Northern Ireland's famous 'Frostbit' Boy Ruairi McSorley is a man on a mission.
He hopes to get Belfast jiving and - as he says - "make country music more than a cult."
Ruairi was at the SSE Arena to help launch The Farmer's Bash - a country music and dancing extravaganza taking place on October 6, 2017.
But he's also promoting Mr Frostie's Country Club, which gets underway at Belfast's Crumlin Road Gaol on May 11.
"The time has come to take the lumps out of the custard and the hair out of the butter.
"It's time to get Belfast jiving. It's the one thing Belfast needs.
"Mr Frostie's Country Club will be a haven for culchies in the big city," he said.