The mixture of warm temperatures, pickup trucks, cold beer and a swimmin’ hole has Spotify in the mood for some hot country music. They’re debuting a new marketing campaign in support of the Hot Country playlist with Dierks Bentley, BRELAND and others.

The campaign, which also features Hailey Whitters and Dustin Lynch, was activated today to “showcase the energizing, good vibe-inducing effect” of the playlist.

The streaming service has the data to buck up its season country push: global streaming of country music on Spotify has grown by more than 60% since 2019 and in the lead-up to summer, Spotify saw 265% increase in global streams of summer and country-themed playlists over last year.

“We built out this campaign to not only celebrate the artists and the music but to highlight the lifestyle that surrounds the genre,” said Mary Catherine Kinney, Strategic Music Partnerships Lead at Spotify. “Country music has seen a huge surge in consumption on Spotify, and we wanted to show that country music is here to stay.”

The launch comes off the heels of Spotify House at CMA Fest where Spotify debuted its largest lineup yet featuring top country stars and rising talent.

“We saw such a positive reaction from fans and artists after bringing Spotify House back to CMA Fest this year. The experience brought talent from our Hot Country Playlist and Fresh Finds Country playlist all under one roof—and it was incredible,” said Alison Junker, Manager, Artist & Label Partnerships at Spotify. “As the genre’s fanbase continues to grow, we’re excited to present this campaign as an extension of our support of country music and music discovery.”