Thrice
Thrice is a Nashville-based American rock band operating as Monomyth INC, generating revenue through album releases (via Epitaph Records), touring, merchandise, and a subscription fan club (Thrice Alliance) serving dedicated rock music fans across North America, Australia, and New Zealand.
- Company typePrivate
- Founded2000
- HeadquartersNashville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Thrice does
Thrice is an American rock band formed in 2000, operating as a private entity under Monomyth INC in Nashville, Tennessee. The band — consisting of Dustin Kensrue, Teppei Teranishi, Eddie Breckenridge, and Riley Breckenridge — has released 15+ studio albums across multiple labels (Hopeless, Island Def Jam, Vagrant, Epitaph Records), with the most recent release being Horizons/West on October 3, 2025. The business operates as a direct-to-fan entertainment entity, generating revenue through album sales and streaming royalties, merchandise sold via a Shopify-powered store at thricemerch.com, ticket sales across headline tours and major festivals (Warped Tour, Riot Fest, Louder Than Life, Hollywood Bowl), and a recurring subscription fan club called the Thrice Alliance.
The company's technology platform is built on WordPress for content, Shopify for e-commerce, Stripe for payment processing, and Discord for community engagement. The Thrice Alliance subscription service — priced at $10/month or $100/year — provides members with exclusive content (studio and tour diaries, behind-the-scenes media), pre-sale ticket access, monthly curated playlists, live-streamed events, and limited-edition merchandise including Oxford Pennant collaboration items. The band produces extensive multimedia content including deconstructed album track videos, tour documentaries, and podcast series, supporting fan engagement across YouTube and streaming platforms.
The go-to-market strategy is event-driven and community-led: touring announcements and album releases serve as primary demand-generation triggers, while the Alliance fan club creates recurring revenue and switching costs through exclusive benefits and Discord-based community engagement. Geographic reach spans North America (US, Canada, Mexico), Australia, and New Zealand via partnerships with promoters including SBM Presents. The customer base consists of dedicated rock music fans willing to pay for exclusivity, early access, and community belonging, with no enterprise or B2B customer concentration.
Thrice firmographics
Firmographics- Name
- Thrice
- Legal name
- Monomyth INC
- Website
- https://thrice.net
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thrice is a Nashville-based American rock band operating as Monomyth INC, generating revenue through album releases (via Epitaph Records), touring, merchandise, and a subscription fan club (Thrice Alliance) serving dedicated rock music fans across North America, Australia, and New Zealand.
- Ownership category
- akta.pro rank
Thrice industry classification
Industry- Product category
- Rock Music & Live Entertainment
- SIC
- Retail-Record & Prerecorded Tape Stores (5735)
- akta.pro primary industry
- Recorded Music Retail & D2C Merch Bundles (MPAIAAAF)
- akta.pro secondary industry
- Merchandising & Onsite Retail (Concert Merch, Pop-ups) (MPAGAAAJ)
Keywords
Where Thrice is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Thrice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Fan Club Subscription (Thrice Alliance): Monthly subscription at $10/month or annual subscription at $100/year providing exclusive content, pre-sale access, merchandise discounts, and community benefits. Auto-renewing subscriptions with Stripe payment processing.
- Merchandise Sales: Sale of clothing, accessories, music, and limited-edition vinyl variants through thricemerch.com. Includes exclusive pre-order bundles tied to album releases.
- Music Sales and Streaming: Album sales through streaming platforms and direct digital/physical purchases. Horizons/West released via Epitaph Records on October 3, 2025. Catalog includes 15+ studio albums spanning 2000-2025.
- Concert Tickets: Live performance revenue through ticket sales at headline shows, festival appearances, and co-headline tours. Pre-sale access for Alliance members creates upsell opportunity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Alliance Monthly - $10/month subscription with core fan benefits |
| Subscription | Annual | Alliance Annual - $100/year subscription with premium fan benefits |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Thrice product offering
Product offeringCore offering
Thrice is an American rock band that produces, sells, and distributes studio albums and live recordings through streaming platforms, its own Shopify-powered e-commerce store, and physical merchandise. The band operates the Thrice Alliance, a subscription-based fan club offering exclusive content, pre-sale ticket access, and members-only merchandise. Revenue is generated from music sales, touring performances, merchandise, and recurring fan subscriptions across North America, Australia, and New Zealand.
Product overview
Thrice is a rock band operating a direct-to-fan platform centered around music releases and the Thrice Alliance subscription fan club. The portfolio consists of studio albums (including Horizons/East, Horizons/West, Palms, To Be Everywhere Is To Be Nowhere, Anthology, The Artist In The Ambulance, The Illusion of Safety, and Identity Crisis), live recordings, and the Thrice Alliance fan club subscription service offering exclusive content and pre-sale access. The official store at thricemerch.com handles merchandise sales, while the tour system powered by Bandsintown manages concert ticketing. The Alliance provides fan engagement through Discord-based community forums, monthly playlists, exclusive videos, and limited edition merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Thrice Alliance: Subscription fan club offering exclusive content, pre-sale access, merchandise discounts, and members-only experiences
Products and services
- Thrice Alliance Subscription-based fan club providing dedicated fans with exclusive content, pre-sale ticket access, merchandise discounts, behind-the-scenes content, and community access via Discord.
- Horizons/West Full-length studio album featuring 11 tracks including 'Gnash', 'Albatross', and 'Vesper Light'. Companion to Horizons/East, exploring themes of personal identity, societal manipulation, and spiritual awakening.
- Horizons/East Studio album featuring 10 tracks and companion release to Horizons/West.
- Palms Studio album featuring 10 tracks released via Epitaph Records.
- To Be Everywhere Is To Be Nowhere Studio album featuring 11 tracks released via Vagrant Records.
- The Artist In The Ambulance Studio album featuring 12 tracks, originally released via Island Def Jam Music Group and later revisited for a 20th anniversary edition.
- The Illusion of Safety Studio album featuring 13 tracks released via Hopeless Records.
- Identity Crisis Debut studio album featuring 11 tracks released via Green Flag Records.
- Anthology Career-spanning compilation album featuring 24 tracks released via Staple Records/Workhorse Music Group.
- Live At The House of Blues Live performance album recorded at House of Blues featuring 25 tracks, released via Vagrant Records.
- Palms - Acoustic Sessions For Octane Acoustic EP featuring acoustic renditions of Palms tracks, released via Epitaph Records.
- Palms - Deeper Wells Extended release featuring four additional tracks.
- Concert Tickets and Live Performances Live concert performances and ticketing across headline shows, festival appearances (Warped Tour, Riot Fest, Louder Than Life), and co-headline tours. Tickets distributed via Bandsintown integration.
- Official Thrice Merchandise Official band merchandise including clothing, accessories, music, vinyl, and limited-edition items sold through the Shopify-powered thricemerch.com store.
Quantifiable outcome
- Album 'Horizons/West' announced as highly anticipated release with national headline tour following
- +1 more outcomes
Companies that use Thrice
Customer profileSegments2 records
Ideal customer profiles2 records
Thrice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Thrice partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Manchester OrchestracoreCo-headline tour announced for November celebrating 15-year anniversary of Thrice's 'Beggars' album and 10-year anniversary of Manchester Orchestra's 'COPE'. Good friends of the band with collaborative tour series videos featuring both bands' members.
- Modern ColorminorSupporting act on Thrice's Fall 2025 headline tour across North America, joining from October 17 through November 25.
- DownwardminorSupporting act on Thrice's Fall 2025 headline tour across North America.
- StripecorePayment processing provider for all credit card transactions on thrice.net. Uses best-in-class security protocols. Thrice Alliance does not store credit card information.
- ShopifycoreE-commerce platform hosting the Thrice merchandise store at thrice.net. Powers online product sales and order processing.
- Epitaph RecordscoreRecord label for Horizons/West (2025), Horizons/East (2021), and Palms (2018) releases. Long-standing partnership with the independent label.
- BandsintowncoreTour dates widget integrated into thrice.net allowing fans to track concerts, receive updates, RSVP, and purchase tickets. Widget tracks artist and provides concert/live stream updates.
- Warped TourcorePerforming at Warped Tour 2026 in Montreal, Mexico City, and Orlando. Long-standing relationship with the touring festival.
- Oxford PennantminorMerchandise partner for Thrice Alliance exclusive items including 2025 Oxford Pennant Camp Flag and 2026 Thrice Alliance Skate Deck.
- SBM PresentscoreAustralian and New Zealand tour promoter for 2026 dates. Handles pre-sale registration and ticketing for international dates.
- SoundrinkcoreTicketing platform for Fall 2025 tour pre-sale tickets at thrice.shofetti.com. Also handles VIP upgrades for tours.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Thrice competitors and assessment
Company assessmentDirect peers
- Brand New: Late-90s emo/alternative rock band with overlapping post-hardcore scene origins, Procrastinate! Music Traitors/Interscope label history, and devoted fanbase that drove sustained merch sales comparable to Thrice's Alliance model.
- Touché Amoré: Post-hardcore band with Epitaph Records ties, similar intense touring cadence, comparable niche-but-dedicated audience, and active merch/variant release strategy. Frequently co-tours with Thrice and adjacent acts.
- Underoath: Post-hardcore/metalcore band of similar vintage (formed 1997) with dedicated fanbase, Fearless/Epitaph label ties, and ongoing touring. Comparable international touring cadence and merch/storefront operations.
- Dance Gavin Dance: Post-hardcore band on Rise Records with similar experimental vocal/instrumental approach, comparable touring circuit (Vans Warped Tour, festivals), and strong D2C merch presence.
- Manchester Orchestra: Co-headline touring partner of Thrice; indie/alternative rock band with similar catalog depth, dedicated fanbase, and indie label (Loma Vista/Favorite Gentlemen) backing. Comparable touring scale, subscription-adjacent fan engagement, and post-hardcore-adjacent audience.
- Coheed and Cambria: Progressive/post-hardcore rock band with deeply engaged fanbase, similar catalog longevity (since 2001), and strong merch/collectibles business. Comparable direct-to-fan strategy and annual touring cadence.
- Circa Survive: Post-hardcore/alternative rock band with overlapping fan demographic, similar Vagrant/indie label history, and touring circuit presence. Comparable album cadence, merch-driven revenue model, and experimental sonic evolution.
- The Used: Post-hardcore/emo band of similar vintage with comparable fanbase demographics, ongoing international touring, and direct-to-consumer merch strategy. Long-standing Epitaph/Reprise label relationships parallel Thrice's.
- Taking Back Sunday: Emo/alternative rock band of similar vintage with comparable fanbase loyalty, catalog reissue strategy, and sustained touring across alternative/rock festival circuits (Riot Fest, Warped Tour).
Broad incumbents
- Epitaph Records: Thrice's record label and a major independent punk/rock label; comparable D2C merch operations (epitaph.com store) and similar artist roster (Touché Amoré, The Used, etc.). Relevant as a label-side peer for catalog, merch, and fan club infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Thrice social profiles
Digital presenceThrice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thrice leadership team
Management profileNumber of profiles
Profiles4 records
Thrice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thrice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thrice
What does Thrice do?
Thrice is an American rock band that produces, sells, and distributes studio albums and live recordings through streaming platforms, its own Shopify-powered e-commerce store, and physical merchandise. The band operates the Thrice Alliance, a subscription-based fan club offering exclusive content, pre-sale ticket access, and members-only merchandise. Revenue is generated from music sales, touring performances, merchandise, and recurring fan subscriptions across North America, Australia, and New Zealand.
Is Thrice a public or private company?
Thrice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thrice founded?
Thrice was founded in 2000. It employs 11 to 50 people.
Where is Thrice based?
Thrice is headquartered in Nashville, United States, in the North America region.
How does Thrice make money?
Four revenue lines are on record. Fan Club Subscription (Thrice Alliance) is the primary driver. The others are merchandise Sales, music Sales and Streaming and concert Tickets.
Who are Thrice's main competitors?
Direct peers on record are Brand New, Touché Amoré, Underoath, Dance Gavin Dance, Manchester Orchestra, Coheed and Cambria, Circa Survive, The Used and Taking Back Sunday. Epitaph Records is listed as a broad incumbent.
Does Thrice have an API?
No public API is recorded for Thrice.
What industry is Thrice in?
Thrice's product category is Rock Music & Live Entertainment. Its primary akta.pro industry code is MPAIAAAF, Recorded Music Retail & D2C Merch Bundles, with a secondary code of MPAGAAAJ, Merchandising & Onsite Retail (Concert Merch, Pop-ups). Its SIC code is 5735.