Zac Brown Band. Photo: Danny Clinch
For-real country music returns with a vengeance in this week’s DISClaimer column.
It doesn’t come any better than Gene Watson & Willie Nelson. Youngsters Brandon Ratcliff, Jon Pardi, Sunny Sweeney and Kelsea Ballerini are flying the country banner high as well.
So is Larry Fleet, who takes home the DISCovery Award.
The audio-nirvana collaboration between the Zac Brown Band and Ingrid Andress is this week’s Disc of the Day.
AVERY ANNA / “Narcissist”
Writers: Ben Williams/David Fanning/Andy Sheridan/Avery Anna Rhoton; Producer: David Fanning; Label: Warner
–Wafting and appealing. The well-produced ballad features layers of soprano vocal, echoey ambiance and pointed lyrics toward a self-centered guy. Lovely listening, if not exactly hit bound.
KELSEA BALLERINI / “If You Go Down”
Writers: Shane McAnally/Julian Bunetta/Kelsea Ballerini; Producers: Julian Bunetta/Shane McAnally; Label: Black River
–“Heartfirst” remains the single, but this new video is so jaunty, flirty and enticing it must be consumed at once. The track bops delightfully with tasty mandolin licks, fiddle embellishments and snappy brushed drumming while her vocal verve rides on top. Ballerini is spreading her wings like never before and making the best music of her career to date. Her new Subject to Change collection drops tomorrow (Sept. 23).
KANE BROWN & KATELYN BROWN / “Thank God”
Writers: Josh Hoge/Jaxson Free/Kyle Fishman/Christian Davis/Jared Mullins; Producer: Dann Huff; Label: RCA
–Mr. and Mrs. Brown get all lovey dovey on a dull ballad.
LARRY FLEET / “Where I Find God”
Writers: Connie Rae Harrington/Larry Fleet; Producer: Joey Moi; Label: Big Loud
–Beautifully done. His conversational vocal is perfectly phrased on this moving ode to homespun spirituality. Exquisitely country. There is also a live duet version of the song with Morgan Wallen.
KYLIE MORGAN / “Bridesmaids”
Writers: Kylie Morgan/Sam DeRosa/KK Johnson; Producers: Ben Johnson/KK Johnson; Label: EMI
–Life imitates art in this outing, since co-writer DeRosa is one of the bridesmaids in Morgan’s upcoming nuptials. The thin-sounding, upbeat ditty with her lilting singing has evidently exploded on TikTok.
ZAC BROWN BAND & INGRID ANDRESS / “Any Day Now”
Writers: Zac Brown/Clay Cook/Josh Dunne/Ray Fulcher/Ben Simonetti/Jonathan Singleton; Producers: Zac Brown/Ben Simonetti; Label: Warner
–The Georgia band’s The Comeback (Deluxe) album drops a week from Friday. It is packed with celebrity collaborations, including guests Cody Johnson, Blake Shelton, James Taylor, Marcus King, Jamey Johnson and, on this heartbroken track, Andress. The group’s trademark harmonies kick it off, then her piercing soprano underlines the chorus message of regret. Next, they begin singing together, and the result is gorgeously melodic dynamite. The band’s Ryman concert is tonight (Sept. 22).
SUNNY SWEENEY / “Poet’s Prayer”
Writers: Monty Holmes/Buddy Owens/Sunny Sweeney; Producer: none listed; Label: SS
–Sunny sang this on the Opry last weekend, and it blew everyone away. It’s an acoustic ballad that wishes safe travels for gypsy troubadours everywhere. Her current live album includes the moving anthem. She is so pluperfectly country that everything she sings grips me. But this song is something special. It is also apparently somewhat magical: The only two shows when she didn’t sing it, she was in car accidents.
JON PARDI / “Mr. Saturday Night”
Writers: Benjy Davis/Reid Isbell/Joe Ragosta; Producers: Bart Butler/Ryan Gore/Jon Pardi; Label: Capitol
–The title tune of Pardi’s new album maintains the winning formula of his chart-topping “Last Night Lonely.” Which is to say, it is unapologetic honky-tonkin’ hillbilly. The power ballad moans with roadhouse heartache as he drawls the yarn of a good-time guy who hides his blues. So country. So very, very good.
DOLLY PARTON & KELLY CLARKSON / “9 To 5”
Writer: Dolly Parton; Producers: Shane McAnally/Sasha Sloan/King Henry; Label: SmackSongs/
Atlantic
–Dolly’s Oscar-nominated, Grammy-winning 1980 classic gets a complete makeover in this choppy, echoey, hip-hop influenced pop production. Kelly takes the pensive, melancholy lead with Dolly offering harmonies and vocal interjections. The track is drawn from the soundtrack of the documentary Still Working 9 To 5, which explores the impact of the film as well as the ongoing issues faced by women in the workforce.
MADDIE & TAE / “Spring Cleaning”
Writers: Maddie Font/Taylor Kerr/Josh Kerr/Tayla Parx; Producers: Derek Wells/Josh Kerr; Label: Mercury
–Delightfully feisty. Of course, it’s about kicking the bum and all of his shit out. The duo’s saucy vocals are backed by a punchy rhythmic track and roaring guitars. Fun on the hoof. You’ll find it on the eight-tune Through the Madness Vol. 2, which drops tomorrow (Sept. 23).
BRANDON RATCLIFF / “Tale of Two Towns”
Writers: Brandon Ratcliff/Pete Good/Josh Jenkins; Producers: Pete Good/AJ Babcock; Label: Monument
–This has a folkie, bluegrassy texture that ripples with authenticity. His sincere tenor rides atop a crystalline, acoustic track that enchants with every note. He expresses gratitude for his small-town upbringing while rejoicing in escaping it. I simply love this performance.
GENE WATSON & WILLIE NELSON / “Wonderful Future”
Writer: Willie Nelson; Producer: Dirk Johnson; Label: GW
–Two of country’s greatest vocalists create chillbumps in their first duet. Willie kicks it off. Then Gene’s peerless twang takes a turn, while the soaked-in-steel, piano tinkling production waltzes you through the profoundly sad, profoundly country lyric. As they swap verses, the hillbilly heavens open wide. You’ll find it on Gene’s just-released album Outside the Box, which also features a duet with his Opry peer Rhonda Vincent.
Nashville A-Team Guitarist Ray Edenton Passes
/by Robert K OermannRay Edenton in a recording session at Columbia Studio B in Nashville, 1960s. Photo: Courtesy of the Hubert Long Collection, Country Music Hall of Fame and Museum
Ray Edenton, the rhythm guitarist in Nashville’s fabled “A-Team” of classic session musicians, has died at age 95. Edenton’s family confirmed his death to the Country Music Hall of Fame.
He was a native of Mineral, Virginia, who was born Nov. 3, 1926. His grandfather was a fiddler and two older brothers were also musicians. Edenton was playing guitar by age 6.
Following army service during World War II, he worked with Joe Maphis at WRVA’s Old Dominion Barn Dance in Richmond, Virginia. In 1949, he relocated to WNOX in Knoxville.
Edenton moved to Nashville in 1952 and began playing acoustic guitar at the Grand Ole Opry. He transitioned to recording-session work the following year. Two of the earliest hits he played on were “There Stands the Glass” by Webb Pierce in 1953 and “One By One,” a 1954 duet by Kitty Wells and Red Foley.
His playing is particularly prominent on the 1956 smash “Singing the Blues” by Marty Robbins. It is one of the few discs on which he played lead guitar.
He also played mandolin, bass, banjo and ukulele, but most of his session work is characterized by his steady, throbbing, unobtrusive rhythm-guitar playing. He played on the early hits by The Everly Brothers, matching his driving acoustic rhythms with those of Don Everly and Chet Atkins on such 1957 discs as “Bye Bye Love” and “Wake Up Little Susie.”
His studio worked picked up in the 1960s, and he remained constantly busy throughout the next two decades. It would be easier to name the country artists he did not record with than to list all of those he did. Ray Edenton appeared on records by more than 50 Country Music Hall of Fame members.
Along with the rest of the Nashville A-Team, Ray Edenton was inducted into the Musicians Hall of Fame in 2007.
His widow, Polly Roper Edenton, is a 2003 SOURCE Hall of Fame honoree, thanks to her rise from RCA receptionist, 1960-62, to session scheduler at Columbia Studios, 1962-68. She was executive assistant to Owen Bradley at Decca/MCA in 1968-75, tried to retire and then became the office manager for Floyd Cramer in 1978-91.
Services for Edenton have not yet been announced.
Josh Jenkins, Niko Moon, Dave Pittenger Represent Nashville At 2022 SESAC Music Awards
/by Lydia FarthingPictured (L-R): Josh Jenkins, Niko Moon and Dave Pittenger
SESAC celebrated the songwriters and publishers behind this year’s most-performed songs across a variety of genres at The London in West Hollywood on Thursday (Sept. 21) at the 2022 SESAC Music Awards.
Some of Nashville’s decorated tunesmiths and talented vocalists were honored during the evening, including the 2022 MusicRow Breakthrough Songwriter of the Year Josh Jenkins (“Fancy Like” recorded by Walker Hayes), artist-writer Niko Moon for his own “Good Time,” and Dave Pittenger, who served as one third of the writing team behind Gayle’s breakout hit “abcdefu.”
Rapper Jack Harlow was awarded Songwriter of the Year for the second consecutive year, as well as Song of the Year for “Industry Baby,” which tied with Glass Animals‘ “Heat Waves” for the honor. Sony Music Publishing, publisher of “Industry Baby,” was named Publisher of the Year, and Bryan-Michael Cox was awarded the SESAC Icon Award highlighting his achievements as both a songwriter and producer.
See the full list of winners here.
CAA Announces The Return Of College Student Development Summit, The Hubb
/by Liza AndersonPast participants of The Hubb program. Photo: Courtesy of CAA
CAA has announced the in-person return of The Hubb, the third edition of its networking and professional development summit designed to provide diverse internship and career-ready college students with the resources necessary for a successful music business entrance.
The summit first launched in 2018 and is named after industry legend Barbara “Mother” Hubbard, Executive Director of the American Collegiate Talent Showcase (ACTS), whose program provides scholarships to students pursuing careers in the performing arts, whether on stage or off.
“We launched The Hubb four years ago because we saw two things–there wasn’t a robust student conference that covered all aspects of music, and there was a lack of BIPOC and LGBTQ+ representation on teams in the industry,” ntoes CAA Music Agents and co-creators of The Hubb, Sabrina Butera and Meredith Jones. “As Nashville continues to be a breeding ground for a range of musical genres, we want to not only educate, but create networking opportunities for diverse college students who are eager to break into the industry.”
Hosted at CAA’s Nashville office from Sept. 24-26, over 30 college students will have the opportunity to interact with established music executives, participate in professional development workshops and gain further knowledge on how to prepare for and jumpstart their careers within the music world.
“I benefited so much from The Hubb, gaining an invaluable amount of knowledge and exposure to the music industry over the course of the summit,” recalls Yusef Yoba, The Hubb 2019 participant and current member of the Music Brand Partnerships team at CAA. “From the amazing guest speakers, experiential learning and new relationships I’ve taken with me beyond the program, The Hubb has it all. I’m so excited to now have the opportunity to be a resource for students, as previous agents and industry executives have been for me.”
The event will kick off with Soulcare Chat, an exclusive Q&A experience with Grammy award-winning artist Alicia Keys. Participants will also have the opportunity to visit leading companies and meet with major executives from CAA, Columbia Records, BMG, Motown/Quality Control Entertainment, Kobalt Music, Nixon Peabody, FBMM, Amazon Music and more.
CAA seeks to ensure that students leave the summit with a deeper understanding of multiple industry sectors, such as label operations, business management, A&R, marketing, artist management, touring and live production. Recruiters will also host workshops, giving attendees insight into the tools and skills needed in today’s job market.
DISClaimer Single Reviews: Zac Brown Band & Ingrid Andress Produce Vocal Dynamite On New Track
/by Robert K OermannZac Brown Band. Photo: Danny Clinch
For-real country music returns with a vengeance in this week’s DISClaimer column.
It doesn’t come any better than Gene Watson & Willie Nelson. Youngsters Brandon Ratcliff, Jon Pardi, Sunny Sweeney and Kelsea Ballerini are flying the country banner high as well.
So is Larry Fleet, who takes home the DISCovery Award.
The audio-nirvana collaboration between the Zac Brown Band and Ingrid Andress is this week’s Disc of the Day.
AVERY ANNA / “Narcissist”
Writers: Ben Williams/David Fanning/Andy Sheridan/Avery Anna Rhoton; Producer: David Fanning; Label: Warner
–Wafting and appealing. The well-produced ballad features layers of soprano vocal, echoey ambiance and pointed lyrics toward a self-centered guy. Lovely listening, if not exactly hit bound.
KELSEA BALLERINI / “If You Go Down”
Writers: Shane McAnally/Julian Bunetta/Kelsea Ballerini; Producers: Julian Bunetta/Shane McAnally; Label: Black River
–“Heartfirst” remains the single, but this new video is so jaunty, flirty and enticing it must be consumed at once. The track bops delightfully with tasty mandolin licks, fiddle embellishments and snappy brushed drumming while her vocal verve rides on top. Ballerini is spreading her wings like never before and making the best music of her career to date. Her new Subject to Change collection drops tomorrow (Sept. 23).
KANE BROWN & KATELYN BROWN / “Thank God”
Writers: Josh Hoge/Jaxson Free/Kyle Fishman/Christian Davis/Jared Mullins; Producer: Dann Huff; Label: RCA
–Mr. and Mrs. Brown get all lovey dovey on a dull ballad.
LARRY FLEET / “Where I Find God”
Writers: Connie Rae Harrington/Larry Fleet; Producer: Joey Moi; Label: Big Loud
–Beautifully done. His conversational vocal is perfectly phrased on this moving ode to homespun spirituality. Exquisitely country. There is also a live duet version of the song with Morgan Wallen.
KYLIE MORGAN / “Bridesmaids”
Writers: Kylie Morgan/Sam DeRosa/KK Johnson; Producers: Ben Johnson/KK Johnson; Label: EMI
–Life imitates art in this outing, since co-writer DeRosa is one of the bridesmaids in Morgan’s upcoming nuptials. The thin-sounding, upbeat ditty with her lilting singing has evidently exploded on TikTok.
ZAC BROWN BAND & INGRID ANDRESS / “Any Day Now”
Writers: Zac Brown/Clay Cook/Josh Dunne/Ray Fulcher/Ben Simonetti/Jonathan Singleton; Producers: Zac Brown/Ben Simonetti; Label: Warner
–The Georgia band’s The Comeback (Deluxe) album drops a week from Friday. It is packed with celebrity collaborations, including guests Cody Johnson, Blake Shelton, James Taylor, Marcus King, Jamey Johnson and, on this heartbroken track, Andress. The group’s trademark harmonies kick it off, then her piercing soprano underlines the chorus message of regret. Next, they begin singing together, and the result is gorgeously melodic dynamite. The band’s Ryman concert is tonight (Sept. 22).
SUNNY SWEENEY / “Poet’s Prayer”
Writers: Monty Holmes/Buddy Owens/Sunny Sweeney; Producer: none listed; Label: SS
–Sunny sang this on the Opry last weekend, and it blew everyone away. It’s an acoustic ballad that wishes safe travels for gypsy troubadours everywhere. Her current live album includes the moving anthem. She is so pluperfectly country that everything she sings grips me. But this song is something special. It is also apparently somewhat magical: The only two shows when she didn’t sing it, she was in car accidents.
JON PARDI / “Mr. Saturday Night”
Writers: Benjy Davis/Reid Isbell/Joe Ragosta; Producers: Bart Butler/Ryan Gore/Jon Pardi; Label: Capitol
–The title tune of Pardi’s new album maintains the winning formula of his chart-topping “Last Night Lonely.” Which is to say, it is unapologetic honky-tonkin’ hillbilly. The power ballad moans with roadhouse heartache as he drawls the yarn of a good-time guy who hides his blues. So country. So very, very good.
DOLLY PARTON & KELLY CLARKSON / “9 To 5”
Writer: Dolly Parton; Producers: Shane McAnally/Sasha Sloan/King Henry; Label: SmackSongs/
Atlantic
–Dolly’s Oscar-nominated, Grammy-winning 1980 classic gets a complete makeover in this choppy, echoey, hip-hop influenced pop production. Kelly takes the pensive, melancholy lead with Dolly offering harmonies and vocal interjections. The track is drawn from the soundtrack of the documentary Still Working 9 To 5, which explores the impact of the film as well as the ongoing issues faced by women in the workforce.
MADDIE & TAE / “Spring Cleaning”
Writers: Maddie Font/Taylor Kerr/Josh Kerr/Tayla Parx; Producers: Derek Wells/Josh Kerr; Label: Mercury
–Delightfully feisty. Of course, it’s about kicking the bum and all of his shit out. The duo’s saucy vocals are backed by a punchy rhythmic track and roaring guitars. Fun on the hoof. You’ll find it on the eight-tune Through the Madness Vol. 2, which drops tomorrow (Sept. 23).
BRANDON RATCLIFF / “Tale of Two Towns”
Writers: Brandon Ratcliff/Pete Good/Josh Jenkins; Producers: Pete Good/AJ Babcock; Label: Monument
–This has a folkie, bluegrassy texture that ripples with authenticity. His sincere tenor rides atop a crystalline, acoustic track that enchants with every note. He expresses gratitude for his small-town upbringing while rejoicing in escaping it. I simply love this performance.
GENE WATSON & WILLIE NELSON / “Wonderful Future”
Writer: Willie Nelson; Producer: Dirk Johnson; Label: GW
–Two of country’s greatest vocalists create chillbumps in their first duet. Willie kicks it off. Then Gene’s peerless twang takes a turn, while the soaked-in-steel, piano tinkling production waltzes you through the profoundly sad, profoundly country lyric. As they swap verses, the hillbilly heavens open wide. You’ll find it on Gene’s just-released album Outside the Box, which also features a duet with his Opry peer Rhonda Vincent.
RIAA Reports Growth Across The Board For First Half Of 2022
/by Lydia FarthingThe Recording Industry Association of America (RIAA) has reported some positive results for 2022, showing strong U.S. recorded music revenue of $7.7 billion.
As detailed in the report, streaming revenues from paid subscriptions, ad-supported services and other formats grew 10 percent to $6.5 billion during this period with the number of paid subscriptions topping 90 million for the first time. Vinyl sales also remained strong, increasing 22 percent.
The RIAA also took time to discuss the celebration of all styles and genres of music, which is noted by the continued growth in Latin music. This will be further documented in the coming weeks with an RIAA Latin-music focused report. Finally, Glazier focused on the commitment from labels in the diversity, equality and inclusion space as meaningful progress has been show in hiring and elevating leaders from underrepresented groups.
“Today’s report is good news for artists, songwriters, streaming services and fans—everyone with a stake in music’s future. We truly are seeing the power of recorded music’s rising tide to lift all boats across the music family,” notes Glazier. “We are proud of the creative and commercial accomplishments reflected in the strong results reported today. But to achieve true success, we must go beyond the balance sheet and work to advance fundamental music community values.”
Cooper Alan Signs With Make Wake Artists & WME
/by Lorie HollabaughPictured (L-R): Walker Newberry (Make Wake Artists), Jarrod Holley (Make Wake Artists), Cooper Alan, Victoria Shaw (Cooped Up Records), Morgan Kenney (WME), Meredith Billings (Keller Turner Andrews & Ghanem), Nick Stewart (Tour Manager). Photo: Chris Hollo
Cooper Alan has signed with Jarrod Holley and Chris Kappy at Make Wake Artists for management, as well as WME for booking.
Inspired by artists such as Eric Church, Luke Combs, Kid Rock and Kenny Chesney, Alan has over 100 million career streams and 10 million followers across his socials. With a busy performing schedule, he will take the stage at Stagecoach 2023, headline Brooklyn Bowl Nashville on Nov. 10, and recently made his Grand Ole Opry debut on Sept. 21.
“Cooper is a born entertainer who has turned his social media following into real fans all over the world. We’re honored to bring such a hard working, innovative, and talented artist into the Make Wake family!” notes Make Wake Artist’s Jarrod Holley.
“Cooper Alan is a country music trailblazer in his own way. His ticket sales continue to be impressive and his success is gaining a lot of attention. His passion for his music and fans is noteworthy too. You meet Cooper once and you’re a fan for life,” adds WME’s Morgan Kenney.
Alan’s music is distributed through Cooped Up Records, which he co-founded with Victoria Shaw, and is represented by Keller Turner Andrews & Ghanem.
Matthew West Wraps Big Week With Double Album Announcement
/by Lorie HollabaughMatthew West. Photo: Sean Hagwell
Matthew West will release a new double album, My Story Your Glory, on Feb. 17, 2023. The project’s title track is available now.
The new anthem and project as a whole embodies the countless stories fans have shared with the songwriter over the years, and his message of the importance of keeping God at the forefront.
The Grammy-nominated artist has had a monumental year, celebrating the last couple of days with back-to-back honors from NSAI and ASCAP. Tuesday night (Sept. 20), West was honored with the coveted NSAI Songwriter-Artist of the Year Award, becoming the first predominantly Christian artist to win the award in over 20 years.
The following night (Sept. 21), the genre hitmaker received seven ASCAP Christian Music Awards, including Songwriter of the Year, Song of the Year for his work on Anne Wilson’s breakout smash “My Jesus,” and was recognized for his five most performed cuts.
West’s current single “Me On Your Mind” is his most recent No. 1, spending six weeks atop the Mediabase Christian Airplay chart and gracing the top of the Billboard Christian Airplay Chart for five weeks.
Earlier this month, West released his sixth book, The God Who Stays, an engaging and thoughtful exploration that helps us reconnect to the Biblical truth that God is with us.
MusicRow Taps Cris Lacy As Featured Speaker For ‘Rising Women’ Event
/by LB CantrellCris Lacy
Warner Music Nashville Co-President Cris Lacy will be the featured speaker at MusicRow‘s Rising Women on the Row breakfast on Thursday, Oct. 20 at 8:30 a.m. at the Omni Nashville Hotel.
Attendees will be treated to insights from Lacy during an on-stage interview with MusicRow Publisher/Owner Sherod Robertson.
The ninth annual celebration will honor the next class of Rising Women on the Row honorees: Jen Conger (FBMM, Business Manager), JoJamie Hahr (BBR Music Group/BMG, Sr. VP), Mandy Morrison (City National Bank, Vice President/Senior Relationship Manager), Missy Roberts (Universal Music Publishing Group, VP, A&R), Jennie Smythe (Girlilla Marketing, CEO) and Stephanie Wright (UMG Nashville, Senior VP, A&R).
Presenting sponsors for this year’s Rising Women on the Row are City National Bank, Loeb & Loeb, and Tri Star Sports & Entertainment Group.
Tickets can be purchased here.
Alongside Co-President Ben Kline, Lacy guides the highly successful country division of Warner Music Group that includes chart-topping artists such as Blake Shelton, Kenny Chesney, Dan + Shay, Brett Eldredge, Cole Swindell, Zac Brown Band, Ashley McBryde, and an array of skyrocketing artists who represent the genre’s next generation such as Ingrid Andress, Cody Johnson, Gabby Barrett, Bailey Zimmerman, and Ian Munsick.
Lacy graduated from Vanderbilt with a degree in English before beginning her first full-time industry job at Tom Collins Music Publishing. She continued her publishing experience at Rick Hall / FAME Publishing, Island Bound Music and Warner Chappell Music before accepting an A&R position at Warner Music Nashville in 2005.
She rose through the ranks at the label, and was promoted to SVP of A&R in 2017 and EVP of A&R two years later. While leading A&R at Warner Music Nashville, Lacy was the driving force behind the signing of many of the label’s most prominent artists, including Kenny Chesney, Zac Brown Band, Cole Swindell, Ashley McBryde, Cody Johnson and Gabby Barrett.
Lacy’s honors include multiple spotlights on Billboard’s Country Power Players and Women in Music lists, as well as MusicRow‘s Rising Women on the Row honor in 2016.
Women’s Music Business Association Opens Applications For Class Of 2023
/by Lydia FarthingThe Women Music Business Association (WMBA) has opened its applications for the Class of 2023 now through Oct. 28.
Applicants must have a full year of work experience in the music industry, including as an artist or musician, along with one recommendation letter. For more information on WMBA, applicant qualifications and to apply, click here.
The Women’s Music Business Association is a nonprofit membership organization that is dedicated to fostering opportunities for women within the music industry through education, networking, industry involvement and community service.
The WMBA is led by Chairwoman Brandi Simms (MooTV, Moo Creative & The Steel Mill), Lindsey Clark (DeatonFlanigen Productions), Amery Fridenstine (Above Board Consulting), Cameo Carlson (Mtheory Nashville), Mary Catherine Kinney (Spotify) and Legal Counsel Lauren Spahn (Shackelford, Bowen, McKinley & Norton, LLP).
FlyteVu Launches New FV3 Division For The Metaverse Age
/by Lorie HollabaughFlyteVu has launched FV3, a new division designed to usher brands into the Age of Interactive Media.
To kick off the initiative, FV3 will host an invite-only inaugural education forum this October in Nashville for C-suite executives and entertainment industry leaders. The one-day forum is designed to help marketers understand how to leverage the metaverse as a transformative tool for community building, creative storytelling, and driving new business.
The forum will be followed by quarterly sessions beginning in November with ongoing educational workshops and a new roll-out of strategy services for FlyteVu clients. The interactive sessions are designed to excite, educate, and engineer strategies for the coming cultural shift from a marketing and business perspective.
“As a result of a handful of converging trends that are changing the way we live, work and socialize, it’s imperative brands educate themselves and implement Web3 initiatives to remain culturally relevant in this new era,” notes Jeremy Holley, Co-Founder of FlyteVu. “Citi estimates that the Metaverse will be a $13TN market by 2030, and I haven’t seen this much opportunity in our industry since the run-up to the mainstream adoption of smartphones in the late aughts.”
FlyteVu’s Web3 task force is being led by Ag3nt, an experimenter and innovator who works at the intersection of entertainment, technology, and culture. A former Disney employee with expertise in developing culture-shifting interactive media, Ag3nt pairs years of experimentation on the frontier of Web3 with more than a decade of experience designing narrative-first experiences for global brands and celebrities.
“We’re entering an era where the word stakeholder is replacing consumer,” explains Ag3nt. “Stakeholders want a purpose, shared goals, and decisions that matter. As brands increasingly opt to participate in the Metaverse, I believe FV3 will be a go-to resource for translating brand equity into this new world.”
FlyteVu’s current client roster includes CLEAN Cause, David’s Bridal, Jack Daniel’s, Maurices, Norwegian Cruise Line, R Labs, Skin Pharm, Squeeze, Tractor Supply Company, Under Armour, Vanderbilt University Medical Center, Vista, Zilla, and more. The company was named to Inc. 5000’s 2022, 2021, and 2020 Lists of Fastest-Growing Private Companies in America and was named to Chief Marketer’s 200 List of Top Marketing Agencies in 2021 and 2022.