Tiera Signs With Big Machine’s Valory Records: Exclusive

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Promising new country artist Tiera has signed with Big Machine Label Group’s Valory Records.

Tiera, who is signed to Songs & Daughters music publishing and who hosts a daily show on Apple Music Country, was Billboard’s March country rookie of the month based on the strength of her self-released debut EP. At that time, she said she was looking for a label willing to “step out of the box a little.”

The singer/songwriter, who combines R&B with country, now says she found that partner in Valory.

“I met with a couple of other labels in town, but when I had my very first meeting with [BMLG CEO] Scott [Borchetta] and the A&R team, I sang a full set and they were locked in the whole time,” she says. “As soon as I walked into the building, it felt like a family.”

“When that kind of talent walks in the room, it’s like ‘Oh my God, lock the door.’ She just has that thing,” Borchetta tells Billboard. “Her smile lights up the room and then when she starts singing, her voice is amazing. The songs are right. It’s just right.”

For the next few months, Tiera will be working on new music with a release coming as early as before year’s end. She expects to re-release some of the songs from her previous EP as well as put out new ones and recently went on a beach writing retreat with some of her core co-writers, including Cameron Bedell, Jared Scott and Emily Falvey. “We wrote some songs that I’m in love with,” she says. “There are a bunch of jammers. I’m sure some of them will be on there.”

She’s also looking forward to working with some of her writing heroes, including “The Bones” co-writer Laura Veltz, who is signed to Big Machine Music for publishing. “She’s No. 1 on my list and I have a couple of writes scheduled for later this year with Natalie Hemby,” Tiera says. “I love my gals!”

Also on her wishlist is to record with BMLG artist Carly Pearce — Tiera thinks a Dolly Parton cover would be perfect for the pair. Pearce has been a vocal supporter of Tiera’s and even greased the wheels for her meeting with the label. “Right before I met with the team over there, I texted [Carly] and said I was having a meeting,” Tiera says. “She texted Scott and put in a good word for me.”

Tiera, who is handled by OH Creative Management and booked by WME, has already put Valory’s promo team on notice that she expects results. “No pressure to my radio team, but I tell them all the time, ‘Your girl wants a No. 1,’” she says with a laugh.

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