Sound Garage: NASCAR Team Staging Concert

Musicians Bill Satcher (L) and Michael Hobby of the band A Thousand Horses perform at The Sayers Club on March 30, 2015 in Hollywood, California. (Christopher Polk/Getty Images for Big Machine Label Group/Republic Nashville)

Chip Ganassi Racing’s drive to attract millennials will once again include an invitation-only concert at its North Carolina race shop.

Big Machine Label Group’s recording artist A Thousand Horses will play Oct. 5 at the “Ganassi Sound Garage” in a concert that will be hosted by NASCAR drivers Kyle Larson, Dylan Kwasniewski, and Brennan Poole, as well as IndyCar driver Sage Karam.

Last year’s inaugural social media concert featured Cassadee Pope and won an industry award for NASCAR’s Most Creative Use of Social/Digital Media. The event will again be streamed lived.

The inaugural Sound Garage was for 200 social media savvy millennials and influencers, but Ganassi expects to triple that number this year. This year’s event will also include sponsor participation from Target, McDonald’s, Clorox, Kimberly Clark, Unilever, Energizer, Coke, Chevrolet, and DC Solar.

Opportunities to attend will be given away by the drivers and A Thousand Horses via social media.