Noah Kahan’s ascent continues with the premiere of his emotionally resonant music video for “The Great Divide,” unveiled during a commercial break at the Grammy Awards. The release is coupled with the announcement of The Great Divide Tour, promising fans a chance to experience the song – and Kahan’s broader catalog – live this summer.
The music video’s debut was a collaborative effort with Mastercard, who are leveraging the song’s already strong connection with fans. As Kahan himself noted in a press release, “’The Great Divide’ has taken on a life of its own because of the fans.” This partnership, he explained, “felt like a natural way to honor that connection and turn it into something we can experience together. From the video to the moments we’re creating, it’s all about celebrating the community that’s been there from the start.”
The song’s organic growth is a key element of its appeal. Even before its official release, fans had embraced “The Great Divide,” transforming it into a shared anthem. Mastercard’s involvement isn’t simply promotional; it’s an attempt to amplify that existing fan energy, offering “Priceless Experiences” centered around Kahan’s music.
These experiences include a sweepstakes offering the chance to attend an intimate album listening party with Kahan in Nashville, Tennessee, or secure access to his summer tour. Mastercard cardholders are also gaining exclusive access to Preferred and VIP tickets for the tour, beginning , through The Mastercard Collection.
Kahan touched on the emotional core of the song while on the Grammy’s red carpet, telling ET’s Kevin Frazier that the tour will “bring a lot of really, really cool opportunities to fans to get closer to the music process.” He described “The Great Divide” as being “about two people who are friends, but there’s a lot of distance between them… I’m really happy to see people connecting with it and finding their own people in their lives that they wish they could reach out to as well.”
The artist emphasized his commitment to emotional authenticity in his songwriting. “I’ve worked really hard to make this music as emotional as possible and have as much representation of where I am in my life and I hope they feel that too,” he shared with ET.
Beyond the immediate excitement surrounding the video and tour, Kahan is also addressing the often-problematic world of ticket resales. He’s implementing measures to protect fans from inflated prices, utilizing Ticketmaster’s Face Value Exchange. Tickets will be non-transferable in most states, ensuring they can only be resold at their original cost. While state laws in New York, Colorado, Illinois, and Utah present challenges to complete control over resale, Kahan is committed to maintaining face value pricing wherever possible. This move reflects a growing trend among artists seeking to prioritize access for genuine fans over profit for scalpers.
The tour itself is extensive, with dates already announced for Orlando, Philadelphia, Toronto, Cincinnati, Pittsburgh, and Boston. Specific dates include a performance at the Kia Center in Orlando, Florida on , Citizens Bank Park in Philadelphia, Pennsylvania on , Rogers Stadium in Toronto, Ontario on , Great American Ballpark in Cincinnati, Ohio on , PNC Park in Pittsburgh, Pennsylvania on , and Fenway Park in Boston, Massachusetts on .
A portion of the proceeds from The Great Divide Tour will be donated to The Busyhead Project, a mental health initiative founded by Kahan. This underscores his commitment to using his platform to address important social issues and provide resources for those struggling with mental health. The Busyhead Project aims to destigmatize mental health and provide access to information and support.
Fans interested in participating in the sweepstakes can visit priceless.com/noahkahansweeps before . The sweepstakes is open to Mastercard cardholders who were permanent legal residents of the US or DC as of , and of legal age of majority. Presale information for tickets is available at signup.ticketmaster.com/noahkahan, with the artist presale taking place on at 12 PM local time and the general onsale on at 12 PM local time at NoahKahan.com/Pages/Tour.
Kahan’s latest moves demonstrate a holistic approach to artist-fan engagement, combining a high-profile music video debut with accessible tour opportunities and a commitment to social responsibility. The success of “The Great Divide” isn’t just about the song itself; it’s about the community Kahan has cultivated and his dedication to giving back to that community.
