WATCH: Eric Church Goes Incognito At His Own Concert, And Hardly Anyone Notices

It all started with a bet.

By

Lauren Jo Black

| Posted on

October 13, 2025

at

3:41 pm

Share on:

Photos Courtesy Eric Church

Eric Church recently did something he’s never done before, and showed a side of himself fans rarely get to see. During his stop at Van Andel Arena in Grand Rapids, MI, on October 10, the country star went incognito at his own concert after making a bet with friends to see if anyone would recognize him without his signature stage look and sunglasses.

Ditching his usual all-black attire, Church swapped into his own merch, including  a “Chief” hat and a T-shirt with his own face on it, and traded his iconic Ray-Bans for a simple pair of eyeglasses.

In a video recapping the hilarious stunt, Church explained, “Tour life during the day can be incessantly boring. Last night over too much JYPSI [whiskey], we were talking about whether or not I could take my sunglasses off and go to my own show. I said I could and people around me said I could not. We had a little bet and we’re going to see if I was right or they were right.”

Photos Courtesy Eric Church
Photo Courtesy Eric Church

He then set off to make a full lap around the crowded concourse, greeting fans with casual “hi theres” and “how you doings” along the way. At one point, he admitted, “It’s getting crowded,” but pushed through to finish his loop.

In the end, only one person in the entire arena recognized the Chief, proving his disguise was a little too good.

@ericchurch

Chief went undercover in Grand Rapids… would you have recognized him?

♬ original sound – Eric Church

Church’s incognito adventure came just after the announcement of his upcoming IMAX release, Evangeline vs. The Machine Comes Alive, debuting exclusively in IMAX theatres across the U.S. and Canada beginning Friday, February 13, 2026.

In a first-of-its-kind collaboration between IMAX, MCA, Mercury Studios, and Q Prime South, the limited theatrical release captures Church performing his eighth studio album in full before diving into his biggest hits. The project was filmed over two nights at The Pinnacle in Nashville, Tenn.

Eric Church; Photo by Anthony D'Angio
Eric Church; Photo by Anthony D’Angio

“I’ve played a lot of shows. I’ve never had two nights like these where the room felt literally transported. We went to a different plane, musically, artistically, emotionally,” Church shared upon the announcement. “It was unforgettable and I’ll remember it the rest of my days.”

Church is currently in the midst of his 2025 Free The Machine Tour, which he recently extended into the new year. 

The current run is set to wrap up on November 15 in Inglewood, California and the next leg will pick up in the new year on January 22.  

YouTube video
Share on:

Lauren Jo Black

Written by

Lauren Jo Black

Lauren Jo Black is a longtime country music journalist, editor, host, and media personality whose work has helped shape the conversation around country music for nearly two decades. As the current Editor-in-Chief of Country Now, she has become one of the genre’s most respected voices, interviewing hundreds of country music’s biggest stars, including Dolly Parton, Garth Brooks, Reba McEntire, Shania Twain, Randy Travis, Luke Bryan, Carrie Underwood, Blake Shelton, Luke Combs, and countless others. Over the course of her career, Black’s written work and interviews have reached billions of country music fans worldwide. A 2009 graduate of the University of Central Florida, Black began her career by founding Country Music Is Love, one of country music’s earliest independent digital publications, which she later sold to a major record label in 2015 before it was rebranded as Sounds Like Nashville. She then served as the publication’s Editor-in-Chief for more than two years. Her work has also appeared in Forbes, and she previously served as the Country Music Expert for Answers.com. Widely recognized for her expertise, Black has appeared as a featured guest on The Bobby Bones Show, BobbyCast, and Scripps News Morning Rush, providing insight on country music’s biggest moments. She has also hosted Country Now Live, a concert series featuring performances from artists including Lady A, Dierks Bentley, Riley Green, Jordan Davis, Dustin Lynch, Gabby Barrett, Brett Young, Jon Pardi, Kip Moore, Chris Young, and more. The series has welcomed thousands of fans in person while reaching millions more online. In addition, she hosted Connect With Country Now, a weekly interview series featuring conversations with rising country stars. Throughout her career, Black has earned a reputation for discovering and championing artists long before they become household names. She has covered Luke Bryan since the early days of his career, beginning when he was writing songs for other artists, including Billy Currington’s No. 1 hit “Good Directions,” before stepping into the spotlight with his debut single, “All My Friends Say” and eventually becoming one of biggest names in music. She also gave Megan Moroney her first opportunity to walk a major red carpet as Country Now’s official guest correspondent at the 2022 CMA Awards. An interview she conducted in 2018 for Forbes.com with Luke Combs that inspired his multi-week No. 1 hit, “Doin’ This.” She has also hosted stages at CMA Fest, moderated an industry panel at Country Radio Seminar, and helped lead important conversations about the evolving landscape of country music media. Beyond journalism, Black has also used her platform to support charitable causes and highlight organizations making an impact. Through Country Now Live, she has helped raise awareness and support for St. Jude Children’s Research Hospital, while also advocating for animal rescue through Country Now’s Pupdate series, spotlighting organizations including MuttNation Foundation, Wags & Walks, and Proverbs 12:10 Animal Rescue. Black has been recognized as one of Country Aircheck’s Women of Influence and received the 2012 Rising Star Award from the University of Central Florida. She is a longtime member of both the Country Music Association (CMA) and the Academy of Country Music (ACM). After nearly 20 years covering country music, Lauren Jo Black has spent her career telling the stories behind the artists, songs, and moments that have shaped the genre. Her first-ever book, Country Music Forever: An A-to-Z Celebration of Icons, Songs and Stories, brings that same passion and firsthand knowledge to the page, celebrating not only the legendary artists and timeless songs that have become the soundtrack to generations of fans, but also the places, traditions, and cultural moments that have made country music one of the most beloved genres around the world.