14:38 PM

The General Sound Studio Live debuts at Clean Culture in Atlanta


The General Sound Studio is heading to Atlanta Motor Speedway, alongside First Tube and Clean Culture, featuring a live concert, sweepstakes, car shows and more. The General is part of the American Family Insurance Group.

SOURCE: The General

The General, part of the American Family Insurance Group, is committed to becoming one of the most flexible and understanding insurance providers. This month, it’s extending its commitment to giving up-and-coming musicians a big break by hosting a live concert at Clean Culture - one of the fastest growing automotive events in the nation - on September 16. Following the successful launch of The General Sound Studio - a first-of-its-kind mobile recording studio in a car that first debuted in Nashville earlier this summer - The General will serve as a partner of the Clean Culture event in Atlanta taking things to the next level with The General Sound Studio Live, an unforgettable live concert experience.

As part of this unique partnership, The General is teaming up with First Tube, a branded, live-content marketing platform known for delivering always-on premium video content, to debut The General Sound Studio Live. Together, The General and First Tube will bring an electrifying music performance to life for Clean Culture’s audience while supporting two up-and-coming musicians.

The General Sound Studio Live will open with Tobe Nwigwe, a Grammy-nominated, Houston-based rapper and singer who spreadsLex Bratcher inspirational and meaningful messages through his music. Following Tobe, Lex Bratcher, a rap artist who recorded her latest song “IYKTYK” in The General Sound Studio, will perform on The General-branded Sound Studio Live stage featuring unique cars, large-scale imagery, a 3D vinyl record-inspired backdrop and sound waves adding to the explosive nature of the performance.

Kale Sligh“As The General continues its brand evolution journey, we’re committed to finding new and unique ways to give a break to deserving up-and-comers,” said Kale Sligh, vice president of marketing at The General. “Partnering with First Tube and Clean Culture provides an exciting opportunity that fits our commitment to supporting rising musicians from The General Sound Studio and allows us to connect with new and diverse audiences.”

Those attending the concert in person are encouraged to check out The General Sound Studio. For those unable to attend The General Sound Studio Live in Atlanta, The General is creating a digital experience available to everyone by streaming Tobe’s performance for free. The show will be live-streamed on The General’s Facebook page, YouTube channel and Tobe's personal channels beginning at 8 p.m. EST.

To take things a step further, The General is hosting an online sweepstakes that will give one grand prize winner $5,000 in gift cardsThe General Sound Studio will  be on-site at Clean Culture to help care for their car. The sweepstakes is open to adults over 18 in participating states. Details to enter the sweepstakes are listed on and The General’s social media platforms. The sweepstakes begins September 12 and runs through October 10, 2023.

For more information about The General Sound Studio Live and the official sweepstakes rules visit

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About The General Insurance
The General Automobile Insurance Services, Inc. (The General®) is a licensed insurance agency and subsidiary of PGC Holdings Corp. (PGC), which is wholly owned by American Family Mutual Insurance Company. Through its insurance company subsidiaries and their predecessors, PGC has been writing automobile insurance since 1963, serving customers who may find it difficult to obtain insurance from other carriers at a reasonable rate. Visit or; follow The General on Twitter, Instagram and Facebook.

About the American Family Insurance Group
Based in Madison, Wisconsin, American Family Insurance has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investment and creative partnerships to address societal challenges. We act on our belief in diversity and inclusion by constantly evolving to meet customer needs and preferences. American Family Insurance group is the nation’s 12th-largest property/casualty insurance group, ranking No. 301 on the Fortune 500 list. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance Group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America Insurance. Across these companies the group has nearly 13,000 employees nationwide.