Trace Adkins’ 11th studio album, Love Will… released today on Show Dog-Universal Music. The album is available on iTunes and a week of live performances and appearances are planned.

Street Week kicked off Sunday (5/12) with a Love Will… release party and Apprentice viewing event with friends and family at Hard Rock Cafe Nashville. On Wednesday (5/15) he’ll perform on the Today Show followed that night by a SiriusXM “Sounds of Summer” concert at Hard Rock Cafe New York which will be broadcast live on The Highway, channel 59 (8:00pm EST). In addition to many Apprentice-related appearances this week, Trace will also perform on Fox & Friends on Friday (5/17).

As NBC’s All-Star Celebrity Apprentice nears its finale on Sunday (5/19), Trace is a finalist with over $700K (and counting!) raised for the American Red Cross. It’s an accomplishment he’s proud of, as a man who honors the selfless service of others. That quality has also earned him a reputation as a die-hard supporter of the troops and Adkins is humbled to serve as an honorary Grand Marshall at the 2013 National Memorial Day Parade in Washington, DC (5/27).

At the heart of all the excitement is an album from the veteran hit-maker and outspoken roughneck. With vocal variety and a thematic focus, Love Will… tackles the world’s greatest emotion and features collaborations with two-time Grammy Award winning singer/songwriter, Colbie Caillat, the esteemed Harlem Gospel Choir and rock/country veterans, Exile. The impressive list of producers includes Tony Brown, Mark Wright, Frank Rogers, Kenny Beard and Mickey Cones.

“In my book, ‘Hot Mama’ and ‘Badonkadonk’ are love songs,” jokes Adkins. “So don’t start thinking this album is all ‘til the end of time’ ballads…but yeah, we’ve got those too.”

It’s an album of sexy grooves, heart-wrenching ballads and up-tempo anthems worthy of Adkins’ long list of hits. Equally known for his integrity and irreverent sense of humor, he’s made a career making fans laugh (“Honky Tonk Badonkadonk”) and making hearts swell (“Til The Last Shot’s Fired,” “You’re Gonna Miss This”).

As Trace points out, the variety on Love Will… is layered. The album title itself is an open-ended question – love will build a bridge? love will move mountains? love will tear us apart? Any Country fan can tell you…all are true.