Industry Veterans Kelli Haywood and Leigh Holt Join Forces To Launch Hsquared Management

Industry veterans and entrepreneurs Kelli Haywoodand Leigh Holt have announced the launch of their brand-new, Nashville-based company, Hsquared Management. With a focus on transcending genres, Haywood and Holt bring over 25 years of industry experience to this powerful collaboration to fuel their now joined, very diverse roster. Combining the artist roster from their respective companies, KCH Entertainment and maddjett, are also unveiling their first signing together, Capitol Christian Music Group’s singer/songwriter Riley Clemmons.
Having met originally as executives at Warner Music Nashville, the two have developed a strong bond as female entrepreneurs over the years, and believe this collaboration is just a natural progression. 

“We’ve leaned on each other a lot over the years,” comments Haywood, “So this partnership was a very natural, easy step to take. Neither of us needed to change what we were doing, but it became apparent that we’re even better working together, and that our combined experience and talents would be beneficial to all of our clients.”  

“I am excited to launch Hsquared with Kelli because it signifies two strong teams coming together to provide amazing service to our artists and authors,” echoed Holt. “The symbolism of “H2” for hydrogen was meaningful to us because hydrogen is the main ingredient in rocket fuel, which is how we power our artists careers and growth paths. And the number two signifies two strong leaders joining forces, to build a formidable management company that can service the full breadth of the needs our clients have – from brand development, product launches, marketing strategies, touring, record and book deals, merchandise, podcasts, digital, and more – we are situated to build for the future.”

During Haywood’s time at Warner Bros in radio promotion, digital media and ultimately becoming the VP of Brand Management, she worked with artists such as Blake Shelton, Big & Rich, Faith Hill, The Wreckers, Gloriana, Dwight Yoakam, and Brett Eldredge. In 2008, she was named to Billboard’s Top 30 Under 30, and in March of 2013, Haywood joined Starstruck Management Group as the VP of Marketing and Partnerships, where she was responsible for creating and expanding revenue streams for the company’s roster of artists: Reba McEntire, Kelly Clarkson, and Blake Shelton and brokering deals with Pizza Hut, Pepsi, Dannon, and Citizen Watches and more for her clients.

In 2019, Haywood ventured into a new focus in the entertainment space with KCH Entertainment where she took on management duties for New York Times bestselling author and podcaster, Annie F. Downs. Her roster now includes Speaker and Influencer Carlos Whittaker, and Executive Directors of Daystar Counseling, podcaster (Raising Boys and Girls) and speakers David Thomas and Sissy Goff.

In May of 2020, Haywood, alongside her client and business partner Annie F. Downs, started the That Sounds Fun Network – a collaborative community of podcasts spanning multiple genres of content including the flagship show That Sounds Fun with Annie F. Downs, along with Dadville, Raising Boys and Girls with David Thomas and Sissy Goff, and Live in Love with Lauren Akins.

In 2013, Holt left her role as the VP of Strategic Partnerships with Warner Music Nashville to launch maddjett, a full-service agency that aligns the world’s best brands, most influential voices, and smartest technology to reach client goals.

maddjett’s diverse roster of clients and projects has included Hunter Hayes breaking the Guinness World Record™ for playing the most live concerts in 24 hours, Oprah’s “The Life You Want Weekend,” Pepsi MidAmerica, PixMob, Sony Music Nashville, Harper Collins Publishers, the Museum of the Bible, and more. Through tailored strategies that include traditional, digital and creative ideas, maddjett engineers custom solutions that increase both revenue and brand awareness for their clients.

In 2015, Holt launched the artist management arm of maddjett to continue influencing the entertainment industry. The company has a unique approach, holistically serving artists and consulting them on all career decisions from overall business needs to marketing and PR strategy, fan engagement, touring, sponsorships, and more. Each artist relationship is unique, and every plan is specifically crafted and purposefully tailored to connect to the heart and vision of each artist, while authentically growing platforms and creating exceptional music. The company holds three Guinness Book World Records. maddjett currently represents Two-time Grammy winning and multi-platinum selling artist Lauren Daigle, who has earned eight Billboard Music Awards, four American Music Awards, twelve GMA Dove Music Awards, and sold-out concert venues all over the world. In addition, she manages Author / influencer Demi Leigh Tebow, Sony / Provident recording artist, Lizzie Morgan, and the 2023 American Idol runner-up, Megan Danielle.

Hsquared Client Roster:

Riley Clemmons

Lauren Daigle

Megan Danielle

Annie F. Downs

Lizzie Morgan

Demi Leigh Tebow

David Thomas and Sissy Goff

Carlos Whittaker

For inquiries and all information on Hsquared, you can now visit

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