• Tim Gray

Kane Brown breaks attendance record with Grayscale Marketing and Encore Drive-In Nights.

Kane Brown breaks single show career high attendance record with Encore Drive-In Nights and Grayscale Marketing driving over 175,000 attendees to the one night only event!


The country star known for hits such as "Lose It" and "Homesick" performed a Sept. 26 virtual performance that was at shown at more than 250 drive-ins and outdoor theaters across the US and Canada. The show was recorded live and edited to include an interview with Brown, Granger Smith, Lauren Alaina, and Jimmie Allen.


Tickets were onsale via Ticketmaster. Early-bird tickets sold before Sept. 18 were $56 per vehicle. After that, the general admission prices jumped to $76 per vehicle. Up to six people are allowed in each vehicle. 


Encore Live producing the concert with Grayscale Marketing supporting strategy, creative, advertising, media buying, marketings, and more. Encore Drive-In Nights is the same company that did similar virtual performances with Metallica, Garth Brooks and Blake Shelton this summer.

Kane Brown

Participating theaters will have a number of safeguards in place to help decrease the chance of spreading COVID-19, according to Encore Live. Staffers will wear protective gear, restroom occupancy will be limited, vehicles will be kept at least 6 feet apart and only contactless payments will be accepted.


USA TODAY's Patrick Ryan attended a screening of the Metallica concert in August, calling it "surreal" with a vibe that was "easygoing and almost shockingly subdued."  


'Music helps us through all things':Metallica rocks virtual concert at drive-in theaters

"Parking was staggered out so there was one parking space between you and your neighbor, and you could listen to the show through your FM radio or over the drive-in's faint, faraway speakers," he wrote. "Most people tailgated outside their vehicles, many with fold-up chairs and red Solo cups, while others opted to stand in empty parking spaces and nod along to the music."


The 16-song set ran for an hour and a half, with Metallica's members regularly asking fans to honk their horns and raise their phones.