By Laura Ferreiro
The Avett Brothers have often found solace in playing music, getting through hard times by picking up a guitar or banjo. Now the North Carolina natives are giving solace to others by teaming up with family-owned soft drink company Cheerwine to give back to their community and fans through the Legendary Giveback concert.
Taking place October 19 in Charlottesville, VA at the nTelos Wireless Pavilion, the concert will also live stream for fans who pledge to give back in their communities by volunteering their time to any charity or community organization through the Cheerwine Giveback . By doing so, they’ll earn a code that gives them online access to the concert through Livestream. What’s more, proceeds from concert ticket sales will go to three local non-profits.
“Any opportunity we get to do something charitable we have to consider very seriously,” Seth Avett tells Music for Good. “Cheerwine’s Legendary Give Back is the biggest opportunity we’ve had to do an event that can be so beneficial to so many different areas. Also we love the brand — we’ve been drinking Cheerwine our whole lives,” he adds.
According to Tom Barbitta, senior vice president of marketing and sales for Cheerwine, the partnership with The Avett Brothers made perfect sense. “The values of the band and brand are very aligned on this,” he says. “When we were talking about a year and a half ago, it was never about selling more stuff, it was about what we can do for the community.”
Proceeds from the show will go to organizations that address the needs of families: Operation Homefront, devoted to helping military service members and their families; Big Brothers Big Sisters, the nation’s largest donor and volunteer supported mentoring network; and University of Virginia Children’s Hospital, which offers children healthcare and breakthrough research for childhood disease.
“One of my favorite parts of the whole thing is there’s this opportunity to pledge hours to something that matters to you,” says Avett.
“There’s a lot of things in our lives that get cloudy on what’s good or bad, but making it clear on something good — the idea of being able to contribute to whatever charity you choose – I think our fans are pretty receptive to that,” he says.
The Avett Brothers took time out of their busy touring schedule to dedicate this day to giving back. They’re currently supporting their recent album, “The Carpenter,” which was produced by Rick Rubin and showcases their trademark harmony-laden, country-folk melodies.
Barbitta adds: “We’re a small brand but we have a big heart and it’s been around for 90 years. It’s all about putting a smile on people’s lips. We’re trying to help some people out who need a little help right now.”