As Big Loud Records experiences global successes with its artists, the Nashville-based label is expanding its footprint by opening offices in Australia and the United Kingdom and bolstering its presence in its Toronto office, which opened in 2015.
Big Loud senior vp of global marketing and strategy Brianne Deslippe will oversee the effort. Reporting to her will be newly named label managers Cayleigh Shepherd in London, who joins from U.K.-based imprint Snakefarm Records; and Johnno Keetels in Brisbane, Australia, where he most recently worked in Universal Music Australia’s media and editorial department. Meanwhile, Toronto-based employee Justin Clark rises from international coordinator to manager of national promotion/associate label manager.
“We started in year one with our Canadian office, and it has been a long-term goal of ours to have direct Big Loud representation in both Australia and the U.K.,” Big Loud CEO Seth England tells Billboard. “We waited for the best strategic time, but now makes the most sense with how we’ve grown as a company. We continue to keep an eye on other emerging markets as well.”
Deslippe adds, “With 25-plus artists now across multiple imprints and genres, it was important for us to have strong voices on the front lines, finding opportunities and making connections for them around the world. Having key experts in the field will be a valuable resource for our wider teams, staff and managers as well.”
Over the last few years, Big Loud has ramped up its global presence with artists including Morgan Wallen, HARDY, ERNEST, Hailey Whitters, MacKenzie Porter, Stephen Wilson Jr., Lauren Alaina and Griffen Palmer all playing dates outside the United States.
A number of Big Loud artists are experiencing faster gains globally as they build domestically, including a handful of Canadian artists that label has signed.
“[MacKenzie] had multiple No. 1s in Canada and Australia before breaking through in the U.S.,” notes Deslippe of the Medicine Hat, Canada native. “Ashley Cooke, Hailey Whitters, and MacKenzie have also made inroads in the U.K. over the past 18 months, playing C2C Festival and receiving mainstream radio, press, and DSP support. Stephen Wilson Jr. has done four U.K. visits in the past year. Morgan, HARDY and ERNEST did a sold-out run this spring in Australia/New Zealand, and Morgan celebrated his first #1 ARIA album and single while we were in market. [Canadian artist] Dallas Smith continues to break every country record in Canada and will also spend more time in the U.S. during this next album cycle.”
Big Loud may sign artists specifically for release in Australia and the United Kingdom, but England adds, “It needs to be fantastic, something we love and where we see growth.”
While Big Loud has a global partnership with Republic/UMG for Wallen and Lily Rose, the rest of its releases are distributed internationally by Stem. This move will enhance the label’s strength in Australia and England, where they have also relied on third parties to help promote their artists.
With leaders in place in the three territories, Deslippe says Big Loud will continue to scale up as needed. “There is so much growth potential in these markets, I feel like we’ve just scratched the surface,” she says. “For a long time, I was the only international team member having moved to Nashville from Canada, but I’ve always been made to feel like a valued member of the core team. I’m excited to pay this sentiment forward and invite some more unique and different voices to the table.”
England says he’s taking a page from music executive Clive Calder, who in the ‘80s and ‘90s built Jive Records into an independent powerhouse before selling it to Bertelsmann Music Group in 2002.
“[Calder] expanded internationally and made it to where all their records were being worked globally by them,” England says. “And Jive, to my understanding, was the last great label who did this level of international expansion as an independent. And you know it’s no secret we’ve been a fan of studying those who have come before us.”
He also hints that there’s more to come with more partnerships down the road. “That’s why getting these international pipes, if you will, set up now, has never been more important or timelier for us,” England says. “This is the next logical step; be ready for the ones to come and stay prepared for the ones we have.”
