Yamaha Corporate Artist Affairs

Yamaha Corporate Artist Affairs, Inc. (YCAA), a subsidiary of the Yamaha Corporation of America, is based in Franklin, Tennessee and was created and developed in 2001 by Vice President Chris Gero. YCAA is responsible for the development and advancement of the Yamaha brand name through numerous artist-related activities worldwide, which includes endorsements, artist imaging, artist marketing, concert production, media operations, piano logistics, tour support, product placement, artist related publications, artist website development and strategic alliances.


A 25-year veteran in the music industry, Chris Gero has spent the last 15 years spearheading Yamaha’s artist branding. In 2001, he officially created and developed Yamaha Corporate Artist Affairs. In May 2007, YCAA became a company subsidiary of the Yamaha Corporation of America and became known as Yamaha Corporate Artist Affairs, Inc. [1] Chris Gero, who was serving as the YCAA corporate director, assumed the position of vice president.[2] More than 2,000 artists have been signed to contracts and the largest concerts in Yamaha’s 110-year history have been produced under his direction.[3]


The primary function of YCAA is the endorsement management of more than 2,000 artists and musicians around the globe. YCAA manages the Yamaha endorsement relationships of Paul McCartney, Elton John, Norah Jones, Alicia Keys, John Legend, Sheryl Crow, James Blunt, Justin Timberlake, Josh Groban, Avril Lavigne, Michael Bublé, Sara Bareilles, Jamie Cullum, Chick Corea, Sarah McLachlan, and Gavin DeGraw, just to name a few.

Product support and placement

YCAA also supports all levels of product support and product placement, including TV, film and stage placement. Not only is Yamaha the largest music manufacturer in the world, Yamaha is also one of the most recognized musical name brands in the world.[4] YCAA works to support the needs and requests of artists who earn a living using Yamaha products.

Concert production

Another facet of YCAA is concert production, which showcases Yamaha artists and the products they use. YCAA is a full-service concert production team composed of seasoned industry veterans that have put on everything from small clinic tours to elaborate arena shows. Led by producers Chris Gero and Tara Eifert, YCAA has developed and produced the largest artist concerts in Yamaha's 110-year history.

In 2003, YCAA produced “A Tribute to Elton John,” a philanthropic effort which brought together some of today’s most popular artists to pay tribute to Sir Elton John and raise money for music education. More than 16,000 people attended the concert at the Arrowhead Pond in Anaheim, California. Some of the artists that lent their talents to this special night included Elton John, Ray Charles, Bruce Hornsby, Jewel, Norah Jones, Diana Krall, John Mayer, Michael McDonald, Randy Newman, Take 6 and many more. [5]

In 2000, Los Angeles’ historic Shrine Auditorium was the setting for YCAA’s Michael McDonald tribute concert, “Michael McDonald – A Gathering of Friends,” which is available on DVD.[6] Performers on this night included Michael McDonald, Patti LaBelle, Edwin McCain, James Ingram, Kenny Loggins, Christopher Cross and The Doobie Brothers, just to name a few.

Other artists who have participated in YCAA-produced concerts include: Stevie Wonder, Tony Bennett, Sarah McLachlan, John Legend, Brad Paisley, Jamie Cullum, Josh Groban, Gavin DeGraw, Al Jarreau, Natalie Cole, k.d. lang, Donna Summer, Al Green, Peter Frampton, Delbert McClinton, Kirk Franklin, Vanessa Carlton, CeCe Winans, Dave Koz, David Benoit, Tower of Power, Chaka Kahn, Keb Mo, Phil Vassar, Michael W. Smith, Five for Fighting, Sara Bareilles, Isaac Slade of The Fray, and Earth, Wind & Fire. [7]

All Access

YCAA is responsible for the development and production of Yamaha All Access. The highly acclaimed Yamaha artist branded magazine reaches over 300,000 readers biannually and provides a sneak peek into the lives of Yamaha artists and the instruments they rely on.


YCAA also produces film work, ranging from short opening videos for Yamaha concerts to featurettes showcasing Yamaha’s elite line-up of artists.


External links