Black Opry Records signs its first artist

Black Opry Records, Thirty Tigers' new record label launched by The Black Opry founder Holly Gsigned his first artist. Jet Holdenthe label's debut, The palm treewill arrive on October 4th. The infectious, rocking first single, “Backwood Proclamation,” which features John Osborne and Charlie Worsham, premieres below.

Holly G founded the Black Opry in 2021 originally as a blog to talk about her heartbreaking experience as a fan of Black country music, but quickly grew into a platform to bring attention to Black artists and help launch their careers. It then expanded to booking shows across the country under the Black Opry Revue banner to highlight the unseen Black country artists Holly G found.

The label became a natural progression and a way to fill a big gap.

“In my years of working and observing the conversations surrounding diversity in country music, we still don't see the same resources and opportunities being given to black country artists as their peers (with very few exceptions),” says Holly G .“We've got the community, we've built a pipeline for touring and exposure through the Black Opry Revue, we've got all the work that Rissi Palmer does. [her Apple Country show] Color Me Countrybut we still don't have people in executive positions strategically supporting and developing Black country artists.”

Check out Jett Holden's 'Backwood Proclamation':

That's one reason the smoky-voiced Holden, 35, had almost given up on getting a deal.

“Being gay and Black has not been a priority for me in the industry since I started pursuing a career in country music when I was 19 years old. I had a development deal when they found out I was gay,” Holden says, declining to name the label. “Every time things started looking up for me, suddenly I wasn't marketable because I'm gay or my race or both. But when Black Opry Records became an option, I jumped at it.”

Holden and Holly G first connected on Instagram when she opened the blog and discovered his music.

“I had actually stopped music in 2020 when the pandemic hit, but the community that developed around the blog, and later the collective, drew me in and fueled my drive to create again,” he says. “Then in 2021 everything changed. The Black Opry blew up into more than anyone expected from us.”

Although Holden has only just been announced, he was asked to sign with the label last summer after playing in the Black Opry Revue at the Newport Folk festival.

“When we got back to the Airbnb, they pulled me aside and sat me by the fireplace like I was in trouble for something,” she says. “And then they told me about the label and that they wanted to sign me first. I'm not used to being picked first for anything, so it was a huge shock, but a mind-blowing one. It was the easiest yes of my life.”

For Holly G, talent led to the acquisition of Holden, but it was also important to send a message with his choice.

“From a big perspective, it was really important to me that we set the tone for who we are as a label by signing an LGBTQ artist right out of the gate,” he says. “I put a lot of pressure on other institutions for their lack of inclusion, and I think it's important to lead by example by making sure there are diverse artists even in marginalized communities when I serve on different projects.”

With Holden tired, Black Opry Records has already signed its second artist, Tylar Bryant, a former MMA fighter turned singer-songwriter, but Holly G is resisting identifying the ideal roster size for the boutique label.

“There might be some artists we need to put more into than others, which will dictate what my bandwidth is for starting the next project,” he says. “I have such a long list of artists I'd love to sign, but I'm taking things one artist and one album at a time so we give everyone the best possible chance to be successful.”

Holly G will sign artists who align with the Black Opry's mission to showcase Black talent.

“The Black Opry was created as a platform specifically for black artists, and Black Opry Records will continue that tradition,” he says. “We have a beautiful community of people from all backgrounds interacting with us behind the scenes, but it's really important to have this space specifically for black artists. Considering the lack of opportunity for black artists overall, it would do them a disservice to make room for other marginalized groups (although they are all equally deserving).”

Black representation on the country's labels, both in artist rosters and executives, is tenuous at best, and “Black artists need to see that there's a space that's always going to be held, so they know there's somewhere to they go”. she says.

For now, Holly G will handle A&R and Black Opry Records will rely on the Thirty Tigers staff for all other functions.

“Thirty Tigers has already established itself as a leader in the music community in terms of putting the artists first and letting the music guide the journey,” says Holly G. “With those who provide our label services, we want to use as a foundation to diversify country music by helping black artists build their careers.”

Holden's Will Hoge-produced album covers a wide range of country styles, which Holly G believes will help broaden its appeal and airplay potential, but isn't counting on terrestrial mainstream country radio stations to take the lead, given of how limited their playlists are. they were conservative.

“As far as country radio is concerned, obviously it would be great if they were on board with this project, but given the dismal track record they have with both Black and queer artists, we're not going to depend on that happening,” he said. . says.

Holden's goals extend far beyond radio. “I have many of the same hopes as many of my counterparts. debuting on the Grand Ole Opry, winning a Grammy and making a living writing and performing,” he says. “But I also hope that I'm cultivating a more welcoming industry than I discovered. I hope kids growing up today feel seen in the way I didn't. And I hope that I'm not an anomaly and that other artists of color and queer musicians will continue to have opportunities.”

As for Holly G, she's already thinking long term. “We're always trying to find ways to make country music venues safer and more inclusive. Ideally I would like to start another label down the line that could serve as a home for artists of any background making good country music, but it was important to create that space for black artists first.”