Still Playin’ Possum: The George Jones Tribute Concert
"Still Playin’ Possum: The George Jones Tribute Concert" was a landmark event honoring the life and legacy of George Jones, one of country music’s most influential figures. Featuring performances by Brad Paisley, Dierks Bentley, Tanya Tucker, Wynonna, Jelly Roll, and more, the concert united multiple generations of artists in tribute. Held at the Von Braun Center in Huntsville, Alabama, the event was filmed and later aired as part of PBS Great Performances, reaching millions of viewers nationwide. The tribute went on to receive top industry honors, including a 2024 Emmy Award for Special Event Coverage and multiple Telly Awards, solidifying Jones' legacy for future generations.
Challenge:
The George Jones Estate set out to produce a high-profile tribute event that would not only celebrate Jones' legacy but also drive national engagement and media visibility. 2911 Media was engaged as the official media agency, responsible for press strategy, publicity coordination, and media distribution, while 2911 Media’s Jeremy Westby served as an Associate Producer of the production. The key challenges included:
- Generating national and regional press coverage to maximize ticket sales and television viewership.
- Coordinating publicity efforts for an extensive, star-studded artist lineup.
- Managing media relations for the PBS broadcast deal and ensuring widespread coverage.
- Creating long-term media impact beyond the initial event.
Solution:
2911 Media implemented a comprehensive PR and media campaign to ensure the event’s success:
- Media Relations & Publicity: Managed event announcements, artist PR coordination, and secured high-profile placements across entertainment and country music media.
- Talent Coordination: Worked alongside talent teams and production staff to ensure a seamless experience for performers, managing pre-event logistics and media approvals.
- Broadcast & Press Engagement: Facilitated PBS Great Performances coverage, leveraging relationships with major media outlets to amplify national awareness.
- Production Support: As an Associate Producer, Jeremy Westby worked with production teams to shape the event’s flow, artist participation, and media coordination.
Impact
- Sold-out event at the Von Braun Center, attended by industry executives, country music legends, and devoted fans.
- National PBS broadcast, elevating Jones’ legacy to new audiences across the U.S.
- 2024 Emmy Award for Special Event Coverage, recognizing the production’s excellence in televised event programming.
- Gold Telly Award for Best Music Performance (Television) and Bronze Telly Awards for Best Entertainment Program & Best Live Event Coverage.
- Ongoing PBS airings, with many stations featuring the concert as part of their fundraising initiatives.
- Extensive media coverage, positioning the tribute as one of the most celebrated country music events in recent history.
"Still Playin’ Possum" was more than a tribute; it was a defining moment in country music history. Through 2911 Media’s strategic media execution and Jeremy Westby’s hands-on production involvement, the event continues to make an impact long after its initial broadcast.
