, Odetari, and Baby Kia, while also delivering major campaigns for artists including NBA YoungBoy, Kevin Gates, and Don Toliver amongst others. With a background spanning Warner Records, Apple, Beats Music, and the Los Angeles Clippers, his work reflects a rare cross-industry fluency. From viral content to artist development, Calder’s approach is rooted in authenticity, immersive storytelling, and building artist brands that last.
In an era where music marketing is as much about cultural relevance as it is about data, Corey Calder—known in the industry as “C-Notes”—has emerged as one of music’s most effective creative architects. As SVP of Marketing & Creative at the indie powerhouse Artist Partner Group (APG), Calder has spent the past five years helping define the modern blueprint for artist development—blending viral strategy with visual storytelling that cuts through the noise.
With an impressive, one-of-a-kind résumé that includes stints at Warner Records, Apple, Beats Music, Wasserman, and the Los Angeles Clippers, Calder brings a cross-industry fluency few music executives can match. But it’s at APG—home to a new generation of genre-defining talent—where he’s made his most indelible mark. His creative vision and marketing leadership have supported career-defining moments for rap titans like NBA YoungBoy and Kevin Gates, while simultaneously nurturing the next wave of breakout talent. That includes Chicago’s baby-faced drill phenom BabyChiefDoit, TikTok sensation and 2024 XXL Freshman Lay Bankz, Billboard-topping dance/hip-hop disruptor Odetari, and Atlanta’s hottest rising stars, Baby Kia and BunnaB. Previously,, Calder’s versatility was spotlighted in Billboard for his standout creative and marketing on the official soundtrack for Fast X, the tenth installment of the billion-dollar Fast & Furious franchise. The star-studded rollout included collaborations with Kodak Black, Muni Long, G Herbo, Zane Brown, Jimin of BTS, J Balvin, NLE Choppa, and more.
“At its core, my career has always been driven by exceptional people. The music business, like all of entertainment, is fundamentally a people business. I’ve had the opportunity to market everything from artists to athletes, but what keeps me inspired is the constant evolution—the chase. There’s always a new frontier, a new challenge, and someone raising the bar. This industry is a living, breathing ecosystem, and my mission has always been to stay ahead of the curve—pushing culture forward and redefining what’s possible.”
Most recently, Calder’s Midas touch was on full display with 803Fresh’s cultural breakout, “Boots on the Ground”—a Southern blues-groove anthem whose viral line dance and infectious energy have swept across the internet and the Black community. His creative direction, marketing and executive production of the official music video—widely regarded as one of the most culturally resonant visuals in recent memory—helped propel it to #1 on YouTube’s trending chart. The record is now staking its claim as a Song of the Summer contender, surpassing Summer Walker’s “Heart of a Woman” for the top spot at R&B radio—the first record of its kind to do so.
The moment has been amplified by co-signs and viral tributes from Michelle Obama, VP Kamala Harris, Shaquille O’Neal, Taraji P. Henson, Ciara, and Beyoncé, who has been performing a mash-up of the track nightly on her sold-out Cowboy Carter Tour. Calder followed this success within days with another #1 trending video—YoungBoy’s latest single “Finest”—further cementing his reputation as a cultural driver with a sharp pulse on what moves both fans and platforms.
“I feel fortunate to have the trust of such incredible artists—big and small,” says Calder. “Regardless of where an artist is in their career, my approach has remained the same:
- Every artist is a universe. Take the time to build a fully dimensional world—story, aesthetic, point of view. Visual language and consistency are everything.
- A strong brand starts with the truth. Don’t manufacture personas. Amplify the artist’s real-life experiences and quirks in a way that feels intentional.
- Build for culture, not just platforms. Don’t chase trends—Turn moments into movements.Create things that people want to talk about, reference, and remember. Virality should be a byproduct, not the goal.”
Calder’s creative approach is immersive, artist-first, and purpose-driven. His campaigns often begin well before a release is even announced—built on deep creative collaboration and a nuanced understanding of each artist’s vision. Whether helping craft an artist’s rise or shaping visual pipelines for established stars, his work remains grounded in authenticity and cultural fluency.
As the music industry continues to evolve at breakneck speed, Calder isn’t just building campaigns—he’s building the next era of the industry. From mentoring emerging music marketers to developing artists poised to lead the next generation, his impact is felt both behind the scenes and on center stage. With a career rooted in championing new voices and driving culture forward, Corey Calder isn’t just creating moments—he’s building legacies.
“At Artist Partner Group – the home of Charlie Puth, Kehlani and Alec Benjamin, among others – Calder continues concentrating on rising acts like Cico P, who earned his first gold record with the viral 2019 TikTok hit “Tampa,” and Lexi Jayde, who’s gearing up for her second EP, Close to Closure, which will include production and writing assistance from FINNEAS. Calder says he attributes their achievements to a “fearless” team and continued guidance from APG CEO Mike Caren.”
–Billboard (2022 Indie Power Players
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