PICTURE THIS: CMA JOINS INSTAGRAM FOR FIRST-EVER TV PARTNERSHIP
The Country Music Association has partnered with the ABC Television Network and Mass Relevance to create a unique broadcast television Instagram integration, which will debut during “CMA Music Festival: Country’s Night to Rock” airing Monday, Aug. 12 (8:00-11:00 PM/ET) on ABC.
“We are excited to be the first primetime, network special that gives viewers the chance to be on national television using Instagram,” said Ben Bennett, CMA Director of Digital Strategy. “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 on-air during the special, which features performances from Jason Aldean, Dierks Bentley, Luke Bryan, Eric Church, Kelly Clarkson, Sheryl Crow, Hunter Hayes, Kid Rock, Lenny Kravitz, Lady Antebellum, Miranda Lambert, Little Big Town, Tim McGraw, Kip Moore, Jason Mraz, Kacey Musgraves, Jake Owen, Brad Paisley, Darius Rucker, Blake Shelton, Lennon and Maisy Stella of “Nashville,” 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,” said 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 need not have attended the 2013 CMA Music Festival in Nashville to participate in the special, as photos will be broadcast from not only cached content collected during the Festival itself, but also from fans watching the special at home.
To participate, fans simply post photos to Instagram using #CMAfest.
”We are very excited to be at the forefront of finding new ways to bring interactive experiences directly to our viewing audience,” said Timothy Bock, Vice President, Production for Alternative Series and Specials at ABC. “Over the past year we have successfully been integrating social media content into many of our shows as they are simultaneously being sent to air. When CMA approached us and asked us to devise a way to capture graphics-based Instagrams during the CMA Music Festival broadcast and display them directly to the airing program, we gathered our amazing team together again to brainstorm, and in a matter of a couple of weeks, rolled out our new social media integration system that will allow us to bring people’s Instagram photos live into their living rooms only minutes after they have snapped the picture.”
Select photos will appear live on-air during the special, giving fans the chance to share with the world not only their experiences at this year’s Festival, but also 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-ropes access and interviews, day-in-the life segments, late-night jams, exciting performances, and surprise collaborations. This is the 10th anniversary of this one-of-a-kind special, which showcases America’s biggest Country Music bash. “CMA Music Festival: Country’s Night to Rock” is executive-produced by Robert Deaton.
The 2013 CMA Music Festival is organized and produced by the Country Music Association. “CMA Music Festival: Country’s Night to Rock” was shot in high definition and will be broadcast in 720 Progressive (720P), ABC’s selected HDTV format, with 5.1 channel surround sound. For more information, visit CMAfest.com.