Dolly Parton is going on a virtual tour with best-selling author, James Patterson, to promote their new novel Run Rose Run. Parton is also partnering with FOX Entertainment’s Blockchain Creative Labs (BCL) to launch “Dollyverse,” which is an audience-centric Web3 experience, at the South by Southwest Conference (SXSW) and Festivals starting next week. 

The debut of Run Rose Run will have Parton make her first-ever appearance at SXSW on March 18, where she and Patterson will speak about the project at Austin City Limits Live at The Moody Theater. 

The “Dollyverse” will release an exclusive selection of official and certified Dolly NFT collectibles, including limited-edition NFTs of the Run Rose Run album and a limited series of Dolly-inspired NFT artwork. In-person attendees at Parton’s performance will be able to claim a free NFT, while fans streaming the event will be able to receive tokens authenticating their participation. 

“There’s almost nothing more important to me than connecting with my fans. And I’m always up for trying something new and different,” said Parton. “I’d say releasing NFTs at my first ever appearance at SXSW with James Patterson by my side definitely counts as new and different!” 


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Danny Nozell, Parton’s manager, said that Danny is at the top of her craft. “Her goal with new music has always been to use her gifts to connect with people. This partnership with BCL at SXSW and the launch of ‘Dollyverse’ provide her with a totally new way to do that.” 

“Dolly Parton’s participation in SXSW 2022 fulfills one of our longtime goals, and we’re absolutely ecstatic to have her involved in this year’s event in such a unique way,” said Hugh Forrest, Chief Programming Officer for SXSW. “Beyond her legendary status in the music industry, Dolly embodies the SXSW spirit as she extends her unique brand of creativity across many verticals,” he said. “Most importantly, Dolly serves as an inspirational and unifying role model for millions of fans – spanning different ages, occupations, and viewpoints – from all over the world. 

Tickets are available for purchase on March 7. Fans can also listen to 12 original songs inspired by the novel and written, performed, and produced by Parton. The album is co-produced by Richard Dennison and Tom Rutledge and was released on March 4, by her label, Butterfly Records.

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