Ornetta Barber always lived her life out loud. She was bold, brilliant, dynamic, and fearless as she effectively worked her way up the ranks to become the first African-American female marketing executive at Warner Elektra Atlantic Corp (WEA).
If there was a race to be run, Barber made sure she came in first so she could open the door for more women of color to hold executive positions in sales and marketing in the music industry. Anyone who knew or worked with Barber was not surprised by her swift rise to the top. Strategic in nature, each move Barber made within the industry was purposeful.
It all started when Barber moved from St. Louis to Los Angeles to attend California State College. In 1977, she was one of nine trainees chosen out of 1000 applicants for a job as a Warner Communications management trainee. In 1978, she joined Elektra as chart and store report coordinator, then Senior Director of National Marketing Research in 1983. In 1986, Barber, who was introduced to music at a young age and had a great ear for talent, was named Director of Black Music Marketing at WEA, then vice-president in 1987. She implemented marketing campaigns and assisted the creative departments at the labels in developing merchandising materials and promotional ideas for their artists.
Barber and her marketing team, dubbed “The Gladiators,” received numerous awards for their creativity. During her career, she handled campaigns for Quincy Jones, Prince, The Cars, The Eagles, Chaka Khan, En Vogue, Linda Ronstadt, Grover Washington, Miles Davis, Levert, and Al Jarreau, among many others.
After leaving WEA in 2002, she consulted for Hidden Beach Records from 2002 – 2004 and then consulted for Bobby Wilkerson Productions from 2010-2015. From 2016-2019, she fulfilled a lifelong dream of hosting “SoulTracks Of Our Lives,” a radio show where she played music she loved.
Ornetta Barber died April 3, 2020, at the age of 71. Legends are defined by their work and how it impacts the culture. We remember Ornetta Barber so others don’t forget. #livinglegendsfoundation30 #blackmusicmonth #culturecreator #rootedinblackmusic