David ‘DL’ Lawrence, Veteran Promotion & Label Executive, Dead at 64
Over three decades, Lawrence worked on projects by Mariah Carey, Destiny’s Child, NSYNC and more.
David "DL" Lawrence, a veteran executive in the music industry who worked on projects for artists such as Mariah Carey, Destiny's Child, Lauryn Hill, and NSYNC, died at the age of 64 on September 30 in Atlanta due to a heart attack. Just days after his passing, he was honored with a special tribute at the Living Legends Foundation's 35th anniversary Awards Dinner & Gala in Atlanta on October 2.
Lawrence embarked on his career in music promotion in 1994 when he joined Columbia Records as Regional Director for the Carolinas and the Mid-Atlantic, working on projects by Carey, Destiny's Child, Hill, the Fugees, Nas, and Maxwell. He later moved to Jive Records, where his roster included NSYNC, UGK, E-40, and Joe. In 2002, he joined Epic Records and later became vice president of urban promotion, where he supervised national urban and rhythmic radio strategy for campaigns involving acts like OutKast.
Lawrence also held a position as vice president at Sony Urban Music from 2004 to 2007 before returning to Jive Records as vice president of urban promotion in 2008. He eventually established his own company, DLA Promotions and Consulting Group, in 2016 and worked with various artists, managers, and labels. Lawrence's family stated that he was deeply loved by his family, friends, and music industry colleagues, and his generosity, mentorship, and genuine love for people left an indelible impact on many lives.
A memorial service for Lawrence will be held at Friendship Baptist Church in Atlanta on October 14 at 11 a.m.
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