(By Charese Fruge’) Raffaella Braun is the recently promoted VP, National Promotion at Triple Tigers Records. Her job includes working with the company’s Co-Presidents and regional staff to create opportunities for and nurture relationships with local and national radio partners. “I work with our artist managers, artists, radio stations, and our Triple Tigers marketing department, to create unique partnerships, experiences, and initiatives for our artists (Russell Dickerson, Scotty McCreery, and Jordan Fletcher),” she explains.
It all started for Braun when she moved to Nashville in 1998 to attend Vanderbilt University. She graduated with a Double Major in Political Science and American and Southern Studies, with a minor in Portuguese. “I’d performed musical theatre in high school, where I was bitten by the music bug, but moving to Nashville began my love affair with Country music,” says Braun.
“I graduated in 2002 and went to work on radio remotes for major events, which included CMA Fest, Grammy Awards, CMA Awards, and ACM Awards, as Assistant Producer. I joined CAA in 2003, rising to Agent in 2008. I also booked artists on the West Coast/TX/OK. I loved collaborating with other areas of the agency, like Theater, CAA Sports, and Film, via the Trainee Program. But music is always what inspired me – country music has the best-crafted songwriting (IMHO). So, I started to wonder what the label promotions side was like – to ‘peddle’ songs instead of shows!
“I joined Warner Bros Nashville’s 2nd promotion imprint, the WAR Team, in 2011 as Manager of West Coast radio. Turns out that my experience with radio and venues on the West Coast was a translatable skill set,” says Braun. “I worked with so many wonderful artists there, from 2011-2019, based out of Phoenix, AZ. I returned to Nashville in Oct 2019 as the first ever National Director of Promotion for Triple Tigers Records, thanks to Kevin Herring (and Norbert Nix) where I helped steer Russell, Scotty, Gone West, and Cam through the new world of COVID shutdowns. We provided events and partnerships for so many listeners who were at home along with us during that insane time in history. Fast forward to early October, and I was promoted to VP of National at Triple Tigers.
“Triple Tigers is a REALLY special place to be…The staff and artists I work with have created some magic,” says Braun. “Russell and Scotty have notched a combined nine #1 singles and multiple Gold, Platinum, and Multi-Platinum records in the short period of Triple Tigers’ seven years as a record label. I’ve had the pleasure of being here for five of those #1s, one more Top 5, and one Top 10, not even counting our current chart topper: 120 Week one adds for Scotty this year with ‘Cab in a Solo.’ It was quite the feat, and the 3rd biggest add-day total this year (By September, that was a lot of songs with add dates).
“Before Triple Tigers, I had some amazing opportunities as well. On the agent side, I negotiated Michael Grimm as direct support for Stevie Nicks, my musical hero. And getting Phil Vassar on FunnyorDie.com was something that country artists were not doing at the time. That was extremely rewarding.
“I would also say that being a part of bringing (and breaking) artists like Dan + Shay and Ashley McBryde (among others) at radio was thrilling and one of our biggest accomplishments. And being a part of complete radio tours was exhausting but a palpable way to increase enthusiasm for new artists and their music. It was and is exciting.”
Over the years Braun has experienced her share of challenges as well as success. “I would say that promoting music through the COVID shutdown was hard without station visits or paid concert dates, but our team was second to none in bringing our artists to the fans,” explains Braun. “We did over 80 live-streamed concerts for radio stations. Scotty’s single at the beginning of lockdown was ‘In Between’ and the chorus had a line: ‘I’m Somewhere In Between’ so our label and Scotty’s management created a ‘Somewhere in Quarantine’ limited edition tee with all proceeds benefiting MusiCares COVID-19 Fund. All of the station call signs (for live streams) were listed on the back of the shirt, like a tour tee.
“Scotty also had one Facebook live for a radio station that had over 125k views 24 hours after the performance!! That many eyes were on the radio station and our artist AND we were able to give back to more of our music brethren who were struggling without work during the pandemic.
“There has been an uptick in streaming and the importance of streaming to artist success (and it’s not exclusive to music) since COVID,” says Braun. “I remember how Netflix exploded when we were stuck at home and binge-watching more shows – the buzz on ‘Tiger King’ when we couldn’t go out on the weekends carried an enthusiasm I hadn’t felt before. Similarly, when there weren’t any live concerts to be had for a good 18 months, fans were streaming more music at home and joining new platforms and subscription services to get their fix. This changed artist discovery a little bit. But, still, tens of thousands of songs are uploaded to streaming services every day. So, how do we sort it through to find new voices? Our job as an industry is to still get the best music out to the fans and radio, no matter where it originates, and signing artists without huge streaming numbers or followers is still important – but what comes first? The chicken or the egg?
“We were lucky at Triple Tigers that we didn’t have financial constraints on travel to see our partners when the world opened back up, but I know things have changed considerably in the industry and the current economy has been a factor for some companies limiting meetings and meals. And it impacts fans as well – if they have the money to go see an artist live, they might not be buying merch for the whole family and vice versa. We all have to make decisions and financial compromises have to be made.”
In addition to getting great music out to the masses, a big part of the challenge for labels and artists is engaging and creating loyalty among the younger generation in order to grow the audience. “There are artists who know how to speak DIRECTLY to young fans – usually through TikTok and social media,” says Braun. “That younger audience craves a personal connection with an artist, and it’s evident at shows – when you hear them singing every song that hasn’t been released to radio or even included on an album. The younger generation is attached to their phones, and knows how to create Reels and TikToks and edit photos to perfection – they are used to consuming information, pop culture, and music at a rate of speed my brain can’t follow. More music, more content, more ideas – and keeping sounds, sights, and looks fresh – is the pinnacle for engaging passion and brand loyalty among Gen Z.
“I think AI is also something we can’t ignore. It’s here. BUT the label world is dependent upon the authenticity of feelings, relationships, and human nature. What is the EMOTION we get when hearing vocal tones? Is it the delivery of a goosebump-provoking chill? Is it evoking a nostalgic memory? Maybe there is a good use for it in task production…but the good news is, it won’t be a substitute for creativity and passion, which is what I believe music, at its core, is built on.
“As far as the other big challenge, Diversity, Equity, and Inclusion, we can always do better…as a world, as a country, as an industry… Music is timeless – it’s a unifier – and everyone should feel welcome to collaborate, to create music, to perform, to profess their passion, to teach, and to learn about our industry. Nobody should be marginalized or excluded. We’ve made some strides with both industry leaders and artists, but there is always room for more change.
“Systematically, the divisiveness in today’s world is what keeps me up at night and just makes me sad – there is more that unites us than divides us across cultures, religions, ethnicities, genders…I am the biggest fan of my family. I am blessed with the greatest parents and sister. We refer to each other on a text chain as ‘The 4 Best Friends That Anyone Could Have.’ The global pandemic and the uncertainty of the world always have me concerned about the next time I will see them since they live in NY/NJ.
“I do find a way to make time to attempt a work/life balance. I’m the biggest fan of my husband Ray (Mariner, WEA). He recently taught me how to ride a bike again, and we rent E-Bikes at Shelby Park! I also love Pilates, but I need to make more time for that. Chris Palmer once taught me ‘motion creates emotion’ and I feel that in my soul.
“What really gives me purpose is giving back, and my mind is at ease when I can add to someone’s happiness. I am on the Board of the TN Innocence Project and I’m very passionate about wrongful convictions (we’ve exonerated 5 humans in 5 years of existence as an organization, and these cases take YEARS to fight). Could you imagine sitting in prison for over 20 years for a crime you could not have committed?
“I’ve also been working with Musicians on Call as a guide since 2017 in both Phoenix and Nashville, and I am on the Board of the Gerald Allen Scholarship Fund at The Collective on Music Row (which provides scholarships for mental health treatment for individuals who cannot afford it). I love the strength of the human spirit, and seeing others succeed!
This week, I’m leading the ‘Moment’ for the TN Innocence Project Gala. Speaking in front of 750 people only makes me nervous when half of them are attorneys….
As far as what’s ahead on the label front, Russell Dickerson’s single ‘God Gave Me a Girl’ is reaching critical mass at radio, and then there is CMA week coming up in early November, and all the radio remotes, meetings, and networking that comes with it. This is one of my favorite times of the year. I look forward to seeing everyone who will be in Nashville for the event.”
@raffaellamarie on Instagram and Raffaella Braun on Facebook
Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talents, especially young women, helping them grow their brands and negotiate on their own behalf. Find her at @MCMediaOnline. See more Women to Watch here.
Raffaella is one of the best in any business!