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.

One of mtheory’s most unique undertakings was an ambitious project to reopen the historic @foresthillsstadium in Queens, NY. Originally built in the 1920s, the 12K capacity venue hosted major sporting events like the U.S. Open and countless legendary concerts including The Beatles and The Rolling Stones, until it was closed in the late ‘90s.

Starting in 2013, mtheory joined forces with the West Side Tennis Club and concert promoters to reopen the venue and then undertake a four-year renovation project that helped bring live music back to the Borough. mtheory even helped produce the xx shows back in May 2017 and since then, artists across all genres have played at the stadium including Fred Again.., Ed Sheeran, Mumford & Sons, and many more.

While working with longtime clients Zac Brown Band, our analysis revealed a consistent surge in streaming activity each year around the 4th of July holiday. Recognizing this seasonal trend, mtheory partnered with the artist and their management team to build a targeted marketing strategy that amplified fan-favorite, feel-good tracks like “Chicken Fried,” “Jump Right In,” “Toes,” and “Knee Deep” during the lead-up to Independence Day.

What began as a one-off campaign quickly evolved into an annual tradition—one that now sees country music fans across the country turning to ZBB’s catalog as the official soundtrack for their holiday weekends. Year after year, these songs continue to spark new energy and nostalgia at barbecues, beaches, and backyard celebrations alike.

In 2018, mtheory developed and executed a comprehensive marketing strategy and promotional campaign for Kacey Musgraves’ Golden Hour album, strategically positioning it for both commercial impact and critical acclaim.

The campaign culminated in a GRAMMY Award win for Album of the Year, solidifying Kacey’s status as a genre-defying artist. In parallel, we leveraged our relationships with DSPs to significantly elevate her presence across streaming platforms, ensuring consistent editorial support and algorithmic growth.

This effort was reinforced by an integrated approach across social media, press, and key award platforms—laying the groundwork for a successful global touring strategy and expanding her visibility well beyond country music into the mainstream cultural conversation.

mtheory is celebrating 15 years by looking back at 15 milestone campaigns in our history. These are the moments that shaped who we are and where we’re headed.

In 2015, mtheory proved that streaming-first strategies could break an international smash, when Major Lazer’s “Lean On” surpassed 1 billion Spotify streams and became the first independently-released No.1 single at U.S. Top 40 radio.

One year later, mtheory helped Major Lazer put on a free concert in Havana, Cuba, that was attended by almost half a million people and documented in 2017’s ‘Give Me Future’ documentary.

Watch the trailer HERE.