Even if you don’t know the name “Thirty Tigers” as a music fan, you know their work. Thirty Tigers began in 2002 as an independent music marketing, distribution and management company. Since then, they’ve grown into a powerhouse for independent musicians.
What kind of musicians? Well, Jason Isbell, Sturgill Simpson, Aaron Watson and The Avett Brothers, for a start. The company has a knack for identifying a unique kind of talent.
And now, Thirty Tigers hopes to break into the record label game. The Nashville-based company paired with Sony Music and Triple 8 Management to form “Triple Tigers.” The label’s first signed act is Russell Dickerson. The Tennessee native has recently found independent success on the charts with singles “Yours” and “Blue Tacoma.”
Under the agreement, Thirty Tigers and Triple 8 will work together to find new talent. Based out of Austin and Nashville, Triple 8 manages acts like Eli Young Band, Chase Rice, Josh Abbott Band, Kevin Fowler and Pat Green.
Once they have the talent, Sony Music will use its radio ties to promote the acts in the all-important world of country radio. Triple Tigers also uses Sony’s RED distribution platform, which Thirty Tigers previously used to great success.
But this isn’t the first time Thirty Tigers struck a strategic partnership. In 2014, they created a unique deal with Sony to promote their artist Chase Rice. Given the success of that record Ignite The Night, it’s safe to say Triple Tigers is an extension of that experiment.
Hopefully, though, they’ll promote an artist with a bit more substance than Rice’s recent records.