LOS ANGELES (Aug. 11, 2016) — Royal Dutch/Shell Group's Pennzoil brand has extended its partnership with Live Nation Entertainment — including an original web series showcasing emerging musical artists — for two years.
The web series, “Garage Sessions,” offers music enthusiasts a chance to hear acoustic performances from some of the industry's rising stars as they perform in a garage setting. Each video is designed to showcase the artist's rich talent and capture themes of pushing limits, chasing innovation and breaking barriers. Each video also highlights the roles music and cars play across the thematic elements.
Musicians Jon Pardi, Son Little, LOCASH, Drake White and A Thousand Horses will participate in “Garage Sessions.” One more artist will be added to the lineup and will be announced this fall, Pennzoil said.
In addition to connecting fans to the music they love on a digital platform, Pennzoil will offer a fan-facing promotion that awards one winner with a VIP flyaway experience to a Live Nation concert of their choice.
As part of the partnership with Live Nation, Pennzoil will be the exclusive lubricant product category sponsor of eight Live Nation Amphitheater venues:
- PNC Music Pavilion — Charlotte, N.C.
- Irvine Meadows — Los Angeles
- Hollywood Casino Amphitheater — Chicago
- BB&T Pavilion — Philadelphia
- Shoreline Amphitheater — San Francisco
- Gexa Energy Pavilion — Dallas
- Lakewood Amphitheater — Atlanta
- Molson Canadian Amphitheater — Toronto
Meanwhile, Live Nation will create customized, national fly-away promotions for the Pennzoil brand, providing the brand artist experiences with country music favorite, Rascal Flatts which include a VIP acoustic set and band Q&A session.
According to Pennzoil, the alignment with Rascal Flatts will help with announcing the new Pennzoil relationship with Bridgestone Retail Operations (BSRO). The use of the band's name and likeness will be leveraged through various promotions online and at BSRO, at automotive service centers nationwide and internally drum up excitement among BSRO employees.