Mountain Dew and CMT have partnered for the performance series Concrete Country. Concrete Country originally launched as a digital franchise on CMT.com in 2012.
Originally shot on the streets of Nashville, eight new episodes were taped in hometowns and on city streets around the country that were pivotal to the success of featured artists, including Brian Davis, Casey Donahew Band, The Dirty River Boys, Nikki Lane, Stoney LaRue, The Black Lillies, Turnpike Troubadours and Whiskey Myers. The new season of Concrete Country will debut as 10-minute specials beginning in July on CMT.
“Back to its roots in the foothills of Tennessee, country music has been a core part of Mountain Dew history,” said Greg Lyons, Vice President of Brand Marketing, Mountain Dew. “Mountain Dew and CMT share a common interest in supporting singers and songwriters that make music on their own terms, so we couldn’t be more pleased to have a hand in showcasing the talents of eight new emerging artists through the Concrete Country program.”
“Mountain Dew is an iconic brand, and their shared passion for music discovery made Concrete Country the perfect franchise for this partnership,” said Anthony Barton, Senior VP of Integrated Marketing, CMT. “With the support of Mountain Dew, we are eager to elevate this series across CMT platforms and provide a new opportunity for up-and-coming artists to have their music and stories heard by millions of new fans.”
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