Though the event is not open to the public, Live in the Vineyard Goes Country will hold a national radio promotion that will allow 50 winners to watch the concerts virtually (pre-pandemic, they attended in person). St. Jude Children’s Research Hospital also offers some packages as a fundraiser.
Live in the Vineyard started 12 years ago to help labels promote their artists. “My background is in radio promotion so we built a national radio sweepstakes for stations across the country for contest winners to get a trip out to Napa to hear some of their favorite artists and discover new ones during this up close and personal event,” says Live in the Vineyard president Bobbii Jacobs. "Over the years the event grew into an opportunity to invite music supervisors and get the artists in front of them for synchs and then it grew to get them in front of brands we were aligned with including Southwest Airlines, Marriott International, Stella Artois and others.”
Live in the Vineyard’s success stories include Jason Mraz’s No. 1 hit, “I’m Yours,” which was LITV’s first radio promotion, as well as a number of music placements in Academy Award-nominated films. “We ask that the artists perform acoustically regardless of what genre or arrangement they usually tour in because we have seen the power that has on the audience,” Jacobs says.
This fall, a number of acts, including ZBB, will play at the Lincoln Theater in Napa, while other performances will occur at wineries around Napa. Also appearing are Cole Swindell, Tenille Arts, Priscilla Block, Parker McCollum, Matt Stell, Tenille Townes and Lainey Wilson.
Set to perform at smaller VIP events are developing country artists Chris Bandi, George Birge, Spencer Crandall, Adam Doleac, Andrew Jannakos, Kameron Marlow, Frank Ray, Elvie Shane, Connor Smith and Tigirlily.
“Working with Bobbii Jacobs and the LITV Team has been so rewarding for everyone at CMT and it’s been a natural fit,” says Leslie Fram, CMT’s SVP music strategy and talent. “Together we are capturing the intimacy of the event and showcasing the amazing talent across CMT Platforms with the cinematic backdrop of Napa. Brands also have the ability to be part of exclusive, once-in-a-lifetime experiences. The artists love being up-close-and-personal with their fans and having the ability to network one-on-one with the industry.”
Past performers include Mickey Guyton, Brad Paisley, Lanco, Caylee Hammack, Ingrid Andress, Chris Lane and Jon Pardi.