The band unveiled its live show at South by Southwest in March. "I was a little bit nervous before we went into it because it's so hard to play your hometown first," Robison says. "Martie lives in Austin and I live next door in San Antonio, but once we were onstage it was the right thing to do because we felt so welcomed and a groundswell of support."
Columbia VP of marketing Scott Greer says the label introduced the new music by launching a preorder campaign on the band's website that gave consumers four songs instantly when they ordered the record. "The feeling was we were building a new band from scratch and going through all the steps that you would take with a new band in getting the new music out there," he says. "The girls picked four songs that they felt were representative of the album and appealed to that core base."
Greer says Sony Legacy will release a Dixie Chicks compilation June 1. "We will be racking this record alongside that album so we can kind of further connect the messaging that Emily and Martie from the Dixie Chicks are Court Yard Hounds," Greer says, adding that first single "The Coast" will be worked to triple A and Americana formats.
Since Maguire and Robison are working mothers, the label is also targeting such "mom blogs" as MomsLife.com. They have been doing weekly webisodes on a number of sites.
The duo will appear on "Good Morning America," "Late Night With Jimmy Fallon," "Late Show With David Letterman," "The View," "The Ellen DeGeneres Show," "Late Late Show With Craig Ferguson" and other major TV outlets. "Each day the girls do a TV show, we're going to take a photo of what they are wearing and then their website is going to direct fans to iDeeli.com, a female online clothing store, where you can buy their look," Greer says. "There's the special of the day and it can be bundled with the record."
"We were definitely excited about that because we shop on sites like iDeeli.com," says Maguire, who notes that fans often ask where they buy their clothing. "That's basically how I shop now because Austin is not known for its great shops, and being busy moms, that's how we find things."