This weekend, the WWE is taking over Orlando for Wrestlemania 33, and while there are a grip of quality matches on the card, you can't front: most people are tuning in to see Goldberg defend the WWE Universal Heavyweight Championship against Brock Lesnar. And wherever the former UFC Heavyweight Champion Brock Lesnar is, his advocate, Paul Heyman, will be by his side.
If you know Heyman, you know that he's truly the catalyst for the pro wrestling boom in the '90s via his ECW promotion. His work has extended outside of the squared circle via his New York City-based marketing firm, The Looking4Larry Agency, as well as making exclusive deals with the likes of Hard Rock Hotel & Casino. Somehow, he finds the time to get this stuff done. "I told the staff last week I was drawing up a petition to send to God that we need more than 24 hours in a day," Heyman laughed. "Half of them took me seriously!"
Heyman's agency recently confirmed they had taken on Nascar's Monster Energy Cup Series Championship in Richmond, Virginia as a client, and now we can exclusively confirm Heyman and his squad of viral marketers have been signed by Reviver Entertainment Group, an independent record label headed by second generation music impresario David Ross, the son of Moe Schulman, who helped bring the Rolling Stones to the United States as a part of London Records.
For the artists on Reviver, this is going to be an epic win for their marketing, as it'll be Paul Heyman moving the needle. It's a similar approach to how Heyman took over ECW and instead of filling the roster with pro wrestling veterans, he learned how to promote the talented young artists that Reviver has on board. Word is that Heyman, alongside his Looking4Larry Agency partner Mitchell K. Stuart, will be handling everything from strategizing how these artists will be introduced to the public to their rollouts to producing and directing their music videos.
"Paul doesn't do anything half-ass," Stuart told us. "He goes all the way in, or not at all."
Reviver's already riding a wave of success, with their artist LoCash scoring a handful of hits in 2016; let's see what Heyman can do for Reviver's country artist Kayla Adams.
Outside of the Reviver deal, we've learned that Looking4Larry has signed on with a major Silicon Valley start-up, with an announcement to come in the near future.
"We're keeping busy," Heyman exclaimed with uncharacteristic modesty. "I'm still waiting to hear back from God on my petition!"