As more country artists lean pop, labels are seeking coastal collaboration to bring the artists like Kacey Musgraves and Kane Brown to greater audiences.
The idea is that sharing expertise will help find more fans and money to go around. The particulars of how to split the revenue differ with each deal, from moving around a few percentage points for services provided to joint ventures with an even split. Then there’s the issue of market-share designation, which sources say can vary wildly but is usually connected to label ownership of the primary deal.
“It used to be the principal way to [reach an audience] was through radio, which was very segmented" by genre, says Fleckenstein. “Now I just need to get in the ears of the people who might like it ... I don’t care whether that fan is in Nashville or New York — I’ve got to find the people who can reach those fans.
says of divvying up duties between labels. “What’s great about it is we approach it from two different spaces, so each team can push each other a little bit. It’s great.” Geffen and Big Machine share UMG as distributor. Similarly, BMG’s Broken Bow Records, which is distributed by Warner Music Group’s Alternative Distribution Alliance, and Warner Records have worked
together; the pop division is now pushing Brown and Parmalee’s Country Airplay No. 1, “Just the Way,” to pop with a Bryce Vine remix.
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