For more than 130 years, Nashville has evolved into the world's premier Music City. From the 1800s when the Fisk Jubilee Singers traveled across continents spreading their music, to Hank Williams, Patsy Cline, Johnny Cash and so many others building the foundation of America's most vibrant music scene. Today, the evolution continues as artists like The Black Keys, Eric Church and Kings of Leon break new ground in the city they all call home. VML and the Nashville Convention and Visitors Corp created a one-hour documentary that tells this story in its entirety through the eyes of the musicians, songwriters, producers and artists who live and breathe the inspiration of this great city.
Philosophie
We had some of the biggest names in music, who just happen to be Nashville residents, like The Black Keys, Kings of Leon, The Civil Wars and others tell the story of Nashville’s dramatic transformation. And we didn’t have to pay them a dime. They did it purely for the love of the music. The result was an hour-long documentary called, “For the Love of Music: The Story of Nashville.” The film premiered on ABC, one of the biggest television networks in America. And essentially became a 60-minute commercial for Nashville that ran at no media cost. The network saw it as entertainment that would draw viewers and advertising dollars. Viewers saw it as a great film about a city they had misperceptions about.
Problème
Most potential tourists saw Nashville, Tennessee as a strictly country music town that wasn’t worth visiting. But in reality, Nashville has evolved into the most diverse and artistic music scene in America. So how do we change these perceptions with no media budget?