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Why Brand Partnerships With Rising Country Artists Are Valuable

Author: Hannah Bach

In the ever-changing world of marketing and promotion strategy, the power of influencers in branding has become increasingly evident. According to Big Commerce, 89% of marketers find ROI from influencer marketing to be comparable to or better than other market channels. From social media personalities to iconic artists, brands are seeking authentic voices to amplify their message and connect with diverse audiences. Rising country singers emerge as a compelling and authentic opportunity for brand collaboration as 56% of Instagram users follow, share, or tag musicians (Billboard). Here are a few reasons why brands should partner with rising artists within the country space to unlock new avenues for engagement, authenticity, and market reach. 

  1. Authenticity and Relatability: Rising artists possess a unique ability to resonate with audiences on a deeply emotional and authentic level. Their music often reflects universal themes of love, loss, resilience, and the beauty of everyday life, making it relatable to a wide range of customers. By aligning with country singers, brands can leverage this authenticity to forge genuine connections with their target audience, fostering trust and loyalty in the process. 

  2. Targeted Audience Reach: Country music boasts a dedicated and diverse fan base spanning demographics, geographical regions, and cultural backgrounds. Partnering with rising country singers allows brands to tailor their marketing efforts to resonate with this engaged audience, whether through sponsored content, concerts, or endorsements. 

  3. Cultural Relevance and Influence: Country singers often influence cultural trends and consumer behavior, particularly in rural and suburban communities. With 51% of US adults listening to country music (CMA), brands aligning with rising country singers can tap into this cultural influence, positioning themselves at the forefront of emerging trends and gaining attention from their target audience. 

Exclusive Performance of "Peter Pan" featuring Kelsea Ballerini
Exclusive Performance of "Peter Pan" featuring Kelsea Ballerini

Take a look at our Kelsea Ballerini x Coke partnership. Taillight created a two-year multi-channel campaign featuring country artists to encourage single-serve beverage purchases at mass retailers like Walmart. Kelsea Ballerini, a rising country artist at the time, was tapped to release an exclusive performance of “Peter Pan” when customers scanned an in-store Coca-Cola display. Now, Kelsea Ballerini is one of the leading female country artists in the world. 

This brand partnership led to 122 million impressions, 153,000 engagements, and an overall 1.8% increase in sales. Together, Ballerini was able to reward loyal fans with exclusive content and obtain new fans through the Share a Coke and Song Campaign. Companies and artists alike benefitted from Charitable Campaign Promotion supporting Coca-Cola’s Layer on Love campaign. 

Want to learn more about empowering brands through country music and its stars in 2024? 

Drop us a line via and let’s connect your brand with country music’s loyal fans. 


Taillight and Porchlight are premier production and creative companies dedicated to producing captivating and visually stunning content. Taillight specializes in creating entertaining and engaging content and programming for brands and artists, while its sister company, Porchlight, produces traditional broadcast spots helping brands share their message in an authentic, powerful way.

For over 20 years, Taillight and Porchlight have offered a 360 approach to providing the highest quality creative and production services for brands, agencies, and artists.


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