Mike Martinovich, Nashville Music Industry Veteran, Dies at 81

Michael “Mike” Bryan Martinovich, a music industry veteran best known for his work at CBS Records/Sony Music in Nashville and later as a consultant, died Monday (Nov. 18) in Nashville at age 81.

Martinovich joined CBS/Sony in 1969 as a sales representative for its St. Louis branch. He later became promotion manager for Epic Records in that same market before relocating to Atlanta to work as a sales manager and, later, Cincinnati to serve as a branch manager. He was later promoted to vp of merchandising and spent the next decade at CBS Records’ New York headquarters, working with artists including Bruce Springsteen, Michael Jackson, Pink Floyd, Journey and James Taylor. He subsequently took on the role of vp of marketing when he relocated to CBS Records Nashville in December 1988. In that role, he directed marketing strategy for artists including Tammy Wynette, George Jones, Merle Haggard, Dolly Parton, Willie Nelson, Mary Chapin Carpenter, Rosanne Cash, Charlie Daniels, Joe Diffie and Rodney Crowell.

In 1994, Martinovich joined with Garth Brooks’ marketing leader Joe Mansfield to form Mansfield-Martinovich Associates. While working as strategic consultants to Wal-Mart’s music merchandiser Anderson Merchandisers, the duo created Wal-Mart’s Country Music Across America’s Parking Lot Tour, which highlighted more than 50 rising country artists in 60 markets over three touring seasons.

In 2003, Martinovich and a trio of partners launched The Consortium, which offered strategic consulting for Broken Bow Records (BBR) and oversaw branding and licensing for The Weather Channel.

A 1992 graduate of Leadership Music, Martinovich served on the organization’s board of directors. He also served as vp at large on the ACM board of directors, on the marketing committee of the Recording Industry Association of America and filled the role of chairman of CMA’s marketing development committee. He was also a member of the Recording Academy.

Martinovich’s sons followed him into the music industry, with Bo Martinovich becoming an executive at Sony Music Nashville and Michael Dimitry Martinovich working in artist management with bands including My Morning Jacket and Good Charlotte.

Visitation and viewing will take place on Friday (Nov. 22) from 3:30-6:00 p.m. at Eastland Funeral Home, located at 904 Gallatin Avenue in Nashville. A funeral service will be held Saturday (Nov. 23) at 12 p.m. at Svetka Petka Serbian Orthodox Church, located at 1712 5th Avenue North in Nashville. Contributions may be made in Michael’s name to Svetka Petka Serbian Orthodox Church.