LATROBE, PA (Rolling Rock) - Long live rock and roll! That's the battle cry as Rolling Rock beer teams up with rocker/actor/DJ
Little Steven Van Zandt to support his effort to save rock and roll with a series of 30 "Garage Rock" club shows later this year and financial support for emerging bands. Rolling Rock's announcement today of its partnership with the Underground Garage takes the crusade to save rock and roll to a new level.
Van Zandt, who is well known for his role as Silvio Dante in the Sopranos on HBO and as a founding member of Bruce Springsteen and the E street Band, is also the host of a radio show that was born from his movement, Little Steven's Underground Garage, the most successful and fastest-growing syndicated rock radio show in the country.
"The cost for a new rock band to get around the country has become exorbitant, making it nearly impossible for great new music to reach fans," Van Zandt explained. "Rolling Rock's sponsorship will enable audiences nationwide to see the best up-and-coming bands around."
Van Zandt has long been a champion of emerging bands and has helped launch the careers of such notable bands as Jet, The Hives and The Strokes.
"We are incredibly excited about this new partnership with Little Steven," said Ronnie Tucker, brand director for Rolling Rock and Rock Green Light with InBev USA in Norwalk, Conn. "We are supporting the Underground Garage's campaign to save rock and roll because it's important to us, too. Rock and roll is more than just a style of music, it's part of the American experience, a way of life. Rolling Rock has a long history with rock music and if we can help one young band make it or help one rock club keep their doors open, then we'll have made a difference."
Ms. Tucker said Rolling Rock is developing detailed plans for supporting the Underground Garage's efforts, working through a foundation Mr. Van Zandt will set up to fund travel, promotional materials and other things to help emerging bands develop their music and fan base.
Rolling Rock plans to donate a portion of the sales proceeds from almost a million cases of beer to Little Steven's foundation during a specified period of time later this year.
Beginning in August or September, Rolling Rock will sponsor the "Garage Rock" club shows that will take place in ten cities around the country in local rock clubs and will feature the coolest new emerging bands. Tentatively, the shows will take place in the New York City/New Jersey metro area, Boston, Philadelphia, Pittsburgh, Chicago, Cleveland, Minneapolis, Atlanta/Athens, Ga., and Seattle.
In addition, Rolling Rock will create a variety of related consumer programs and materials, including opportunities for free downloads from Underground Garage bands and cool merchandise to support the foundation.
