Viking

Viking Records was founded in 1949 by the American music producer and entrepreneur, Ralph Peer, as a subsidiary of the larger Peer-Southern Organization. Initially focused on country and folk music, the label gained prominence in the 1950s and 1960s by signing influential artists such as Johnny Cash, The Louvin Brothers, and The Carter Family. Viking became known for its dedication to authentic American roots music, helping to popularize the genre during a time when rock and roll was emerging. Throughout the 1970s, Viking expanded its catalog to include a variety of genres, including bluegrass and gospel, while continuing to support traditional artists. The label's commitment to quality recordings and artist development solidified its reputation in the music industry. Although Viking Records eventually faded from prominence, its contributions to the preservation and promotion of American folk and country music left a lasting legacy, influencing future generations of musicians and record labels.