Veteran music industry executive and promotion strategist David “DL” Lawrence — who oversaw projects by Mariah Carey, Destiny’s Child, Lauryn Hill, NSYNC and more— passed away in Atlanta on Sept. 30. Billboard has learned the cause of death was a heart attack. Lawrence was 64 years old. Just days after his passing, Lawrence was recognized with a special tribute at the Living Legends Foundation’s 35th anniversary Awards Dinner & Gala in Atlanta (Oct. 2).
Encompassing more than three decades, Lawrence’s career in music promotion was launched in 1994 when he joined Columbia Records as Regional Director for the Carolinas and the Mid-Atlantic. While there, he worked on projects by Carey, Destiny’s Child, Hill, the Fugees, Nas and Maxwell. From there, Lawrence segued to Jive Records, where his promotion roster included NSYNC, UGK, E-40 and Joe. He joined Epic Records in 2002, advancing to vp of urban promotion. In that role he supervised national urban and rhythmic radio strategy for campaigns involving acts such as OutKast.
Lawrence’s resumé also includes a 2004-2007 stint as vp at Sony Urban Music before rejoining Jive in 2008 as vp of urban promotion. He exited in 2016 to establish his own DLA Promotions and Consulting Group. In that role, he collaborated with artists, managers and labels including Red Light Management, RCA, Sony Music, Roc Nation/Universal and Motown/Universal.
A statement from the Lawrence family reads in part, “DL was deeply loved by his family, friends and an extended music industry family that he poured into throughout his life and career. His generosity, mentorship, infectious spirit and genuine love for people left an indelible mark on so many. His impact extended far beyond the music, artists and careers he helped champion — it lives on through the countless people whose lives were made better simply because they knew him.”
Lawrence’s homegoing service will take place at Friendship Baptist Church In Atlanta on Oct. 14 (11 a.m.; 80 Walnut St. SW).
