Equal Access Music is a key mtheory initiative dedicated to fostering greater diversity within the country music industry. It is designed to empower artists and managers from underrepresented demographics by providing them with essential financial resources, specialized training, and critical networking opportunities. Since launching in 2022, we have supported over 20 artists and managers across four cohorts. Looking ahead, we are already planning for our 2026 cohort and have two major fundraisers underway: a dedicated online pledge page and a special ‘This Is Country’ shirt collaboration with the local Nashville shop NB Goods. We encourage everyone to contribute to the cause if they can, and we extend our sincere gratitude to all who have supported Equal Access over the years, directly helping us enable the next generation of diverse country talent.

In 2019, mtheory partnered with Pitbull’s team to optimize his digital presence around the Libertad 548 album campaign, enhancing visibility across platforms during a pivotal release cycle. The team also worked closely to leverage brand partnerships and create high-impact fan-engagement moments that aligned perfectly with Mr. 305’s hometown performance at the 2020 Super Bowl in Miami—turning a global stage into a coordinated, multi-channel marketing win.

In 2024, mtheory partnered with Here There & Gone and Wyatt Flores to support the launch of his debut album, Welcome To The Plains, and long-term growth strategy. We helped to secure out-of-home opportunities with streaming partners including Apple Music UpNext and Spotify Homegrown Presents, elevating his album release and artist brand. We also worked with management to transition to a new CRM platform, a move that delivered significant growth in his owned audience and allowed us to deepen the connection with his dedicated fanbase through bespoke direct-to-fan communication campaigns. We are so excited to continue this journey of strategic growth with Here There & Gone and Wyatt Flores!

Vincent Fenton, the French multi-instrumentalist known as FKJ (French Kiwi Juice), crafts lush, free-flowing soundscapes that feel at home anywhere in the world — a fact reflected in his global fanbase. A Platinum-selling artist with over 2 billion streams, FKJ’s music blends spontaneity, soul, and technical mastery into immersive live performances that have become his signature.

Partnering with mtheory for the rollout of his sophomore album V I N C E N T (2022), FKJ reached new heights: the record debuted at #1 on Billboard’s Contemporary Jazz chart, featured a standout collaboration with Carlos Santana, and fueled a sold-out world tour that included landmark performances at Red Rocks and Coachella.

When mtheory opened its Nashville office in 2017, @traceadkins was the first client through the door! The country icon and his management team partnered with mtheory to orchestrate the next phase of his legendary career, beginning with key initiatives geared to boosting Trace’s streaming performance, by fostering DSP relationships, securing playlisting, and optimizing algorithmic catalog growth to the tune of +300%. We also optimized Trace’s tour marketing, branding his annual headline touring runs while ensuring that venues felt supported and that we were tapping into all of the channels we had access to promote ticket sales. All of this was supported by eCommerce and audience development initiatives and leveraging his film & TV projects to increase Trace’s overall digital footprint and maintain his position at the forefront of the country music scene. We are so thankful for Trace and his management team’s collaboration and openness to work alongside us for so many years!

Shakey Graves recently wrapped up his national And The War Came 10th Anniversary tour, performing more than 58 shows to over 70,000 fans across the country. What began as a simple vinyl reprint of the fan-favorite album quickly evolved into a full-scale milestone moment. Together with BackForty Management, the team at mtheory shaped the anniversary into a year-long campaign—driving Shakey’s highest-grossing merch sales on the road, launching a dedicated digital campaign and release, and creating unique fan activation moments that honored the legacy of the record while expanding its reach to a new generation of listeners.

After almost two years on hiatus, Ashe was ready to make a comeback with her third album (and first independent release), Willson. But her dormant fan community didn’t even know whether the indie pop star would ever return! To reawaken that base, mtheory partnered with @outofoffice.hq to design a rollout that prioritized engagement tactics over spend. Instead of relying on a large advertising push, we built an intricate teasing campaign that activated fans across bespoke social channels—including Pinterest, a HQ account, and a broadcast channel—where breadcrumbs and cryptic hints fueled conversation and speculation.

Ashe didn’t simply announce her new album; she reignited her fanbase by creating an interactive treasure hunt, turning her return into something fans could actively discover, discuss, and share with each other. The strategy transformed casual curiosity into real excitement, strengthened her brand momentum, and amplified the emotional weight of her independent return. This groundswell of fan-driven energy not only powered the release of Willson but also culminated in industry recognition with a Webby Honoree Award—cementing Ashe’s comeback as both a fan and critical triumph.

When Djo’s song “End of Beginning” started gaining traction on social media, mtheory acted quickly to amplify and sustain the viral momentum. The team launched a nimble, multi-pronged marketing campaign that combined targeted digital ads, creative fan engagement tactics, social content rollouts, and DSP optimization strategies. This cohesive push not only fueled the track’s rapid rise to No. 1 on both the Spotify Global and Viral Charts—eventually surpassing 1 billion streams—but also drove meaningful growth in Djo’s fanbase. Casual listeners converted into loyal fans, translating online buzz into real-world demand, and laying the foundation for his current sold-out tour and the release of his new album, The Crux.

Since 2019, mtheory has been working closely with Ian Thornton and Whizzbang Booking & Management to craft a comprehensive, long-term growth strategy for Tyler Childers. Our goal was clear: take Tyler from a club-packing regional artist to a household name, headlining arenas across the nation. Over the past six years, we’ve achieved just that—releasing five successful albums, supporting multiple sold-out tours, and watching his fanbase grow exponentially. Now, as we look back on all that we’ve accomplished together, we’re even more excited about what lies ahead. With Tyler’s brand-new album, Snipe Hunter, we’re launching a fresh wave of innovative, creative strategies that will continue to elevate his brand and solidify his place in the music world for years to come. The journey is far from over, and the best is yet to come.