One of the Nashville music community’s first branding firms is expanding into management.
The New Heartland Group is launching One Bullet Entertainment, a digital-first division that handles both management and branding partnerships. The first One Bullet branding deal matched Luke Bryan and Lipton, a sponsor of his Proud to Be Right Here Tour. Danielle Bradbery, who previewed new music during the Big Machine Label Group showcase at Country Radio Seminar, is One Bullet’s first management client, Billboard Country Update has learned exclusively.
“Her voice is just jaw-dropping,” says New Heartland founder/CEO Paul Jankowski. “We’re excited about what she has in the works and what she can potentially do.”
New Heartland was formed to assist artists and companies in reaching a blue-collar segment of the U.S. population that is often overlooked. While the market is not strictly bound by geographical lines, its core stretches roughly across 26 states from North Dakota to Virginia on the northern edge and from Texas to Florida at its southern tip.
The company has worked with brands that include FedEx, Pizza Hut, Children’s Miracle Hospital Networks, Mountain Dew and the George Jones Museum, connecting them with such acts as Jason Aldean, Dierks Bentley and Lady Antebellum. One Bullet is primed to apply some of the same data and strategy from those campaigns to grow artists and their unique brands through plans that encompass both new platforms and established avenues.
“We now have this massive platform, this digital platform called social media, and it’s incumbent upon us to be very proactive in how we support that radio journey by providing this ancillary support,” says Jankowski. “That’s what we’re really about is making sure that we integrate everything we can.” Jankowski has authored two books on heartland marketing and expects to publish another focused on research about Generation Z.
“Finding the right manager is as important as finding the right song,” said Bradbery in a statement. “There was no doubt that Paul and his team were the right fit for me, especially at this important phase of my career. I love how they think strategically while really understanding me as an artist. I’m excited to be One Bullet’s first artist.”
This article first appeared in the weekly Billboard Country Update newsletter. Click here to subscribe for free.