Maverick City Music

What Maverick City Music does

Maverick City Music is a Christian worship music collective founded in 2018 in Atlanta, Georgia by producers Jonathan Jay and Tony Brown, with Norman Gyamfi joining as co-founder and CEO of the Insignia Assets parent holding company. The company's core product is a catalog of 21 recorded releases spanning 2019–2026 — from 'Maverick City, Vol. 1' (2019) through 'I Was Made To Glorify Your Name' (Feb 2026) — produced through a collaborative songwriting camp model that invites artists and writers that the contemporary worship industry has historically underrepresented, particularly Black creatives. The catalog is distributed globally via Spotify and Apple Music and through TRIBL Records, which the company describes as the largest minority-owned label in Christian music.

The business operates across four primary revenue streams: music sales and streaming (subscription/recurring via third-party platforms), live touring (transactional, executed through simultaneous partnerships with Live Nation, AEG, and WME at major venues including America Gardens Theatre at EPCOT), direct-to-consumer merchandise (one-time purchases through the company website), and publishing and sync licensing (royalties, handled through the Insignia Assets verticals). Maverick City Music is the flagship brand under the Black-owned, self-funded Insignia Assets holding company, which also houses TRIBL Records, Fo Yo Soul Recordings, Platform Sounds, Doxology Creative, Undivided Entertainment, and Icho Group.

The go-to-market is community-led and bottoms-up: the collective grows through grassroots worship nights in Dallas, Atlanta, and Lagos, converts listeners via streaming and touring, and deepens engagement through the Mav Club subscription program, the 'Mavericks on the Mic' long-form podcast, and a quarterly editorial journal. The customer base is split between church congregations adopting the music for worship services and individual streaming listeners, with no large enterprise licensing anchors disclosed. The company has won multiple Grammys (including four in a single 2023 night, tying Beyoncé), has multiple Billboard #1 albums, and operates with 11–50 employees. Material governance and key-person risks have emerged in 2025–2026, including lawsuits from co-founder Tony Brown alleging racketeering, and litigation with former member Chandler Moore over contractual obligations and royalty allegations.

Name

Maverick City Music

Legal name

Maverick City Music

Website

https://maverickcitymusic.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Maverick City Music is a Christian worship music collective founded in 2018 in Atlanta that produces collaborative gospel and contemporary worship recordings, serves church congregations and streaming audiences globally, and operates under parent holding company Insignia Assets alongside label and touring subsidiaries.

Ownership category

akta.pro rank

Product category

Christian/Gospel Music

NAICS

Musical Groups and Artists (71113), Record Production and Distribution (51225), Music Publishers (512230)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652)

akta.pro primary industry

Live Music Clubs & Venues (MPAGAIAB)

akta.pro secondary industry

Religious Music & Worship Broadcasting (MPABALAN)

Keywords

• Christian worship music
• Gospel music recordings
• Live concert touring
• Music streaming releases
• Collaborative songwriting

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Music Sales and Streaming: Revenue from album releases across streaming platforms including Spotify and Apple Music, with 21 releases from 2019-2026 spanning gospel and contemporary Christian worship genres.
2. Live Touring: Revenue from concert performances and touring, managed in partnership with Live Nation, AEG, and WME. The group performs at major venues including America Gardens Theatre at EPCOT.
3. Merchandise Sales: Direct-to-consumer merchandise sales through the company's website shop, offering apparel, music, and accessories.
4. Publishing and Sync Licensing: Publishing revenue and synchronization licensing for film, TV, and other media uses, handled through Insignia Assets vertical operations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Maverick City Music is a Christian worship music collective that records, produces, and releases gospel and contemporary worship music produced through collaborative songwriting camps in Dallas, Atlanta, and Lagos. The group distributes its 21-album catalog through streaming platforms (Spotify, Apple Music), conducts live tours via partnerships with Live Nation, AEG, and WME, and sells merchandise directly through its own e-commerce storefront.

Product overview

Maverick City Music is a gospel and contemporary Christian music collective offering worship music through album releases and streaming platforms. The portfolio spans 21 releases from 2019 to 2026, including albums such as 'I Was Made To Glorify Your Name' (2026), 'Love Made A Way' (2025), and 'The Maverick Way Complete' (2023). Music is distributed via Spotify and Apple Music streaming platforms. The collective also produces the 'Mavericks on the Mic' podcast featuring long-form conversations with artists and industry figures.

Differentiator

Problem solved

Functional benefit

Brands

• TRIBL: Record label under Maverick City Music - described as the largest minority-owned label in Christian music

Products and services

• Maverick City Music Discography A gospel and contemporary Christian worship music catalog of 21 album releases from 2019 to 2026, available on streaming platforms, for church congregations and individual worship music listeners.
• I Was Made To Glorify Your Name A 17-track gospel and worship album featuring Dante Bowe, Grace Idowu, Chandler Moore, and the Maverick family, released as a full-length successor to the Love Made A Way EP.
• Mavericks on the Mic Podcast A long-form podcast featuring conversations with guests about moments that shaped their lives, including episodes with Dr. Jackie Greene, Travis Greene, and Kirk Franklin. Available on Apple Podcasts.
• Maverick City Music Merchandise Direct-to-consumer merchandise including apparel, music products, and accessories sold through the official Maverick City Music online storefront.
• Maverick City Music Live Tours Live concert performances and touring events conducted in partnership with Live Nation, AEG, and WME at major venues worldwide, for worship music fans and church congregations.
• Maverick City Quarterly Journal A free-to-read quarterly publication featuring artist stories, producer profiles, and editorial content, including interviews from NPR, Christianity Today, Premier Christianity, and American Songwriter.
• Publishing and Sync Licensing Music publishing and synchronization licensing services for film, TV, and other media uses, handled through the Insignia Assets vertical operations.

Quantifiable outcome

• 4 Grammy wins in one night, tying Beyoncé for most wins
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Live NationcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Major touring partner for live concert performances. Norman Gyamfi runs the touring business built in partnership with Live Nation as part of Insignia Assets entertainment verticals.
• AEGcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Major touring partner for live concert performances. AEG is one of the three major touring partners (alongside Live Nation and WME) for Insignia Assets artists.
• WMEcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Major touring partner for live concert performances and booking. Part of the three-pronged touring partnership (Live Nation, AEG, WME) for Insignia Assets.
• TRIBL RecordscoreStrategic or Co-development Partner · 1 January 2018Label entity under Insignia Assets. Jonathan Jay is co-founder of TRIBL Records, described as the largest minority-owned label in Christian music. Maverick City Music releases are distributed through TRIBL.
• Insignia Holding CompanycoreStrategic or Co-development Partner · 1 January 2018Parent holding company of which Maverick City Music, TRIBL Records, Fo Yo Soul Recordings, and Platform Sounds are divisions. Jonathan Jay is co-founder of Insignia Holding Company.
• HousefiresminorStrategic or Co-development Partner · 1 January 2018Jonathan Jay and Tony Brown were writing for Housefires before founding Maverick City Music. The songwriting camp concept that became Maverick City originated during this period.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bethel Music: Worship music collective and label born out of Bethel Church; one of the largest contemporary worship music producers globally and a direct collaborator (joint release 'Old Church Basement' with Maverick City). Same product, same customer (church congregations), same distribution model.
• Housefires: Independent worship music collective and label. Maverick City's founders Jonathan Jay and Tony Brown cut their songwriting teeth writing for Housefires before founding Maverick City in 2018, making it the most operationally and stylistically adjacent peer.
• Hillsong Music: Pioneering contemporary worship music group/distribution arm of Hillsong Church with global touring. Directly comparable in mission (worship music for churches), catalog depth, and international touring footprint.
• Elevation Worship: Worship music collective from Elevation Church; Billboard #1 hits and widespread adoption in U.S. churches. Same product/customer profile as Maverick City with overlapping roster collaborations.
• Passion: Worship movement and music collective tied to Passion City Church and the 268 Generation. Operates a similar songwriting-camp-to-album pipeline targeting collegiate and adult worship audiences.

Emerging players

• Be Essential Records: Independent Christian music label focused on worship artists. Comparable independent scale to TRIBL/Maverick City and competes for the same emerging worship-artist talent pool.
• Centricity Music: Independent Christian music label with a roster of worship artists. Comparable scale to TRIBL as a smaller independent player competing for worship artist signings and distribution.

Broad incumbents

• Integrity Music: Established Christian music publisher and label with deep catalog and global worship distribution. Comparable publishing/sync economics, broader international footprint.
• RCA Inspiration: Sony Music's gospel and inspirational music label. Directly comparable in the gospel segment of Maverick City's catalog, with the backing of a major label ecosystem.
• Capitol Christian Music Group: Division of Universal Music Group and the largest mainstream Christian music label. Operates broadly across recorded music, publishing, and artist development — overlapping with Maverick City/TRIBL as a label competitor for artist signings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TRIBL
• Facebookfacebook.com/MaverickCityMusic
• LinkedInlinkedin.com/company/maverick-city-music
• Instagraminstagram.com/maverickcitymusic
• Xx.com/mavcitymusic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maverick City Music