AEG Presents and Tim Hinshaw’s Free Lunch have entered into a strategic partnership, Billboard can exclusively report. Under the terms of the partnership, Hinshaw will be responsible for securing and marketing hip-hop, R&B and gospel tours for AEG’s global touring division. 

The alliance follows in the wake of Kendrick Lamar’s “The Pop Out — Ken & Friends.” The Juneteenth concert at the Kia Forum in Inglewood, Calif. was presented by pgLang and Free Lunch. Streamed to fans around the world on Amazon Music — Hinshaw’s current client — the event broke the record for the most minutes watched of any Amazon Music production.

In announcing the partnership, AEG Presents president of global touring Rich Schaefer said, “Tim’s connection to hip-hop and R&B — whether it’s the music, the artists or the culture — is unmatched. I’m excited to bring someone of Tim’ stature on to help our team expand in an area we’ve already had so much success in. His spirit and energy will be a great addition to the touring team, and we look forward to learning from him as we help build our business together.”

Free Lunch founder and CEO Hinshaw added, “I am honored that this chapter started with Kendrick Lamar’s ‘The Pop Out — Ken & Friends,’ an iconic moment for L.A. and hip-hop. Partnering with AEG is a natural next step for Free Lunch. I have been very fortunate in my career to play a role in delivering some of the most unforgettable live music experiences for the culture and look forward to continuing that success with Rich and the whole AEG team moving forward.”

Formerly Amazon Music’s head of hip-hop and R&B, Hinshaw launched Free Lunch in 2023. As noted in a release announcement, the multifaceted creative shop is principally focused on “authentically bridging the gap between culture and corporate America.” During Hinshaw’s five-year tenure at Amazon, he oversaw the streaming service’s industry strategy and partnerships across both genres, inclusive of the global flagship brand Rotation. Among the various projects he brokered was 2022’s exclusive livestream of The Big Steppers Tour: Live from Paris via Amazon Music and Prime Video. The event not only spotlighted Kendrick Lamar’s second performance in Paris, it also celebrated the 10^th anniversary of his second studio album, good kid, m.A.A.d city.

Hinshaw also helmed artist negotiations for Amazon Music Live, a livestreamed concert series on Twitch and Prime Video that aired following Thursday Night Football. Among artists featured on the series were Lil Baby, A$AP Rocky and 21 Savage. Additional livestream projects under Hinshaw while at Amazon Music included: Tyler, The Creator’s Call Me If You Get Lost Live concert in his hometown of Los Angeles; Kanye “Ye” West’s #FreeLarryHoover benefit concert in L.A.; J. Cole’s Dreamville Festival from Raleigh and Summer Walker’s homecoming show in Atlanta for Black History Month. 

Prior to joining Amazon Music, Hinshaw established the urban music division at Fender Guitars. He also worked in music marketing for Vans. Honored as executive of the year in 2022 for Billboard’s annual R&B/Hip-Hop Power Players issue, Hinshaw began his music industry career as co-manager of his songwriter brother, Charles “Prince Charlez” Hinshaw. That endeavor led to a joint venture label deal with Island Def Jam and a global co-publishing agreement with Rondor/Universal Music.