Kane Brown to become first male country artist to play MTV VMAs
August 28's 2022 MTV Video Music Awards will air via MTV (and many other streaming and broadcast portals) from Newark, New Jersey's Prudential Center at 8 p.m. ET / 7 p.m. CT.
The show will feature 28-year-old multiple-time country radio chart-topper Kane Brown making his VMAs debut from the Toyota Stage performing "Grand," his new "pop"-aimed single from his third studio album, "Different Man," set to be released on September 9. It also highlights the first time a male country artist has performed at the event.
“Creating unforgettable cultural moments that weave our partners into the fabric of our award shows by leveraging innovation is Velocity’s gold standard, and this year’s remote performance at the VMAs will be no exception,” said Dario Spina, CMO, Velocity, Paramount. “Toyota continues to be an incredible partner and we’re excited for The Famous Group’s creative excellence in mixed reality to help MTV send Kane Brown’s historic performance into the stratosphere.”
Their website states that Velocity is Paramount's full-service branded content studio, which "delivers marketing and creative solutions to integrate our partners into cultural conversations seamlessly."
Mixed Reality technology will be used to take fans on what a press release describes as "a musical journey from NYC to New Jersey" to the Toyota Stage in a Toyota Corolla Cross. The symbolic journey will be soundtracked by Brown's 2020 hit "Be Like That."
“Toyota joins forces with the MTV VMAs for the fourth year in a row to bring a show-stopping remote performance to the Toyota Stage,” said Jessamine Merrill, general manager, media and digital engagement, Toyota Motor North America. “It's a first-ever mixed reality technology presentation, in partnership with The Famous Group, creating an added performance element to Kane Brown’s VMAs debut.”
This honor continues Brown's recent groundbreaking run with MTV's VMAs. In 2021, he was the only country artist to receive a nomination. The "Worldwide Beautiful" video was a "Video for Good" nominee.
This article originally appeared on Nashville Tennessean: Kane Brown to become first male country artist to play MTV VMAs
