Nashville-based indie/marketing company Thirty Tigers and Triple 8 Management have hooked up with Sony Music to create country-focused imprint Triple Tigers Records.

Norbert Nix (pictured) will head the newco as GM and oversee a dedicated promotion staff.

Russell Dickerson is Triple Tigers’ first signing.

During the last half decade, Thirty Tigers and Triple 8 have partnered on the development of now-Columbia Nashville and Triple 8 client Chase Rice, Old Dominion, Aaron Watson, Granger Smith, Sturgill Simpson and Jason Isbell, while Triple 8 has broken Eli Young Band, Sam Hunt and Rice.

Nix will serve as general manager for Triple Tigers for the imprint. Previously he was driving airplay for numerous hits from the label group’s artist roster in a series of promotion roles. Most recently he was VP of promotion for Columbia Nashville, where, as part of his responsibilities, he worked closely with Thirty Tigers and Triple 8 on the promotion campaign for Rice.

"I’m very fortunate to have formed significant relationships with country radio programmers over the years, as we’ve worked together developing hits and breaking artists," said Nix, who spent more than a decade with Sony Music Nashville. "Russell Dickerson is the next chapter in that relationship. The decision to sign Russell to Triple Tigers Records was unanimous, as we believe in his great music and star potential. I look forward to engaging in this quest with David, George and Bruce."

In connection with the deal, Thirty Tigers has entered into a long-term extension of its distribution agreement with Sony’s RED, which also will handle distribution for releases from Triple Tigers.

“We are really enjoying working in the commercial country arena, and we are thrilled to be in business with Sony Music, Triple 8 and Norbert Nix on this imprint,” said Thirty Tigers President David Macias. “We have had a lot of success in working with Sony Music, and we are very happy to be expanding and extending our relationship with them through this deal. We've also had a very long and productive relationship with Triple 8, who have been very successful in the country world for some time. And we’re thrilled to have Norbert serving as general manager. He’s a well-known and highly respected executive who knows how to break acts through country radio. The opportunity for us all to work together on Triple Tigers was a no-brainer."

Said Sony Music President Global Digital Business and U.S. Sales Dennis Kooker, “Thirty Tigers is an innovator in cultivating new artists and providing cutting-edge label and artist services, and they have been a great partner in Nashville. We look forward to even more success in working with them and the talented team at Triple 8 Management to develop hit artists through Triple Tigers.”

Triple 8's Bruce Kalmick also weighed in. "Triple 8 and Thirty Tigers are already partners in many ways, so this label was a welcomed step for all of us," he said. "Adding in a great leader like Norbert Nix was icing on the cake."