STATE OF THE STATE: UNIVERSAL NASHVILLE
The House of Dungan and Mabe began the year with some huge looks. UMGN swept the country categories at the 2022 Grammys, with Chris Stapleton taking Country Album, Song (“Cold”) and Solo Performance (“You Should Probably Leave”) and Brothers Osborne winning Best Country Duo/Group Performance (for “Younger Me”). Meanwhile, Carrie Underwood scored Best Roots/Gospel Album. Breakout Mickey Guyton, for her part, wowed the mainstream with her rendition of the National Anthem at the Super Bowl.
At the ACMs, Stapleton—who has two of the Top 10 streaming country tracks YTD with the unstoppable “Tennessee Whiskey” and “You Should Probably Leave”—was anointed Male Artist of the Year, while the Osbornes snagged the Duo of the Year trophy and fresh face Parker McCollum was named New Male Artist.
Meanwhile, the label enjoyed a bona fide new smash with Jordan Davis’ “Buy Dirt.” The barnstorming single—on which Davis collaborated with one of his idols, Luke Bryan—is currently the #2 streaming song in the genre YTD and has amassed 542m+ global streams (not to mention 185k+ downloads).
Davis’ monster was, of course, also a radio #1, joining other UMGN airplay chart-toppers in 2021-22 like Stapleton’s “You Should Probably Leave,” Bryan’s “Waves,” Sam Hunt’s “23,” Underwood and Jason Aldean’s “If I Didn’t Love You” and two from Dierks Bentley, “Gone” and “Beers on Me.” As this issue went to press, Jon Pardi’s “Last Night Lonely” was flying toward the Top 10. UMGN Promo EVP Royce Risser doesn’t mind mentioning that imprint Capitol Nashville was dubbed Platinum Label of the Year at the CRS/Country Aircheck Awards.
Underwood, having triumphed with her gospel set My Savior, delivered a fresh set of country material bearing the evocative title Denim & Rhinestones.
Mike and Cindy’s big signings and deal extensions of the last year include powerhouse husband-and-wife duo The War and Treaty (who achieved renown with their moving tributes to fallen soldiers), Florida Georgia Line co-founder Tyler Hubbard, Sam Williams and Ya’Boyz.
The past year, in sum, saw UMGN’s superstar roster extend its reach while a batch of newcomers showed enormous potential.
The elevation of Annie Ortmeier to SVP Streaming Marketing further enhanced a team that includes marketing ace and fellow SVP Lori Christian and VP Media Marketing Leigh Malleus, both of whom were upped last year.
