How Small Nashville Label Triple Tigers Landed Back to Back Country Airplay No. 1s With Scotty McCreery, Russell Dickerson

For a statement with a roster of lone 4 artists, Nashville’s Triple Tigers has scored a tremendous feat: fractional its roster landed back-to-back No. 1s connected Billboard’s Country Airplay chart. Russell Dickerson’s bouncy, upbeat “Happen to Me” topped the charts dated Sept. 20 and Sept. 27, aft Dickerson’s goofy creation to the tune went viral. Then for the illustration dated Oct. 4, Scotty McCreery’s breezy, nostalgic “Bottle Rockets,” which features Hootie & the Blowfish singing their 1994 hit, “Hold My Hand,” soared to No. 1.

The accomplishment besides marked the archetypal clip Triple Tigers landed back-to-back No. 1s, but surely not the archetypal clip Dickerson and McCreery person each reached the summit. Launched successful 2016 arsenic a associated task betwixt Thirty Tigers, Sony Music-owned distributor The Orchard and George Couri’s Triple 8 Management (whose clients see McCreery), the statement experienced large occurrence from the commencement with McCreery’s archetypal 5 singles and Dickerson’s archetypal 4 singles going to No. 1 connected Country Airplay. But this astir caller occurrence earns Kevin Herring, who serves arsenic Triple Tigers co-president alongside Annie Ortmeier, the rubric of Billboard’s Executive of the Week.

Here, Herring, who reports to Thirty Tigers and Triple 8 co-founder Couri and antecedently served arsenic elder vp of vigor promotion until his emergence to co-president 2 years ago, discusses the steps the statement took to scope the unplanned milestone and however staying tiny allows Triple Tigers to vie with overmuch bigger labels. “I truly judge this is what makes Triple Tigers a peculiar spot for artists to be. We are looking to turn our roster from 4 artists, but I uncertainty it volition ever beryllium 10,” helium says. “Because of the tiny roster, we can’t spend to miss much. So far, convey goodness, we haven’t.”

This is the archetypal clip that Triple Tigers has had back-to-back No. 1s. Was determination immoderate hesitation astir moving some songs to vigor astatine the aforesaid time?

From the commencement determination was not a conscious effort to person back-to-back No. 1 songs. There’s truly nary mode to program that. I privation we were that good. “Bottle Rockets” was really released 10 weeks after
“Happen To Me,” truthful it blazed up the illustration faster than immoderate of Scotty McCreery’s erstwhile songs, and fortunately the 2 tracks ne'er got successful each other’s way.

Were determination immoderate circumstantial decisions you made successful the promotion program for either creator that you consciousness were peculiarly impactful successful reaching No. 1?

I’m acrophobic I’m going to neglect miserably astatine trying to look similar a genius here. Both of these songs are No. 1 due to the fact that they are large songs, with large performances, by astonishing artists. Sometimes the songs are that good. I volition say, the Triple Tigers promo staff, led by Raffaella Braun, navigated each the imaginable pitfalls a grounds tin autumn into on the way, but determination was nary stopping these monster hits.

How important was Dickerson’s “Happen to Me” creation that went viral and was re-created with different artists, successful antithetic locales, successful presumption of convincing vigor to play it?

I’m conscionable gladsome Russell ne'er made maine bash that dance! It mightiness person scuttled the full project. Seriously though, I deliberation that creation ignited the amusive viral facet that reached beyond his basal and introduced him to galore caller fans. It inspired truthful overmuch creativity and decidedly fueled consumption. Overall, I deliberation it was the opus and not the creation that convinced vigor to play it, but everything helped marque it the deed that it is.

“Happen to Me” has besides been Dickerson’s biggest crossover hit, charting connected some Adult Pop Airplay and Pop Airplay. How person you partnered with Columbia successful moving that to non-country formats?

Triple Tigers being owned by The Orchard/Sony, the necktie with Columbia is simply a earthy one. We partnered with them to enactment Ella Langley astatine country. The synergy with [Columbia enforcement vp/head of promotion] Peter Gray and the Columbia unit is mutually beneficial.

It was 4 years and 9 months betwixt No. 1s connected Country Airplay for Russ...