Idea: CMT's On The Road with Lainey Wilson spotlights rising country music talent and gives fans an intimate look behind the scenes of an artist’s journey. As Lainey Wilson’s star continues to rise, this series connects her story with fans, showcasing her grit, passion, and authenticity. It aligns with CMT’s mission to celebrate and elevate emerging voices in country music while fostering deeper connections between artists and their audiences.
Goals:
1. Build a deeper bond between Lainey Wilson and her fans by sharing authentic, behind-the-scenes moments.
2. Showcase Lainey Wilson’s journey in a year that took her from star to super-star, emphasizing the non-stop grind it takes to get to peaks like CMA Entertainer of the Year and a first Grammy nomination.
3. Highlight the spirit of modern country music and the lifestyle it represents, appealing to core fans and new audiences.
4. Leverage CMT’s digital and social platforms to maximize engagement and grow a younger, digital-first audience.
CMT collaborated closely with Lainey Wilson and her team to authentically capture life on tour. Filmed during Lainey’s four-night Las Vegas residency in December 2023, the episode capped her rocket-ship year and reflected her meteoric rise with a blend of music documentary elements and heartfelt storytelling:
1. Documentary-Style Footage: Episodes offered an intimate look into Lainey’s tour life, from camaraderie with her band to heartfelt fan moments. The raw, unfiltered footage added authenticity.
2. Musical Performances: The series featured electrifying live performances of Lainey’s biggest hits, recorded during her 4-night Las Vegas residency, interwoven with her reflections.
3. Storytelling: Interviews with Lainey, her bandmates, and her team provided insight into the challenges and triumphs of life on the road, showcasing her determination and passion.
4. Strategic Timing: Filmed at the end of 2023 allowed the series to capture reflections on her meteoric rise, and also provided a vehicle to share that story with fans and Grammy voters ahead of the 66th annual Grammy Awards. A teaser clip released during the Grammy voting window promoted Lainey’s campaign and CBS’s Grammy broadcast.
5. Amplified Reach: Leveraging Lainey’s social accounts and sister brands CBS and Yellowstone ensured exponential reach for the episode amongst current and future fans.
6. Multi-platform: The episode was promoted across CMT’s digital platforms with clips, behind-the-scenes footage, as well as on the brand's cable channel.
CMT’s On The Road with Lainey Wilson exceeded expectations:
1. Massive Reach: Over 7M views across CMT’s platforms expanded the series & Laine Wilson's audience as well as CMT’s digital footprint.
2. High Engagement: With 300K+ social interactions, the series drove impactful conversations among fans.
3. Premiere Press: Coverage across acclaimed outlets like People Magazine, Rolling Stone Country and Billboard validated the series’ authenticity and impact.
4. Industry Recognition: Featuring Lainey as a central figure reinforced CMT’s reputation as a champion of rising talent in country music.
And a special shout-out to Lainey Wilson who picked up her very first Grammy for Best Country Album at the 66th Annual Grammy Awards!
