Conor McGregor has announced the launch of a new Irish-based record label, Greenback Records.

McGregor has co-founded Greenback Records alongside music industry business partners Richard Buck and Julian O’Brien, with the ambition of offering partnership deals to artists "in a way that hasn’t been done before".

Greenback Records is a multi-genre record label supporting artists at all levels or stages of their career – from multi-platinum selling artists to up-and-coming rising stars. A number of artists have already signed major deals with Greenback Records and these will be announced in the coming weeks.

"I am excited to create Ireland’s first major record label, in an industry that I have had great interest in for some time," said McGregor in a press statement. "To be able to come in and offer music artists a fair deal and properly reward them for their talent. This industry, like others, has needed an overhaul for a long time. I am excited for myself, McGregor Sports & Entertainment, to partner with Richard and Julian as founders to bring Greenback Records to life!”

Conor McGregor is best known as a hugely successful mixed martial artist and UFC Champion. He made history by becoming the first fighter to hold titles in two weight classes simultaneously. More recently, he has expanded his activities beyond the octagon, venturing into entrepreneurship in the food and beverages industry with his brands Proper No. Twelve single malt whiskey and Forged Irish Stout. In April this year, McGregor also made his acting debut in the film Road House, a remake of the 1989 classic featuring Jake Gyllenhaal and Post Malone.

CEO of the label is Richard Buck, who was formerly head of Global Touring at TEG and founder of the MJR Group. He was responsible for more than 2,000 concerts each year worldwide. These included some of 50 Cent’s biggest tours, SIA’s iconic stadium tour "Nostalgic For The Present”. Alongside Julian O’Brien, he executed the deal with Snoop Dogg and TEG that resulted in the record-breaking “I Wanna Thank Me Tour” for Snoop in 2023.

"It's a privilege to be part of this new chapter in Conor McGregor's career," Richard Buck said. "I could not be more excited to be working alongside some of the most talented artists and producers in the music business to launch multi-genre music, podcasts and entertainment. It's time to challenge traditional norms for the way artists and record labels work together and Greenback Records will be at the forefront of revolutionising the music scene and supporting artists' talent and creative vision."

Julian O’Brien, Creative Director and head of A&R at Greenback Records, has a background in artist representation and has managed Ireland’s biggest rap group Versatile (Casper Walsh and Eskimo Supreme) and was promoter or agent for dozens of artists including The Game, Snoop Dogg, Ice Cube, Cypress Hill, Coolio, Obie Trice, D12, Offica and more. In 2023, he curated the High Rollers world tour which saw Ice Cube and Cypress Hill performing arena concerts worldwide. "The first major Irish record label has arrived," Julian O'Brien said.

 

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Hot Press also understands that Damizza (aka Damion Young) has been brought in as USA strategy and lead media consultan. Damizza, from Santa Barbara in California, is a record producer, artist, writer and radio executive. He launched the careers of Eminem and 50 Cent on radio in the US. Damizza has worked extensively as a producer with Mariah Carey, as well as producing records by Bone Thugs-n-Harmony, Lil Wayne and Ludacris, among numerous other hit artists. He has also written and produced many songs with Nate Dogg – including providing raw material for the '6 In the Morning' remixes, featuring Nate Dogg vocals, that were recently released by Irish breakthrough hitmakers Belters Only, as well as New Era.

"I could not be more excited to be working alongside some of the most talented artists and producers in the music business to launch multi-genre music, podcasts and entertainment," Richard Buck added. "It's time to challenge traditional norms for the way artists and record labels work together and Greenback Records will be at the forefront of revolutionising the music scene and supporting artists' talent and creative vision."

The label will have a recording studio at its headquarters in Dublin, but will also be hooking up with established artists in a concerted campaign to score major hits. We can expect tie-ins with Ultimate Fighting Championship and mixed martial arts bouts, and other unconventional ways of promoting records in the rap, hip hop and related genres.