Billboard Magazine

When Lady Antebellum returns with its third album, ‘Own the Night,’ on September 13, the country trio will kick off a major promotional campaign that will see them on the road, on TV (including a performance on ‘Saturday Night Live’), and, of course, all over the radio.

But they aren’t stopping there. As the band revealed during a recent interview with Billboard, they’re also hooking up with two of the most popular online music destinations.

In a pair of deals that could set the tone for major album promotion going forward, Lady Antebellum will work with Spotify and Pandora to help woo potential consumers. On Spotify, the band has set up a public playlist, featuring songs selected by members Hillary Scott, Charles Kelley and Dave Haywood, that users can subscribe to in order to hear. They’ve also recorded a series of interviews for Pandora, which will begin airing during the days leading up to the release of ‘Own the Night.’

“Country music sometimes tends to follow in the digital space,” explains Cameo Carlson, head of digital development at the band’s management company. “We don’t want to follow.” Carlson goes on to explain that Lady Antebellum’s strong online presence — which includes the band’s popular ‘Webisode Wednesday’ series — made the Spotify and Pandora deals a natural progression. “They really do live in this space. It’s easy to bring in partners because of that.”

[Taste of Country]