Brief
Veteran music promoter David “DL” Lawrence dies at 64
Industry veteran David “DL” Lawrence, who promoted acts such as Mariah Carey and NSYNC, died of a heart attack in Atlanta on Sept. 30 at age 64.
By Felo News Desk · Published
David “DL” Lawrence, a three‑decade veteran music promotion executive, died of a heart attack in Atlanta on Sept. 30, Billboard reported. He was 64.
Lawrence began his career in 1994 at Columbia Records, handling projects for Mariah Carey, Destiny’s Child, Lauryn Hill, the Fugees, Nas and Maxwell. He later moved to Jive Records, promoting NSYNC, UGK, E‑40 and Joe, before joining Epic Records in 2002 as vice‑president of urban promotion, where he oversaw national urban and rhythmic radio strategy for acts like OutKast. After a stint as vice‑president at Sony Urban Music (2004‑2007), he returned to Jive in 2008, left in 2016, and founded DLA Promotions and Consulting Group, working with Red Light Management, RCA, Sony Music, Roc Nation/Universal and Motown/Universal.
The Lawrence family issued a statement praising his generosity, mentorship and lasting impact on the music community. A homegoing service is scheduled for Oct. 14 at Friendship Baptist Church in Atlanta.
Key facts
- David “DL” Lawrence died of a heart attack in Atlanta on Sept. 30 at age 64. (billboard.com)
- He began his promotion career in 1994 at Columbia Records. (billboard.com)
- Lawrence worked with artists including Mariah Carey, Destiny’s Child, NSYNC and OutKast. (billboard.com)
- He founded DLA Promotions and Consulting Group after leaving Jive in 2016. (billboard.com)
Sources
- [1] billboard.com — originally reported as “David ‘DL’ Lawrence, Veteran Promotion & Label Executive, Dead at 64”
