NEW YORK (CelebrityAccess) – The Trenches, a digital promotion and viral marketing firm, has secured an exclusive partnership with Universal Music Group’s Republic Corps Collective, which oversees the operations of Republic Records, Mercury Records, Island Records, and Def Jam Records. Announced on Wednesday (October 23), this collaboration marks a significant move for The Trenches as they expand their influence in the music industry.
Alongside the new partnership, The Trenches is also launching its label, Trenches Records.
Founded in 2020 by Tom LaScola, The Trenches has developed a reputation for its innovative digital campaigns, working with artists like Noah Kahan, Post Malone, Wyatt Flores, and Conan Gray. Their recent work on Kahan’s Stick Season campaign helped grow the artist’s TikTok following to 2.6 million and amassed over 703 million video views. In addition, The Trenches played a pivotal role in promoting Post Malone’s F-1 Trillion, crafting a digital strategy that combined influencer initiatives and fan engagement. The album went on to become the top country album of 2024.
With offices in New York, Nashville, and Los Angeles, The Trenches continues to expand its reach. This new partnership with Republic Corps Collective follows Universal Music’s restructuring of its East Coast labels into a unified operational hub while still allowing each label to maintain creative autonomy. The move adds to the recent shake-up within Republic Corps, which saw Mary Catherine Kinney appointed as Executive Vice President of Artist and Label Strategy earlier this month.
By combining its expertise in digital marketing with its new record label division, The Trenches is set to further elevate its role in shaping artist careers and the broader music landscape.
