The Sunset Strip helped launch generations of rock bands. Richie Gebbia, co-CEO of a nearly 60-year-old brokerage, wants the artists on his company’s label playing there.

That label is Big Machine Rock (BMR), whose roster includes Sammy Hagar, Daughtry and Badflower. Gebbia Media, the entertainment arm of Muriel Siebert & Co., bought it from HYBE America in 2025 . Siebert now has a 10,000-square-foot penthouse on the Strip in West Hollywood, which houses much of its West Coast brokerage business.

Gebbia, who has called LA home since the 1990s, considers the city the capital of entertainment. The new space has a balcony overlooking Madeo, the Italian restaurant long known as a celebrity magnet, and he sees it as a billboard for the firm and the label. The plan is to give BMR artists places to play on the Strip, which would also put the firm in front of newer acts.

Gebbia is blunt about why a brokerage wants a rock label in the first place.…