In 1996, after seeing System of a Down (SOAD) perform at a rehearsal in Los Angeles, Beno took on managerial duties for the band.
Clients included ABC, Activision, Coca-Cola, Cold Stone Creamery, Electronic Arts, Fuel TV, Live Nation, Nielsen Entertainment, Nokia, Paramount Pictures, Subway, Ubisoft, Urban+Decay Cosmetics, Walt Disney Pictures, and Warner Brothers.