While working with longtime clients Zac Brown Band, our analysis revealed a consistent surge in streaming activity each year around the 4th of July holiday. Recognizing this seasonal trend, mtheory partnered with the artist and their management team to build a targeted marketing strategy that amplified fan-favorite, feel-good tracks like “Chicken Fried,” “Jump Right In,” “Toes,” and “Knee Deep” during the lead-up to Independence Day.

What began as a one-off campaign quickly evolved into an annual tradition—one that now sees country music fans across the country turning to ZBB’s catalog as the official soundtrack for their holiday weekends. Year after year, these songs continue to spark new energy and nostalgia at barbecues, beaches, and backyard celebrations alike.