GSTV is partnering with Big Machine Label Group, a record label, to bring big music talent to its screens. Top artists including Sheryl Crow, Dierks Bentley, Carly Pearce, and Aaron Lewis will be featured in GSTV content, and the company is also launching a series tied to CMA Fest. For artists, the benefit is getting in front of consumers when they are on the road and ready to sample new music as they drive, the company said in a press release.

The new Sounds Bites campaign feature at more than 29,000 locations across the country will offer customers behind-the-scenes looks, new music previews, and more from the label’s artists—a roster of more than 40 musical talents including Sheryl Crow, Mötley Crüe, Tim McGraw, Thomas Rhett, Carly Pearce, and Jackson Dean.

The weekly spots on GSTV will feature an artist performing their music and discussing their creative process. Among the first artists to be featured are Aaron Lewis and Dierks Bentley.

“Our audience of drivers inherently loves music, and we’re thrilled to partner with Big Machine Label Group, one of Nashville’s biggest and best labels, to engage our viewers with beloved artists and encourage discovery of new music while on the road,” said Kristina Lutz, EVP, marketing, GSTV. “Our partnership also brings robust opportunities for our brand partners to engage with Big Machine’s roster of talent in an unexpected and impactful way during a powerful moment of attention and consideration. This is great for viewers, for artists and for our retail and brand partners—a true win/win/win.”

This is GSTV’s first partnership with a music label. The deal also brings new offerings for brand integrations including sponsorship of the Big Machine Label Group 20-second content segments; integration into custom-produced Big Machine content; and custom promotions and content with Big Machine artists, said GSTV.

In 2023, GSTV was the official media partner of 24/7 Day. Read more about the annual celebration.