Louie Newman Launches Saddle Up Records

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Pictured (clockwise): Louie Newman, Chele Fassig, RG Jones, and Matt Galvin

Veteran record executive Louie Newman has launched Saddle Up Records, a new country label and radio promotion company. Saddle Up Records will also collaborate on select projects with Lyric Ridge Records going forward.

“Radio remains a primary driver in country music, and we understand how critical airplay is to breaking and furthering an artist’s career,” says Newman. “We’ve built a team with a long track record of credibility at country radio, while also working closely with digital and streaming partners to build momentum across all platforms. We’re excited about what’s ahead.”

Newman, who will serve as Founder and President, most recently spent 25 years at MCA Nashville. He also played a major role in the fully independent promotion effort for Drew Baldridge’s “She’s Somebody’s Daughter,” the first independent No. 1 at country radio. Newman’s team has also worked on Brandon Lake and Jelly Roll’s “Hard Fought Hallelujah,” as well as Julia Cole’s “Day Late & A Buck Short.” He was named the 2026 CRS/Country Aircheck Independent Promotion Executive of the Year. He can be reached here.

Chele Fassig has been named SVP of National Promotion & Marketing, where she will oversee national promotion and marketing strategy. She previously served as Director of Promotion at Lyric Ridge Records and brings extensive radio experience from markets including Decatur, Pittsburgh, Indianapolis, and Charlotte. She can be reached here.

Matt Galvin joins the team as VP, National Promotion & Streaming. Galvin has over 25 years of experience, including 15 years at RCA Nashville. During his time at RCA, his promotion team scored 38 No. 1 hits, working with Old Dominion, Miranda Lambert, Kane Brown, and Chris Young, among others. At Saddle Up, he’ll lead radio promotion, shape overall strategy, and manage relationships with streaming partners. He can be reached here.

RG Jones will join the team for special projects using his experience and data-driven approach to radio. He can be reached here.

The label’s first artists will be announced in the coming weeks.

Madison Hahnen
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