Clarence Avant, known as 'The Godfather of Black Music,' has died. He was 92
Clarence Avant, ‘Godfather of Black Music' Dies at 92
Avant's achievements were both public and behind the scenes, as a name in the credits, or a name behind the names. Born in a segregated hospital in North Carolina, he became a man of lasting and wide-ranging influence, in part by minding two pieces of advice from an early mentor, the music manager Joe Glaser: Never let on how much you know, and ask for as much money as possible,"without stuttering.
"Everyone in this business has been by Clarence's desk, if they're smart," Quincy Jones liked to say of him. Born in 1931, Clarence Avant spent his early years in Greensboro, North Carolina, one of eight children raised by a single mother, and he dropped out of high school to move north. A friend from North Carolina helped him find work managing a lounge in Newark, New Jersey, and he soon got to know Glaser, whose clients ranged from Louis Armstrong to Barbra Streisand, not to mention Al Capone. Through Glaser, Avant found himself in places where Black people rarely had been permitted.
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