Eric Church and Morgan Wallen are working on a collaboration, but not the kind you might expect.
The country music superstars announced their acquisition of Field & Stream magazine on Thursday, sharing plans to relaunch the outdoor brand as a semi-annual print magazine, a revamped digital platform, an apparel company and, fittingly, the artist duo , a music festival.
“Field & Stream magazine is back, just as you remember it. Only bigger. And better,” brand website saying. Terms of the acquisition were not disclosed.
According to a press release, Church and Wallen joined a team of investors to purchase the Field & Stream brand from Dick's Sporting Goods and its media component from Recurrent, a digital media company. The move unites the legacy brands under the same owner for the first time in their 150-year history.
The team also teased “experiential brand extensions to be announced soon in the outdoor space.”
The Field & Stream brand will be overseen by Doug McNamee, former president of Chip and Joanna Gaines' Magnolia brand. Colin Kearns will remain editor-in-chief of the magazine, which ceased publishing its print product in 2015.
Church expressed particular enthusiasm for returning the magazine to print.
“I remember my grandfather kept some of his favorite Field & Stream magazines on the dashboard of his truck,” the “Springsteen” and “Drink in My Hand” singer said in a statement. “They were my Bible. It is the honor of my life to ensure that legacy continues. This responsibility towards an American icon and also towards a child in his father's truck will be the compass that guides our steps.”
“There's nothing I love more than being with friends around a campfire, on a boat or in a deer stand, and Field & Stream represents all of that to me,” Wallen added, echoing Church's nostalgia. “Being a part of its future is incredible and we want to continue bringing people together outdoors, creating memories for generations to come.”
As part of the relaunch, Church and Wallen launched the Field & Stream 1871 Club, a membership community offering three subscription levels ranging from $15 to $95 a year, providing access to the online publication and its archives.
Ten percent of Club 1871's net profits will go to nonprofit organizations that support outdoor conservation, such as Ducks Unlimited, a Field & Stream partner that supports wetland and waterfowl conservation.
For Wallen, the brand acquisition is part of a larger effort to expand into businesses outside of music, such as through his affiliation as an investor and brand ambassador with startup Ryl Tea.
“I like having a lot of different things to focus on. [Otherwise]“I’ll be bored,” said the “Whisky Glasses” singer. Billboard in December.
Hours after the Field & Stream news broke, Wallen announced a 10th anniversary edition of his 2015 EP, “Stand Alone.”
“For months I have been exploring every possible avenue to acquire the rights to this early music and keep the quality of my catalog consistent with the songs I choose to release and believe in,” he wrote in an Instagram post.
