Radio giant Cumulus Media and country house Big Machine Label Group have announced a partnership around the Cumulus-borne brand Nash. The companies will launch a new record label Nash Icons and live events business.
All 68 Cumulus-owned Country stations are now all "Powered by NASH" and feature exclusive programming from the NASH campus that currently airs on more than 400 radio stations nationwide through WestwoodOne, the Cumulus' wholly-owned subsidiary that creates and distributes content.
The Nash Icons brand is positioned as a stable for established country stars from over the past 25 years and includes such artists as Shania Twain, Garth Brooks and Tim McGraw. Cumulus created the NASH brand in 2013 starting with flagship radio station NASH FM 94.7 in New York City, which has rapidly become one of the most-listened-to Country stations in the nation.
"This is an important line extension for our NASH brand that provides a new multi-media platform for Country music's most prolific artists from the last two decades," Cumulus CEO Lew Dickey said in a statement.
"There are so many iconic country artists who are still passionate about recording new music and hearing their biggest hits on the radio," Big Machine president and CEO Scott Borchetta said. "Nash Icons will allow so many of these artists to do both."
The Big Machine/Cumulus Nash deal will also involve the radio conglomerate's deal with Rdio, which will be in full effect this summer and make syndicated programming available on the subscription streaming service.
Looking in the other direction, a few weeks ago Big Machine announced a forward-looking joint venture with star producer Dr. Luke, with the goal being to foster artistic exchange across country music and pop.