Idea: CMT Campfire Sessions was created in 2020 to celebrate the roots of country music through intimate, acoustic performances that connect artists and fans. As the series celebrated its fifth season, this episode featuring Josh Turner marked a special milestone, highlighting both his enduring legacy in country music and the 20th anniversary of his iconic hit, “Long Black Train.”
By combining reflective storytelling with exclusive new performances, the episode drove audience engagement, elevated Turner’s music, and reinforced CMT’s reputation as a leader in authentic, innovative country music programming.
Goals:
1. Celebrate Legacy: Honor Josh Turner’s 20-year career and his impact on country music while introducing his latest work to a new generation of fans.
2. Audience Engagement: Deepen fan connection through intimate performances and behind-the-scenes storytelling.
3. Expand Reach: Leverage the milestone episode to grow the Campfire Sessions audience across digital, social, and broadcast platforms.
4. Multi-Platform Strategy: Maximize exposure by integrating digital, cable, and streaming platforms to amplify the episode’s impact.
The Josh Turner episode of Campfire Sessions was designed to blend nostalgia with modern relevance, celebrating both his career milestones and his latest music. To achieve this, the production team focused on key elements:
1. Spotlighting a Milestone: The episode highlighted the 20th anniversary of “Long Black Train,” a career-defining hit that has become a country music classic. Turner’s heartfelt performance of the song would also be turned into a music video to air on CMT's cable and streaming channels.
2. Showcasing New Music: Turner performed songs from his 2024 album, offering fans a glimpse into his current artistic journey while maintaining the nostalgic tone of the episode.
3. Authentic Setting: The fireside setting fostered an intimate, conversational atmosphere, aligning with the series’ signature style and allowing fans to feel closer to the artist.
4. Teaser Campaign: A pre-episode teaser campaign featured behind-the-scenes clips and interviews from the set, building anticipation and driving engagement ahead of the premiere.
5. Multi-Platform Release: The episode debuted across CMT’s digital and social platforms, ensuring accessibility for online audiences. Two music videos cut from the episode aired on CMT’s cable channel and PlutoTV, extending its reach to traditional and streaming viewers.
6. Artist Collaboration: Turner’s personal involvement in promoting the episode on his own social channels helped amplify its visibility and engage his dedicated fanbase.
CMT’s Campfire Sessions: Josh Turner achieved impressive results:
1. Massive Views: The episode garnered over 5M views across CMT’s platforms, cementing its status as a standout installment in the series.
2. High Engagement: With over 500K social interactions, the episode resonated deeply with fans, sparking meaningful conversations about Turner’s legacy and his new music.
3. Cultural Impact: By celebrating the 20th anniversary of “Long Black Train,” the episode reignited appreciation for Turner’s contributions to country music, while introducing his latest work to a broad audience.
4. Platform Synergy: The combination of digital, social, cable, and streaming releases maximized exposure, ensuring the episode reached both longtime fans and new viewers.
