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57th ACM Awards

Academy of Country Music

NVE’s Experiential Publicity department led strategic communications for the 57th Academy of Country Awards for the ACM, MRC Entertainment and Prime Video. Hosted by Dolly Parton, alongside Jimmie Allen and Gabby Barrett, the ceremony streamed live on Prime Video. The show marked a return to Las Vegas featuring an all-star lineup of performances from Allegiant Stadium.


NVE had a 1-month campaign window to develop and execute a strategic PR plan layered with unique tactics to drive anticipation, buzz and tune-in to the 57th Academy of Country Music Awards on Amazon Prime Video. This marked the first time a major awards show was watchable exclusively via a streaming platform. With a return to Las Vegas (from Nashville), at a new venue (Allegiant Stadium), and with a new streaming partner Prime Video, NVE was tasked with rethinking media logistics and opportunities every step of the way.


NVE’s PR team worked with the ACM, MRC and Amazon Prime Video teams on a strategic communications program that built awareness of the ACM Awards streaming on Amazon Prime Video, drove tune-in to the Must-Watch Commercial Free Spectacle, leveraged talent, unique content, strategic partnerships and unexpected moments. Additionally, we utilized new onsite and virtual press solutions to drive quality media coverage. 


NVE’s PR team created a comprehensive coverage grid outlining all press hits throughout their engagement on the campaign. Each hit was categorized by the campaign window which coverage ran (sections included pre-coverage, nominations, and post coverage). 

We also calculated media reach for each press hit as well as AVE (advertising value equivalency). Over a 90-day period, the media reach for the campaign was 22,140,899,168 and AVE was $3,655,364,846.38. 

Services Overview

  • Pre-Event Publicity & Tune-In
  • Strategic Announcements
  • ACM Award Nominations
  • Talking Points
  • EPK Distribution
  • Media Logistics & Production
  • Host Media Junket
  • Executive Media Interviews
  • Rehearsal Opportunities
  • Virtual Press Interviews
  • Backstage Media
  • PR Staffing / Plan
  • Editorial Photography Elements
  • Representative Communications
  • Integrated Marketing Alignment
  • Post-Event Publicity
  • Media Coverage Tracking & Results