Idea: CMT Night Out was designed to give fans the full concert experience, from front-row to behind-the-scenes looks at life on tour with country music’s favorite stars. Created as a social-first series, CMT Night Out leverages vertical video to immerse fans in the energy of concert days, while focusing on the personal stories and experiences of the featured artists. With a focus on Instagram and TikTok, the series embraces platforms where fans are most engaged, amplifying its impact and ensuring the format feels native and seamless.
Goals:
1. Fan Engagement: Bring fans closer to their favorite artists by showcasing an intimate, day-in-the-life view of a concert day.
2. Platform Optimization: Utilize vertical video to maximize resonance and shareability on social-first platforms.
3. Diverse Storytelling: Feature a range of artists from different stages in their careers, ensuring wide audience appeal.
CMT Night Out’s 2024 season focused on creating compelling, vertically-shot content that captured the essence of life on tour for three unique country artists:
1. Cody Johnson: Shot during his sold-out arena concert in Kansas City, this episode captured the energy and spectacle of a superstar’s tour. Fans were treated to backstage moments, soundcheck highlights, and Cody’s reflections on his connection with his fans at such a monumental show.
2. Terri Clark: At her first-ever headlining gig at the world-famous Ryman Auditorium, Terri shared her excitement and gratitude for performing at this iconic venue. This episode highlighted the significance of her journey, interwoven with glimpses of her pre-show rituals and heartfelt moments with friends Ashley McBryde and Trisha Yearwood.
3. Wyatt Flores: Chronicling Wyatt’s rise, the episode focused on his sold-out show at Nashville’s Brooklyn Bowl. Fans saw Wyatt’s progression from playing smaller local venues to commanding larger stages, underscoring his rapid ascent in the country music scene and his dedication to his fans.
Each episode was shot vertically, optimizing for social platforms like TikTok and Instagram Stories/Reels. This POV-style approach brought fans into the action, whether it was Cody’s adrenaline-filled stage prep, Terri’s emotional reflections at the Ryman, or Wyatt’s awe at performing for a packed crowd.
To amplify engagement, the series featured:
- Cross-Promotion: Each episode was shared across CMT’s social platforms, in collaboration with the featured artists’ accounts.
- Behind-the-Scenes Teasers: Leading up to each episode, clips and artist soundbites were shared across IG / FB stories to generate added excitement.
CMT Night Out achieved outstanding results, solidifying its position as a fan-favorite series:
1. Massive Reach: The Cody Johnson episode alone generated over 1M views across platforms..
2. Diverse Appeal: By featuring a superstar, a genre icon, and a rising newcomer, the series attracted a broad demographic, resonating across multiple fanbases.
