Remembering Clarence Avant
• UPDATED: Clarence Avant, whose vast influence spanning the worlds of music, sports, entertainment and politics earned him the unofficial title of the “Black Godfather,” died Sunday, August 13 at his home in Los Angeles. He was 92.
The news of Avant’s passing was shared in a statement from his son, Alexander, daughter, Nicole and son-in-law Ted Sarandos, co-CEO of Netflix, that reads, in part, “It is with a heavy heart that the Avant/Sarandos family announce the passing of Clarence Alexander Avant. Through his revolutionary business leadership, Clarence became affectionately known as ‘the Black Godfather’ in the worlds of music, entertainment, politics, and sports. Clarence leaves behind a loving family and a sea of friends and associates that have changed the world and will continue to change the world for generations to come. The joy of his legacy eases the sorrow of our loss.”
Motown Founder Berry Gordy (pictured here with Avant) said of Avant, “With the passing of Clarence Avant the world has lost an icon, his family has lost their patriarch, and I lost a dear friend. Clarence earned his reputation as the Black Godfather for good reason. People, especially musicians and artists, went to him when they were in trouble and one way or another, he would fix the problem. Clarence was continuously engaged in the things that made a difference. He loved politics and was very involved with many charities. Of his numerous professional accomplishments, Clarence was most proud of his family — his beloved wife Jacqueline, his son Alex, his daughter Nicole and her husband Ted Sarandos. My heart goes out to them.” In closing, Gordy said, “Our Black Godfather may be gone — but he will never be forgotten.” [Avant/Gordy photo: Jon Platt]
Sir Lucian Grainge, Chairman & CEO, Universal Music Group issued a statement that reads, “Clarence Avant’s extraordinary musical legacy has been felt for decades and will be felt for decades to come. He will be remembered as both a brilliant catalyst and protector of culture. His understated yet powerful influence transcended music, spanning the worlds of entertainment, sports and politics. I am profoundly grateful for his friendship and mentorship. We have lost an incomparable visionary whose brilliance, humor, irreverence, and love made the world a better place. On behalf of everyone at UMG, we offer our deepest condolences to Nicole, Ted and Alex and to their entire family.”
As reported by Variety, Avant was born February 25, 1931 in Greensboro, NC. Overcoming many of the challenges of segregation, Avant grew to prominence starting in the ’60s managing the careers of Lalo Shifrin and Jimmy Smith, along with pioneering blues artist Little Willie John, singer Sarah Vaughan and jazz producer Creed Taylor. After moving to Los Angeles in the late ‘60s, Avant formed Sussex Records, and signed Bill Withers, among other acts. In 1968, Avant orchestrated the sale of the legendary soul powerhouse Stax Records. In the ’70s, Avant launched KAGB-FM (Avant Garde Broadcasting), making it the only Black-owned FM radio station in Los Angeles at the time. He also worked closely with sports legends as Muhammad Ali, for whom he secured a variety special on ABC; NFL Hall Of Famer Jim Brown, whom he helped become a film star; and Major League Baseball home-run record-breaker Hank Aaron, for whom he negotiated the largest endorsement deal in pro sports history at the time.
During the ’80s Avant founded Tabu Records and released hits by The S.O.S. Band, Alexander O’Neil and Cherrelle, among others. He also worked closely with then-budding producers Jimmy Jam and Terry Lewis, helping to connect them with Janet Jackson to produce her 1986 breakthrough Control album — and advised Antonio “L.A.” Reid and Kenny “Babyface” Edmonds on the launch of LaFace Records. He was also the promoter of Michael Jackson’s 1988 Bad tour. In 1993 Avant was named Chairman of Motown Records after its sale to Polygram. He continued to operate his Interior Music Group and Avant Garde Music publishing companies until 2018 when they were sold to UMG.
Along with his numerous career accomplishments, it’s Avant’s role as an industry mentor that he’s perhaps most lauded — in addition to Jam & Lewis, and L.A. & Babyface, Sylvia Rhone, Jheryl Busby, and Jimmy Iovine also count him as a key mentor. As Avant’s lifelong best friend Quincy Jones once put it, “Everyone in this business has been by Clarence’s desk, if they’re smart.”
In 1967 Avant married Jacqueline Gray and the couple had two children: daughter Nicole Avant (a former U.S. Ambassador, political advisor, film producer and philanthropist, who is married to Netflix Co-CEO Ted Sarandos) and son Alex Avant, an agent, producer and actor based in Los Angeles. However, the family was struck by tragedy late in 2021 when Jacqueline was shot to death in a burglary attempt at the couple’s Los Angeles home; she was 81.
Avant was the subject of the 2019 Netflix documentary, The Black Godfather (produced by his daughter, Nicole) that chronicles Avant’s colorful, barrier-breaking career and enduring legacy. That same year, Avant was honored by the Recording Academy with the Grammy Salute to Industry Icons award. Over the decades he also received a Thurgood Marshall Lifetime Achievement Award, an NAACP Image Awards Hall Of Fame Award, and a BET Honors Entrepreneur Award. In 2008, the Recording Academy honored Avant with its Trustees Award. Avant was inducted into the Rock and Roll Hall of Fame by Lionel Richie in 2021, was awarded the Industry Icon Award at the Grammys and received a star on the Hollywood Walk of Fame in 2016.
