The mixture of warm temperatures, pickup trucks, cold beer and a swimmin’ hole has Spotify in the mood for some hot country music. It's debuting a new marketing campaign in support of the Hot Country playlist with Dierks Bentley and BRELAND aboard.

Also featuring Hailey Whitters and Dustin Lynch, the initiative was activated today "to showcase the energizing, good-vibe-inducing effect” of the playlist.

Spotify has the data to support its seasonal country push: Global streaming of country music on the platform has grown by more than 60% since 2019, and in the lead-up to summer, the Spot saw a 265% increase in global streams of summer and country-themed playlists over last year.

“We built out this campaign to not only celebrate the artists and the music but to highlight the lifestyle that surrounds the genre,” said Mary Catherine Kinney, Strategic Music Partnerships Lead at Spotify. “Country music has seen a huge surge in consumption on Spotify, and we wanted to show that country music is here to stay.”

The launch comes soon after the Spotify House activation at CMA Fest, where the streamery debuted its biggest lineup to date of country's top and emerging talent.

“We saw such a positive reaction from fans and artists after bringing Spotify House back to CMA Fest this year," said Alison Junker, Manager, Artist & Label Partnerships, at Spotify. “The experience brought talent from our Hot Country and Fresh Finds Country playlists under one roof—and it was incredible. As the genre’s fan base continues to grow, we’re excited to present this campaign as an extension of our support for country music and music discovery.”