Key Art | Advertising | Digital | Out-of-Home

“What is country music?” “Where did it come from?” These are the questions Country Music explores in the inimitable Ken Burns style. This sweeping 16-hour series focuses on the fascinating characters who created this uniquely American music genre, following it from its earliest roots to the modern era. The multi-platform campaign was designed to convey all the excitement and energy of this landmark event.


KEY ART and tagline

Country music is not one thing—and it never was. It’s part of a larger stream of diverse musical influences and a cross-pollination of musical genres. The key art strives to show this genre as bigger and more inclusive than non-country fans may realize.

Digital campaign

A robust digital campaign included full page takeovers and extensive rich media banners featuring trailers and bonus content.



out of home

Bus wraps and high-profile out-of-home placements helped build anticipation for the series.

Consisting of over 80 interviews, and over 3,400 archival images and videos, the series took eight and a half years to produce. It premiered to wide acclaim, with Rolling Stone calling it “an epic, essential look at an American artform.”

SJI Associates helped us handle a huge promotional project, from initial inception thru final execution. They were an integral part of our campaign’s success – creative input, meeting deadlines, managing volume, and staying on budget. They delivered (again!) on professionalism and cooperation.
Claire Quin PBS Creative Services, Digital & Marketing