Clarence Avant, the astute manager, entrepreneur, facilitator, and adviser known as the “Godfather of Black Music,” has passed away at the age of 92. He played a significant role in launching or guiding the careers of Quincy Jones, Bill Withers, and many others. Avant’s family announced on Monday that he died at his home in Los Angeles. Inducted into the Rock & Roll Hall of Fame in 2021, Avant had an indelible impact in both public and behind-the-scenes roles. He was credited in the industry as the mastermind behind the scenes, providing valuable advice to his clients. Born in North Carolina in a time of segregation, Avant’s influence spanned a wide range and left a lasting impression. He always remembered the wise words of his mentor, music manager Joe Glaser: “Never let on how much you know” and “ask for as much money as possible without stuttering.”
Avant kick-started his career as a manager in the 1950s, representing notable artists such as Sarah Vaughan, Little Willie John, and composer Lalo Schifrin, who is famous for writing the theme to Mission: Impossible. He also played a pioneering role in supporting Black-owned radio stations in the 1970s and led Motown in the 1990s after its founder, Berry Gordy Jr., sold the company. Avant established record labels like Sussex and Tabu, signing talented artists such as Bill Withers, Jimmy Jam and Terry Lewis, the SOS Band, and singer-songwriter Sixto Rodriquez, who gained fame decades later through the documentary Searching for Sugarman. (Rodriguez passed away last week.)
In addition to his well-known achievements, Avant had a significant impact behind the scenes. He facilitated the sale of Stax Records to Gulf and Western in 1968 and acted as a bridge between the entertainment and business industries, as requested by Stax executive Al Bell. Avant also raised funds for prominent figures in politics, including Bill Clinton and Barack Obama. He played a vital role in organizing Michael Jackson’s first solo tour and provided advice to younger admirers such as Narada Michael Walden, LA 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 extended to sports, where he assisted Jim Brown’s transition from football to acting and produced a primetime television special for Muhammad Ali.
Avant’s remarkable contributions earned him numerous accolades, including two honorary Grammys, an NAACP Image Award, and a BET entrepreneur award. In the mid-1960s, he met his wife, Jacqueline Gray, a model at the time, at an Ebony Fashion Fair. They married in 1967 and had two children: music producer-manager Alexander Devore and Nicole Avant, the former US ambassador to the Bahamas. Sadly, Jacqueline Avant was tragically murdered in their Beverly Hills home in 2021. (Read more obituary stories.)
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