What Scooter Braun’s purchase of Big Machine could mean for Nashville and country music
and the superstar artist that made his label. But Music Row and country music in general are wondering about something more than just who is winning the PR battle: and that’s what the presence of Braun will mean to Nashville and the future of Big Machine itself.
“Traditionally Big Machine has put its primary focus on success at country radio,” an industry insider tells. “If they can’t make an act work at radio, they tend to lose enthusiasm. I can hope that [Braun] has more risk tolerance at radio or that his platform will open the field and let [artists] try to participate in genres other than mainstream country.”
Midland’s manager hopes that it will bring a freedom to pursue more interdisciplinary projects. “I think everyone in Nashville should be excited about his increased presence in the town and the resources that he brings. And that’s not just financial. It’s creative resources, relationships with film and TV studios, content studios, and with international buyers, opening up markets like China and Korea,” says Graham.
“My guess is that they are not necessarily coming in with any other agenda,” says Macias. “I feel like with the success of people like Luke Combs and Chris Stapleton and the reemergence of Scotty McCreery there is this slight tilt back towards a little less of the pop sound, and a little more of an organic one. Those supersede Scooter Braun’s power to tilt the market one way or another.
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