John Cerullo
Book Strategy & Execution: M17 Books
Spencer has entered a book publishing relationship with performing arts publishing expert, John Cerullo. John will use his decades of experience in publishing thousands of successful titles in music, theatre, and film, to further Proffer and Meteor17’s vision of adapting it’s various world class, documentary and related film, theatre, and music projects, into book form.
From his earliest days, owning his own innovative publishing company, through his thirty years at Hal Leonard, the world’s largest music print/digital publishing company, Cerullo is considered a true product development pioneer.
Most recently he has been at the helm of Applause Theatre & Cinema Books (Applause Books) and Backbeat Books, stewarding both imprints to best in class in the world of performing arts book publishing.
Initial projects between Cerullo and Spencer, include M17 working closely with the Applause, Stephen Schwartz, Defying Gravity bio book, next to the M17 documentary (Stephen Schwartz), and release and marketing of Graham Nash’s classic OUR HOUSE illustrated volume, throughout the world.
“Many more exciting book projects are in the works at Meteor 17,” says Cerullo, “and I am thrilled to be on board to help Spencer and his team develop and market them through M17’s worldwide network of partners, including distributors and media outlets.”
In addition to the thousands of books John has published at Applause and Backbeat, John’s career highlights include publishing thousands more under three other imprints, Hal Leonard Books, Limelight Editions, and Amadeus Press.
In addition to his current career in book publishing, John started his career as editorial director of Big Three Music/United Artists, where he was the first to develop the commercial use of guitar tablature, opening popular music to the vast majority of musicians who can’t read music; owned his own company known for groundbreaking and innovative products for aspiring and working musicians; and was Executive VP of Hal Leonard, in charge of licensing partnerships and product development.
Not only is John known as an important acquisition and product development expert, but also as an innovator, developing new business models, products, digital tools, editorial workflows, and automated methods of product deployment, all geared to meet market needs, and most importantly grow revenue and strategically capture substantial market share. He plans to do that for M17 Books without any question.