VIENNA, Va.–Navy FCU has been marking Military Appreciation Month in numerous ways, including the first ever Navy Federal MAM JAM Concert Series.

Headlined by Grammy-winning duo Dan + Shay, MAM JAM brings big music shows to small military communities, IBBOnlline.com reported. 

“MAM JAM is more than a concert though – it’s a celebration of the military community, honoring servicemembers, veterans and their families through music,” the report said.

The idea was conceived by the marketing and advertising firm MullenLowe after it was tasked with making Military Appreciation Month more “culturally relevant.”

‘What if We Bring Concert to Them?’

“They began by thinking about military members: who they are, what they do for fun, and most importantly, where they serve,” IBBOnline reported. “They quickly realized most military bases are off the beaten path, and if servicemembers want to see a concert, they often must drive several hours. So, they asked themselves ‘What if we bring a big concert to them?’”

In partnership with Mass Appeal, concerts have been held at venues near Fort Cavazos in Texas and Camp Lejeune in North Carolina, with the last show set for May 31st in Wilmington, N.C. at the Live Oak Bank Pavilion at Riverfront Park.