Lainey Wilson, Jimmie Allen, Ashley McBryde, & More Team Up With Tractor Supply For Emerging Artists Program

Wilson will curate the program.


Madeleine O’Connell

| Posted on

February 16, 2023


9:07 am

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Ashley McBryde, Dustin Lynch, Lainey Wilson, Jimmie Allen, Kat & Alex; Photos Provided

Tractor Supply Company has partnered with country music artists Lainey Wilson, Ashley McBryde, Jimmie Allen, Dustin Lynch and Kat & Alex, along with Opry Entertainment Group, to launch the inaugural “Emerging Artists Program.”

Lainey Wilson revealed the news on Tuesday evening during her performance at the Grand Ole Opry.

“If you are caught up on Yellowstone, you might have seen me in a Tractor Supply commercial and I am so excited I will be curating Tractor Supply’s inaugural Emerging Artists Program. Some of my friends and fellow talented singer/songwriters are gonna be joining me,” the “Heart like A Truck” singer shared. “I’m talking about Ashley McBryde, I’m talking about Jimmie Allen, Dustin Lynch, and Kat & Alex. Together, with the Opry, we will mentor and help launch the careers of emerging artists. The power of country music is what brings people together and that’s what Tractor Supply is doing through this new program.”

Before encouraging emerging artists to submit their songs, Wilson added, “The music business is just like farming: you gotta water and tend the crops in order for them to grow.”

As the largest rural lifestyle retailer in the United States, Tractor Supply Company has targeted the needs of recreational farmers, ranchers, and all those who enjoy living the rural lifestyle for more than 85 years. This year, Wilson will curate the program, which was founded as a way to discover and support the emerging artists of country music whose values and lifestyles align with what Tractor Supply calls, “Life Out Here.” 

“Our Emerging Artists Program will offer emerging artists unparalleled access to Lainey and these other chart-topping artists, while opening the door for them to share their music with the world,” said Kimberley Gardiner, Chief Marketing Officer at Tractor Supply. “This program is a wonderful way for us to engage with people across the country – many of them our customers – and support the communities we serve through music. We are excited to see how these up-and-coming artists will translate the spirit of the Out Here lifestyle into song.”

“It really hits home that I get to help an aspiring artist through this program,” Wilson shared in a press statement. “I’m so excited to guide my mentee through this complex music industry as best I can, and I hope we get to build a relationship that lasts a long time. I always say I only take advice from people around me who are where I want to be, so I’m hopeful I can be that person for somebody else through Tractor Supply’s program.”

Tractor Supply Emerging Artists Program
Tractor Supply Emerging Artists Program

From now until March 15, up-and-coming artists have the opportunity to show off their talent by submitting an original song inspired by the Out Here lifestyle. In May, Tractor Supply will announce the final five artists who will then be paired with one of the mentors on board. These mentors, including Wilson, McBryde, Allen, Lynch and Kat & Alex, have all earned an established place in the industry with their hard work and dedication to the country music community. 

“Songwriting is what country music is all about. It’s amazing to see Tractor Supply shine a light on songs inspired by a lifestyle that we can all relate to no matter where we live,” McBryde added. “Growing up in Arkansas and writing my first song at 12 years old, Life Out Here has its own meaning and ties to my story as an artist. I’m excited to be a part of this program and hear these songs inspired by Life Out Here.” 

“Lainey is a good friend, and I’m excited to work with Tractor Supply and these incredible artists to help launch the careers of new country music talent,” Allen said. “I truly believe in the impact this genre has on people’s lives. I know how being given a shot can change your life, and I hope we can do that for these new artists.” 

Each of the established mentors have shown great excitement to work with this budding group of artists. While it’s safe to say they have become well-known names in the music industry, these mentors still remember what it was like when they were first trying to get their foot in the door. Being a part of this program and getting the chance to work with a company that has had such a great impact on their lives gives them the opportunity to share the wisdom that they have acquired throughout their careers. 

“It takes true passion to want to make a career out of playing music and I can’t wait to hear these new songs and help play a role in launching these emerging artists’ careers with Tractor Supply,” said Lynch. “I’m grateful to have the opportunity to mentor a rising artist and use the knowledge I’ve gained over the years to help them chase their dreams.”

“We’re honored to be a part of this program and work alongside some of the most talented artists in this business,” said Kat & Alex. “Tractor Supply has been a consistent destination for us in our personal lives as we’ve celebrated numerous milestones as a couple. From bringing home our new puppy to buying our first home in Nashville, Tractor Supply has met all our needs and we can’t wait to bring country music into the mix.” 

The five emerging artists who are chosen to move on to the next phase of the program will travel to Nashville where they will have the incredible opportunity to collaborate with their mentors, record their songs at a premier studio and meet with industry executives. Plus, they will get to open for Wilson at an exclusive event during country music’s biggest week in Nashville in June. 

The Opry Entertainment Group is also providing these artists with a spot on the original series, “Ole Red on the Rise Presented by Tractor Supply.” This series will kick off June 7 at Blake Shelton’s Ole Red restaurant and bar on Broadway. 

However, the excitement doesn’t end there. To wrap up their string of earnings, each artist will take the stage of the Grand Ole Opry and perform alongside Wilson. Then, they will have the chance to relive this life-changing experience as it will be featured on a Circle Network 30-minute special, which is set to premiere this fall.

“Knowing that Lainey personally wanted our Opry family to be involved in this program is such an honor. Since making her Opry debut in 2020, Lainey was part of our Opry NextStage class in 2021 while on her way to becoming one of the most electrifying superstars in country music! We are thrilled to continue to support her, our participating Opry members and other emerging artists through this exciting new partnership,” said Jordan Pettit, Director of Artist Relations at Opry Entertainment Group.

Emerging artists can submit their original song to through March 15 for the chance to take part in these incredible opportunities in music city.

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Madeleine O’Connell graduated from North Central College with a bachelors degree in Journalism and Broadcast Communications before deciding to pursue her studies further at DePaul University. There, she earned her masters degree in Digital Communication & Media Arts. O’Connell served as a freelance writer for over two years while also interning with the Academy of Country Music, SiriusXM and Circle Media and assisting with Amazon Music’s Country Heat Weekly podcast. In addition to Country Now, she has been published in American Songwriter, Music Mayhem, and Holler.Country. Madeleine O’Connell is a member of the Country Music Association and the Academy of Country Music.