Idea: CMT LIVE was born out of the desire to celebrate the deep connection between country music artists and their fans through the power of live performances. While much of CMT’s digital content has traditionally showcased artists performing in studio settings, CMT LIVE aimed to capture the unique energy exchange between performers and their audiences. This series highlights the integral role fans play in enhancing live performances, demonstrating the magic of music in its purest form.
Goals:
1. Celebrate Live Music: Showcase the vibrancy and authenticity of live country music performances.
2. Fan Connection: Emphasize the importance of the fan-performer connection in creating memorable musical moments.
3. Broader Integration: Tie into Paramount’s ecosystem by creating opportunities for cross-brand promotion, such as leveraging the cultural phenomenon of Yellowstone.
4. Social Reach: Generate high engagement and visibility for CMT’s digital platforms through compelling live performance content.
The inaugural season of CMT LIVE featured three episodes starring Elle King, Ian Munsick, and Flatland Cavalry, each showcasing the unique synergy between country artists and their fans in an intimate, live setting.
Fan-Centric Performances:
- Each episode was filmed in front of a live audience to capture the raw, unfiltered energy shared between the performers and their fans.
- The live setting highlighted the spontaneous and emotional connection that only live performances can deliver.
Paramount Synergy with Yellowstone:
- The premiere episode featured Elle King, who performed her hit song ""Ain’t Gonna Drown,"" previously showcased in a Yellowstone episode.
- The set for this episode incorporated Yellowstone branding, creating a seamless promotional tie-in to the final season of the Paramount hit series.
- The CMT LIVE premiere was strategically timed to air just hours before Yellowstone’s Season 5A premiere, building excitement and cross-platform momentum.
Content Distribution:
- Each episode was shared across CMT’s digital platforms, with additional promotional content including short clips, behind-the-scenes moments, and exclusive artist interviews.
- Elle King’s episode was promoted heavily on Yellowstone’s social platforms, amplifying its reach to a broader audience.
Press and Publicity:
- The launch of CMT LIVE garnered press coverage from notable outlets like USA Today / The Tennessean.
CMT LIVE delivered strong results, successfully meeting its objectives:
1. Social Reach: The series generated over 2.5M views across CMT’s digital platforms, demonstrating its appeal to audiences.
2. Fan Engagement: The live format fostered meaningful engagement, with fans sharing their excitement for the series and the performances online.
3. Press Impact: Coverage in prominent outlets like USA Today and The Tennessean elevated the series’ profile and emphasized its importance in the country music landscape.
4. Cross-Brand Synergy: The collaboration with Yellowstone seamlessly integrated Paramount’s brands, amplifying awareness for both the show and the series.
