There’s nothing in this world that compares to the magic of music. And last night’s ACM Awards were the perfect reminder of that.
For me, the highlight wasn’t the lights or spectacle—it was watching my wife, born and raised in rural Texas, relive her childhood through the artists who shaped it. Brooks & Dunn, Reba, Alan Jackson, Clint Black, Miranda Lambert… and then Eric Church took the stage—the artist we saw together on our third date.
Country music didn’t play a big role in my life until we met, but watching her light up with every song brought it all into focus. In that moment, music connected timelines—tying her past to our present. The room was electric, but all I could focus on was her—remembering who she was, how we started, and now, standing there beside her, just taking in how much we’ve grown together.
That kind of magic can’t be bought or manufactured. It’s rare, real, and unforgettable.
That’s the power of music. That’s why it matters.
If you’re ever wondering what your music means to people—remember moments like that. You do more than create songs. You’re anchoring memories, shaping relationships, and writing emotional history into people’s lives.
Same goes for you. Don’t lose sight of the emotional gravity you’re tapping into when you align with artists. Music is a cultural force—not just a logo slap or media buy.
This year’s ACM Awards were a full-on MAX partner showcase!
9 awards went to MAX artist partners, with Lainey Wilson (Ford Truck Month) taking home four awards, including the coveted Entertainer of the Year award, bringing her total ACM wins to 16.
Additionally, Cody Johnson, another Ford alum, landed his first-ever ACM for Song of the Year. Riley Green, who’s partnered with Gildan the past two years, scored three wins alongside Ella Langley for their collab “you look like you love me.” Chris Stapleton, a longtime RAM partner, earned Male Artist of the Year—his fifth ACM overall.
And in a surprise moment, Alan Jackson—who partnered with AARP—was honored with the inaugural Alan Jackson Lifetime Achievement Award.
But it wasn’t just about the trophies. Between nominees, presenters, and performers, more than 25 MAX artist partners were featured throughout the show.
Brooks & Dunn x Cody Johnson lit up the arena with “Red Dirt Road.” Crowd was locked in—and so was my wife, who realized mid-song she’d been singing the wrong lyrics her whole life (thanks, teleprompter 😅).
Jelly Roll and Shaboozey teaming up for “Amen”—with a choir, no less—was a moment. Shaboozey showed real depth beyond “A Bar Song.” Watch his momentum grow this year.
I gotta be honest, thought. The women owned the night:
Megan Moroney delivered a raw and powerful “Stupid Boy.”
Miranda Lambert & Ella Langley burned it down with “Kerosene.”
Kelsea Ballerini had the crowd swaying to “Baggage.”
And the debut of “Trailblazer” from Reba, Miranda, and Lainey? This song should’ve been the choice to close the show.
Backstreet Boys x Rascal Flatts? The nostalgia hit hard—but the performance felt mismatched. Rascal Flatts brought it. BSB… not quite the vocal match. The random fireball stage effects at the start of “Larger Than Life” was certainly louder than life 😏. Even with "Life Is a Highway" bringing everyone to their feet, I think this team up would’ve worked better as an opener, not the closer. Especially when “Trailblazer” was right there, begging to send the show off on a more authentic country high.
I want to give a quick thank you to all the brand partners who trust us to bring their music programs to life. We don’t take that lightly. Your belief in music—not as a tactic, but as a long-term strategy—is what makes nights like ACMs to meaningful all of us.
I want to give a special shoutout to Ford.
Their music strategy with MAX is extraordinary—it’s one of the most expansive and thoughtful programs we manage (Ford Music, Música Ford). It’s monthly. It’s multi-genre. It’s always-on. And it all builds toward major moments like Ford Truck Month, where the campaign is big, sure...but it's also rooted in real fan connection.
And it showed. From who performed to who was nominated—from rising stars to household names—you could feel the weight of those partnerships on the ACM stage:
Lainey Wilson, who won four awards
Cody Johnson, who earned Song of the Year
Clint Black, Rascal Flatts, Jordan Davis, Carly Pearce, ERNEST, and Flatland Cavalry—all of whom showed up as performers, presenters, or nominees
That’s not just presence. That’s impact. And it comes from investing in artist partnerships that go beyond logo placement or sync deals. They partner with artists and give them room to shine on their terms, with campaigns that drive emotional connection and business results. And they trust their partner (that’s us—MAX) to make it all work behind the scenes.
That kind of trust is rare. And if we’re being honest? That kind of strategy is even rarer.
To all our brand partners doing music the right way...