Ronnie Wood, left, Keith Richards, second from left, and Mick Jagger of The Rolling Stones perform during their concert in Sydney at Stadium Australia, Tuesday, April 11, 2006. The Stones will play only two concerts in Australia, in Melbourne and Sydney during their world tour. Photographer: Jack Atley/Bloomberg News (Photo: Jack Atley/BB)

Jackson National Life Insurance Company is reaching out to potential annuity buyers by connecting itself with something they know well: the Rolling Stones.

The Lansing, Michigan-based annuity issuer is sponsoring a major Rolling Stones exhibit at the Musicians Hall of Fame and Museum in Nashville, Tennessee, from now through June 30.

The exhibit  features about 500 artifacts from the Rolling Stones’ personal archives.

(Related: The Advisor’s Guide to “Talking Boomer”)

The exhibit previously appeared in New York, Chicago and Las Vegas. Organizers expect the Nashville run to be the final run.

Mick Jagger, the leader of the Rolling Stones, will turn 75 in July.

Barry Stowe, chief executive officer of Jackson, said in a statement that Jackson sees the sponsorship as a way to connect on a deep emotional level with the Rolling Stones’ audience.

“The Rolling Stones are an artistic cultural phenomenon that helped define and shape the baby boomer generation,” Stowe said.

Jackson is also trying to build a relationship with Nashville. The company already employs about 500 people in Nashville. It recently bought a 155,000-square-foot building in a community near Nashville. The company is expecting to increase the total number of employees in the Nashville region to 700 by the end of the year.

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