Casestudy CMT Music Fest - Festival Curation | The Feldman Agency

CMT Music Fest - Festival Curation

In 2017, The Feldman Agency partnered with Corus Entertainment to bring artists and brands on board for the first annual CMT Music Fest. Owned by Corus, CMT Music Fest was a new festival to be held at Bingemans Park in Kitchener Ontario.
The goal was to build a solid brand identity Canadians could immediately recognize by engaging the biggest country music talent and most-loved brands in the country. TFA was able to leverage our longstanding relationships in the Canadian market to make it happen.

Corus engaged us pretty late in the planning process, just six months before the festival was to kick off. Luckily TFA Partnerships make deals happen fast, and have earned trust from top-level brands to deliver programs that will be beneficial to them. Canada’s ubiquitous beer brand, Molson Coors, jumped at the opportunity, becoming the festival’s official beer and cider partner supplying Coors Banquet, Molson Canadian Cider and Coors Light to quench fans’ thirst. Beyond Molson, we were able to get Jim Beam, Schick, JTI, Rockstar, Tito`s Handmade Vodka, Air Miles, Haagen-Dazs, Nescafé, and Mott’s to join too.
With sponsorships secured, it was time to sign the talent. Like the brand sponsorships, Corus required a stellar line up of artists that were aligned with the spirit of the festival and also had the mass appeal that would draw fans and crowds from far and wide. With over 40 years experience working with top Canadian talent, we signed 12 well-known acts including headliners Eric Church and Zac Brown Band. They were joined by Kip Moore, Andrew Hyatt, Brothers Osborne, Lindi Ortega, Meghan Patrick, Tom Cochrane with Red Rider, The Road Hammers, Drake White and the Big Fire, Kira Isabella, Leah Daniels, Cold Creek County and The Washboard Union. Needless to say, the fans went wild.

TFA was able to execute World Class sponsorship programs that resulted in exceeding sponsorship revenue goals in just 6 months. Throughout the entire process we applied our extensive knowledge in event activation to make the festival’s production more streamlined and cost efficient, maximizing profits and the overall fan experience.