CMA Uses Digital Promotions and Partnerships to Drive Viewer Engagement for CMA Music Festival: Country’s Night to Rock
Shazam, Spotify, Beats Music, and Vevo Partner with CMA to Help Promote ABC Special
NASHVILLE – The Country Music Association has launched its largest and most integrated program to support “CMA Music Festival: Country’s Night to Rock,” which airs Tuesday, Aug. 5 (8:00-11:00 PM/ET) on the ABC Television Network. By creating promotions through Facebook, Twitter, and Instagram, as well as partnering with Shazam, Spotify, Beats Music, and VEVO, CMA expects to gain maximum exposure for the three-hour primetime concert special.
“This year CMA has aligned with the largest number of digital partners to date that will help us effectively reach potential viewers,” said Damon Whiteside, CMA Senior Vice President, Marketing and Strategic Partnerships. “Through innovative promotions and compelling content delivered via the most popular digital radio, music discovery, and video platforms, we plan to expand viewership for ‘CMA Music Festival: Country’s Night to Rock.’”
With the “Flock to Unlock” promotion, the show’s hosts, Little Big Town, will invite viewers to post to Facebook and Twitter using #CMAfest during the special. As each social media threshold s reached, another exclusive bonus performance will be unlocked for fans to view on CMAfest.com. The artists featured in these three bonus performances will be revealed during the special.
After successfully debuting during last year’s special as the first-ever live Instagram integration on prime time national television, fans will once again be able to be a part of the show by having their photos appear on screen during “CMA Music Festival: Country’s Night to Rock.” Select fan photos posted to Instagram with #CMAfest will appear live on-air during the special, giving fans the chance to share not only their experiences from this year’s Festival, but also their viewing experiences with family and friends during the special. Instagram photos tagged with #CMAfest will also be displayed at CMAfest.com.
“For the second annual year, we are thrilled to partner with the CMA on another visionary accomplishment,” said Rod Favaron, CEO of Spredfast. “With the Spredfast platform encouraging participation and engagement with the show, Country Music fans will have the opportunity to interact with the show, with each other, and feel like a valuable part of the watching experience.”
Shazam will be featured in-show during artist performances with an invitation for viewers to Shazam the show for exclusive artist content from many of the most popular performers. There will also be CMA Music Festival takeovers inside the Shazam app, tune-in alert notifications targeting Country fans, website placement, and social posts.
Spotify will have a dedicated CMA Music Festival playlist featuring artists appearing on the show and special artist call outs. There will also be a homepage takeover, newsletter feature, banner ads, and social media support.
Beats Music will custom curate a CMA Music Festival playlist spotlighting artists who appear on the special, sharing it specifically with Country fans as well as reaching potential fans through its all-genre Highlights section. The show’s hosts, Little Big Town, also created a playlist, which will be available exclusively to Beats Music subscribers. Beats Music will promote the show via social channels, both in app and externally.
Vevo, the world’s leading all-premium music video and entertainment platform, will feature video playlists of all the CMA Music Festival performers across the homepages of its web, mobile/tablet and TV apps. Additionally, CMA programming blocks will air on Vevo TV, the always on, broadcast-style linear music channels built by expert human programmers.
“CMA Music Festival: Country’s Night to Rock” first aired in 2004. This is the 10th time ABC will broadcast the special – which invites the whole country to America’s largest Country Music celebration. The annual special will air on ABC through 2021.
“CMA Music Festival: Country’s Night to Rock” is executive-produced by Robert Deaton.