• by Tricia Despres , May 1, 2009

It ain't exactly TicketMaster-Live Nation, but when country crooners Rascal Flatts American Living Unstoppable Tour kicks off this June, it will mark yet another example of corporate sponsorship's continuing domination of the music world. In conjunction with the launch of JCPenney's American Living collection, the two-year sponsorship deal will require Rascal Flatts members to do everything from compose and record a tribute song titled "American Living" to driving around in a fleet of tour trucks and buses wrapped in commercial signage. They'll even wear JCPenney clothing during all concerts and appearances.

What's a big-time rock star stylist to do? "Through tailoring and embellishment, with rhinestones, leather and detailed stitch work, we plan to continue to convey each of the guys' individual personalities and still remain true to the American Living Brand," says John Murphy, Rascal Flatt's stylist for the past seven years. "The great thing will be that we will have the opportunity to mix American Living clothes with a few designer pieces when it comes to red-carpet events and award shows."

Some fans have doubts about the partnership with a big-box retailer not known for its, shall we say, fashion-forward clothing.

"I think the fans will be surprised at how well the American Living brand fits in with the guys' current style," says Murphy. Surprise might not be what the band should be going for in this case.  Tricia Despres