Chris Palmer is joining The Valory Music Co. as VP of Promotion, starting in the new year. In this newly created role he'll represent an array of acts, including Brantley Gilbert, Thomas Rhett, Reba McEntire, Justin Moore, Eli Young Band and Delta Rae. He'll report directly to GM George Briner.

An industry vet, Palmer was most recently VP of Radio and Streaming at Warner Music Nashville, following a decade-long stint at Lyric Street Records and years in radio.

"I have known Chris since his days in radio and at times we have worked alongside each other on the road where he has built some of the most solid relationships at Country radio," said Briner. "Chris brings a wealth of experience and we're all excited to have him on board. His passion for music and desire to win makes him a great addition to an already strong promotion team."