Hurdl Enterprises has launched its Pixl LED wearable that allows bands to communicate with audiences at big concerts.

Nashville, Tenn.-based Hurdl debuted the wearable at the 50th annual Country Music Awards on Wednesday evening. The wearable is simple, as the LED light can display different colors, based on what the person controlling the software programs.

Hurdl partnered with the Country Music Association, ABC, and Walmart to incorporate its Pixl LED wearable into Country Music’s Biggest Night in Hurdl’s hometown of Nashville.

The wearables are controlled via radio frequency. Hurdl can individually program the lighting for each fan, and audience members can be illuminated based on unique attributes — from gender and relationship status to birthday, favorite sports team, listening behavior, and more. The aim is to give fans more for their event dollar, driving attendance and providing one-click post-event purchase opportunities through a new, simple, one-to-one communication network.

Hurdl’s Pixl wearables are activated via SMS, turning audiences into interactive light shows. The LED module produces any color and includes a recyclable, twist-off design. Hurdl’s Pixls are programmed to operate in 868-915 MHz to minimize reception interference and are controlled entirely by the event lighting director, eliminating the need for additional event staffing.

“What excites me most about Hurdl is the innovation we are bringing to the multi-billion dollar and growing live event space, which hasn’t seen change in more than 30 years,” said Betsy McHugh, CEO of Hurdl, in a statement. “We’re proudly pioneering a new, direct marketing channel for our clients to reach their entire audience in a way that I was never able to as an artist manager.”

McHugh has more than 15 years of experience in live events. Throughout her career, she saw first-hand how much time, energy, and money fans spent at live events each year, without a way for the industry to communicate with them directly. Hurdl fills that void, creating a way to reach fans. It provides a marketing network to target fans and gives the industry means to leverage additional revenue opportunities during and post event.

Hurdl’s senior advisors include McHugh; Zach Shunk, co-founder and CTO; Blair LaCorte, Silicon Valley based veteran of private equity and technology enterprises; and veteran healthcare CEO, Rich Hallworth.

Hurdl’s advisory board includes current and former executives from Virgin Group, Wilson Sonsini, Universal Music Group, Creative Artists Agency, Initial State, SAM Artist Management, retired NBA All-Stars, TPG, Leeco, Hertz Lichtenstein Young PLLC, and more.