Photo Credit: Bassnectar
Bassnectar is making a comeback in a big way, with Paula Moore’s Greater Music Group signing the EDM legend to a new management deal.
Paula Moore, the CEO of Greater Music Group (GMG) has announced a comprehensive business transformation initiative for longtime EDM darling Bassnectar, highlighted by significant growth across the artist’s catalog, merchandise, audience engagement, licensing, and direct-to-fan operations.
Notably, Moore first signed the artist to UMG and put him on the map back in 2005. Now, it’s a full-circle moment for both Bassnectar and Moore.
Moore, a veteran music executive and artist manager, signed the artist to GMG in November 2025—but Moore confirmed to Digital Music News that this is the first time the deal is being revealed. Since then, she has overseen a comprehensive restructuring of the Bassnectar business, transforming all verticals from a predominantly tour merchandise-driven model into a broader apparel, content, and direct-to-consumer leader.
“The broader strategy includes live shows and touring, new music, collabs, and sync efforts,” said Moore.
At the forefront of the initiative is GMG’s bespoke AI-native operating infrastructure for artists, catalogs, and music businesses.
Since the mid-2000s, Lorin Ashton—the artist known as Bassnectar—has been a defining force in electronic music culture. By 2012, he was one of the highest-grossing touring acts in North America and had spent over a decade headlining all major music festivals, in addition to producing in-house curated events for millions of Bassheads worldwide. With a catalog approaching two billion streams, Bassnectar has helped shape the modern bass music movement while building one of the most dedicated fan communities in independent music, reached on multi-platform channels.
“I’ve known Lorin for more than twenty years,” said Moore. “I believed in him when I first signed and released his music, and I believed in the long-term value of the Bassnectar catalog, the audience, and the creative vision when I stepped into this role in late 2025. What I saw was an opportunity to rebuild, modernize, and grow one of the most important independent music brands of its generation.”
“Paula has significantly changed my life twice. First, when she signed my first album (Mesmerizing the Ultra) to Universal in 2005, and then again last fall when she signed my entire art project to Greater Music Group,” said Ashton. “Since day one, music has always been my artistic vehicle to amplify creativity, connection, community, collaboration, and maximum amplification of human emotion. The Bassnectar Project is my way of reflecting what I love most about life: to make the biggest positive impact on the world around me. It’s also a sacred garden of creativity, so Paula is more than just a friend or my manager; she is my guardian angel.”
Since partnering with Moore’s service, Bassnectar’s companies report business growth of 47% during the first quarter. Audience engagement is significantly outperforming industry benchmarks and direct fan participation increasing substantially across the organization’s owned channels.
Bassnectar’s YouTube presence continues to perform at a high level with over 20 million views over the past 12 months, with more than 70% of those views coming directly from the channel—dramatically higher than the industry average of 20-30% for artists with significant back catalogs. This reflects a curious, continuously active fanbase that remains open and hungry for more.
The growth has been supported by Greater Music Group’s proprietary technology stack, including Artist OS and Catalog OS, systems developed from Moore’s decades of experience across artist management, touring, events, licensing, catalog development, marketing, and entertainment operations.
Unlike traditional artist services, Artist OS and Catalog OS connect audience development, catalog management, release planning, revenue visibility, licensing opportunities, merchandise operations, marketing intelligence, business analytics, and strategic planning into a unified operational environment.
Recent GMG initiatives for Bassnectar include a national advertising sync tied to Universal Studios Hollywood’s Fast & Furious: Hollywood Drift roller coaster attraction launching this summer, resulting in increased Bassnectar catalog visibility and renewed streaming activity across multiple platforms.
“We are not building another music industry service company,” said Moore. “We are building infrastructure. Artists today are running sophisticated businesses, and we believe the future belongs to artists who own their audience relationships, understand their businesses, and operate through intelligent infrastructure.”