Clarence Avant, who was inducted into the Rock & Roll Hall of Fame in 2021, passed away at his residence in Los Angeles on Sunday, according to a statement released by his family on Monday morning. Avant had an extensive and influential career, both in the spotlight and behind the scenes, making a name for himself in the music industry. Born in a segregated hospital in North Carolina, Avant rose to prominence by following two key pieces of advice from his mentor Joe Glaser: never reveal your knowledge and ask for as much money as possible without hesitation.
During the 1950s, Avant started his career as a manager, representing artists such as Sarah Vaughan, Little Willie John, and composer Lalo Schifrin, known for creating the theme to Mission: Impossible. In the 1970s, he became a supporter of black-owned radio stations and later took charge of Motown after its founder Berry Gordy Jr. sold the company. Avant’s influence also extended to starting labels like Sussex and Tabu, which featured renowned artists such as Bill Withers, Jimmy Jam and Terry Lewis, the S.O.S Band, and Sixto Rodriguez, who gained popularity through the documentary Searching For Sugarman.
Though Avant’s accomplishments were well-known, he also had a significant impact behind the scenes. He facilitated the sale of Stax Records to Gulf and Western in 1968, acting as a bridge between the entertainment and business industries. Avant played a role in fundraising for politicians like Bill Clinton and Barack Obama, assisted Michael Jackson with organizing his first solo tour, and provided guidance to young talents like Narada Michael Walden, L.A. Reid, and Babyface. Quincy Jones once remarked, “Everyone in this business has been by Clarence’s desk, if they’re smart.”
Avant’s influence even reached the world of sports. He helped former football player Jim Brown transition into acting and produced a television special for legendary boxer Muhammad Ali. When baseball player Henry Aaron was on the verge of breaking Babe Ruth’s home run record, Avant ensured that Aaron received lucrative commercial deals, which were often challenging for black athletes to secure. Aaron later attributed his success to Avant.
In the mid-1960s, Avant met Jacqueline Gray, a model at the time, and they married in 1967. They had two children, Alexander Devore and Nicole Avant, the former US ambassador to the Bahamas. Avant’s honors included induction into the Rock & Roll Hall of Fame, two honorary Grammys, an NAACP Image Award, and a BET entrepreneur award. In a tragic turn of events, Jacqueline Avant was murdered at their Beverly Hills home in 2021, leaving behind a legacy as a philanthropist who introduced Avant and other family members to the importance of arts, culture, and entertainment.
Born in 1931, Clarence Avant grew up in Greensboro, North Carolina, with seven siblings raised by a single mother. He dropped out of high school and moved to Newark, New Jersey, where a friend helped him find a job managing a lounge. It was there that he met Joe Glaser, who introduced Avant to spaces typically inaccessible to black individuals. Avant shared anecdotes of attending dog shows and sitting in exclusive seats at Yankee Stadium alongside Glaser, his only black companion.
One of Avant’s closest relationships was with Quincy Jones, formed during a missed record deal in the early 1960s. Jones, who was a vice president at Mercury Records at the time, doubted Avant’s ability to secure a high-paying contract for Jimmy Smith. However, Avant proved Jones wrong by negotiating a deal with Verve Records for a substantial sum. This incident solidified their bond, leading to collaborations on various projects.
As Avant’s career progressed, he became increasingly involved in politics. He supported Tom Bradley, the first black mayor of Los Angeles, and served as executive producer of the documentary Save The Children, which chronicled a concert fundraiser for Reverend Jesse Jackson’s Operation Push. Avant also assisted civil rights leader Andrew Young by organizing a benefit concert in Atlanta, which drew a crowd of 30,000 people despite heavy rain.
Clarence Avant’s legacy will be remembered by his loving family, countless friends, and associates who have made an impact on the world and will continue to do so for generations to come. His achievements in the music industry, business ventures, and political influence have left an indelible mark. While his passing brings sorrow, the joy of his legacy provides solace.
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