Pabst Blue Ribbon has established what they’re calling the PBR Music Foundation, awarding monthly need-based grants to up-and-coming musicians.
To help spread the word, Atlanta-based Newmerica Media created an irreverent promotional video about the program. Filmed primarily at durable Atlanta dive the Star Community Bar, the amusing clip stars Bryan Malone of Atlanta’s garage-rock veterans The Forty-Fives (and also the Star Bar’s booking agent) as the PBR Grant Genie, and Atlanta funk-punk band Baby Baby as the band he counsels as to the particulars of the foundation.
Also seen are The Coathangers (who were awarded the PBR Music Foundation’s first grant, using it to fund their own music video), Jared Swilley of Black Lips and others.
The promotional clip can be viewed here, but be forewarned, there is some salty language. https://www.youtube.com/watch?v=mAdt8dz0T4s