Eleventh Records Executive Chairman Robert Coury had never worked a day in the music industry when he decided to start a record label. Furthermore, the 2 principals he aligned himself with, his brothers Jeff and Gregg Coury also did not have experience in the music world. Unconventional? Yes. Risky? Absolutely. However, seeing as the “conventional” approach is no longer working, even the most experienced music executive would be considered a risk-taker opening a record label in an industry that is struggling to stay afloat.

Then again, for the Coury’s, a challenge has never been a reason to run. Conquering his less than fortunate background, Robert is already a successful self-made businessman as the Chairman and CEO of Mylan (Nasdaq: MYL), the world’s third largest genetics and specialty pharmaceutical company. Jeff Coury is the President and CEO of ServiceLink, Fidelity National Financials’ (FNF) national lender platform, one of the nation’s largest mortgage service providers. Gregg Coury is the President of the Coury Financial Group, a business and financial management firm founded by Robert in 1984. It was because of their proven success rate being able to separate their business and personal lives while working with family, that when Robert’s second child, Tino came to him with his own music and dreams of performing in sold out stadiums around the world that he did not run. “Believe me when I tell you, if I didn’t see the fire in Tino’s eyes, I would have run. Actually, I would have sprinted.”

Being the savvy business men they are, relying on an artist’s passion was simply not enough for the brothers to invest in any business, regardless of their bloodline. The Coury’s took an in-depth look at the music industry as a whole and saw a viable business opportunity amidst the fragmented market. It was clear to them that most labels had given up on investing in true artist development and A&R, so they committed to creating a label that would offer a reliable and long term foundation for artists, producers and songwriters.

In January 2010, the brothers began taking meetings in their new business world. Operating on gut, heart and the intelligence to know that being driven by ego is a fast track to failure, they each attacked the business venture with what is surely a Coury family trait; to immerse themselves in understanding the inner workings of all aspects of the field. Entering the business with the humble knowledge that they didn’t know everything about it, yet optimistic about not carrying the baggage of the industry’s past, the Coury’s met with executives on all levels, eventually partnering with a small but trusted few that would become the Eleventh Records team. The label struck a deal with Universal’s Fontana Distribution shortly thereafter.

For years, independent record labels have been a respected part of the music industry in the rock and alternative genres, but rarely has a label with mainstream radio airplay in its sights tackled the indie world. Pop music has always been left to the majors mostly because of the politics behind terrestrial radio and the muscle needed from both the financial side and industry relationships. However, with proper funding in place and a strong team behind him, Tino set out on a radio station promotional tour. Within six months of the brothers hearing “Diary” for the first time, they had broken chart records by landing “Diary” on over 50 Rhythmic/Top 40 stations in its first week of release, an achievement unrivaled in recent history by any new independent artist. Written, recorded and produced by Tino in December of 2009, the track reached #38 on Mediabase Top 40 Chart and #11 on the Billboard Hot Dance Club Chart in June 2011. (“Diary” was launched to radio May 4th 2010).

Not only did the success of the track bring Tino opportunities, but it has allowed the label to align itself with the key players who have quickly shown a respect and admiration for the unconventional route to success that the Eleventh Records’ team has carved out for itself. Eleventh Records not only has hopes of launching Tino’s career both as an artist and a producer, but as they have quickly found their footing in the music world, the Coury’s are already beginning to provide a platform for other talented artists, songwriters and producers who share the same passion and intensity that this family brings to all of its business endeavors.