This year, Kane Brown will make history as the first male country artist to perform at the MTV Video Music Awards.
Last year, Brown stood alone as the only country artist to receive a 2021 nomination.
For the 2022 ceremony, Brown will headline the Toyota stage with a first-of-its-kind Mixed Reality activation powered by The Famous Group.
Per MTV, “fans will be treated on a musical journey from NYC to New Jersey in the stylish and versatile Toyota Corolla Cross with Kane Brown’s hit ‘Be Like That’ serving as the soundtrack for the trip, leading into his performance on the Toyota Stage.”
“Creating unforgettable cultural moments that weave our partners into the fabric of our award shows by leveraging innovation is Velocity’s gold standard, and this year’s remote performance at the VMAs will be no exception,” said Dario Spina, CMO, Velocity, Paramount. “Toyota continues to be an incredible partner and we’re excited for The Famous Group’s creative excellence in mixed reality to help MTV send Kane Brown’s historic performance into the stratosphere.”
“Toyota joins forces with the MTV VMAs for the fourth year in a row to bring a show-stopping remote performance to the Toyota Stage,” said Jessamine Merrill, general manager, media and digital engagement, Toyota Motor North America. “This exclusive collaboration showcases the all-new Corolla Cross and a first-ever mixed reality technology, in partnership with The Famous Group, creating an added performance element to Kane Brown’s exciting VMAs debut.”
“This creative partnership with Velocity marks a unique opportunity for our team,” says Erik Beaumont, Head of Mixed Reality, The Famous Group. “We have a track record of creating dynamic experiences for teams and organizations primarily in the sports world. Now, we look forward to expanding into a new and exciting vertical – music. We are ecstatic to collaborate with MTV and Toyota to create a captivating activation at a world-renowned event.”
The 2022 MTV VMAs are Aug. 28. Brown joins previously announced performers Anitta, J Balvin, Marshmello x Khalid and Panic! At The Disco.