Dolly Parton recently won a Grammy for Best Bluegrass Album with her 1999 album, The Grass is Blue. The album marks the label's ninth Grammy since its founding in 1978.
Parton's stardom is giving Sugar Hill high-profile exposure to both artists and listeners.
Not only does the label benefit from Parton's name recognition, but she is also bringing bluegrass music -- the label's specialty -- to a wider audience. Bev Paul, general manager of Sugar Hill, said many music lovers might not know exactly what bluegrass is all about and that Parton's fame is educating listeners about bluegrass and bringing attention to the thriving bluegrass community.
"She is bringing a lot of people to the music who did not know what bluegrass was," he said.
"People think it is low-brow and screechy, but it's not; it is very sophisticated music."
But the album's success also gave the label its own perks, he added.
"We're in a period of real steady growth -- having Dolly on the label has real benefits," he said.
"We're getting the attention of other artists that don't have a comfortable home in Nashville."
Parton's recently released follow-up album, Little Sparrow, has enjoyed success bolstered by the exposure bluegrass music received during Parton's performance during the Grammy ceremony.