The Country Music Association has unveiled a bold new promo for the 2017 CMA Awards featuring some of the genre's biggest stars talking about the beating heart of country music.

Keith Urban, Garth Brooks, Kelsea Ballerini and returning hosts Carrie Underwood and Brad Paisley all come together in this brooding new commercial that pays homage to the CMA Awards' legacy. As the instrumental to Brooks' famous hit "Thunder Rolls" plays in the background, the camera pans throughout a dimly lit mansion, showcasing instruments, photos and other memorabilia of country music icons.

"It lives inside all of us. It makes us feel alive. The heart of country music," Urban says in a voiceover, sitting inside the home while strumming on his guitar.

Brooks follows his statement at the piano, looking toward his own CMA Award as he remarks, "Sometimes it pounds like rolling thunder and sometimes it drifts like a whisper in the wind."

Unforgettable Brad & Carrie Moments From CMA Awards Past

"Moving us, thrilling us, burning a ring of fire in our souls," Ballerini continues, strolling through the entryway before gazing upon an old Johnny Cash record.

Underwood and Paisley close out the striking video as Paisley proclaims "the artists of today and the legends of tomorrow."

... "Share one night and one heart beating stronger than ever," the "Church Bells" singer finishes. The two will take the stage for the tenth year in a row as CMA Awards hosts when the 2017 CMA Awards show airs live from Nashville's Bridgestone Arena on Nov. 8.

Brooks, Urban, Eric Church, Chris Stapleton and Luke Bryan are all vying for the night's biggest award, Entertainer of the Year.

Remember: The best way to watch the CMAs is on TV, with ToC on your phone!