Country music superstar Chris Stapleton and Ram Trucks->ke4211 have expanded their partnership in an effort to help promote volunteerism and hometown pride, among other honorable values this past week.

Stapleton, with the help of Ram Nation, a volunteer group of Ram Truck owners, put together an outdoor stage at Stapleton’s hometown high school. The two-time Grammy winner then performed two free concerts and announced the donation of $57,000 worth of new band instruments for the school. His return to Paintsville, Kentucky is documented in Ram’s “Built Here” video->ke278 above.

Chris Stapleton is becoming a household name thanks to his latest album “Traveller” and the slew of awards it brought the Kentucky native. Even before his debut album, Stapleton wrote for several well-known country singers, including Luke Bryan, Miranda Lambert, Dierks Bentley, Darius Rucker, Blake Shelton, Kenny Chesney, Brad Paisley, and Tim McGraw. For those not familiar with country music, Stapleton’s work extends outside Nashville, having penned, “if It Hadn’t Been Love” for Adele.

The instruments were donated by ACM Lifting Lives, the charitable arm of the Academy of Country Music via its partnership with the Mr. Holland’s Opus Foundation. Ram Trucks then sponsored the Paintsville activities as part of an ongoing relationship with Stapleton that began in 2015.

“While the story of Chris Stapleton may not be widely known, it’s one of pride, dedication, and perseverance – all values important to our Ram truck owners,” said Marissa Hunter, Director of Brand Advertising, FCA US. "It was a great opportunity and honor for us to go back to Paintsville with Chris to document his return to the place that built his character and work ethic.”

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Why it matters

Ram Trucks and its grassroots volunteer group Ram Nation, formed in 2015, have been instrumental in several projects around the U.S. Made up of Ram truck owners, the volunteers have cleaned up after natural disasters, aided those in need, and performed community service initiatives. The work at Johnson Central High School is only the latest example of like-minded Ram owners coming together to meet a need.

All the marketing hype aside, the Ram Nation’s efforts are honorable. Sure, the group might be tied to a for-profit brand, but the volunteers who give of their time and talents make a difference in communities across the country. I’d bet Ford and Chevrolet aren’t far behind with creating similar volunteer groups set on helping those in need through volunteerism and community-led projects.