It’s the most famous stage in country music, and for 100 years, the Grand Ole Opry has been the heartbeat of Nashville.

The story of the Opry isn’t just about fiddles and steel guitars. It’s about business, broadcast power, and the stubborn grit of folks who believed country music deserved a home of its own. Long before it became the circle every artist dreams of standing in, the Opry started out as a simple idea from an unlikely place: an insurance company.

Back in 1925, National Life and Accident Insurance Company wanted to sell more policies, so they built a radio station called WSM. The call letters stood for the company’s slogan, “We Shield Millions,” and at first, it was just a way to beam out programming to potential customers. But it didn’t take long before country music kicked the doors wide open. On November 28, 1925, George D. Hay, already known for his work in Chicago, put a down-home program called the WSM Barn Dance on the air. Nobody knew it then, but that little show would grow into the Grand Ole Opry.

It wasn’t fancy. There were no flashing lights or digital screens, just country pickers and singers standing up in front of a microphone and playing for whoever tuned in. But the magic was undeniable. For the first time, small-town music had a big-city broadcast home, and people across the South and eventually across the nation could hear it. Before long, the Opry became the stage where legends were born, and the dream of making it to Nashville started for countless country hopefuls.

Fast-forward a century, and the Opry is still running strong. The circle has held everyone from Hank Williams and Patsy Cline to Reba, Garth, and Carrie. It’s a place where history meets the present night after night. But if you’re wondering who actually owns this iconic institution, the answer might surprise you.

Today, the Grand Ole Opry is owned by Ryman Hospitality Properties, the company that also operates the Ryman Auditorium, the “Mother Church of Country Music,” where the Opry once called home. But they don’t run it alone. In 2022, NBCUniversal and Atairos bought a 30 percent stake in Opry Entertainment Group, the parent company of the Opry. That deal wasn’t small potatoes either. It valued the Opry’s empire at a whopping $1.4 billion and came with a promise of nearly $300 million in new investment.

What that means is this: the Opry isn’t just a Nashville treasure anymore. It’s a global brand. NBCUniversal helps beam the Opry’s specials and performances into living rooms across America, making sure younger generations see that country’s roots are still alive and kicking. It’s part tradition, part business, and all about keeping the music moving forward.

Still, no matter how many corporate names or big-money deals get tied to it, the Opry has never stopped being about one thing: country music and the fans who love it. You can polish up the stage, you can broadcast it on TV, and you can slap a billion-dollar value on it, but when the lights go down and a steel guitar whines, it’s the same spirit that George D. Hay put on the air back in 1925.

And now, as it celebrates 100 years, the Opry is making sure that spirit carries on. Every show this year is part of the anniversary party, with country legends, rising stars, and surprise guests walking into that circle. On November 28, it’ll mark its official centennial with a birthday bash that promises to be one for the history books.

So who owns the Opry? On paper, it’s Ryman Hospitality with a chunk in the hands of NBCUniversal and Atairos. But in reality, the Opry belongs to the people. It belongs to those who pack the pews, tune in on the radio, and cheer for their favorites. It belongs to the dreamers chasing their shot and the legends who built its legacy. One hundred years later, the Opry isn’t just a building or a brand. It’s country music’s beating heart, and no boardroom can ever own that.