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Cumulus, Big Machine Team Up for Nash Icons

Broadcaster says advertisers can engage with country music fan base across multimedia platform

Cumulus and the Big Machine Label Group are partnering to expand the Cumulus Nash platform with a record label and live events business.

The new venture, Nash Icons, will showcase Nashville talent by providing them with a new distribution platform, according to the companies. Cumulus will introduce new Nash Icons branding on some of its stations and create and syndicate Nash Icons content to affiliates through its WestwoodOne subsidiary.

Cumulus owns some 460 stations; of those, 68 air a country format using the Nash brand, with approximately 400 other-owned stations airing the brand through its WestwoodOne syndicator.

Nash Icons is meant to complement the more contemporary-focused Nash brand. Like its sister brand, Nash Icons will provide advertisers the opportunity to engage with the country format fan base across a multimedia platform that spans radio, television, digital, magazine and live events.

Cumulus is also an investor in Internet audio service Rdio, which will soon feature dedicated Nash and Nash Icons programming.

Cumulus President/CEO Lew Dickey characterizes the news as an important line extension for its Nash brand. Nash Icons will also feature live events, merchandising, video and a section in Nash magazine.

“There are so many iconic country artists who are still passionate about recording new music and hearing their biggest hits on the radio. Nash Icons will allow so many of these artists to do both,” says Big Machine Label Group President/CEO Scott Borchetta.

Nash Icons will be based at the NASH Campus in Nashville, in a multimedia facility that includes three studios designed for a combination of radio and TV programming, indoor and outdoor event space, a print newsroom and office space.