Tuesday, January 15, 2008

RASCAL FLATTS Kickstarts The MILK ROCKS! "Be A Milk Rockstar" Contes

CMA, CMT, AMA and People’s Choice-Award-winning, multi-platinum country superstars Rascal Flatts are joining up with the successful Milk Rocks! campaign to promote health and nutrition while giving their fans a chance to win a once-in-a-lifetime opportunity to sing with Rascal Flatts live on stage. The “Be a Milk Rockstar” grand prize also includes a VIP concert experience featuring a private meet-and-greet with the band in the winner’s own “dressing room” for the night – a fully customized Gibson Guitar tour bus parked backstage, from where they will host a concert webcast. After the concert, the lucky winner will also score a meeting with a Lyric Street Records A&R representative.

Beginning on March 1, 2008, fans can register at www.milkrocks.com to pick their favorite of five available Rascal Flatts songs and upload their own karaoke-style video recording of the tune, to be voted on by the Milk Rocks! online community. The Top Ten vote earners will win the first prize of exclusive signed Les Paul Gibson guitars, plus Rascal Flatts CDs and posters signed by the band. From the Top Three, the grand prize winner will be hand-picked by Rascal Flatts themselves on April 15 to receive the unforgettable, deluxe concert experience (performance date TBD).

Rascal Flatts’ involvement in “Be a Milk Rockstar” will also include the band’s prerecorded messages to fans explaining the contest rules as well as nutritional facts about milk, which will be displayed online at www.milkrocks.com and on more than 100 million milk cartons, in excess of 40,000 school lunchroom posters, and at venues prior to the group’s concerts. Impressions are expected to reach one billion views.

Lyric Street Records’ Rascal Flatts, just the latest stars to join the highly successful Milk Rocks! campaign, have become one of the most successful acts in music, with over 15 million albums sold, nine #1 songs and 17 Top 10 hits credited to the trio of Gary LeVox, Jay DeMarcus and Joe Don Rooney. Their September 2007 release, Still Feels Good, marked their third-straight #1 album on the Billboard 200 chart, following 2006’s Me and My Gang, which made the trio the top-selling artists in all genres of music that year, with more than five million units sold. Their 2007 "Still Feels Good Tour" closed out the year as the 10th best selling tour in all genres according to Billboard magazine. The band also recently won the CMA “Vocal Group of the Year” for the fifth consecutive year.

“We have the greatest fans in the world,” said Gary LeVox of Rascal Flatts. “So giving our songs back to them, with the opportunity to join the band for a night, is the least we can do to say thanks. And since drinking milk is a big part of keeping our fans energized for our show, we’re happy to help Milk Rocks! get their message out there.”

New York-based MilkMedia’s milk carton side-panels and lunchroom posters are table-talk in more than 95,000 elementary, middle and high schools nationwide, spreading the word on health, nutrition and exercise on up to 24 million branded cartons of milk per day. Directed at ‘tweens (ages 9-13) and teens (ages 14-19), Milk Rocks! makes milk “cool for kids” in schools, on the web and in concerts with today’s brightest stars. The Milk Rocks! program, which launched in September 2007, has recently been featured in Billboard and The Hollywood Reporter, and has attracted American Idol star Elliott Yamin, Hilary Duff, The Cheetah Girls, Mandy Moore, Aly & AJ and dozens of other artists from many major and independent record labels. These artists direct students to MilkRocks.com, where they can enter exciting sweepstakes, listen to music, watch videos, download songs and photos, play games and have a chance to brush elbows with their favorite stars — like Rascal Flatts.

There has never been a better time to promote healthy nutrition to kids in a fun way. As childhood obesity and diabetes reach epidemic proportions in the U.S., school administrators are welcoming the Milk Rocks! message and method. “Making pop icons the face of milk consumption, instead of junk food, is very positive for students,” says Katie Rogers, Director of Child Nutrition at the Metropolitan School District of Decatur Township. Says Richard Long, CEO of MilkMedia, who pioneered the milk carton program over 10 years ago, “It’s hard to spread the word on nutrition and healthy lifestyles without sounding preachy, but Milk Rocks! positively influences food and beverage choices through music, action sports, games and movies – all the fun stuff kids actually relate to.”


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