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.

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.

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.

mtheory proudly partnered with longtime clients Twenty One Pilots and Element1 Management on their return to the global stage — from innovative livestreams to sold-out arena tours.

In 2021, we collaborated on the Twenty One Pilots Livestream Experience, a groundbreaking digital performance that redefined fan engagement during the pandemic. The following year, the event saw a limited theatrical release in cinemas worldwide.

That fall, we supported the Takeøver Tour — a unique, sold-out run across six U.S. cities and London, where the band performed multiple nights in each city, scaling from small clubs to arenas.

Most recently, mtheory provided full tour accounting and reconciliation services for the sold-out Clancy World Tour, spanning 66+ arena dates across North America, Oceania, Latin America, and Europe.

Watch the official Clancy World Tour Trailers EPISODE ONE and TWO.

mtheory partnered with Alison Krauss & Union Station for Arcadia — their first album in 14 years! Catch them on tour from April to September!

mtheory worked with Ashe to develop a comprehensive social media relaunch campaign for her return from an extended hiatus and the release of her third, Willson. Watch HERE.

Djo (a.k.a. Joe Keery, of Stranger Things fame) managed to keep his musical identity secret until the winter of 2024, when “End of Beginning” went viral on TikTok and other short-form video platforms and topped the Spotify’s Viral Chart. WATCH our team’s recap video for Spotify for Artists.