Music Industry Vet Mike Martinovich Passes

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Mike Martinovich. Photo: Courtesy of family

Longtime Music Row executive Mike Martinovich passed away on Monday (Nov. 18) at age 81.

Martinovich is best known for the three decades he spent at CBS/Sony Records. He worked in sales, marketing, promotion and management during his extensive music-industry career.

He joined the label in 1969 as a sales representative in St. Louis. In 1970, he moved to the CBS Atlanta office as sales manager. A year later, he became the branch manager of the company’s office in Cincinnati.

In 1979, he was named a Vice President of Merchandizing for CBS nationally, responsible for advertising, marketing and promotion of all music on Columbia, Epic, Portrait, CBS Masterworks and other labels associated with the company. In this role, he was instrumental in the marketing of such artists as Michael Jackson, Bruce Springsteen, Pink Floyd, Journey and James Taylor.

Mike Martinovich was named Vice President of Marketing at Sony Records in Nashville in 1989. In this role, he was placed in charge of advertising, overseeing the national country-music sales staff, supervising LP jacket designs, directing promotional materials and steering the exposure of the company’s country music to consumers. He designed and directed the marketing of artists including Mary Chapin Carpenter, Dolly Parton, George Jones, Merle Haggard, Tammy Wynette (his favorite), Rosanne Cash, Patty Loveless, Rodney Crowell, Charlie Daniels and Joe Diffie.

He left the label and formed a partnership with manager Joe Mansfield to form Mansfield-Martinovich Associates in 1994-2002. There, he became a consultant to Anderson Merchandisers, which supplied music to Walmart. He planned and oversaw Walmart’s “Country Music Across America Parking Lot Tour.” Over three touring seasons, this featured over 50 developing country artists performing for tens of thousands of fans in 60+ cities and towns.

He next became a partner in the management group The Consortium in 2002-2017. In this capacity, he co-managed future Grand Ole Opry star Mandy Barnett and worked on the careers of country stars Marie Osmond, Jason Aldean and Emerson Drive. He was a consultant to the successful independent label Broken Bow Records. He also led The Weather Channel’s licensing and branding.

His sons followed in his footsteps. Michael Dimitry Martinovich, is a manager who has worked with such bands as Good Charlotte, My Morning Jacket, Nada Surf, The Conchords and Shivaree. Bo Martinovich is Sr. Director National Promotion & Artist Development at Sony Music Nashville.

Mike Martinovich was an alumnus of Leadership Music. He also served as president of the board of the St. Petka Serbian Orthodox Church. Its beautiful sanctuary is located at 1712 Fifth Ave. N. in Germantown.

A visitation will be held on Friday, Nov. 22 at 3:30-6:00 p.m. at Eastland Funeral Home, 904 Gallatin Ave., Nashville, TN 37206. The funeral service will be Saturday, Nov. 23 at 12:00 noon at Svetka Petka Serbian Orthodox Church, 1712 5th Avenue North, Nashville, TN 37208.

In lieu of flowers, donations can be made in Mike’s name to Svetka Petka Serbian Orthodox Church, 1712 5th Avenue North, Nashville, TN 37208.

Robert K Oermann
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