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and White Iris

About Us

Ring The Alarm was launched in 2014 to subvert the standard model and engage with music as it’s being made, produced, and experienced now. Founders Daron HollowellJenny Hollowell, and Brent Nichols are a deeply experienced team of creative partners with a passion for storytelling and a history of innovation. As a music-focused production and culture company, Ring The Alarm develops artist-driven content for clients of all kinds.

Daron brings over a decade of experience as an entrepreneur, creative, and artist to RTA. After fronting the seminal hardcore band Four Hundred Years, Daron founded Black Iris Music in 2004, and in 2008, White Iris Records, a vinyl singles label which launched artists including Best Coast and FIDLAR. White Iris is now part of the Ring The Alarm record label.

Jenny spent ten years producing content at top agencies including Wieden+Kennedy NY, The Martin Agency, and 72andsunny before turning her focus to music. Her multidisciplinary experience informs her role as Executive Producer. She is also author of the novel Everything Lovely, Effortless, Safe, and her stories and essays have been featured in performances on RadiolabPop-Up Magazine, and Selected Shorts at Symphony Space.

Brent’s decade in the industry as the award-winning Creative Director behind Squeak E. Clean and Elias Arts, brings to RTA rich creative experience as well as a huge network of artist collaborators. He has worked with artists including Karen O, Kanye West, M.I.A, and Santigold, to name a few.