Penni McDaniel may not be in the spotlight, but she spends her time making sure her clients are well-known. It’s her job as the owner/agent for Hope River Entertainment, a career she fell into thanks to her cousin.
“My cousin played in a band called Pine Mountain Railroad. In 2001, he invited us to a festival. I wasn’t familiar with bluegrass music and was amazed at the talent. My cousin said he needed help booking the band and thought I’d be good at it.”
Penni had three kids in school, and she thought it was something she could do from home. “My cousin told me about IBMA and how to research festivals. The band wanted me to book as many dates as possible.” Penni booked 200 dates in the first year. The band also needed press releases and bios, which was no problem for Penni, who was educated as a writer.
“When I went to my first IBMA World of Bluegrass in Louisville, KY, the band had a single out, ‘Don’t Stop Believing.’ They created a great buzz.” While there, she met Mark Holliday, who introduced him to his son, banjo prodigy Ryan Holliday, who played on the Grand Ole Opry at age five. As a publicist, Penni could book Ryan on Oprah Winfrey’s show, World’s Most Talented Kids.
She booked many other promotional appearances for artists throughout the years and witnessed some incredible performances. One of the most memorable was the late Tim Hensley’s performance with Kenny Chesney and Buddy Cannon at the Grand Ole Opry. She met other artists at IBMA as well. “I met Donna Hughes, who introduced herself as a songwriter and asked me to listen to her CD. I listened to it on repeat all the way home to Atlanta from Louisville. I called her immediately.”
Penni started working with Donna, and soon, other artists came on board. By 2002, Penni had formed a full-service music entertainment agency. It was an enormous leap of faith because she didn’t have a background in that industry. “I worked for General Electric for years, then for an architectural firm.” So many people were helpful in the beginning of Penni’s Atlanta-based firm, Hope River Entertainment.
As she learned more about the industry, Penni got to know the promoters, people in the press, radio, and others who helped drive the world of music. As she worked to promote artists, she learned the importance of her role.
Over the years, she has streamlined her operation. “I know where to put my efforts to make the biggest impact–right now, I’m in my comfort zone.”
Over the years, Penni has worked with artists, including Lonesome River Band, Balsam Range, Carrie Hassler, Melonie Cannon, Jeanette Williams, and more. Her clients include Russell Moore and IIIrd Tyme Out, Volume Five, Special Concensus, Greg Blake, Dave Adkins & Mountain Soul, Larry Cordle, Shannon Slaughter, Crandall Creek, and Caleb Bailey.
“I enjoy the interaction with the artists the best,” Penni says. “I’m a big supporter of songwriters and I’m always so honored when an artist calls me to sing me a song they wrote or want to record. I think it’s truly the biggest perk of my job.”
Penni says that artists often ask for her opinion. “I get to know my clients’ personalities and what their specific music goals might be, and then personalize their services.”
Penni has also handled event promotion and served as a record label publicist for Rural Rhythm Records and other labels. Penni has achieved media success for many albums, garnering magazine covers, feature articles, and reviews in mainstream media outlets. Many of the albums she has promoted have appeared on Billboard’s Top 10 Bluegrass Chart and have received awards and nominations from IBMA and GMA Dove Awards to SPGBMA, Grammy®, and more.
Hope River Entertainment has been involved with many albums and worked with many talented women in bluegrass. One of the highlights is Donna Hughes’ 2007 release, Gaining Wisdom. “She wrote all the songs on the album, and Tony Rice produced it,” says Penni. Guest artists on the album included Alison Krauss, Sonya Isaacs, Mary Chapin Carpenter, Rhonda Vincent, Sam Bush, and Carl Jackson.
Penni has two college degrees, the most recent being in creative writing and English. She and her husband, Brian, live in Ellijay, North Georgia. “We live in a wildlife sanctuary and have regular visits from black bears and other wildlife. We love it here.” They have three grown children, Ashley, Brent, and Kerri.
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