Rusty Harmon, a seasoned music industry professional with a career spanning decades, is fundamentally reshaping the landscape for independent artists through his company, Vere Music. While Vere Music has had impressive growth, including a 2025 Grammy nomination and collaborations with established artists, Harmon’s candid interview with Kingdom Builder TV to kickoff our Industry Insider Series provides a more nuanced understanding of Vere’s core mission: enabling artists to flourish on their own terms in an increasingly complex industry.

Known for his pivotal role in managing iconic acts like Hootie & the Blowfish, Harmon has designed Vere Music as a distinctive and essential bridge between traditional major labels and the often-daunting complexities of independent distribution. This Nashville-based enterprise provides artists with a tailored, strategic approach to releasing music, ensuring they retain full ownership of their masters—a critical advantage in today’s market. As Harmon emphasizes, Vere provides artists the opportunity to release their records in a way they might not otherwise achieve, offering access to major label-level distribution and marketing resources. This unique model addresses a significant gap for artists seeking professional support without sacrificing control.

A cornerstone of Vere’s approach is its unwavering commitment to artist development, regardless of where an artist is in their career trajectory. The story of The Band JAREN vividly exemplifies this commitment. Harmon recalls his initial meeting with Jaren, a young artist who, despite facing personal challenges, displayed a remarkable determined spirit. He noted the band’s realistic expectations, strong work ethic, and genuine willingness to learn and adapt. This adaptability, combined with Vere’s strategic guidance, fueled the band’s remarkable growth, demonstrating the power of personalized support.

Harmon underscores the paramount importance of navigating the digital realm, a critical skill for any artist in today’s streaming-centric market. Vere assists artists in understanding the intricacies of Digital Service Providers (DSPs) like Spotify and Apple Music, ensuring they implement effective strategies to maximize their reach and visibility. He points out that simply producing a track or uploading music to DSPs doesn’t guarantee visibility or success. Vere’s role is to bridge that gap by providing the necessary tools and expertise to effectively engage with these platforms. Vere provides the knowledge of how to properly utilize the various tools offered by the DSPs, such as canvas videos, and marketing drivers.

For The Band JAREN, this involved strategic social media engagement, including viral moments on platforms like TikTok and Instagram, and consistent efforts to secure editorial playlist placements through Vere’s connections at ADA, Warner Music Group’s independent distribution arm. This holistic approach resulted in increased social media followers, higher streaming numbers, and consistent playlist inclusions, significantly expanding the band’s audience. Harmon also mentioned his 11-year-old daughter’s role in A&R decisions, adding a unique and personal touch to the process.

Beyond the metrics and digital strategies, Harmon stresses the significance of authentic connection with fans. He advises artists to engage with their audience, particularly after performances, recognizing the potential impact of their music and message. This focus on genuine interaction and building meaningful relationships resonates strongly within the Christian music community, a genre Harmon observes experiencing substantial and sustained growth.

Vere Music is also strategically expanding its business model, providing comprehensive label services to management companies, publishers, and other entities. This allows these organizations to leverage Vere’s expertise and infrastructure without the considerable overhead associated with establishing a traditional label, offering a cost-effective solution for professional music releases. Harmon’s vision is to empower artists at all stages of their careers, from established acts seeking independence and creative control to emerging talents like The Band JAREN, equipping them with the tools and support necessary to navigate a dynamic and ever-evolving industry.

In an era where the path to success is multifaceted and unpredictable, Vere Music stands as a testament to the power of personalized support, strategic guidance, and a genuine dedication to artist development. Harmon aims to support both artists with established followings looking for career control and emerging artists needing professional guidance, ensuring they have the resources and expertise to thrive.