(L-R): Bobby Dirienzo (Partner, Head of Operations), Olivia Pierce (Partner, Head of Creative), Dustin Boyer (Founder, Head of Marketing)
Photo Credit: Raena Lannom I Download HERE
NASHVILLE, Tenn. (December 3, 2025) – A new creative marketing agency is reshaping the future of artist development. Industry Plant, founded by seasoned music marketing leaders Dustin Boyer, Bobby Dirienzo, and Olivia Pierce, officially launches today with a mission to answer a question the music industry rarely asks: why does someone press play?
Built by veterans of agencies, labels, and artist teams, Industry Plant was created in response to a pattern the founders saw repeatedly, an overemphasis on numbers, followers, and output, and too little attention paid to emotional connection.
“We are not here to manufacture images. We are here to magnify what makes an artist and their music valuable. Because when you understand why someone presses play, you know how to make them press it again.” said the team.
Over the past year, the trio developed a tailored framework rooted in psychology, storytelling, and digital strategy. Their process uncovers what makes an artist truly valuable, captures it through content, and turns it into campaigns that forge real loyalty. The result is an approach that blends creative direction and data without sacrificing authenticity.
Industry Plant is already working with a growing roster of artists and teams, including Austin Snell, Paul Cauthen, The Lone Bellow, Walker Montgomery, Gannon Fremin & CCREV, Ben Gallaher, Kaleb Sanders, Karissa Ella, Warner Records, Warner Records Nashville, Red Street Records, River House Artists, Quartz Hill Music Group, Range Media Partners, Thirty Tigers, 7S Management, and Dirt Rock Empire.
About Dustin Boyer, Founder, Head of Marketing
With over 15 years in the industry, Dustin is known for turning abstract artist identities into viral, monetizable content ecosystems. Before launching Industry Plant, Dustin led strategy, marketing, and sales at Venture Music, where he helped scale campaigns for artists like Matt Maeson, Restless Road, Skillet, and Zach Top. He’s built teams that engineer viral content, drive direct-to-fan revenue, and connect branding to measurable results. Now at Industry Plant, he works directly with artists, managers, and labels to craft bold creative strategies, architect scalable content systems, and grow revenue across digital, merch, and ticketing. He also runs a personal brand (@dustintheindustryplant) with 50k+ TikTok followers.
About Bobby Dirienzo, Partner, Head of Operations
With more than a decade of experience shaping artist brands, Bobby Dirienzo serves as partner and head of operations at Industry Plant, where he oversees strategy and execution across all artist campaigns. Dirienzo has developed and run high-impact campaigns for a diverse roster of artists including Brothers Osborne, Jon Pardi, Skillet, Margo Price, Priscilla Block, Luke Grimes, and Billy Currington. His career includes notable stops at the Country Music Association, MCA (formerly UMG Nashville), and Venture Music, where he’s built a reputation for blending innovative marketing strategy with a deep understanding of artist development in today’s evolving music landscape.
About Olivia Pierce, Partner, Creative Director
Olivia Pierce is a creative director and digital strategist with over a decade of experience in social media and over five years in the Nashville music industry. As partner and head of creative at Industry Plant, she leads brand development and digital storytelling initiatives that help artists and brands grow exponentially online. In 2022, she founded her own digital marketing agency, creating viral moments for artists like Bootsy Collins before joining Venture Music in Nashville. There, she helped facilitate the digital growth of major acts including Skillet, Red Jumpsuit Apparatus, and Kimberly Perry (of The Band Perry). Olivia still runs many of her own social media profiles, and has amassed an online following of over 400k across platforms.
About Industry Plant
Industry Plant’s mission is grounded in a simple belief great music deserves more than promotion. It deserves understanding. The agency focuses on identifying the truth behind an artist’s appeal and transforming it into stories, visuals, and strategies that feel real. Their work aims to magnify not manufacture what makes an artist compelling. Visit industryplantmusic.com for more information, services, and upcoming announcements.
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