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Country Music Association (CMA) Overview


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  • 1. 2011 CMA Assets Overview
  • 2. • In 1958, the Country Music Association was established to promote America’s music – to herald its richness and vitality to the world. • The Country Music Association was the first trade organization formed to promote a type of music. Originally consisting of only 233 members, the trade association now boasts more than 6,300 organizational and individual members in three dozen countries. • The Country Music Association (CMA) exists to heighten the awareness of Country Music and support its ongoing growth by recognizing excellence in the genre, serving as a repository for critical and timely information and communication, while providing a forum for industry leadership dialogue towards its goals.
  • 3. COUNTRY MUSIC FANS ADULTS 85,393,000 38% MEN 39,616,000 46% WOMEN 45,777,000 54% MARRIED 50,299,000 59% AGES 18-54 58,774,000 69% HHI $50,000+ 52,292,000 61% On a national basis, Country Music Fans represent 38% of Total Adults. Of these Adults, 46% are Men; 54% are Women. * Source 2009 FALL MRI
  • 4. THE COUNTRY IS IN WITH COUNTRY Thirty-eight percent of American adults - or about 85 million people are Country Music fans. Country Music is the #1 format among Adults and reigns over all other radio formats with more than 2,000 stations nationwide. Of Country Music radio listeners, 41% reside in the top 25 DMAs. Forty percent of adults who identify themselves as brand loyal are Country fans, which is more than any other genre. Taylor Swift was the top selling artist of all genres in 2008 and 2009. Also in 2009, five Country artists ranked within the Top 25 North American tours of any genre: Kenny Chesney, The Eagles, Keith Urban, Rascal Flatts, and Brad Paisley. In 2010 the CMA Music Festival topped attendance records with more than 260,000 fans from all 50 states and 28 countries. Loyal fans were treated to 200+ hours of concerts and appearances from more than 400 artists and celebrities at Music City’s Premiere Music Event. The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of more than 700,000. These various engagement elements included product sampling, dedicated registrations, and brand impressions. Over 7.4 million viewers tuned it to watch the 2009 three-hour television special “CMA Music Festival: Country’s Night to Rock,” which aired nationally on ABC. In 2009 the broadcast of “The 43rd Annual CMA Awards,” ABC attracted its biggest Wednesday audience with non-sports programming in well over 4 years and its highest Adult 18-49 number in 2 years bringing in an estimated 17.2 viewers.
  • 5. 2010 EXECUTIVE SUMMARY The 2010 CMA Music Festival achieved an unprecedented success with a 16.7 percent increase in attendance over 2009. The Festival also experienced its biggest crowds ever in the event free areas including Riverfront Park (site of the daytime music stage performances), the Chevy Music Stage on the Bridgestone Arena Plaza, the Music City Zone, and the Family, Fun, and Sports Zones. Estimated daily attendance throughout the Festival in 2010 was 65,000. The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of more than 700,000. These various engagement elements included product sampling, dedicated registrations, and brand impressions.
  • 7. 2010 AVERAGE DAILY ATTENDANCE  LP Field (Nightly Concert Stage)- 49,000  Riverfront Stage (Daily Concert Stage) – 25,000 Sports Zone - 65,000  Fun Zone - 65,000  Family Zone - 65,000  Exhibit Hall - 14,000 Opening Parade Route – 14,000 BY EVENT AREA
  • 9.  Five-day event attracts more than 65,000 attendees per day  300+ artists and celebrities appearing  200+ hours of music on seven stages  700 journalists from 200 media outlets  Primetime, three-hour ABC-TV special: CMA Music Festival: “Country’s Night To Rock”  Title and presenting sponsorships available or create your own custom experience  Onsite exhibits, merchandising, sampling and data collection  Digital, email, mobile and event marketing opportunities  VIP Consumer, B2B Hospitality and incentive packages  Database building and sampling opportunities  Music Education charitable element: CMA’s “Keep The Music Playing” The ULTIMATE Country Music Fan Experience with the ULTIMATE Opportunity for Consumer Engagement! CMA Music Festival Downtown Nashville June 8-12, 2011
  • 10. SPECIAL FAN SAMPLING OPPORTUNITIES • Fun Team Every day, The CMA Fun Team can be found hitting the streets and distributing samples, coupons, and other free gifts. More than 75,000 items are distributed by more than 15 energetic volunteers. • Registration Bags All 4-day ticket holders receive a Registration Bag. Included with these bags are items from partners, as well as the event pocket guide, and other visitor information. Distributed to over 32,000 fans! • Ticket Packages More than 10,000 4-day ticket packages are mailed out in advance of the event. Partners can include special messaging with these advance mailings – coupons, retail listing, samples, etc.
  • 11. CMA MUSIC FESTIVAL Known as the unofficial kick off to the CMA Music Festival, the CMA Global Artist Showcase treats fans to performances by popular international artists. More than 14,000 fans line the streets of downtown Nashville each year to see some of the biggest names in Country Music riding along Downtown Nashville in vintage and new-model Chevy vehicles! At the end of the Parade route fans gather at the Bridgestone Arena Plaza for the annual Chevy Block Party at the Chevy Music Stage. The CMA Global Artist Showcase The CMA Music Festival Kick-Off Parade Chevy™ Block Party
  • 12. CONCERT STAGES LP Field, the site for the nightly concerts, SOLD-OUT in 2010 with 49,000 attendees each night. There were unbelievable performances from Country Music’s biggest names including Lady Antebellum, Tim McGraw, Carrie Underwood, Reba McEntire, Keith Urban, Martina McBride, Rascal Flatts, Brad Paisley, Darius Rucker, and many more! LP FIELD RIVERFRONT The Site of the FREE Daytime Concert performances, the Riverfront Concert Stage was home to more than 25,000 loyal fans daily. The fan-favorite line-up included The Judds, Keith Anderson, Jake Owen, Gretchen Wilson, The Band Perry, Bucky Covington, Rodney Atkins, Craig Morgan, Lee Brice, Josh Gracin, Lonestar, James Otto, and many more! SPORTS ZONE New in 2010, fans took their seats for cooking demonstrations from the Greased Lightning® BBQ team, Pellet Envy, Whole Foods Market, and Nashville’s famous Creole restaurant, Chappy’s! Mercury recording artist Laura Bell Bundy stopped by and got the crowd on their feet when she gave a dance lesson to her smash single “Giddy On Up”. Other performances included the U.S. Air Force Band, Reserve Generation, and the Manwich Open Mic Finals with guest judge Jamie O’Neal!
  • 13. CONCERT STAGES CONT’D The Music Stage at Bridgestone Arena Plaza is continuing to grow in popularity! Sirius XM Satellite Radio carries the shows live each day and hosts over 40 acts including Bomshel, Tyler Dickerson, Katie Armiger, Trent Tomlinson, Jesse Lee, Julie Roberts, Whitney Duncan, Jason Michael Carroll, and many more! BRIDGESTONE ARENA PLAZA STAGE MUSIC CITY ZONE STAGE The Music City Zone Stage played host to a myriad of talented artists from all genres! Fans in the past have enjoyed performances from The Grascals, Charlie Louvin, Charmaine, The Carter Twins, O’Shea, The Invite, and many more!
  • 14. DOWNTOWN NASHVILLE FAMILY ZONE The Family Zone continues to grow in size and excitement with activities and programming for the young and the young at heart! Fans have enjoyed Celebrity Storytelling, cookie and cupcake decorating, the YWCA Celebrity Auction with Martina McBride, sampling from Dr Pepper, McDonald’s, and Lunchables, the ABC Block Party, and appearances by Ronald McDonald, Cabbage Patch Kids, Junie B. Jones, The Cat in the Hat, The Pokey Puppy, and many more! The Sports Zone, located in Downtown Nashville, is a must-see area! Thousands of fans gather for games, free samples, give-aways, cooking demonstrations, dance lessons, and much more! SPORTS ZONE
  • 15. DOWNTOWN NASHVILLE CONT’D FUN ZONE The popular Fun Zone covers two city blocks in downtown Nashville. This popular event area offers celebrity appearances, giveaways, interactive exhibits, food samples, and so much more! Located in the Nashville Convention Center, the Exhibit Hall plays host to artist autograph signings, acoustic performances, interactive exhibits, and much more! This exclusive experience is open only to CMA Music Festival 4 Day Ticket holders and serves as a highlight of the event. EXHIBIT HALL
  • 16. 2010 PROMOTIONS CMA Music Festival promotions continue to build awareness and anticipation for the event, and have a positive impact on ticket sales. Promotions for the 2010 event included partner retail promotions, national and regional broadcast promotions, and strategic online promotions. RETAIL: McDonald’s restaurants throughout middle-Tennessee featured tickets information, callouts and on-site activities information on a variety of assets including (10) interstate billboards; Redbox DVD vending machine signage; trayliners at (142) area stores; and more. A partnership with Kroger gave fans an exclusive ticket offer for the 2010 CMA Music Festival nightly concerts. The promotion was supported with in-store radio; door posters and easel-backs at nearly (70) stores throughout middle Tennessee and in Bowling Green, Ky.; regional print advertising; targeted online advertising and social media engagement on Facebook, Twitter and MySpace; and more. ONLINE: Online promotions included partnerships with iTunes; MySpace Karaoke; Travelocity/Sony Nashville; Pandora; various Festival artists; and a major cross-channel sweepstakes awarding Lifetime Tickets to one lucky winner. Through the strategy employed, CMA’s social media and consumer e- mail newsletter subscriptions experienced exponential growth Q1-Q2 2010. RADIO & TV: National radio promotions ran in partnership with “Crook & Chase Countdown,” while more than 55 regional stations also ran promotions. Promotions also ran across 10 regional TV and print media partners. MORE: Other promotional partners included Grand Ole Opry, Country Music Hall of Fame® and Museum, Country Music Television, Great American Country, The Country Network, New Music Nashville and others. McDonald’s Redbox display MySpace Karaoke contest Kroger in-store Ticketmaster signage Grand Ole Opry sweepstakes
  • 17. 2010 ADVERTISING While unpaid promotional efforts for the 2010 CMA Music Festival got underway in summer 2009, the advertising campaign officially launched in March 2010. National television advertising began in March with cable spot runs on CMT, GAC and RFD-TV. Local and regional television schedules ran April through June, with heavy concentration in the 60 days leading up to the event. Nashville network affiliates WKRN-TV (ABC), WTVF-TV (CBS), WZTV-TV (FOX), WNAB-TV (CW) and WUXP-TV (MyTV) carried flights for the event, along with cable provider Comcast Spotlight in Nashville. Cable channels included CMT, GAC, VH1, TLC, Discovery Health, Lifetime, Bravo, Oxygen, SOAPnet and E! Entertainment, Regional radio ad buys were scheduled in markets within driving distance to Nashville. More than 55 stations were selected in markets including Chicago, Atlanta, Tampa, Charlotte, Indianapolis, Nashville, Birmingham, Memphis, Knoxville, Lexington, Paducah, Huntsville, Evansville and more. National print advertising occurred in Country Weekly magazine, while local/regional print advertising ran in publications including TravelHost magazine, the Music City Vacation Guide and local newspapers The Tennessean, MetroMix Nashville, and The Scene. Other advertising efforts included local and regional radio campaigns, a Nashville out-of-home campaign and online advertising with, and Country radio station sites.
  • 18. 2010 PRINT MEDIA Partial list of stories and mentions featured in print publications: DAILY NEWSPAPERS: Los Angeles Times USA Today Newsday Atlanta Journal-Constitution Boston Herald The Times-Picayune (New Orleans) The Commercial Appeal (Memphis) The Tennessean The City Paper MAGAZINES: Parade USA Weekend Billboard Business Leader Pollstar Magazine Broadcaster Magazine
  • 19. 2010 TV/ONLINE MEDIA COVERAGE More than 700 journalists from more than 200 domestic and international media outlets were credentialed for 2010 CMA Music Festival. Media coverage of CMA Music Festival and the Festival television special was strong with CNN Headline News broadcasting live from the banks of the Cumberland River. This was CNN Headline News’ first time at CMA Music Festival, and they taped stories for future broadcast, as did “Good Morning America,” Associated Press TV, FOX News Channel,,, and many more. Partial list of stories and mentions featured on broadcast and online media outlets: TV: NBC CBS ABC MSNBC FOX News CNN CNN Headline News E! Entertainment CMT Online: New York Times Online USA Today Online Los Angeles Times Online ABC News Online Chicago Tribune Online Seattle Times Online Washington Times Online Baltimore Sun Online
  • 20. 2010 RADIO MEDIA COVERAGE April – June 2010 Radio Promotions Impact Value: $1,101,001 Partial list of radio station participants: Atlanta - WUBL Baton Rouge – WYPY Birmingham – WZZK/WDXB Charlotte – WKKT Chicago – WUSN Columbus – WCOL Indianapolis – WFMS, WLHK Knoxville – WIVK, WMYL Louisville – WAMZ Phoenix – KNIX Pittsburgh – WDSY Raleigh – WQDR Seattle - KMPS St. Louis –KSD Plus - National Radio Program: “After MidNite with Blair Garner”
  • 21. Sugarland Sample print ad supporting 2010 ABC-TV Special “CMA Music Festival: Country’s Night to Rock” 2010 ABC NETWORK TV SPECIAL Nashville’s CMA Music Festival gives event attendees unprecedented access to the stars of Country Music. And ABC Television Network takes that access even further – to fans coast-to-coast – when the annual music extravaganza “CMA Music Festival: Country’s Night to Rock” airs Wednesday, Sept. 1. For the seventh consecutive year, the CMA Music Festival has been chronicled for a major network TV special. The 2010 showcase, hosted by music and film superstar Tim McGraw, features nearly two dozen performances and up- close artist vignettes. The 2009 special was a ratings winner, topping the night in total viewers for ABC and tying for first-place amongst the coveted Adults 18-49 advertising demo. To date, “CMA Music Festival: Country’s Night to Rock” remains the ONLY music festival TV special on network television.
  • 22. CMA AWARDS OVERVIEW  Recognized worldwide as "Country Music's Biggest Night™," the CMA Awards represent the pinnacle of achievement for Country Music artists, musicians, producers, publishers, songwriters, video directors and industry executives who work in America's most popular music genre.  The CMA Awards were first celebrated in 1967. The following year, the show was televised for the first time – making it the longest-running, annual music awards program on network television. Today, the CMA Awards airs each November on ABC, during the critical sweeps period.  Last year, an estimated 17.2 million viewers on average tuned in to the broadcast. ABC ranked No. 1 on the night across all key demographics for Adults, Men, Women, Teens and Kids.  The CMA Awards remains one of the Top Three awards shows annually, ranking behind only the Academy Awards and – occasionally – the GRAMMY Awards, but ahead of mainstream entries such as the Golden Globe Awards and Emmy Awards.  Each year, more than 380 journalists representing more than 93 domestic and international media outlets are credentialed and/or ticketed for the CMA Awards.
  • 23. COUNTRY MUSIC’S BIGGEST NIGHT™  Primetime three-hour ABC-TV Special  17.2 million viewers – No. 1 across all demos  Significant albums sales spikes for artists on the show  Red Carpet hosts more than 70 media outlets  Nearly 100 celebrities walk the Red Carpet each year  Celebrities from film, TV, and other music genres appear as presenters/performers  Post Awards party where, celebrities and VIPs celebrate the accomplishments of the past year in Country Music
  • 24. CMA AFTER PARTY Held next door to the Bridgestone Arena in the Nashville Convention Center, the Post Awards Celebration will be the toast of Nashville. Connected to the Arena by underground passages, guests will enter at the event through a special red carpet VIP arrival area. The Convention Center will be transformed into an fun, elegant, stylized lounge including a comfortable seating, stage area, dance floor and of course plenty of food and drink. Event Details  1,500 people  Special VIP red carpet entrance  Live entertainment  Open bar and heavy hors d’oeuvres  Celebrity guests  Silent Auction to benefit Keep the Music Playing
  • 25. CMA RED CARPET The Red Carpet at the CMA Awards is another star-studded event! Country Music fans are given a chance to view the Red Carpet arrivals up close from the Red Carpet Bleachers adjacent to the entrance of the Red Carpet.
  • 26. CMA MOB The 2010 CMA Music Festival brought new and innovative ways for partners to connect with the 260,000 fans on site. For the first time, attendees could join the CMA MOB, the CMA’s proprietary mobile database, to receive real-time messages about exhibit activities, event and autograph schedules, and tickets give-aways. There are over 40,206 subscribers in the mobile database. Mobile messaging was displayed on the Jumbotrons both at LP Field during the nightly concerts and at the Riverfront Stage during the daily concerts. More than 54,000 messages were texted in hopes of being displayed on jumbo screens during the LP Field shows. MOBILE DATABASE
  • 27. SOCIAL MEDIA With the explosion of social media such as MySpace, Facebook, Twitter, and YouTube, CMA has taken initiative to make these marketing innovations work for sponsors and artists. CMA has a growing social fan database including a mobile database which can be utilized onsite at events offering instant access to Country Music's biggest fans! So yes, we’re everywhere! Twitter – 28,642 followers Facebook – 52,934 friends MySpace – 16,900 friends YouTube – 621,958 channel views
  • 28. CMA ONLINE – MUSIC FEST Bringing a completely fresh online face to the organization, will engage consumers through in-depth, highly-interactive content and applications communicating the events and activities of CMA, industry research, the organization and its mission to the public consumer, CMA members, and the country music industry. Over 1,073,133 unique visitors viewed the new website from March-July.
  • 29. CMA ONLINE - AWARDS Bringing a completely fresh online face to the organization, will engage consumers through in-depth, highly-interactive content and applications communicating the events and activities of CMA, industry research, the organization and its mission to the public consumer, CMA members, and the country music industry. Over 920,791 unique visitors viewed from September – November 2009
  • 30. CMA INTERACTIVE In an effort to reach and engage the fans in a new way, CMA stepped up to the plate with exciting initiatives to interact directly with those in attendance! For the first time, attendees for the 2010 CMA Music Festival were able to create their own custom schedule of events via More than 7,000 fans took advantage of this opportunity and enjoyed a customized, first-class experience. Country? Yes..there’s an app for that! Also brand new in 2010, fans were able to download the CMA Music Festival iPhone app. More than 4,500 fans downloaded the new CMA Music Festival iPhone application to gain fingertip access to show times, customized schedules, Country artist music videos, maps of downtown Nashville, and much more!
  • 31. CMA INTERACTIVE Online games such as Jigsaw Puzzle, Memory, and Hangman, CMA Awards Picks and the CMA Awards “Tweet & Greet” kept visitors to the CMA Website entertained and coming back again for more!
  • 32. CMA EXCLUSIVE More than 100,000 Country Fans subscribe to CMA's free email newsletter. Each month they receive special chances to win prizes, grab free song downloads, and get inside information on CMA and Country Music events.
  • 33. CMA SONGWRITERS SERIES A showcase of the best of country’s multi-hit songwriters in an intimate, acoustic setting; this “behind the scenes” experience allows the audience to hear the songwriters and artists tell the stories behind the lyrics in their un-scripted humor. With guitars in hand, three songwriters and an artist take the stage together to offer up this unique opportunity to hear the songs just as they were originally written!
  • 34. CMA SONGWRITERS SERIES Popular venues such as, Joe’s Pub in NYC, Joe’s Bar in Chicago, and the House of Blues in L.A. have served as hosts for the CMA Songwriter events. Country artists including Dierks Bentley, Kix Brooks, Jason Michael Carroll, Billy Currington, Randy Houser, Jamie O’Neal, James Otto, Kellie Pickler, Josh Turner, Jimmy Wayne, Chuck Wicks, and Lee Ann Womack, have joined the best of Nashville’s songwriters who have penned hit songs for Brooks & Dunn, Kenny Chesney, Faith Hill, Tim McGraw, Rascal Flatts, George Strait, Keith Urban and many more!
  • 35. One Music Circle South Nashville, TN 37203