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Variety

The latest music series to land on AT&T’s Audience Network is a branded partnership with guitar equipment manufacturer Ernie Ball.

The Pursuit of Tone” is an hourlong docu series profiling notable guitar players ranging from Buddy Guy to Social Distortion’s Mike Ness. The series bows Feb. 19 on Audience Network, AT&T’s in-house channel carried across DirecTV and U-verse.

The series is the brainchild of Dustin Hinz, Ernie Ball’s exec VP of marketing. He joined the company a year ago after shepherding 102 episodes of “Guitar Center Sessions” for Audience Network.

While Ernie Ball products will surely be on display in “Tone,” Hinz said the goal is to make it a credible docu series that was developed with Audience Network. In other words, it’s not a time buy.

“As one of the world’s most iconic music brands, it is imperative that we produce films with the highest creative standards and partner with a network that shares our vision and can deliver the audience necessary to stand out from the congested world of branded content,” Hinz said.

The hope is that the focus on the musical distinctiveness of each player rather than personal biographical details will also make the show stand out. Eleven episodes have been produced for the first season.

Hinz said Ernie Ball’s goal is also to deepen the company’s relationship with the featured artists by offering “an incredible platform that delivers unparalleled reach to hundreds of millions of consumers and shines a light on their work, talents and journeys.”

 

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