The Trenches, a digital promotion and viral marketing company, has signed an exclusive partnership with Republic Corps Collective, the East Coast-based record label owned by Universal Music Group.
The deal covers works from major brands Republic Records, Mercury Records, Island Records and definition jam recordThe Trenches said on Wednesday (October 23).
The Trenches also launched its own record label division, trench Record.
Founded in 2020 tom LascolaThe Trenches creates digital events for artists, including Noah Kahan, Post Malone, Wyatt Flores, Conan Gray,etc. Its collaboration with folk-pop artist Noah Kahan has given him a growing presence on TikTok 2.6 million Followers exceed 703 million Number of video views during the period stick season Activity.
The Trenches also collaborated with Mercury Records on Post Malone’s album F-1 trillion Album marketing campaign, creating a digital strategy that combines artist content, influencer programs, fan page development and a proprietary CRM approach. The album is Post Malone’s sixth studio album and firmly established as the best country album of 2024.
The Trenches has offices in New York, Nashville and Los Angeles.
The Trenches’ new label division, Trenches Records, will serve as “an incubator located at the intersection of artist culture and data identified by the team within the REPUBLIC Corps Collective system,” the company said.
The collaboration with the Legion of Republic came seven months later universal music Restructured its East Coast record labels (including Def Jam, Island, Mercury and Republic) into a “central operations center” called Republic Corps. The move is part of a broader restructuring of UMG’s U.S. A-list brands.
Universal Music Group said at the time that each label “remains and operates with complete independence and creative autonomy.”
At the beginning of this month, mary catherine kinney Named executive vice president of artist and label strategy for Republic Corps.
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