Big Daddy Weave x AARP

Big Daddy Weave, known for their heart-stirring lyrics and moving performances, partnered with AARP for a livestream that was more than just a concert—it was an [emotional] experience centered on the intersection of music and brain health.

A Soulful Blend of Music and Wellness

Listen, I don’t care if you’re someone who goes to church every Sunday or if your only frame of reference for what a church looks like on the inside is that one scene in John Wick—spoiler, there’s usually less candles—if you ever get the chance to see Big Daddy Weave live, do it. Seriously, holy shoehorn, it was incredible! And, yeah, you heard me, I said “holy shoehorn” and I’m not sorry. My house, my rules, especially when I’m streaming it all from the couch, thanks to AARP bringing this amazing concert straight to my living room.

This was my first time experiencing Big Daddy Weave, and let me tell you—I had chills and, yep, there were definitely some leaky eyes through EVERY. SINGLE. SONG. What’s happening to me?!

And no, it wasn’t those sad kinds of tears, or the pesky angry venting through the eye hole kind of tears…how do I explain this? It was this overwhelming warm feeling in my chest that radiated through my body? What is that?! Geeze…in today’s sometimes overly cynical world I forgot we could feel that uplifted and good. And reading the comments, I wasn't the only one in the feels!

Honestly, this is exactly what we all needed right now. So, a BIG shoutout—and dare I say, a Big Daddy Weave shoutout—to AARP for sponsoring this livestream and letting us all feel something truly special, right from the comfort of home.

Meeting the Audience Where They Are

Why go with a livestream? Isn’t live music back in full swing? Absolutely, live music is thriving. But let’s step outside our own preferences and really think about the audience we’re trying to reach. AARP gets it—while their audience still loves music, and still enjoys the performative experience of a concert, many might prefer the comfort of a livestream over the hassle of live venues. Maybe their audience is more into Facebook than TikTok, or perhaps they’re still jamming out on terrestrial radio instead of streaming. But guess what? That doesn’t really matter. Why? Because the audience you’re aiming to connect with already loves their favorite artists, and those artists already have a strong presence in all they places you need to be to reach them.

This is a prime example of how a brand can align its message with the real, everyday habits and preferences of their audience. The success of this livestream (and all of AARP’s livestreams) proves there’s so much potential for brands to get creative and find new ways to connect with fans through music. And AARP? They’ve absolutely cracked the code on that.

A Family Show

I was chatting with Ryan Whisenhunt, our VP and Creative Director, and I already thought the livestream location was pretty cool—but it turns out it’s more than just cool, it’s got some serious history! The building dates back to 1889 and was originally the West Nashville Methodist Church.

And here’s a fun behind-the-scenes nugget: Mike Weaver, the lead singer, brought his 15-year-old daughter to the set because she wanted to learn more about production. Ryan jumped in and got her involved, showing her the ropes while they set up for one of the social promo videos—things like blocking the show, setting up the lighting, and explaining why shooting vertical is a must for social media.

Get to Know Big Daddy Weave

Big Daddy Weave is a contemporary Christian band known for their heartfelt lyrics and emotional performances. With a career spanning over two decades, they have a dedicated fan base that appreciates their spiritually uplifting music and messages. The band often tackles themes of hope, faith, and overcoming struggles, resonating particularly well with audiences who appreciate music with a positive, life-affirming message.

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