William Bowerman: Musical Directing Post Malone, Jennie at Coachella, BLACKPINK, FKA Twigs, WFB

Everything You Need to Know

William is one of the most in-demand musical directors in the world, coming out of London. His client list includes Post Malone, Jennie, BLACKPINK, The Kid Laroi, FKA Twigs, Addison Rae, and many more. He’s the co-founder of WFB with his wife, creative director Ace Bowerman. Together, they’re building something special.

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Summary of the Episode

On episode 72 of Go With Elmo, host Elmo Lovano sits down with one of the UK’s most respected musical directors, William Bowerman. The episode is a captivating deep dive into the behind-the-scenes world of major live shows for artists like Jennie, BLACKPINK, Dua Lipa, and Post Malone, with a focus on Jennie as she gears up for her Coachella set.

Fans and music professionals alike will find inspiration in the passion, process, and career philosophy that have propelled Bowerman from punk beginnings and the drum chair to building one of the most versatile and creative music direction companies in the business, WFB—co-founded with his equally talented (and former accountant-turned-creative-director) wife, Ace.

Meet William Bowerman

William Bowerman is a UK-based music director and producer with an impressive portfolio: from guiding live and televised performances for international superstars like Dua Lipa, BLACKPINK, and Post Malone, to pushing creative boundaries with artists as varied as FKA Twigs and Little Mix’s Jade. He’s also the founder of his own music and creative direction company, WFB, built on a philosophy of bold, artist-first ideas and deep collaboration.

Bowerman’s roots in punk and alternative music—plus his keen sensibility as a storyteller and fan—have given him a unique approach to creating unmissable live experiences.

The Art and Science of Rehearsing for Coachella

The episode kicks off with Bowerman in the thick of rehearsals for Jennie’s Coachella set. He and Elmo discuss how Coachella is less like a traditional concert and more like a live TV event, designed for both in-person crowds and massive global livestream audiences.

Bowerman emphasizes the need for relentless pace, immediate impact, and a “greatest hits” mentality: “At Coachella, it has to be an advert. Everyone’s attention span is so much less. Cut the second verses, smash cuts into other things, quick transitions, segues—keep the music going the whole time.”

Building Jennie’s Solo Show & Working With K-pop Icons

Bowerman shares insights into collaborating with Jennie and the BLACKPINK universe, highlighting how his company and his wife’s creative direction first became intertwined with the K-pop giants. He notes Jennie’s clear creative vision and how she is “brilliant and really amazing to work with”—providing direct, meaningful feedback and always striving for the highest level of performance.

He also details the immense individual and collective work ethic that drives the BLACKPINK solo projects, and how each member has their own independent team while still sharing production ties.

From Drummer to Musical Director: A Career Pivot

Early in his career, Bowerman was an in-demand session drummer, but a panic attack on SNL led him to reflect and ultimately shift toward music direction full-time. This decision paved the way for the launch of WFB, his creative company, and a new chapter of innovation across pop, rock, electronic, and even sports worlds.

The Birth and Growth of WFB (William Bowerman Family Business)

WFB was born from Bowerman’s refusal to limit himself to just one artist or genre. Sparked by simultaneous opportunities with several UK acts, he realized the need for a collaborative company model in music direction—something that was nearly unheard of in the UK. Co-founded with his wife Ace (a former accountant who became creative director during the pandemic/lockdown), WFB quickly built a roster that included Dua Lipa and BLACKPINK.

What sets WFB apart? Its blend of music direction and creative direction, data-driven workflows, tight financial operation (thanks to Ace), and a hand-picked, small-but-mighty team that can scale up with freelancers when needed. Bowerman notes that their selective, artist-first approach means they only take on projects that genuinely inspire them: “We say no to 80% of things that come through our door.”

Arranging the Perfect Live Show: Narrative, Setlist, and Moments

One of the episode’s most interesting sections details Bowerman’s approach to crafting live show arrangements. For him, it’s all about narrative: “Setlist starts everything. Then we build the narrative. Even if we don’t tell the artist, there’s always a story. It’s like soundtracking a film.”

After brainstorming the setlist and flow, Bowerman and his team focus on signature “moments” for each song: unique transitions, stripped back or remixed versions, and unforgettable visual-musical cues for the audience. Whether it’s working within the creative vision of Dua Lipa, FKA Twigs’ avant-garde storytelling, or Jennie’s genre-bending performances, Bowerman’s team brings a cinematic approach to live music.

Behind-the-Scenes Realities: Rehearsals, Budgets, and Payrolls

Bowerman breaks down the logistics of big tours—from band rehearsals and production run-throughs to coordinating musicians and choreographers. He also pulls back the curtain on the less glamorous (but crucial) business side: invoicing, payroll, managing multiple tours, and ensuring everyone (from the band to the crew to the freelancers) gets paid even as the client’s money can lag behind.

Punk Beginnings, Creative Ethos, and the Power of Failure

Both Bowerman and Elmo share stories of their early punk and emo days, underground touring, and how that “DIY ethos”—hustle, passion, and willingness to fail and learn—is at the root of their approach to building companies and shows at the top of the music industry.

Bowerman credits the punk scene with fueling his mindset: “The work ethic that’s instilled in you at 16 when you’re playing in those bands—there’s a correlation between that and success at this level. It’s all about passion.”

Takeaways

Bold Creative Risks: Bowerman’s success is built on pushing artists to try the unexpected—and earning their trust with a clear, fan-centered vision.
Collaboration and Teamwork: The transformation from solo drum gigs to building WFB as a collaborative company model revolutionized how live music shows are created in the UK.
Narrative and Storytelling: Whether sequencing a festival set or crafting transitions, thinking like a storyteller makes shows memorable.
Business Matters: Creative vision goes hand-in-hand with robust business operations—project management, finances, and contracts matter as much as music.
Passion Above All: The throughline for Bowerman? If you don’t light up when an artist’s name lands in your inbox, it’s not the right gig.

Conclusion

Episode 72 is not just a look behind the curtain of the biggest pop shows—it’s a masterclass in creative entrepreneurship, vision, and the relentless pursuit of new ideas. Whether you’re a fan of Dua, Post Malone, or BLACKPINK, or you’re looking to carve your own path in the music industry, William Bowerman’s story (and this conversation with Elmo) is a must-listen.

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