When BMG and Brooke Eden set out to launch her infectious, line-dance-ready anthem “Giddy Up!”, they needed more than a promo tour… they needed a cultural stampede. JJLA saddled up and delivered a coast-to-coast activation that turned dance floors, Pride stages, and streaming screens into celebrations of queer country joy.
From concept to curtain call, JJLA wrangled every detail: designing a national pop-up tour around queer line dancing nights, advancing with venues in multiple markets, managing the budget with precision, and producing custom merch and scenic elements that brought Brooke’s bold, boot-scootin’ aesthetic to life. We even A&R’d two official remixes of “Giddy Up!” to keep the energy fresh and the playlists hot.
The campaign hit every mark. Brooke taught the “Giddy Up!” choreography live on KTLA, dazzled crowds at the OUTLOUD Music Festival at WeHo Pride, World Pride DC, and Arlington Pride; and commanded stages at Chicago’s Market Days and beyond. Branded bandanas and a custom step-and-repeat amplified fan engagement, while national media outlets from Yahoo! to Gayety spotlighted the tour’s impact.
Even with a scaled-down budget, JJLA maximized every dollar, navigating shifting client timelines with our signature adaptability and delivering an activation that Brooke, her management, and BMG called a resounding success. The result? A promo tour that didn’t just sell a single… it built a movement, one eight-count at a time.