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Cumulus, Big Machine Partner for Icons Venture

Scott Borchetta
Rick Diamond, Getty Images

Radio giant Cumulus and Nashville-based Big Machine Label Group have partnered for NASH ICONS.

The new record label and live music venture will feature country artists popular over the last 25 years. The companies have not yet announced which artists will be part of the group.

“There are so many iconic country artists who are still passionate about recording new music and hearing their biggest hits on the radio,” Big Machine Label Group President and CEO Scott Borchetta says in a statement. “NASH ICONS will allow so many of these artists to do both.”

Cumulus will be introducing NASH ICONS through the current NASH program, which is part of their 68 country stations.

Big Machine’s current roster includes Taylor Swift, Rascal Flatts, Florida Georgia Line and Tim McGraw. Country radio has received criticism lately for catering to a younger audience, with many classic country artists being left behind. Cumulus CEO Lew Dickey says that he hopes ICONS can help some iconic singers get back in touch with fans.

“We are excited to partner with Scott and Big Machine on the creation of NASH ICONS,” he says. “This is an important line extension for our NASH brand that provides a new multi-media platform for country music’s most prolific artists from the last two decades.”

Next: Is Traditional Country Music Dead?

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