Pittsburgh’s Rolling Rock brewery is dropping its one-day Rolling Rock Town Fair music festival to team up with Steven Van Zandt to promote a series of nationwide shows called the “Garage Rock” tour.
The beer company also plans to donate a portion of sales from nearly 1 million cases of beer to Van Zandt’s “Underground Garage,” the syndicated radio show he hosts to promote emerging bands.
“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 said in a press release. “Rolling Rock’s sponsorship will enable audiences nationwide to see the best up-and-coming bands around.”
Rolling Rock will sponsor 30 shows beginning in August or September. Tentative stops include New York City, Boston, Philadelphia, Pittsburgh, Chicago, Cleveland, Minneapolis, Atlanta and Seattle.
“We are incredibly excited about this new partnership with Little Steven,” said Ronnie Tucker, brand director for Rolling Rock and Rock Green Light with parent company InBev USA. “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.”
The Rolling Rock Town Fair’s six-year run has attracted a variety of national touring artists. Last year’s event featured