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With Season 1 averaging more than 8.3 million viewers, Fire Country has been a bright spot for CBS. However, with Hollywood strikes delaying programming, dozens of platforms competing for viewers, and Season 2 not airing until Feb. 16, the network is looking to keep the fanbase burning bright between seasons.
To find new audiences and reconnect with current Fire Country viewers, CBS has partnered with First Tube, the experiential unit of Horizon Media, to bring fans two exclusive livestreamed music experiences. The initial event, which kicks off tonight at 8 p.m. on CBS’ YouTube channel, features performances from outside Nashville by Ashley Cooke and Wade Bowen, two artists whose songs were featured in Season 1 of the show.
The music performances will roll out during act breaks of an encore presentation of the Fire Country pilot, with Country Music Television’s Cody Alan hosting and guiding the audience through the experience.
“The idea here is to create access through the Season 1 pilot episode and then integrate it with exclusive net new content,” Andrew Beranbom, CEO of First Tube, told Adweek. “We’re integrating these live performances almost as commercial breaks, so consumers, even if they are already fans, they’re gonna be excited to be able to catch this exclusive programming.”
Before the series even launched, Fire Country had a deep connection to country music, according to Mike Benson, president and chief marketing officer of CBS, who told Adweek that test audiences responded strongly to the genre.
Season 1 utilized music through various partnerships, including a guest appearance by Kane Brown, original music performed in the show by cast member Billy Burke and episodes that featured original songs written specifically for the series by Miranda Lambert and Dierks Bentley. So, bringing in country music for the live experience was a natural fit.
“This whole effort with this initiative combines a sampling strategy from a marketing perspective with country music and the fandom, with the hope that it will not only satisfy the audience who loves the show but also bring other audiences in who haven’t watched Fire Country before,” Benson said.
In addition to CBS’ YouTube channel, the livestream has a multipronged promotional approach, with the event also being found on Fire Country’s social media, including TikTok (@firecountrycbs), Facebook and Instagram, as well as social pages for Cooke and Bowen.
