Klein and Magnarella apply the same management philosophy to art as they do to music. “It goes back to the tree falling in the forest,” Magnarella told me. “If no one knows it’s there, how are they going to know if they like it or not? With music it’s getting people to hear the music, getting people to come see the band. It’s the same thing with the art. The goal is getting people out to see the art, sending them art, getting them excited about the art.”

One way they have attracted attention to art is by directly tapping music fans. When Green Day released 21st Century Breakdown, Magnarella and Klein commissioned Logan Hicks to curate a show based on the lyrics to the album. He sent the song lyrics to 18 different artists, who created a painting for each song. They put on the exhibit at a London gallery during Green Day’s UK tour, and on Green Day’s summer tour, they had LED screens in the arena lobbies displaying the artwork and giving fans the opportunity to download the images for free.