My Music Row Story: Amazon Music’s Michelle Tigard Kammerer
Michelle Tigard Kammerer
The “My Music Row Story” weekly column features notable members of the Nashville music industry selected by the MusicRow editorial team. These individuals serve in key roles that help advance and promote the success of our industry. This column spotlights the invaluable people that keep the wheels rolling and the music playing.
As Head of Country Music at Amazon Music, Michelle Tigard Kammerer has driven the streaming service’s growth in the genre since 2021. She oversees marketing, artist and label relations and innovative collaborations, managing influential brands like Country Heat. Under her leadership, Amazon Music has introduced new initiatives and strengthened connections between country artists and their fans.
Kammerer’s career began at Creative Artists Agency (CAA), where she helped sign and launch the careers of several leading country acts. She then served as Senior Director of Brand Marketing and Strategic Partnerships at Country Radio Broadcasters, Inc. (CRB) before re-launching the historic Dot Records label under Big Machine Label Group as National Director of Marketing & Promotion. In 2017, she expanded her leadership as Senior National Director of Marketing & Promotion at BMLG Records, where she worked closely with a range of top artists.
Now at Amazon Music, Kammerer continues to champion the evolution of country music, leveraging her experience across agencies, labels and streaming to innovate and elevate the genre.
Kammerer will be honored as part of MusicRow‘s Rising Women on the Row class of 2025 on March 20 at the Omni Nashville Hotel. Read more about the event here.
Photo: Courtesy of Kammerer
MusicRow: Where did you grow up?
I grew up in a little town in Kansas called Valley Center, just north of Wichita. It’s a small farming town. When I was there, Main Street didn’t even have a stoplight with all three colors, just a four-way stop and flashing red and yellow lights. Eventually, we got a full stoplight, and just a few years ago, my parents’ road was finally paved—but not all the way, it turns back into a dirt road. I loved growing up there. I still have great friends and family there, and I visit all the time.
What were you like as a kid?
I was a bit of a tomboy. My dad was an only child and had two girls, so he raised us to love all the fun things. Music was always a big part of our family. My parents sang in church, the Grand Ole Opry was always on and that’s how I fell in love with country music. We were a very musical and very sports-oriented family. There was always music in the house.
Photo: Courtesy of Kammerer
Did you always know you wanted to do something in music?
Growing up around music, I always knew I wanted to be part of it. I fell so deeply in love with country music and was driven to share it with as many people as possible. From a young age, I was determined to get to Nashville. My best friend and I were just talking about this—she said she never remembers a time when I wasn’t saying, “I’m going to Nashville. I’m going to work in country music.”
Photo: Courtesy of Kammerer
How did you get to Nashville?
After college, I moved here without knowing a single person. I got a job at an eye doctor’s office during the day, and at night, I would go to country shows. I couldn’t afford expensive tickets, so I’d highlight every show that was $10 or less in The Nashville Scene and The Rage magazines. My goal was to attend three shows a week, watch who was going backstage and figure out who was making things happen.
I carried these little perforated business cards with my Hotmail address and my name, “Michelle Tigard, Music Business.” I’d introduce myself, shake hands and ask if I could take them to coffee to learn more. Most people would give me their business cards in return. My plan was to meet two people per show, which meant six people a week. If even two of those turned into coffee meetings, that was over 100 meetings a year. Someone had to have a job for me.
After about a year and a half, one of those meetings led to an opportunity. A tour manager I met passed my resume to his girlfriend’s roommate, who was moving to CAA’s New York office. She passed it to CAA Nashville, and I ended up getting an interview with Stan Barnett.
Photo: Courtesy of Kammerer
That’s some impressive networking. What happened at your interview?
When I walked into Stan’s office, I saw a Buck Owens guitar, and asked immediately, “Why do you have a Buck Owens guitar?” It turns out, he was Buck’s agent. We ended up having a deep conversation about traditional country music, the Grand Ole Opry and everything I loved. He looked at me and said, “Do you want to start Monday?” And that was it—I was in.
Tell me about your time at CAA.
I was at CAA for almost seven years. It was the house that built me. When I started, the Nashville office was small—maybe 30 people. Back then, there wasn’t a structured agent trainee program; you just figured it out.
I became the first assistant to sign an act—Lady A. I discovered them at 3rd & Lindsley when they were opening for Charles Kelley’s brother. There were only 12 people in the audience. They had just met three weeks before and played together for the first time. When they stripped it down to just their three voices, it was magical. I knew it was special. We worked with them for a year and a half before they signed to Capitol under Mike Dungan. That was a big moment for me.
Photo: Courtesy of Kammerer
What was next?
After building a solid foundation at CAA, I started feeling the itch for something new. Bill Mayne, a longtime mentor, approached me about a brand marketing and sponsorship role at CRS. It was a hybrid role that didn’t really exist yet, and I could build it from the ground up. I loved my time there, and after three and a half years, I had worked and formed relationships with a lot of the labels.
I went to coffee with Chris Stacy and Kris Lamb from Big Machine showed up. They approached me to help start Dot Records under Scott Borchetta, and of course, I was intrigued about helping to build something new, so I went.
We had Maddie & Tae, Zac Brown Band and even Steven Tyler’s country album. After three years, Dot folded into BMLG Records, and I became National Director, working with Florida Georgia Line, Brett Young and—full circle—Lady A, who had returned to BMLG after their Capitol deal ended.
Photo: Courtesy of Kammerer
Then Amazon Music came calling.
Yes. That opportunity excited me because it was about how people discover music today. My goal since childhood had been to share country music with as many people as possible. At Amazon Music, I could do that on a global scale. If you have a device, you can access all the country music you want.
It’s been such an honor to take on this role and build with this team. We’ve built so many incredible programs—like our partnership with the ACM Awards, Stagecoach, CMA Fest, Country Music Month, The Country Heat Weekly Podcast, live streams and our Country Heat brand. When you come to Amazon Music, our customers get exclusive, unique and compelling content and they can really dive in and become super fans like me. I believe that music is a timestamp on our lives. The only thing I’ve ever wanted is to get that music to as many people as possible, so if I can be even a small part in that, then I’m happy.
What have you learned about leadership?
My leadership philosophy is simple: “Leadership is the example you set for those you serve.”
You lead by example. I will never ask our team to do something I wouldn’t do myself, whether it’s setting up early or taking out the trash after an event. Leadership is also about service. I strive to maintain a positive outlook and start every meeting by celebrating wins. We work so hard, but we need to carve out time to celebrate our successes too.
Photo: Courtesy of Kammerer
Who have been some of your mentors?
Stan Barnett, of course. Ron Baird, Bill Mayne and Scott Borchetta have all been huge mentors. Bill Mayne was my closest mentor—he championed women in the industry and was my first call when I was considering Amazon Music.
I’ve also been surrounded by strong women in this industry who support each other. At Amazon Music, I am surrounded by incredible women. Our Nashville team, specifically, is 100% female.
What advice would you give to someone wanting to follow in your footsteps?
Love what you do. The music industry isn’t 9-to-5; it’s a lifestyle. Network, be persistent and don’t cut corners. Follow the music, and the money will come. Be kind, take the meeting, and be open to opportunities—you never know where they’ll lead.
Photo: Courtesy of Kammerer
What’s a moment your younger self wouldn’t believe?
Interviewing Reba for Amazon Music’s Fishbowl series. I grew up idolizing her. When I first met her years ago, I was so starstruck I accidentally told her my name was Stephanie. [Laughs] Fast forward, and I’m interviewing her for an hour, talking about her book and career. Little Michelle in Kansas would have lost her mind.
Working with Dolly Parton for the ACMs was another surreal moment. She’s the most gracious, kind, wonderful person. Moments like these remind me how lucky I am to do what I love and to help bring country music to people around the world.
