Music Row Happy Hour: Connecting Advertisers & Country Fans

Once a year, country music’s biggest fans gather in Nashville for an event that’s equal parts concert, community, and cultural moments. And SiriusXM listeners are locked in with the genre, loyally listening to artists like Eric Church, Keith Urban, and Brett Young. Music Row Happy Hour is their chance to see tons of their favorite artists IRL. Not only is it a fan favorite, but it’s also an opportunity for brands to get face time with audiences who are loyal, tuned in, and ready to engage. 

Hitting The Highway in Nashville

SiriusXM’s The Highway takes over a local Nashville hot spot to showcase the incredible talent country artists have to offer in an intimate, high-energy environment. Fans are treated to surprise performances and interviews from over 45 artists, ranging from emerging talent to the biggest hitmakers in country music—getting a peek behind the scenes to the performances and interviews happening IRL and streaming on The Highway’s live broadcast. This year, the party was live from Chief’s on Broadway, an iconic bar owned by Eric Church that offers an unparalleled entertainment experience and the perfect location for community and fun. 

Brands Hit the Right Note

With over 10K fans in attendance and 28 hours of live broadcasting content, Music Row Happy Hour creates an emotional connection between fans, country music stars, and the brands that make the entire experience unforgettable. This crowd is passionate and filled with excitement, and that changes how brands show up and interact. With Good Humor, Firestone, and Mint Mobile on the scene, these brands helped curate a night to remember.

Small touches create big emotional payoff—especially when they’re timed just right. Perfect for beating the heat of the summer, Good Humor handed out ice cream bars to keep guests cool and satisfied, kicking off the daily branded power hour where brands get the on-stage spotlight, digital screen recognition, and a chance to mingle w

ith the crowd in a unique and exciting way.

Joining the power hour hype, Firestone served up their satisfying flavors with pulled pork sliders, complete with branded napkins and food trays, filling fans up and creating the perfect sweet and salty combo with Good Humor. And to keep the good vibes going, Firestone handed out branded bandanas, serving up food and fashion. When brands offer fans something they can taste and take with them, the good memories of the night extend beyond the event.

Have you ever been to a music festival and wished you could take a moment to recharge and reset? Mint Mobile showed up to provide. With a lounge for guests to sit and relax, a charging station to keep their phones fueled all night long, and free chair massages, guests were able to keep up with the night's festivities—all while feeling pampered and cared for. And when it was time to get those boots back on the ground, Mint Mobile offered specialty cocktails paired with co-branded signage, decals, napkins, tabletop signage, and branded cocktail stirrers. And if the heightened brand awareness wasn’t enough to keep the brand memory alive beyond the event, Mint Mobile also set up a photo booth, allowing guests to capture the excitement of the night in a co-branded frame that will last a lifetime.

Whether your brand is looking to connect with audiences through delicious flavors, branded items, or in-person activations that boost their IRL experience, events like Music Row Happy Hour are the perfect way to create an immersive brand presence that wins hearts and minds.

Take Your Reach Further  

With Music Row Happy Hour’s momentum and increasing popularity over the years, this event has quickly become a premier stop and bucket list item for Nashville locals and tourists from across the country to attend—and they show it off on socials and across the media. After this year's festival, we saw over 2.2M social impressions and 5M impressions in the press, generating buzzworthy hype in and out of the event and incentivizing fans who couldn’t make it in person to tune in to the live broadcasting with beloved host, Buzz Brainard. Music Row Happy Hour and The Highway are your brand's megaphone, allowing you to connect locally, and resonate nationally. 

Want to Reach Listeners Anywhere, Any Time?

Advertising across platforms like Pandora connects advertisers with country music fans anywhere, anytime. Thanks to events like Music Row Happy Hour, we see lifts in listening across the country music genre and the artists leading the scene. In the month leading up to the event, over 12M listeners tuned in to listen to county music on Pandora. And those listeners are educated, high-earning individuals, with over 50% indexing a HHI of $50K-$100K. Country artists on Pandora feel the love too—with musicians like Brett Young seeing over +100K spins on his Pandora station alone. Ranking at the top for brand awareness for online audio brands, and #1 in ad-supported audio (edging out Spotify and iHeart), advertising on Pandora is a no-brainer. Check out some of our top Pandora stations for country music.

Join SiriusXM Media and Make Your Brand Shine

For advertisers looking to engage with fans in person, SiriusXM Media’s live events are the place to be. In addition to franchise events like Race Weekend, El Pulso, Big Game, and Small Stage Series, we offer a variety of sponsorship opportunities. 

SoundCloud Next Wav events empower and reward artists on the platform and their communities. SoundCloud reaches young, diverse, and affluent audiences who are looking for the next big star. Each full-day event is packed with artists-centric workshops, creative activations for brands, local live music from the city's hottest talent, and more—bringing artists, fans, and the brands they love together. 

And if podcasts are your thing, join us as big names in podcasting bring IRL experiences to fans, with beloved shows like Conan O’Brien Needs A Friend and Smartless hitting L.A. Listeners on the SiriusXM Podcast Network turn their love for podcasts up a notch and run to attend podcast events that feel like they’re hanging with their besties.

Our live events create unique experiences for our listeners, build brand relationships for our sponsors, and leave both parties feeling energized. Whether advertisers are looking to join us in person or across digital audio, SiriusXM Media will help you walk the line. Let’s chat. 

Explore More Sponsorable Events