Warner Music Group (WMG) has forged a cross-promotional alliance with Chevrolet to plug its acts at NASCAR events, Billboard Bulletin reports. Under the deal, images of select WMG acts will be featured on Chevy-sponsored race cars, and those artists will perform at a NASCAR weekend in September in Richmond, Va.
Seven Chevrolet Monte Carlo race cars will be painted with images of Staind, Third Eye Blind, Sugar Ray, Hootie & the Blowfish, Uncle Kracker, Trapt and Franky Perez.
Sugar Ray and Perez will perform a trackside concert Sept. 5 at the Richmond International Raceway before the start of the FUNAI 250 NASCAR Busch Series race. Hootie & the Blowfish, Uncle Kracker and Trapt will play trackside the next day at the Chevy Rock & Roll 400 NASCAR Winston Cup event.
Both Richmond concerts are free for fans who purchase tickets to the respective races. CDs from the featured artists will be sold at the raceway.
Television network TNT, a sister company of WMG, plans to integrate the concerts into its coverage of the races.
