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The Alternate Root began when three music business veterans, Bill Hurley, Fred Boenig, and Danny McCloskey, saw a need for Roots music to have the same advantages as the industry gave to Pop acts in the Top40 marketplace. The beginnings were in 2007, when Americana music was starting to push open the doors to the traditional music industry. The Alternate Root set its sights online, giving a web presence to the organic forms of acoustic and electric music found in American Roots genres such as Bluegrass, Soul, Folk, Blues, Rock’n’Roll, Zydeco, Jazz, Rockabilly, Classic Country, World Music as well as many more niche styles and all of the hybrids from the merging and blending of the sounds. We introduced the Roots community to the teams behind the bands, giving print space to producers, labels, publicists, songwriters, venues, and tour promoters.

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