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Tennessee Tourism and Third Man Records are Bringing Fans 333 ft. Underground for One-of-a-Kind Music Experience Hosted by Jack White

Margo Price, Lillie Mae, Craig Brown Band, and Joshua Hedley Set to Perform at Tennessee’s Famous Cumberland Caverns for First Time
Tuesday, September 12, 2017 | 12:26pm

NASHVILLE, Tenn. – The Tennessee Department of Tourist Development teams up with Third Man Records for a one-of-a-kind concert experience Friday, Sept. 29 as an extension of the state’s Snapchat Concert Series, which launched last year, and their ongoing “The Soundtrack of America. Made in Tennessee” brand campaign. The event will take place at Cumberland Caverns, a national natural landmark in McMinnville, Tennessee, longtime home of Bluegrass Underground and one of the longest caves in the world, located 333 feet underground.

Third Man Records artists Margo Price, Lillie Mae, Craig Brown Band, and Joshua Hedley will perform, billed together for the first time. Jack White, Third Man Record’s founder, will host.

Tickets to the underground show will be free and available exclusively through Tennessee’s Snapchat. By following “Tennessee” on Snapchat, fans can also access exclusive content pieces with Third Man Records co-founder Ben Swank and each of the four performing artists.

Established in Nashville in 2009 by The White Stripes frontman Jack White, Third Man Records is an independent record label, store front, and multipurpose venue known for bringing ‘underground’ artists to the top. The label has released music by a variety of artists that transcend mainstream genres including Elvis Presley, Pearl Jam and Jay-Z.  The Third Man Records 333 ft. Underground experience will feature performances by groundbreaking contemporaries, including Nashville’s exciting new voice Margo Price; Lillie Mae, longtime member of the Third Man Records family and known around Nashville’s honky tonks; Craig Brown Band, hailing from Detroit and honorary Nashvillian, owning his own verison of country with a bit of rock’n’roll; and Joshua Hedley, Third Man Records’ newest signing who will release his album debut in 2018.

“Between Nashville, Memphis and the Appalachian Mountains, there is so much musical history in the state of Tennessee. It's what drew me here. I'm proud to call Tennessee my home,” said Margo Price. "Both Lillie Mae and Joshua Hedley are long time friends and I've always admired their musicianship. This will be our first time all sharing a bill since we signed to Third Man Records. I can't wait to play with them!"

Cumberland Caverns is the second longest cave in Tennessee and has been home to the award-winning live music event Bluegrass Underground since 2008. Not only will fans experience the music of Tennessee with Third Man 333 ft. Underground, but they will also be given a unique look into one of Tennessee’s most beautiful landmarks and music venues.

 “The Soundtrack of America. Made in Tennessee” Snapchat Concert Series launched in 2016 with Garth Brooks, who received his 7th Diamond Award and teamed up with the state to tell the story and celebrate with a free show for more than 15,000 fans from 43 states and five countries.

“Our goal is to showcase our state through its music, beauty, culture, history and experiences,” said Kevin Triplett, commissioner of the Tennessee Department of Tourist Development. “An event like this, with these artists, in a place like Cumberland Caverns touches all of those points and we are pleased to make it happen.”

Tennessee has long been known as a global music destination where the genres of blues, bluegrass, country, gospel, soul, rockabilly, Memphis rap, and rock ‘n’ roll originated and has more musicians per capita than any other place in the world. It is the state where artists come to create and perform their music. Tennessee is home to world-renowned music attractions like Graceland, Beale Street, Sun Studio, Country Music Hall of Fame and Museum, Bluebird, Birthplace of Country Music Museum, Grand Ole Opry and the famous Ryman Auditorium.   

For more information, visit and follow “Tennessee” on Snapchat.

About Third Man Records:

Physically established in Nashville in 2009, Third Man Records is an independent record label, store front and multipurpose venue started by Jack White. Although originally started as a space to store tour gear and re-issue White Stripes vinyl that were returning to White’s ownership, it has since snowballed into a 30-person operation, complete with marketing, IT, graphic design, global distribution, shipping and subscription services all operating within steps of each other. As of 2015, a second location in White’s hometown of Detroit opened with an additional 35 employees overseeing a storefront and, most notably, a brand new vinyl pressing plant which directly addresses the recent vinyl boom with a maximum output up of 5,000 high-quality vinyl records per day.

About the Tennessee Department of Tourist Development:

The mission of the Tennessee Department of Tourist Development is to motivate travel to and within Tennessee by inspiring enjoyment, creating memories, producing a desire to return and establishing key long-term relationships that result in visitors becoming residents. Tennessee’s tourism industry generates $19.3 billion annually in economic impact, more than $1.7 billion in state and local sales tax revenue and more than 176,500 tourism-related jobs. The promise of Tennessee—the birthplace of the blues, bluegrass, country, gospel, soul, rockabilly and rock ‘n’ roll—is to be the global music destination of choice. To deliver an unparalleled experience of beauty, history and family adventure, infused with music that creates a vacation that is “The Soundtrack of America. Made in Tennessee.”