Lainey Wilson, Ashley McBryde, more to host Tractor Supply and Opry's new Emerging Artists Program

America's largest rural lifestyle retailer Tractor Supply and country music lifestyle conglomerate Opry Entertainment Group will continue the progression of rock and pop-inspired country artists surging in Music City of late.

On Tuesday evening at the Grand Ole Opry, Lainey Wilson was present to kick off the inaugural edition of the two organization's "Emerging Artists Program."

For the next year, award-winning and critically acclaimed country stars Wilson, Jimmie Allen, Kat & Alex, Dustin Lynch and Ashley McBryde will, as noted via a press release, "offer emerging artists an open door to share their music with the world," in a manner similar to "American Idol"and Opry NextStage.

Through Mar. 15, 2023, emerging artists can submit an original song inspired by the Out Here lifestyle to https://www.tractorsupply.com/emergingartists. Tractor Supply will name the final five emerging artists in May and pair each with one of the five previously-mentioned mentors.

The five selected emerging artists will travel to Nashville to collaborate with their mentors, record their songs, meet with industry executives and open for Wilson at an exclusive CMA Fest week event in Nashville in June. That week will also include performing at the "Ole Red on the Rise Presented by Tractor Supply" event on June 7 at Lower Broadway's OIe Red bar. Finally, each artist will perform alongside Wilson on the Grand Ole Opry stage, plus appear in a 30-minute special set to premiere this fall on the Circle Network.

"Heck yeah, my father, Brian Wilson, is a Tractor Supply guy. The brand is authentic to who I am because I spent so much time there as a child," says Wilson, backstage on the third anniversary of her Opry debut, before a four-song performance night onstage to kick off her role as curator of the year-long partnership.

Wilson's work with the brand as an Official Ambassador includes her recent appearances on the Paramount+ program "Yellowstone," via the brand's "Life Out Here" campaign. "The idea that everyone's raw and real 'life out here' can be on a stage singing for thousands of people or riding a tractor back home in Baskin, Louisiana -- there are so many ways to live [a fulfilling, active] life anywhere in the world."

For Wilson, expanding the brand's mantra of "Life Out Here" via the campaign means that everyone, regardless of ethnic, gender, racial and social background, should apply.

"All types of people are trying to feel something through country music these days. Everybody has their own idea of what 'Life Out Here' is for them. Every version of life out here -- even those with different inspiration, lyrics and music than mine -- doesn't need to sound like mine. It'll be cool to hear different and new perspectives as a mentor in this program."

Aside from Wilson's breakthrough victories at 2022's Academy of Country Music and Country Music Association Awards, McBryde has also recently seen a rise in popularity via her Grammy win alongside Carly Pearce for the duet "Never Wanted To Be That Girl," plus her collaborative album project "Lindeville." Moreover, Lynch's "Party Mode" lifestyle brand is now globally synonymous with freewheeling festival fun. Kat & Alex are -- among many -- artists at the forefront of growing awareness and viral popularity for Latino country music artists. As well, the duo of Kat Luna and Alex Georgia were initially paired by Luke Bryan during 2020's 18th season of "American Idol."

As for Allen, alongside his work as a vocalist and songwriter, he's also the co-owner of the management and production company JAB Entertainment (with Aaron Benward). In June 2022, their act Neon Union -- the guitar-playing, singer-songwriter duo of Leo Brooks and Andrew Millsaps -- signed with Rascal Flatts member Jay DeMarcus' Red Street Records and released the single "Bout Damn Time."

Like what Tractor Supply's Emerging Artists Program aims to accomplish, Opry NextStage spotlights up-and-coming artists via live performances, digital, radio, and television broadcasts.

"The Opry is trying to offer country music credibility to bold artists with unique backgrounds and life experiences whose originality comes to the forefront under the spotlight," said Jordan Pettit, the Director of Artist Relations and Programming Strategy for Opry Entertainment Group in a 2022 interview.

"We're attempting to speak to a broader array of audiences about [country music's] vibrant, diverse future across the Opry Entertainment Suite brands."

Pettit adds, "Knowing that Lainey personally wanted our Opry family to be involved in this program is such an honor. Since making her Opry debut in 2020, Lainey was part of our Opry NextStage class in 2021 while on her way to becoming one of the most electrifying superstars in country music. We are thrilled to continue to support her, our participating Opry members and other emerging artists through this exciting new partnership."

"Opportunities like the 'Emerging Artist Program' create a 'whatever it takes to be a part of it, I'll do it' mentality for a rising performer," says Wilson.

"For most aspiring stars, finding resources that allow you to develop your skills and reach higher expectations and goals is hard. Being in a position where I can help introduce and open doors for artists to people and opportunities, plus mentor them, is cool. I want also to be their cheerleader and hopefully their friend for life, too. Just in this program alone, Ashley McBryde was a friend and ally, plus Jimmie Allen helped me get my record deal, in 2018, with BBR Music Group."

"This program is a wonderful way for us to engage with people across the country -- many of them our customers -- and support the communities we serve through music. We are excited to see how these up-and-coming artists will translate the spirit of the Out Here lifestyle into song," says Kimberley Gardiner, Chief Marketing Officer at Tractor Supply.

Tractor Supply’s website will offer entrance information about the Emerging Artists program through March 15. For more information on and announcements about the program, visit https://www.tractorsupply.com/emergingartists.

This article originally appeared on Nashville Tennessean: Lainey Wilson, Ashley McBryde, more to curate Tractor Supply and Opry's Emerging Artists Program