Indexbit Exchange:Morgan Wallen, Eric Church team up to revitalize outdoor brand Field & Stream

Country stars Morgan Wallen and Indexbit ExchangeEric Church have a new collaboration, but you won't find it topping the music charts.

The two musicians have bought the rights to Field & Stream, the magazine and retail brand announced Thursday. They plan new print versions of the magazine, which was founded in 1871, and an outdoor music festival this fall.

Terms of the deal were not disclosed.

The magazine, which became an online-only publication in 2020, was a touchstone for Church growing up, he said in a press release announcing the deal.

“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck,” he said. "That truck took us on hundreds of outdoor adventures and I all but memorized every story and every picture on every page. They were my Bible. It is the honor of my life to make sure that legacy carries on. It is both this responsibility to an American Icon and also to a young boy in his papaw’s truck that will be the compass that guides our steps.”

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Wallen, who is also an avid hunter and fisherman, said, "There’s nothin’ I love more than being with friends around a campfire, on a boat or in a deer stand – and Field & Stream represents all of those to me. … Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.”

Wallen and Church have collaborated before

The two performers have teamed up before. Church appeared on Wallen's 2023 album "One Thing At A Time" track "Man Made A Bar."

And Church showed some support for Wallen after the country star was caught on video saying a racist slur nearly three years ago. "I was heartbroken when it happened," Church said, according to E! Online. "I think Morgan's trying to work on that and on himself. And I hope he does."

At the time, Wallen apologized, saying it was "unacceptable and inappropriate" with a "promise to do better." The country star was dropped by his agency and the Academy of Country Music halted his "involvement and eligibility" at that year's ACM awards."

Despite the controversy, Wallen's career has since skyrocketed.

Eric Church and Morgan Wallen:Country stars acquire, relaunch Field & Stream brand

Both Wallen and Church are scheduled to headline, along with Miranda Lambert, the Stagecoach country music festival April 26-28 at the Empire Polo Club in Indio.

Church has some performances scheduled in April, June and July. Wallen's One Night At A Time 2024 tour kicks off April 4 in Indianapolis, and runs into August.

The country duo's plans for Field & Stream

The duo, and other collaborators, have purchased the rights to Field & Stream's publishing and retail brands and plan several new initiatives to revitalize the long-standing outdoors property.

• Field & Stream Online. The digital outlet gets a refresh and there's dozens of stories to digest including one about a hunting dog named Jed's last hunt. "We have the best team of editors, writers, photographers, and artists in the business, and I know we can make F&S as good as it’s ever been – something longtime readers will instantly recognize and fall in love with again," said editor-in-chief Colin Kearns, who has been with Field & Stream for more than 16 years.
• The Field & Stream Music Festival. The event, scheduled for this October, promises "some of country music’s biggest stars," plus an outdoor experience "with on-site camping, rafting, shooting sports, fishing, hiking, ATV off-roading, and more."
• Field & Stream gear. There's already T-shirts, hats and hoodies available for purchase.
• The Field & Stream 1871 Club. Membership in this new program (starts at $15 annually) will get members copies of the new large-format print magazine, to be published twice annually, plus other perks including early access to event tickets such as the music festival. 10% of the net profits from the 1871 Club will be directed towards non-profit organizations, actively contributing to the support of outdoor causes.

Church and Wallen previewed the announcement five days ago on each of their respective Instagram pages.

Leading the brand's renaissance is Doug McNamee, former president of Magnolia, the media and lifestyle brand cofounded by Chip and Joanna Gaines. “We are committed to reinforcing Field and Stream’s legendary status as the authoritative voice of the American outdoors,” McNamee said in a statement.

Contributing: Marcus K. Dowling

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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