Rascal Flatts Says, ‘Milk Rocks!’

NEW YORK Country music group Rascal Flatts is backing the Milk Rocks! campaign and will offer fans a chance to sing with them live onstage.

The “Be a milk rock star” push, part of the broader Milk Rocks! public service effort, promotes health and nutrition and was created by MilkMedia, which designs milk carton side panels and lunchroom posters in more than 95,000 elementary, middle and high schools across the country.

The band will pre-record messages to fans explaining contest rules as well as nutritional facts about milk, which can be seen on milk cartons, school lunchroom posters and a Web site prior to the live concert. A MilkMedia representative said impressions are expected to be as high as 1 billion views.

Launching on March 1, 2008, Rascal Flatts fans can register on the Milk Rocks! Web site to select their favorite song (among five) and upload a karaoke-style video of the tune. The top 10 participants voted by the Milk Rocks! online community will win signed Gibson guitars, Rascal Flatts CDs and posters signed by the band. The winner will appear in concert with Rascal Flatts. The grand prize also includes hosting a concert Webcast from the customized Gibson guitar tour bus and meeting a rep of Lyric Street Records, Rascal Flatts’ label.

“We have the greatest fans in the world,” said Rascal Flatts band member Gary LeVox. “So giving our songs back to them, with the opportunity to join the band for a night, is the least we can do to say thanks. And since drinking milk is a big part of keeping our fans energized for our show, we’re happy to help Milk Rocks! get their message out there,” he said.

The Milk Rocks! program debuted in September 2007. “It’s hard to spread the word on nutrition and healthy lifestyles without sounding preachy, but Milk Rocks! positively influences food and beverage choices through music, action sports, games and movies—all the fun stuff kids actually relate to,” said Richard Long, CEO of MilkMedia.