While visiting Frisco, TX for the upcoming Academy of Country Music Awards, Parker McCollum got to enjoy a night of fun and celebration in honor of his upcoming album, Never Enough, which is set to drop on Friday, May 12.
Teaming up with Lucchese and UMG Nashville, McCollum gathered with family, friends and members of the industry on Tuesday (May 9) for an immersive album experience. The night was held throughout various rooms in Dee Lincoln Prime, an upscale Texas steakhouse. Each space was transformed in a way that creatively paid tribute to a track from Never Enough.
An Album Celebration
This included the “Burn it Down” room which featured custom Lucchese candles and cigars and a “Handle On You” room that gave a nod to the hit song’s dark bar and whiskey themes with Crown Royal. Additionally, the a “Hurricane” room was decked out in a southern-Louisiana aesthetic with a raw bar and hurricanes for sipping and the “Tails I Lose” space was complete with an old-school jukebox and disco ball.
The “Gold Chain Cowboy” dressed to impress in his blue jeans, black button-down shirt and matching black cowboy hat as he posed with a few of his high-profile guests including country legend, Randy Travis, his beautiful wife, Hallie Ray, The War And Treaty, Jordan Davis and more.
Taking to social media to share a few highlights from the night, McCollum wrote, “Lucchese threw the most insane Album Release party in history last night! I am extremely grateful for how far they went to make the night special! Thank you to everyone that stopped by!”
The upcoming release of Never Enough comes hot on the heels of McCollum’s third consecutive No. 1 hit single, “Handle On You.” After climbing up the charts for weeks, the song has finally made its way to the top of the Mediabase/Country Aircheck chart.
“Thank y’all for making “Handle On You” my third #1,” the Texas native shared in a press release. “Releasing a new album with a #1 already on it is really special and I’m glad Country radio digs it. Thank you to my fans and thank you Country Radio!”
While previously discussing the new music with American Songwriter, McCollum shared, “It’s the same ole’ me: heartbreak, love songs, and everything going terribly wrong…I’ve tried to write about love going right but, it’s not as fun.”
“When I was recording this album, I tried to throw in a couple of different things. I just didn’t want to be pigeonholed into a certain sound or certain style,” he continued. “I give them 10 or 12 songs of what they expect and then one or two that come out of left field.”
On Tour Now
Parker McCollum kicked off his busy 2023 touring schedule in February with sold-out shows in Columbus, Detroit and Cincinnati.
His headlining dates are stacked with an impressive group of rising County artists including Corey Kent, Catie Offerman, Larry Fleet, Jackson Dean, Flatland Cavalry, and Texas staple, the Randy Rogers Band.
Additionally, he’s scheduled to appear at some of country music’s high-profile festivals including Stagecoach, Country Thunder, and iHeartCountry Festival before hitting the road in support of Morgan Wallen and Eric Church later this year.
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