Founder: Yo Peep This | Artist Coach Lead: Groover US

Eric McLellan is a 15 year Major Label marketing and A&R veteran (Artists & Repertoire). He began his career at Sony Music and went on to work at Warner Music Group's Sire Records for over a decade as a trusted A&R to industry luminary Seymour Stein. Eric established an A&R research team identifying market trends and potential artist signings. Under Stein's tutelage Eric became a global A&R executive who has discovered, developed, and nurtured artists across a multitude of genres. McLellan played a significant role in the growth of the Sire Records roster, taking the label into a new era with key signings and A&R projects including folk rock band Delta Rae, rapper Deniro Farrar, blues singer and guitarist Samantha Fish, The Lottery Winners, and Ida Mae. Eric is a frequent traveler and has an in-demand panelist at music events such as The Great Escape, Wide Days, Iceland Airwaves, Canadian Music Week, Future Music Forum, SXSW and others.Eric continues to discover, develop and nurture artists across a wide variety of genres and is the founder of Yo Peep This, a full-service, independent, progressive artist services and consulting company. Established in 2018, it currently represents and provides expertise to artists and labels across all genres but with a focus on urban, pop, and alternative. Clients have included Metropolitan Groove Merchants, Conviction Records, icons + giants, Ninetone Records, Boost Collective , Music Breakr and most recently Groover.