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

Caught Up in the Country CD review - Caught Up in the Country
Careers don't see as many twists and potholes as the one Rodney Atkins has going - it took him six years between his first charted single just to release an album. While that did modestly well, it was 2006's "If You're Going Through Hell" that really put a crater on the charts: two consecutive singles for a total of eight weeks at number one and a platinum record. The next two recordings came in quick succession with big lead singles, but slow album sales. »»»
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. »»»
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: Kiah heats up – Amythyst Kiah's music career has seemingly been a slow burn, but that well could be changing. She was part of the quartet that put out the very fine "Songs of Our Native Daughters" earlier this year and is about to launch a tour with CD-mates Rhiannon Giddens, Allison Russell of Birds of Chicago and Leyla McCalla to bring out songs about... »»»
Concert Review: Sweeney maintains her musical integrity – Sunny Sweeney has gone the big label route and even earned a hit with "From a Table Away," but truth be told, she's better off without the baggage of the bigs, especially given the consistent quality and musical vision that was so clearly and admirably on display on this evening. When the East Texas native started her career, she was... »»»
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

White embraces "The Hurting Kind" John Paul White, to paraphrase a Steve Earle song, may just be one of the last of the hardcore troubadours. By 'troubadour,' we mean one of those guys that lives to write great songs - more specifically, great country songs - and then get these songs into the ears of folks that... »»»
Bingham gets personal with "American Love Song"...again A lot of the early reviews for "American Love Song," Ryan Bingham's latest set of raucous and reflective Americana brilliance, have characterized it as the singer/ songwriter's most personal album to date.... »»»
Wilson goes her own way After having huge success at the get go with "Redneck Woman," Wilson eventually went her own way and took a break. During her "hiatus," Wilson started her own label and was a "120 percent mom" to her teenage daughter.... »»»
Blue Roses CD review - Blue Roses

Runaway June - Naomi Cooke, Hannah Mulholland and Jennifer Wayne - weave gorgeous harmonies around the lyrics of these songs on their new album, all but four of which they wrote with other writers. »»»

From Another World CD review - From Another World
Following the passing of the late, great James Brown, there are those that have argued that Jim Lauderdale rightfully deserves to inherit the title of the hardest working man in show business. And for good reason. »»»
Breakdown on 20th Ave. South
"Breakdown on 20th Ave. South is significant in a number of ways. For starters, it marks Julie Miller's return to making music after an absence of 10 years. For another, it finds her collaborating once again with her ever prolific  »»»
Ride Me Back Home CD review - Ride Me Back Home
Time may be an enemy to most, but Willie Nelson seems a bit impervious to its ravages - a fact made evident on "Ride Me Back Home," a relaxed affair that showcases Nelson's still-strong voice and his sharp-as-ever songwriting and interpreting abilities. »»»
Close to Home CD review - Close to Home
Honky-tonker Chuck Mead, former leader of the now-traditionalists BR-549, steps out once again for his fourth solo effort, this one recorded in Memphis under acclaimed and current "go-to" roots producer Matt Ross-Spang. »»»
Hard Lessons CD review - Hard Lessons
One would think that Chris Shiflett's two decade stint as guitar foil for Dave Grohl in Foo Fighters would keep him so pathologically busy, he'd barely have time for a real life, let alone an adjunct music career. »»»