The Country Music Association, along with ABC and Mass Relevance, will bring fan Instagram photos to primetime during “CMA Music Festival: Country’s NIght to Rock,” airing Monday, August 12 at 8/7c on ABC. Little Big Town will host the special.
“We are excited to be the first primetime network special that gives viewers the chance to be on national television using Instagram,” Ben Bennett, CMA Director of Digital Strategy, said. “Country Music fans have the chance to contribute to the special in a way that has never been done before. That’s an exciting moment in the history of this event.”
Instagram photos from fans will be incorporated during the special, which includes performances and appearances from Jason Aldean, Dierks Bentley, Luke Bryan, Eric Church, Kelly Clarkson, Sheryl Crow, the cast of Duck Dynasty, Nashville’s Charles Esten and Lennon and Maisy Stella, Hunter Hayes, Dancing with the Stars champion Derek Hough, Kid Rock, Lenny Kravitz, Lady Antebellum, Miranda Lambert, Little Big Town, Tim McGraw, Kip Moore, Jason Mraz, Kacey Musgraves, Jake Owen, Brad Paisley, Kellie Pickler, Darius Rucker, Blake Shelton, Taylor Swift, The Band Perry, Carrie Underwood, Keith Urban and Zac Brown Band.
“‘CMA Music Festival: Country’s Night to Rock’ is one of television’s hottest music events with a passionate audience who has a lot to share about the artists they love,” Sam Decker, Mass Relevance Chief Executive Officer. “Working together, we really focused on the newest ways to use the Mass Relevance platform to drive innovative forms of social engagement in the broadcast, for example by layering in Instagram content from sing-and-dance-til-dawn fans. The result is a phenomenal on-air experience that brings the special to life by integrating the most compelling social content from real Country Music lovers.”
Fans will not have needed to attend the 2013 CMA Music Festival in Nashville to participate. Photos will be broadcast not only from cached content collected during CMA Festival, but also from fans watching the special at home. To participate, fans should post photos to Instagram using #CMAfest.
Select photos will appear live on air during the special, giving fans the chance to share both their experiences at this year’s CMA Music Festival as well as watching “CMA Music Festival: Country’s Night to Rock” at home with family and friends. Instagram photos tagged with #CMAfest will also be displayed online at CMAfest.com.
Filmed June 6-9, “CMA Music Festival: Country’s Night to Rock” features behind-the-scenes access and interviews, day-in-the life segments, late-night jams, performances, and surprise collaborations.