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Pabst Blue Ribbon Launches Foundation to Deliver Grants to Musicians
Pabst Blue Ribbon may be the beer of choice for bar bands across the country, but the Milwaukee-based brewer has a deeper connection to music than fueling late-night stage antics. Today, the company unveils its new PBR Music Foundation, with the expressed goal of doling out at least one grant each month to a band or artist in need of financial assistance.
The goal, according to a press release shared with Billboard, is to "provide a financial safety net to talent in need and support musicians who have inspired the brand." That would cover, for instance, a broken down tour van, medical attention for a music-related injury, support for new recording time or promotional materials, or new equipment. To apply, artists can submit a video detailing their needs to the company's website, with "a panel of PBR judges" determining the most deserving entry each month.
In a video released to support the launch, the company stresses creativity -- not video quality -- in each pitch, and notes that the judges will research each potential artist, meaning that a significant online presence is required ("If you don't exist online, you don't exist," the video notes). Currently there's no word on the amount of money available through a particular grant, but submissions are now open.
PBR has an extensive history in the music space, including its Pabst Wax mobile recording studio and the Project Pabst Music Festival, which this year, its third, expanded from a one-city event in Portland, Oregon to four events -- in Portland, Denver, Atlanta and Philadelphia -- which will take place throughout the year.