The VMAs are set to air on August 28.
Kane Brown is set to make history as the first male country singer to perform at the MTV Video Music Awards. He will perform his new single, Grand, from his upcoming Different Man album.
The VMAs is set to air from Prudential Center in Newark, New Jersey, on August 28. This marks Toyota’s fourth year as exclusive sponsor of remote performances at the VMAs, continuing its tradition of partnering with MTV to activate innovative in-show moments, this year using cutting-edge Mixed Reality technology, powered by The Famous Group. This will include “a musical journey from NYC to New Jersey in the stylish and versatile Toyota Corolla Cross,” with Brown’s 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.”
Jessamine Merrill, general manager, media and digital engagement, Toyota Motor North America, added, “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. 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.”
Erik Beaumont, head of Mixed Reality at The Famous Group, said, “This creative partnership with Velocity marks a unique opportunity for our team. 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.”
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Brown will soon release his third studio album, Different Man. Due for release on September 9, the project will feature 17 songs, including his singles Like I Love Country Music, One Mississippi, Whiskey Sour, Leave You Alone and Grand. Brown has also confirmed a not yet released song called Mad at This World will feature on the album as a duet with his wife Katelyn.
Different Man follows Brown’s second studio album, 2018’s Experiment. In August of 2020, Brown released his EP, Mixtape Vol. 1, which included several singles such as Cool Again, Worldwide Beautiful, Worship You and Be Like That featuring Khalid and Swae Lee.
Keep up to date with Kane Brown on his Facebook page here.