The Academy of Country Music has teamed with Aflac, the exclusive insurance partner of the ACM Awards, and the charitable arm of the Academy of Country Music, ACM Lifting Lives®, to present the first Aflac ACM Lifting Lives Honor.
This honor will recognize someone for his or her remarkable and selfless dedication to bringing the healing power of music to those who are in need. The inaugural recognition will honor excellence in music therapy. ACM Awards® Male Vocalist of the Year nominee Chris Young, will celebrate the honoree on Friday, April 13 from WME’s BASH at the BEACH at Mandalay Bay Beach during The Week Vegas Goes Country, prior to headlining the two-night ACM Party For A Cause® concert on Saturday, April 14.
“Music is a powerful thing,” said Young. “As a singer and someone who gets to experience the power of music every day, I’m honored to join Aflac and ACM Lifting Lives to recognize an outstanding music therapist who has helped bring the healing power of music to so many.”
Young, the Aflac ACM Lifting Lives Honor recipient and the famous Aflac Duck will also appear in a 30-second custom TV commercial for Aflac. The commercial, filmed and produced Friday from Las Vegas and airing nationally just 48 hours later during the 53rd ACM Awards, will celebrate the healing power of music.
“We were excited when Aflac approached ACM Lifting Lives with the idea for this co-branded honor because it not only helps propel our shared mission of helping those in need, but helps bring further awareness and recognition to aspects of the music industry that are perhaps, less visible including music therapy,” said Debbie Carroll, Chairman of ACM Lifting Lives.
The purpose of the Aflac ACM Lifting Lives Honor is to acknowledge an individual who has made significant contributions to music therapy through education, service, clinical practice and/or research. A committee from the ACM Lifting Lives Board will select the recipient based on his or her long-term efforts toward the development and growth of the music therapy profession.
The Week Vegas Goes Country culminates with the 53rd ACM Awards, hosted by Reba McEntire, which will broadcast LIVE from the MGM Grand Garden Arena in Las Vegas on Sunday, April 15, 2018 at 8 p.m. EDT/PDT on the CBS Television Network.
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