Tennessee Tourism Partners with NEEDTOBREATHE and Judah & The Lion to Celebrate the State’s Musical Legacy

New “Sound Advice” Experience Combines Music and Technology to Turn Concertgoers’ Brain Waves into Travel Recommendations

NASHVILLE, TN – (April 16, 2024) – The Tennessee Department of Tourist Development (TDTD) is partnering with GRAMMY-nominated and multi-platinum band NEEDTOBREATHE and Nashville-based American folk group Judah & The Lion to bring a new, interactive sound experience to select stops on The CAVES World Tour this spring. This collaboration celebrates Tennessee's rich musical heritage and offers attendees a unique “Sound Advice” experience, combining music and technology to provide personalized travel inspiration.

Attendees are invited to participate in an exclusive-to-the-tour immersive activation, “Sound Advice,” powered by the sounds of Tennessee. A custom-built booth leverages electroencephalogram (EEG) technology to measure consumers’ subconscious affinity towards Tennessee destinations based on their respective sounds.

Concertgoers can step inside one of two “Sound Advice” booths at select tour stops, where they’ll hear authentic sounds and songs from across Tennessee. Wearing a MUSE device, a research-grade EEG headband, brain activity determines which sounds resonate most. Participants will receive an email listing the top destinations their brainwaves reacted to, providing individualized inspiration for their next Tennessee vacation. More than 20 iconic destinations are featured, including Dollywood in Pigeon Forge, Graceland in Memphis, The Grand Ole Opry in Nashville and Ruby Falls in Chattanooga.

The partnership coincides with TDTD’s recent brand refresh, introducing the new tagline, “Tennessee Sounds Perfect.” As part of the refresh, TDTD unveiled a series of commercials showcasing the sights and sounds of Tennessee, all set to music recorded, written or produced in the state. The national commercials underscore the message that Tennessee truly looks and “Sounds Perfect” — with spots set to “Drift Away” by Dobie Gray, “All I Have to do is Dream” by the Everly Brothers and “Suit and Jacket” by Judah & The Lion.

“Tennessee has a lot to offer, but the rich history of music is what truly sets us apart,” said TDTD Commissioner Mark Ezell. “We’re excited to partner with two bands that share a long appreciation and affinity for our great state and love that we can be a part of the CAVES Tour.”

All of the artists involved in the project have deep roots in Tennessee. Josh Lovelace of NEEDTOBREATHE was born in Knoxville. Seth Bolt of NEEDTOBREATHE founded Bolt Farms Treehouse in Whitwell, near Chattanooga, and lead singer “Bear” Rinehart resides in Nashville with his family.

“Tennessee has been such an integral part of our story, personally, professionally and musically. We’re thrilled to be able to provide fans with the opportunity to learn more about some of our very favorite places,” said NEEDTOBREATHE.

Composed of Judah Akers and Brian Macdonald, Judah & The Lion got their start at Belmont University in Nashville and began playing gigs around the city before releasing their first EP.

“This partnership was fun to work on because it allowed us to look back at our beginnings in Nashville and gives fans a deeper understanding of why this city and state is so meaningful to us and our journey as a group,” said Judah Akers of Judah & The Lion.

The Sound Advice experience was piloted during the Atlanta show last fall and will be onsite across nine tour stops of The CAVES World Tour in the following cities:

April 25: Charlotte, NC (PNC Music Pavilion)
April 28: Jacksonville, FL (Daily's Place)
May 4: Austin, TX (Moody Amphitheater)
May 19: Morrison, CO (Red Rocks Amphitheater)
May 22: Indianapolis, IN (Everwise Amphitheater at White River State Park)
May 24: Huntsville, AL (Orion Amphitheater)
May 25: Charleston, SC (Credit One Stadium)
May 28: Chicago, IL (Huntington Bank Pavilion at Northerly Island)
May 29: Detroit, MI (Michigan Lottery Amphitheater at Freedom Hill)

For more Tennessee travel inspiration, visit TNvacation.com.

About Tennessee Department of Tourist Development

The Tennessee Department of Tourist Development (TDTD) is dedicated to driving economic growth and tourism in all 95 counties. TDTD’s global marketing efforts increase visitation to Tennessee, which boosts tax revenue, creates jobs and attracts new investment across the state. Tennessee is a global destination of choice offering visitors world-class music, live entertainment, family-friendly experiences, charming communities, innovative and classic culinary creations, renowned scenic beauty and outdoor adventure—all centered at the crossroads of rich history and unrivaled hospitality. Vacations “sound perfect” in Tennessee. Visit TNvacation.com and follow @TNvacation on Facebook, Twitter, and Instagram for travel inspiration.

About NEEDTOBREATHE

Despite a 20-year history that includes all the accolades of an iconic band, GRAMMY-nominated, multi-platinum band NEEDTOBREATHE came into their latest studio album with a much different frame of mind. They still felt they had something to prove. In truth, this is a band who have loomed large for years, leveraging a unique fusion of modern rock, purpose-driven soul and irresistible pop appeal into a stat line which puts them in exceedingly rare company. Formed in South Carolina in 2001, NEEDTOBREATHE has grown and evolved to occupy a unique position in the modern genre landscape. They’ve placed five Number One albums all across the Billboard chart spectrum, from Rock and Alternative. They’ve racked up two billion career streams and scored multi-platinum chart topping hits – deep-feeling anthems with a spiritual conscious like “Brother” (feat. Gavin DeGraw), “Who Am I,” “Let’s Stay Home Tonight” and dozens more. And they’ve done it all while filling venues across the globe, either as headliners or with a diverse array of superstars like Taylor Swift, OneRepublic and Tim McGraw. Ask their fans and it’s been two decades of spirit-mining songs, master musicianship and elemental artistry, digging deep to create a series of sonic monuments to the human condition. Yet for all they’ve built, the five-piece group remains a veiled figure in the shadowed fringe of modern rock to some – so on their ninth studio album, CAVES, they’re coming out into the light. Released September 15, 2023, CAVES is a collection of awe-inspiring melodies, breathtaking instrumentation and epic-scale energy, giving the band’s soul-probing approach a bigger, more expansive new scope. To learn more, visit NEEDTOBREATHE.com.

About Judah & The Lion

Since their 2012 debut EP, Judah & the Lion have garnered wide-spread acclaim for their genre-bending music, received platinum/gold certifications and have accumulated over 910 million career streams. Six of their hit singles have gone Top 15 on Alternative radio and the band won an iHeart Music Award for Best New Alt Rock Band of 2018. Their forthcoming album, "The Process," (coming May10) was inspired by singer Judah Akers personal life and struggles. In looking towards going into the studio, Akers realized that he needed to be honest to be able to write music again. Inspired by Kübler-Ross' five stages of grief, the album became a song-cycle through the stages of grief through the lens of eventual forgiveness and hope. Having navigated "The Process," both Akers and partner in crime, mandolinist, Brian Macdonald have emerged with a record that is buoyant, impassioned and emotionally connective. The band has a reinvigorated sense of purpose with its aim to create music that resonates deeply, believing in music’s power to connect people and make them feel less alone in life’s journey.

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Media Contacts:

Maggie Trabucco

615-921-8730

Maggie.Trabucco@flytevu.com

Amanda Murphy

615-927-6081

Amanda.Murphy@tn.gov