The Country Music Association (CMA) is looking to expand its reach to tech savvy consumers through new branding partnerships in the high-tech world. CMA has partnered with communications firm MS&L to help lead the initiatives.

"This was a business decision based on the changing world," CMA CEO Tammy Genovese says. The groups are developing new sponsorship sales, marketing and branding with the possibility to explore content creation, research and digital avenues, though no details were revealed.

"We want to grow into other brands that people wouldn't necessarily associate with country music, such as high-tech, wireless and new emerging brands," Bruce MacKenzie, MS&L's senior VP and head of MS&L's entertainment marketing, branding and sponsorship sales group said. "We want to do this while being respectful of country music as a whole and looking to expand the demographics."