U.S. Cellular Hits the Road with Dustin Lynch and MAX


On the heels of co-founder and CEO, Nathan Hanks’ recognition as a Billboard Top Branding Power Player in music for the second consecutive year, we're excited to announce a campaign with U.S. Cellular and platinum-certified country music star, Dustin Lynch!

The campaign launched on June 2nd  just in time for summer, and will amplify Lynch's jam-packed tour schedule and his new chart-rising single "Ridin’ Roads." Lynch said that “‘Ridin’ Roads’ is all about living life to the fullest and experiencing the world with the people you love! So, I’m pumped to team up with U.S. Cellular and create some really cool, new experiences for my fans.”

The campaign features Lynch and his new single and will run for 6 weeks across a mix of media channels including streaming audio, terrestrial radio, video, and social media throughout markets in the U.S. 

U.S. Cellular + Dustin Lynch

This campaign is not only great for Lynch and his music, but it also provides a unique opportunity for U.S. Cellular to connect with a new generation of country music fans. As part of the program, U.S. Cellular is offering exclusive VIP experiences at Lynch's shows that reward new customers and loyalists alike. These include a signed guitar, meet and greets with Dustin Lynch, premium concert seating, travel, meal and hotel accommodations, and more.

The program is part of U.S. Cellular's commitment to supporting its communities and providing unique experiences for its customers as evidenced by its longtime relationship with Summerfest in Milwaukee and last year’s music programs through MAX with Cole Swindell and High Valley.

“U.S. Cellular believes in the connecting power of music,” added Michael Behee, sponsorship manager at U.S. Cellular. “We have sponsored and supported music festivals for several years, and this year, we really wanted to ramp up our efforts to provide music fans with experiences they’ll never forget. This program is focused on amplifying, maximizing and bringing connectivity across our existing festivals, music events and sponsorships for an even greater level of engagement.”

"It was important to U.S. Cellular to reach audiences in a way that felt authentic,” said MAX founder and CEO, Nathan Hanks. "The MAX Platform was able to connect U.S. Cellular to the artist that would resonate both with the brand and its target audiences, to seamlessly integrate within that fan-artist passion point. And, by taking the MAX approach, U.S. Cellular is also supporting and promoting Dustin’s music. It’s a paradigm shift in the way brands and artists have traditionally worked together.”

About MAX

Music Audience Exchange (MAX) helps marketers brand new music.

With over 7 million new music releases every year, MAX executes integrated programs that deliver brand messages through the voice of artists directly to fans — across audio, video, social, digital, and live experiences. The MAX Platform™ is built on proprietary data science that maps a brand’s target audience attributes to the fanbases of 1.8 million artists worldwide. Through data-science and expert curation, MAX identifies which artists best fit the brand and their target audiences — influencing purchase intent, increasing brand favorability, generating online leads, and delivering incredible engagement.

Fans get more music. Artists get targeted promotion. Marketers get business results.

If you'd like to learn more about Music Audience Exchange and what a program would look like for your brand, send us a note.