Pabst Blue Ribbon Launches Fearless Sound Society Concert Series With Pink Sweat$ Show

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Pink Sweat$ performs at the Pink Sweat$ and Pabst Blue Ribbon Sound Society present Fearless Event on June 26, 2019 in Los Angeles. 

Pabst Blue Ribbon has announced a new campaign for their music series Sound Society. The fearless campaign kicked off last night (June 26) in Los Angeles with a once-in-a-lifetime event with musician and artist Pink Sweat$. The intimate performance brought together fans of the artist in an immersive and intricate setting curated by Pink Sweat$.

"We chose a bold artist in Pink Sweat$ because we think he is the culmination of exactly what fearless is," says Pabst Blue Ribbon music brand director Kathleen Curran. "He overcame his own fears and struggles in his life, from an illness to poverty to a lot of different creative struggle to launch his career."

The debut event featured rooms drenched in the color pink, unreleased tracks and fans interacting one-one-one with the artist in a Q&A on fear.

"What we're trying to do is take down the barriers between the creative and the fans and allow them to feel connected and truly inspire people to be creatively Fairless themselves," Curran tells Billboard.

The Pink Sweat$ event was the launch of the free nationwide events Sound Society will be producing around the country. A total of 31 shows will be curated by local artists and their communities to showcase fearless emerging talent and foster creativity.

“What we're trying to do with Sound Society is really take our platform and use it to support emerging artists and established artists that want to be associated with optimistic, courageous doers and be able to give them as much visibility as possible,” adds Curran.

The Fearless tour will see performances from BBYMUTHA, Machine Drum, Jimmy Edgar, Bearcat, Dino Boys and Suzi Analog, as well as an encompassing indie rock showcase in Atlanta, a female fronted hip-hop concert in Brooklyn, Go Go shows in DC and Emo shows in Tampa.

“We've been supporting events and emerging artists for a long time, but previously was down in more of a fragmented and localized way,” says Curran, adding that Pabst doesn’t just want to throw a concert and sell some beer. “I think consumers in general are very aware of overly branded notions and we don't want to be that. As a team at Pabst Sound Society, we love music. We love the artists we work with and we really want our events to reflect that.”

Curran explains that the breadth of talent and the decisively different experiences reflects a more complex and diverse consumer. With the use of streaming, people are discovering all kinds of music and their tastes are no longer defined by a single genre.

“It’s very important to us that Pabst Sound Society isn’t pigeonholed. There have been many different perceptions of Pabst in the past and the music we’re associated with,” says Curran.

In addition to putting on the curated events, Pabst follows up with its artists by donating funds, studio time and album promotion to help musicians grow in the industry.

“Once we work with an artist that doesn't mean that it's one and done,” says Curran. “We want to continue working with them throughout their albums and their careers and supporting their art.”

Check out a lineup of upcoming Pabst Sound Society Fearless events below.


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