Idea: CMT’s Studio Sessions was created as a cost-efficient and time-sensitive solution to highlight the diverse talent within country music, from established stars to rising artists. By offering an intimate and stripped-down format, the series connects fans with artists through authentic and high-quality performances, underscoring CMT’s mission to spotlight country music’s depth and range.
Goals:
1. Artist Discovery: Provide a platform for both emerging and established country artists to showcase their talent in a raw, intimate format.
2. Content Efficiency: Maximize output by creating high-quality, multi-platform content within a condensed production schedule.
3. Audience Engagement: Generate excitement and conversations around the featured artists and their performances.
4. Industry Impact: Solidify CMT as a leader in country music programming by driving views, engagement, and artist visibility.
CMT Studio Sessions brought together 16 country artists over a two-day period generating 50+ pieces of content, demonstrating unparalleled efficiency in production and content creation. The strategy focused on:
1. Streamlined Production: Each artist was allotted one hour to record two live performances and one piece of short-form social content. This format allowed CMT to generate a wealth of content in a cost-effective manner while maintaining high production quality.
2. Curated Talent: The series showcased a mix of established and emerging artists, ensuring broad appeal. Notable performers included Ella Langley & Riley Green, whose performance of the brand new duet “You Look Like You Love Me” helped launch the single, as well as Zach Top, one of country music's fastest rising stars.
3. Multi-Platform Approach: Content was strategically released across CMT’s digital platforms, and in collaboration with each artist, ensuring maximum reach.
4. Teasers and Short-Form Content: The short-form social pieces created during production were used to generate buzz and attract viewers to the full performances, leveraging the growing trend of bite-sized, shareable media.
5. Fan Connection: By prioritizing an intimate studio setting, the series allowed fans to feel closer to their favorite artists, fostering a deeper connection to the music.
6. Country Tastemaker: In highlighting a diverse set of country artists, from rising to industry veterans, the series helped to reinforce CMT's leadership in country music.
The third iteration of Studio Sessions achieved remarkable success:
1. Massive Reach: The cumulative content generated nearly over 33M views across platforms, underscoring the efficiency and impact of the production model.
2. Breakout Performances: Ella Langley & Riley Green’s duet “You Look Like You Love Me” earned over 10M views and 600K engagements, successfully launching the single. Zach Top’s performance garnered over 7M views and nearly 1M engagements, solidifying his reputation as a rising star.
3. High Engagement: The series maintained an impressive engagement rate across all content, driving conversations among fans and increasing visibility for all featured artists.
4. Industry Recognition: The series further cemented CMT’s reputation as a champion of country music, praised for its ability to elevate artists at all career stages.
