The founders of San Diego-based vegan sauce company Bitchin’ Sauce recently launched a music label called Bitchin’ Music Group in affiliation with Universal Music Group. Husband-and-wife founders Starr and L.A. Edwards plan to work with established and up-and-coming artists in the americana, country, and rock genres. The Bitchin’ music studio is currently under construction in Nashville, TN, where artists will soon be able to record.
“We are thrilled to be launching Bitchin’ Music Group with Universal,” L.A. Edwards said. “We were on tour full time when we started Bitchin’ Sauce. At first, we thought Bitchin’ Sauce would just supplement our crazy life on the road, but it obviously became something bigger than that and we have been devoting most of our time building the Bitchin’ brand over the last 10 years. We’ve been doing music on the back burner the whole time, playing shows when we’re on sales trips, solidifying our sound, and writing songs about the whole ride.”
Earlier this year, L.A. Edwards recorded the label’s first record, Blessings From Home: Volume 1, which features Ron Blair and Steve Ferrone of Tom Petty & The Heartbreakers, and was produced by Ryan Hadlock (Lumineers, Vance Joy, Foo Fighters) at the renowned Bear Creek Studios. “We got snowed in for a week and came out on the other side with something we’re really proud of,” Edwards said. “We’re so excited to finally get it out there and get back into the music space.” The record release is scheduled for December 4.
The Edwards created Bitchin’ Sauce in 2004 when Starr went vegan. The almond-based dip comes in a variety of flavors and can be found in major retailers nationwide such as Costco, Target, Walmart, and Whole Foods.