Arts & Culture

Garth Brooks discusses Frito-Lay partnership, new single at AT&T Stadium

A little over a year after a series of seven sold-out shows at Dallas’ American Airlines Center, Garth Brooks was back in North Texas Thursday, this time at AT&T Stadium.

Brooks wasn’t here for a concert, but rather to hold a press conference touting his new partnership with Plano-based Frito-Lay and the release of his new single, Baby, Let’s Lay Down and Dance. (Although, if any actively working musician could pack out AT&T Stadium, it would be Brooks: “This place is huge,” he said Thursday. “I knew Texas Stadium and this feels five times the size.”)

“I don’t have that much to say, other than I’m excited about new music,” Brooks said, joined on stage by Frito-Lay senior director of marketing Christina Clarke. “This single is about a feeling, a groove — this thing jumps. For me, it feels great. I’m really excited about the music that’s coming.”

The union between Frito-Lay and Brooks is, for the former, one which makes sense: “For us, Fritos is a very authentic brand,” Clarke said.

The promotion involving Brooks’ new single and Frito-Lay means fans who purchase specially marked bags of Fritos from Oct. 13 until Dec. 31 will obtain a code for a free download from GhostTunes, the digital music retailer launched by Brooks two years ago. In a brief clip prior to the press conference starting, Frito-Lay assured those gathered in the stadium seats there are “enough bags to circle the moon twice.”

According to Brooks, the song will not be available on any other digital music services: “We’ve never been able to fit within the model of iTunes, so we feel very lucky and very fortunate that anyone who wants it can get it [with the Fritos promotion].” Those curious to hear the first new music Brooks has released since 2014’s Man Against Machine can hear a brief snippet of Dance here.

As for what else Brooks has on deck, there is the as-yet-untitled new studio album on the horizon, along with a Christmas duets album with his wife, Trisha Yearwood, due for release on Nov. 11 and an appearance in Honolulu, Hawaii on Dec. 10 to help mark the 75th anniversary of the Pearl Harbor attacks.

He plans to close out the three-year North American leg of his world tour with the remaining 20 cities he has yet to play throughout 2017, before heading off to Europe and Australia.

“My retiring days are behind me,” Brooks said. “I’m in this business until they throw me out.”

Preston Jones: 817-390-7713, @prestonjones