The War and Treaty
The War and Treaty is a Philadelphia-based American music duo that writes, records, and performs original Americana, country, and soul music, monetizing through label-distributed streaming royalties, live touring booked by The Team agency, and direct-to-consumer merchandise including apparel and scented soy candles priced $22-$50.
- Company typePrivate
- Founded-
- HeadquartersPhiladelphia, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The War and Treaty does
The War and Treaty is a privately held American music duo consisting of principals Michael Trotter and Tanya Gabriel, headquartered in Philadelphia. The duo writes, records, and performs original music blending Americana, country, and soul influences, and operates an event-driven go-to-market model anchored by album releases, live touring, and direct-to-consumer merchandise. The business generates revenue through three streams: recorded-music sales and digital streaming royalties channeled via label partnerships (most recently Atlantic Outpost, following a 2025 departure from Universal Music Group Nashville's Mercury Nashville imprint), live concert fees booked through The Team agency, and direct merchandise sales of apparel and home goods through its own Wix-hosted e-commerce storefront at unit price points of $22.15 (candles), $40 (t-shirts), and $50 (hoodies). Day-to-day management is provided by Strong World Management, with Gina Miller as the primary contact and Cristina handling daily operations; booking representation is handled by Lenore Kinder and Jonathan Insogna of The Team.
The War and Treaty firmographics
Firmographics- Name
- The War and Treaty
- Website
- https://thewarandtreaty.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The War and Treaty is a Philadelphia-based American music duo that writes, records, and performs original Americana, country, and soul music, monetizing through label-distributed streaming royalties, live touring booked by The Team agency, and direct-to-consumer merchandise including apparel and scented soy candles priced $22-$50.
- Ownership category
- akta.pro rank
Where The War and Treaty is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Markets served
The War and Treaty business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Supply Chain, Others
Revenue model
- Music Recording and Streaming: Revenue from album sales, digital streaming platforms, and music publishing through their Atlantic Outpost label partnership. Previously with Universal Music Group Nashville's Mercury Nashville imprint.
- Merchandise Sales: Direct-to-consumer merchandise sales through their official website including apparel (t-shirts, hoodies) and home goods (candles). Products priced at $22-$50.
- Live Performances and Touring: Revenue from concert tours and live performances. The duo maintains an active tour schedule with show dates listed on their website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | T-shirts - $40.00 |
| Unit Pricing | Pay-as-you-go | Hoodies - $50.00 |
| Unit Pricing | Pay-as-you-go | Candles - $22.15 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
The War and Treaty product offering
Product offeringCore offering
The War and Treaty is a music duo that writes, composes, records, and performs original songs spanning Americana, country, and soul genres. Their commercial offering consists of studio albums released through label partnerships (currently Atlantic Outpost), live concert tours and performances, and direct-to-consumer branded merchandise including apparel (t-shirts, hoodies) and home goods (scented soy candles) sold through their official website.
Product overview
The War and Treaty is a critically acclaimed musical duo that offers music releases and branded merchandise. Their product portfolio consists of a music album (The Story of Michael and Tanya) and a merchandise line including apparel (t-shirts, hoodies) and home goods (scented soy candles). The merchandise is sold through their official online shop with products across categories including T-Shirts, Hoodies, and Home & Living.
Differentiator
Problem solved
Functional benefit
Products and services
- The Story of Michael and Tanya (album) Original studio album of songs written and performed by The War and Treaty, released through their Atlantic Outpost label partnership and distributed across streaming platforms (Spotify, Apple Music, YouTube) and physical retail. Targeted at Americana, country, and roots music listeners and the duo's existing fanbase.
- Live concert performances and touring Ticketed live concert performances by The War and Treaty, scheduled through their management and booking partners, performed at venues worldwide and listed on the duo's official tour page.
- The War and Treaty 2026 T-Shirt Staple t-shirt made of 100% ring-spun cotton, with double stitching on the neckline and sleeves; also offered in Heather and Sport Grey colorways. Sold at $40 direct-to-consumer through the official website.
- Don't Say Good Bye Tee Branded t-shirt featuring The War and Treaty artwork, sold through the duo's official merchandise store.
- TW & T Vintage Script Hoodie Vintage script hoodie designed by Valfred Mendoza and Jenna Ranson, featuring The War and Treaty branding. Sold at $50 direct-to-consumer through the official website.
- War and Treaty Signature Jar Candle 9oz hand-poured scented soy candle with The War and Treaty branded signature jar, made with natural essential oils, burning for 50-60 hours. Available in multiple scent options. Priced at $22.15 and sold direct-to-consumer through the official website.
Quantifiable outcome
- Billboard Hot 100 No. 14 in 2023 with 'Hey Driver' collaboration with Zach Bryan
Companies that use The War and Treaty
Customer profileSegments1 record
Ideal customer profiles1 record
The War and Treaty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The War and Treaty partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Atlantic OutpostcoreThe War and Treaty has signed with Atlantic Outpost for their upcoming album release. This is their new label partnership following their departure from Universal Music Group Nashville's Mercury Nashville imprint after their 2025 album 'Plus One'. Their first album for the label, 'The Story of Michael and Tanya,' is scheduled for release on June 19, 2026.
- Strong World ManagementcoreManagement company handling The War and Treaty's career direction, day-to-day operations, and business affairs. Contacts include Gina Miller and Cristina for day-to-day management.
- The TeamcoreBooking agency for live performances and touring. Contacts include Lenore Kinder and Jonathan Insogna representing the duo for concert bookings and event appearances.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The War and Treaty competitors and assessment
Company assessmentBroad incumbents
- Lady A: Long-running country group with major-label distribution and deep crossover catalog; comparable as a multi-member harmony act crossing country and pop-adjacent audiences via label partnerships.
- Sturgill Simpson: Genre-bending country/Americana artist with Grammy recognition and recurring collaboration-driven projects; comparable as a critically acclaimed roots artist whose career has leveraged strategic collaborations.
- Brandi Carlile: Award-winning Americana singer-songwriter with strong crossover appeal and an active touring/recording business model; comparable as a leading Americana voice with mainstream visibility.
- Jason Isbell: Critically acclaimed Americana/roots singer-songwriter with multiple Grammy wins and a live-touring plus catalog-merchandise business; comparable as a leading Americana recording and touring artist.
- Zac Brown Band: Major-label country/Americana group with high-profile collaborations and direct-to-consumer merchandise storefront; highly comparable as a collaboration-heavy, merchandise-plus-touring roots act with direct e-commerce channels.
- Mumford & Sons: Globally scaled folk/Americana-leaning band with major-label distribution and extensive touring history; comparable as an established label act whose career illustrates crossover potential from roots genres.
- Dan + Shay: Major-label country duo with multi-Platinum streaming catalog and crossover pop-country hits; serves as an aspirational scale peer for duo acts operating at the Americana-country interface.
Direct peers
- The Civil Wars: Grammy-winning folk/Americana duo known for harmony-driven recordings and high-profile collaborations; architecturally the closest structural analog (two-person roots duo with cross-genre features) to The War and Treaty.
- Shovels & Rope: Husband-wife Americana/southern roots duo who write, perform, and tour together with a similarly soulful, roots-blended sound and comparable catalog depth. Most directly comparable artist-economy structure to The War and Treaty's two-person touring and recording model.
Emerging players
- Margo Price: Americana singer-songwriter with major-label backing and award nominations; comparable as a label-supported Americana solo/duo-adjacent artist pursuing mainstream crossover through songwriting and collaborations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key highlights6 records
Customer concentration
The War and Treaty social profiles
Digital presenceThe War and Treaty financial estimates
Financial estimateRevenue estimate
Valuation estimate
The War and Treaty leadership team
Management profileNumber of profiles
Profiles2 records
The War and Treaty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The War and Treaty 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 The War and Treaty
What does The War and Treaty do?
The War and Treaty is a music duo that writes, composes, records, and performs original songs spanning Americana, country, and soul genres. Their commercial offering consists of studio albums released through label partnerships (currently Atlantic Outpost), live concert tours and performances, and direct-to-consumer branded merchandise including apparel (t-shirts, hoodies) and home goods (scented soy candles) sold through their official website.
Is The War and Treaty a public or private company?
The War and Treaty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The War and Treaty founded?
The War and Treaty was founded in -1. It employs 1 to 10 people.
Where is The War and Treaty based?
The War and Treaty is headquartered in Philadelphia, United States, in the North America region.
How does The War and Treaty make money?
Three revenue lines are on record. Music Recording and Streaming is the primary driver. The others are merchandise Sales and live Performances and Touring.
Who are The War and Treaty's main competitors?
Broad incumbents on record are Lady A, Sturgill Simpson, Brandi Carlile, Jason Isbell, Zac Brown Band, Mumford & Sons and Dan + Shay. Direct peers are The Civil Wars and Shovels & Rope. Margo Price is listed as an emerging player.
Does The War and Treaty have an API?
No public API is recorded for The War and Treaty.