Quarterback Records has formed a joint venture with veteran music executive John Ettinger (pictured) and his newly established artist management and consulting firm, Ettinger Talent Associates (ETA). The partnership makes Ettinger a co-principal of Quarterback along with founder and president Chris Allums.

In a prepared statement, Ettinger said he and Allums “plan to rewrite the understanding of what an independent label is and how it can partner with country radio and country artists.”

Prior to forming ETA this week, Ettinger had been senior director of promotion at Lyric Street Records. He spent 14 years with Mercury Records, the last seven as VP of promotion. His management clients at ETA include Emerson Drive.

Allums founded Quarterback in 2003, and has led the company in launching more than 20 artists into the country marketplace, most recently rolling out the debut single “Pray For You” by Jaron and The Long Road to Love. Quarterback also started the hit single “Three Wooden Crosses” for Randy Travis and worked with Blaine Larsen at the launch of his career.

Quarterback’s staff also includes national/Midwest promotion director J.R. Hughes, Northeast/Southeast promotion director Chuck Thagard and newly hired West/Southwest promotion director Bill Lubitz.