Sign up for newsletter
 

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: Carlile brings thoughtfulness – Brandi Carlile returned to the GRAMMY Museum for the third time, and it's easy to see why she's always invited back. The evening began with GRAMMY Executive Scott Goldman interviewing Carlile on a pair of stuffed chairs, which was followed directly by a brief set of live songs. The interview portion was informative, while Carlile's... »»»
Concert Review: LSD tour provides a lot of highs – This was not your grandkids' country, that's for sure. Even the name of the tour - the LSD Tour - was a throwback (albeit far before the principals were making music). But make no mistake about it. With the ever cool country traditionalist Dwight Yoakam, the country with some rock and blues and rabble rousing of Steve Earle thrown in and the... »»»
Follow Country Standard Time  Subscribe to Country News Digest  Follow Country Standard Time on twitter  Visit Country Standard Time on Facebook 

Elsewhere in the news

Currently at the CST blogs

Tyminski goes dark Dan Tyminski (known simply as "Tyminski" on his 2017 release "Southern Gothic") has traditional music roots and unassailable bluegrass street cred especially given his membership in Alison Krauss' Union Station. He is also a powerful songwriter and has been writing songs for himself and others for years now.... »»»
Washburn, Fleck create "Echoes" Bela Fleck and Abigail Washburn have powerhouse individual talents; each has followed an estimable career path to where they find themselves today: making complex, but spare, records, writing music together and touring with their son Juno. Their new release, "Echoes In The Valley" features mostly songs written by Fleck and Washburn, banjos, Washburn's strong vocals and very little else.... »»»
Hillman bides his time Legends don't come any more legendary than Chris Hillman. The roll call of bands that comprises Hillman's half century in music reads like a wing exhibit at the Rock & Roll Hall of Fame; Byrds, Flying Burrito Brothers, Manassas, the Souther Hillman Furay Band, the Desert Rose Band,... »»»
Circus of Life CD review - Circus of Life
"Circus of Life," the title of Kinky Friedman's album, is a little misleading. It conjures up images of carnival barkers and circus freaks and songs as odd as its cigar-manufacturing, politically-astute novelist author/songwriter. The album is far more sensitive than that title suggests, though. In fact, it's a welcome respite from modern day circus-like life. »»»
Outlaws 'Til The End: Vol. 1 CD review - Outlaws 'Til The End: Vol. 1
Many mainstream country artists will point to their Southern roots as proof of their country music credentials. These roots seemingly give them liberty to stray just as far from typical country music instrumentation as they like. However, how does this rule apply to Santa Barbara, Cal.'s DevilDriver, which applies its hard-rocking groove metal chops to a set of outlaw country music? »»»
Kick Out the Twang CD review - Kick Out the Twang
The cliché goes "They live and breathe music." Consider the case of Speedbuggy front man Timbo, who led the band back from a seven year hiatus after he survived and healed from a brain aneurysm only to endure a major house fire five week before the band departed on a European tour. »»»
Epilogue: A Tribute to John Duffey CD review - Epilogue: A Tribute to John Duffey
Not many folks are twice members of the Bluegrass Hall of Fame: John Duffey is. A legend in mandolin musicianship and lead and harmony singing, a gregarious stage personality and master of repartee and fashion sense (okay, perhaps not the latter: many remain scarred from the early '90s animal print pants)... »»»
Bigger CD review - Bigger
Sugarland is back with "Bigger," its first studio album in nearly a decade. And its arrival says more about branding, than anything else. Although his voice is heard often enough on this album to make his presence felt, it's still difficult to get away from seeing Kristian Bush in the Oates to Hall or Ridgeley to Michael role in this duo.  »»»