Ty Gilpin: Shifting to a Collaborative Path

Ty Gilpin is an artist, artist advocate, and until recently, the Senior Director of Marketing for Crossroads Label Group’s celebrated bluegrass and Americana imprints, Mountain Home Music Company and Organic Records. He spent two decades with Crossroads before deciding to step away at the end of 2024. “It was a move driven by a desire to grow, to stretch creatively and professionally,” says Ty, “and to work more directly with a broader and more diverse community of artists beyond the walls of a traditional label structure.”

Ty says that throughout his time at Crossroads, he had the privilege of championing artists who were not only music heroes but personal friends. But he felt a pull toward something more agile that allowed for a fiercely artist-centric approach to creative development. “I envisioned a model where artists weren’t just ‘signed,’ but partnered with—a relationship built on shared agency and a genuine enthusiasm for the artist’s potential.”

Growing up in the Nashville area exposed Ty to music from an early age. “It was not uncommon to run into famous people. I went to school with the kids of iconic country music stars like the Oak Ridge Boys and the Mandrells.” While he had a diverse musical background interest-wise, Ty was culturally exposed to bluegrass. “I always liked bluegrass because of the sense of community. I liked the fact that it was participatory. There’s something about people making music together, telling stories, and keeping traditions alive, although I think it is also important for the music to evolve.”

But now, after twenty years, Ty is taking a step towards a new vision - Shift Music Services, a next-generation, “atomized label” he co-founded with industry veteran Mark Scearce. Together, they built a nimble, independent platform for recording, distributing, and promoting music, especially within the bluegrass space, putting artist growth at the center of every decision.

Shift is proudly based in Asheville, NC—Ty’s hometown and a cultural anchor for so many creatives. “In the aftermath of Hurricane Helene, which struck both the physical and economic heart of the city, we committed ourselves to being part of the rebuild. Our office and studio in the River Arts District isn’t just a workspace; it’s a creative hub meant to be a part of helping to restore and re-energize Asheville’s artistic pulse.”

As an independent contractor, Ty works across consulting, video marketing, radio promotion, content creation, and music production. His clients range from rising acts like The Asheville Mountain Boys and Rudy’s Bluegrass Review, to established names like Zoe & Cloyd, Songs From the Road Band, all the way to bluegrass legends like Lonesome River Band.

“I also have a partnership with Nashville’s fantastic Turnberry Records— doing radio support for artists like Junior Sisk, Donna Ulisse, Kevin Denny, Matt Wallace, CJ Lewandowski, and Greg Blake, along with many more. I’m also grateful for an ongoing collaboration with artists Nu-Blu, who helped me beta-test and refine my processes, and I am excited to see their efforts grow.”

In parallel, Ty remains creatively active as a performer with Unspoken Tradition, a band that has grown into a national touring act with a deeply rooted identity. “Our recent release, Resilience, brings together songs recorded over the past few years—a reflection of not just personal or regional survival, but a broader cultural endurance. It’s a message we carry with us on stage across the country, connecting with audiences who understand that perseverance is a universal language.” Ty says that for him, resilience is more than a title. “It speaks to the Appalachian ethos. It’s a generational inheritance, passed down through my Appalachian roots. And it’s the quality I’ve leaned on most in this new chapter, leaving the security of a 20-year role to build something meaningful and independent. The music industry is as unpredictable as it is exhilarating, and navigating it with integrity requires clarity, compassion, and grit.”

At the end of the day, Ty Gilpin’s mission remains simple: to help artists thrive by giving them the tools, advocacy, and a collaborative path forward in a rapidly changing world. Because in times like these, great art is essential.

ty@shiftmusicservices.com