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How BigXthaPlug Turned a Country ‘Side Quest’ Into a Hot 100 Hit With Bailey Zimmerman

As BigXthaPlug and Bailey Zimmerman's "All The Way" spends another week in the Hot 100's top 10, UnitedMasters' Mike Weiss is Executive of the Week.

But he was always more than just a rapper, and his multi-genre Southern roots first came to the fore with his 2022 song “ Texas,” the video for which saw him decked out in full cowboy regalia as he rapped about his home state over a country-inflected acoustic slide guitar. But it’s also a big moment for UnitedMasters, the company founded in 2017 by veteran record executive Steve Stoute that releases his music — and scored its own biggest hit so far with “All The Way,” too. What sets us apart is the ability to support artists at every stage of their journey, from emerging creators to global superstars, with a tiered system that scales alongside their growth.

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