Coastal Record Labels Signing More Country Stars

Coastal record labels are increasingly signing country stars, reshaping the music industry landscape traditionally dominated by Nashville.

Artists like Zach Bryan, Koe Wetzel, BRELAND, and Dasha are skipping the conventional Nashville path, opting for deals with major coastal labels.

When Warner Records signed Zach Bryan in 2021, it seemed like a regular move.

However, the Oklahoma rock/country artist quickly became one of the biggest stars in recent years, selling out arenas and topping both the Billboard 200 and Top Country Albums charts. In hindsight, this signing marked a significant shift in how country stars could break through without the typical Nashville support systems.

Bryan’s success proved that artists no longer need Nashville’s country radio to achieve success. Tom Corson, Warner Records’ co-chair and COO, noted, “The marketplace has provided an avenue for these artists who are working outside the traditional system of the Nashville-driven machine.”

This shift has left Nashville labels facing growing competition from coastal labels, which are driving up signing costs and redefining the country music scene.

The competition has forced Nashville labels to reconsider long-established practices. For decades, Nashville dominated the country music scene, with its relationships at country radio giving local labels a stronghold over new talent.

However, during the pandemic, when touring stopped, labels became more data-driven, relying on digital streaming numbers to gauge success.

Ben Kline, former co-chair of Warner Music Nashville, explained, “All the indicators were on hold except for one: the digital numbers.”

As country music surged in popularity, artists like Morgan Wallen and Luke Combs contributed to a rise in streaming numbers, catching the attention of coastal labels.

New York and Los Angeles labels began signing country-leaning artists with strong streaming numbers, including Warren Zeiders, BRELAND, and Koe Wetzel. This shift is likened to “Russian oligarchs coming in and buying half of London,” according to a Nashville executive.

Another insider remarked, “It’s like there’s oil down there — let’s start drilling.”his trend isn’t just about numbers.

Artists like Bryan are “moving culture,” said Warner Records co-chairman Aaron Bay-Schuck.

He noted that country music has been on the rise for a few years, and it doesn’t take a “rocket scientist” to see that the genre is having its moment. Country music consumption rose 20% in 2023 and continued to grow in 2024.

With hip-hop’s market share declining, coastal labels are eager to expand into country to boost their revenue.

This isn’t the first time country music has experienced a surge in popularity, but what makes this wave different is the diminishing role of traditional gatekeepers like country radio.

Previously, coastal labels had limited access to the country scene because Nashville’s close-knit community and country radio held considerable power. Jon Loba, BMG’s president of frontline recordings, said, “In those days, the barriers to entry were higher.

Now, you can go around those, making it easier for the coasts to run in.”

Ian Cripps, senior VP of A&R at Atlantic, pointed out that coastal labels’ involvement in country music isn’t necessarily a calculated move.

Instead, it’s a response to the wealth of great artists and storytellers emerging in the genre. Coastal labels are simply seeking the best talent and songs, regardless of genre.

These deals take various forms, often driven by artists’ desire for a broader international reach.

The global appeal of country music has been growing, with on-demand audio streaming of country outside the U.S. rising steadily from 22.5% in 2020 to 30.4% in 2024, according to Luminate.

Some artists, like Megan Moroney, have opted to sign with both a country and a pop label to maximize their reach. Moroney’s viral hit “Tennessee Orange” attracted attention from both pop and country labels, leading to her signing with Sony Nashville and Columbia Records for broader reach.

Similarly, Bailey Zimmerman signed with Warner Music Nashville but partnered with Elektra for digital and international development. Such collaborations are becoming more common, allowing coastal and Nashville labels to leverage their strengths and develop talent more effectively.

The growing presence of coastal labels has driven up the cost of signing new talent, with coastal deals often exceeding $1 million.

In comparison, Nashville labels tend to offer more conservative deals, with a few exceptions.

This has created a more competitive environment, where artists have greater leverage, and labels are reevaluating their strategies to remain competitive.

As genre lines continue to blur, Nashville labels are expanding their rosters to include a broader range of talent. Warner Records’ Aaron Bay-Schuck noted that Warren Zeiders, for instance, was signed because his online activity resembled that of a pop or rap artist, showing that country acts can succeed without fitting into traditional molds.

Zeiders, whose “Pretty Little Poison” topped Billboard’s Country Airplay chart, intentionally chose not to sign with a Nashville label, explaining, “I want to be bigger than just what country music is.” While this initially put a target on his back, he now feels fully supported by Warner Records and Warner Music Nashville, as his music is being promoted to country radio like any other Nashville-signed artist.

In conclusion, the rise of coastal labels in the country music scene is breaking down old barriers, offering new opportunities for artists and challenging Nashville’s dominance.

As streaming continues to reshape the industry, artists have more choices than ever before, and labels are finding new ways to collaborate and succeed in this evolving landscape.