He is one of the most sought after artists in the agency world and now he finally has major a booking team behind him.
Oliver Anthony has signed with UTA for exclusive worldwide representation in all areas.
“We’re honored to represent such an authentic artist, and excited to put together a global strategy to bring Oliver Anthony and his music to the people,” shared UTA co-head of Nashville Jeffrey Hasson and music agent Curt Motley in a statement to Billboard. Some of UTA’s other clients include Brittney Spencer, Megan Moroney, Parmalee, Elvie Shane, Ian Munsick and Jamey Johnson, who has performed recently with Anthony.
The “Rich Men North of Richmond” singer’s profile skyrocketed in August after a performance video went viral, generating more than 69 million views on Youtube and leading to a historic No. 1 debut on the Billboard Hot 100 chart. With that song, Anthony became the first artist ever to top the chart without having appeared on it previously.
“Rich Men North of Richmond” is also the first song by a solo male to debut at No. 1 on the Hot 100 and Hot Country Songs charts simultaneously. The Farmville, Virginia, native’s other songs — such as “Ain’t Gotta Dollar,” “90 Some Chevy” and “I Want to Go Home” — have also earned solid streaming numbers.
A quick bidding war followed, with music executives from all around the country to try to sign the hot new phenom. One label head told Billboard at the time, “I don’t think I’ve ever seen anything like this before.” Rapper Gucci Mane even posted on Instagram that he wanted to sign Anthony to his label and needed help finding him. Anthony, who sings of populist ideals that have grown him a grassroots following, seemed largely nonplussed by the newfound attention. He told social media followers he was determined not to make any rash decisions and that he had turned down record deals worth upwards of $8 million.
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Meanwhile, Anthony has continued to perform for his new fanbase with a number of regional shows that have grown from the Eagle Creek Golf Club and Grill in Moyock, N.C., on Aug. 19, to Tootsie’s Orchid Lounge’s annual block party in Nashville last weekend on Sept. 17, where he notably performed with a full band for the first time. While in Nashville, Anthony apparently made his new agreement with UTA — marking his first major deal since breaking out.
Coming up, Anthony is slated to perform two sets at the upcoming Louder Than Life Festival, which opens Thursday (Sept. 21) and runs through Sept. 24 at the Highland Festival Grounds at the Kentucky Exposition Center in Louisville, Ky. And then he has a sold out show at Smokies Stadium in Sevier County, Tenn., scheduled for Sept. 28.
Earlier this month, Anthony canceled a Sept. 27 concert at Cotton Eyed Joe in Knoxville, Tenn., due to a disagreement over ticket prices, which were listed at $99 and $199 for a meet and greet. Anthony posted to social media discouraging his fans from buying the tickets, explaining that he didn’t agree to those prices. Anthony explained his friend had been acting as his booking agent and he booked the show without asking what the ticket prices were. (The venue later responded, saying the high prices were the only way it could cover Anthony’s $120,000 booking fee.) Anthony continued to say his shows “never cost more than $40, ideally no more than $25,” pointing out that two of his four recent shows were “completely free.”
When Anthony’s co-manager Draven Riffe spoke with Billboard in August, he said the artist is “very passionate about bringing other unknown, unheard musicians up and helping them get their music out as well” — and that help also means providing jobs for those in Anthony’s community where he can. “We’re doing all the booking ourselves,” Riffe said, adding the Anthony is booked through the end of the year. “We’re trying to keep everything in-house as much as we can… If we could have a hand in helping get a person a job they’ll love then we want to do that rather than contracting it out to something that we don’t even know where the money is going.”
Additional reporting by Jessica Nicholson.