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Rodney Atkins gets cheesy this summer

Wednesday, April 7, 2010 – Rodney Atkins is getting cheesy this summer. Velveeta Shells & Cheese teamed up with Atkins to sponsor his upcoming summer tour. This is the first time Velveeta partnered with a country artist.

At the center of the campaign is a new song by Atkins written exclusively for Velveeta, Get Together. The exclusive new song is featured in Velveeta's television advertising and will also be available as a free download for the first 100,000 fans starting in May. Also starting in May, fans can enter an essay contest for a chance to win the "Ultimate Get Together" - a private cookout and concert with Atkins for family and friends right in the winner's backyard.

A custom Velveeta Shells & Cheese "Side Shack" will provide family entertainment at select Rodney Atkins summer concert tour stops. Through radio, in-store and on-site festival promotions within the concert tour markets, consumers can enter for a chance to win VIP entrance into the Side Shack, where they can perform virtually alongside Atkins on an interactive screen. While there they'll also have a chance to win autographed Rodney Atkins merchandise and CD's; and enjoy a taste of Velveeta Shells & Cheese. A few lucky winners will also have the opportunity to participate in "meet & greets" with Atkins.

"Although I spend a lot of time on the road, I'm a regular guy - a husband and a dad - and there is nothing I enjoy more than spending time with my family and friends over a good meal," said Atkins. "I'm excited to team up with Velveeta Shells & Cheese to encourage folks to 'get together' and to enjoy some good food and good music this summer."

The new television ads began airing nationwide in March, and additional print and digital advertising will run throughout the year. Further details on the tour stops, contest and song downloads will be announced in May.

More news for Rodney Atkins

CD reviews for Rodney Atkins

Take a Back Road CD review - Take a Back Road
Rodney Atkins' breakthrough album, "If You're Going Through Hell," produced the top singles of both 2006 and 2007. His moment in the spotlight was brief, with his follow-up album,"It's America," being largely ignored except for the title track. From the get go on "Take a Back Road," Atkins comes across as a regular guy, not a detached superstar. There are songs about hanging out on back roads away from the hustle of daily life, getting fatherly »»»
It's America CD review - It's America
When you've recorded Billboard's number 1 country song of 2006 (If You're Going Through Hell) and 2007 (Watching You), what do you do for an encore? Rodney Atkins is here to tell us: you don't mess with the recipe. As usual, the hook-seeking guitar licks lead the pop country charge, with the occasional appearance of fiddles and banjos for seasoning. Atkins tapped into the services of an army of writers for the 11 songs, including 3 he helped write. »»»
If You're Going Through Hell CD review - If You're Going Through Hell
You know, kids, believe it or not, back in the day, country singers didn't have to sing about how country they were. When they opened their mouths and sang - even if they were singing about being chairman of General Motors and living in the big city - you knew it was a country song. But nowadays when country and pop rock are all but indistinguishable, artists have to waste a lot of valuable time establishing their country credibility. Take Rodney Atkins for instance. »»»
Editorial: Walking the talk – When names like Hank Williams, Johnny Cash, Waylon and the Hag are invoked, you're talking hard core country. These are the touchstones of country , the guys who made country music what it was and still is (or maybe can be). When these folks would sing about being down-and-out and the rough-and-tumble, they knew of what they were singing about. Fast forward a few years to the country singers of today. »»»
Concert Review: Kristofferson gives insight, but no easy answers – When they say music gets better with age, they're not always just talking about songs alone; sometimes they're also referring to the listener. When Kris Kristofferson sings, "Well, I woke up Sunday morning/With no way to hold my head that didn't hurt," to smartly open "Sunday Mornin' Comin' Down," he... »»»
Concert Review: No sugarcoating, Welch dishes out an experience – Gillian Welch (accompanied, as always, by master guitarist David Rawlings), celebrated her "The Harrow & The Harvest" album with a powerful night of music. She apologized many times for the utter unhappiness expressed through this album's songs, admitting it's "not the most chipper album" at one point.... »»»
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