Nathaniel Rateliff is among the stars of the fundraising online virtual festival Crash the Couch, presented by Jack Daniel’s. The event will be held over two nights this weekend, on August 14 and 15, from 8pm ET. Brittany Howard and Cold War Kids will also headline. It will be free to view on YouTube, and available to stream on mobile devices and computers.
On Friday (14), the festival will open with Rateliff and Cold War Kids headlining a bill that also features Tank and the Bangas, Hiss Golden Messenger, the Suffers and Goldlink. Howard will head up the second night two, supported by Black Pumas, Brandy Clark, Houndmouth, Durand Jones and Yola.
All of the performances are to be filmed at the artists’ homes, and each evening will also feature cocktail-making demonstrations. Custom merchandise will also be available.
Crash the Couch will raise funds and awareness for the Sweet Relief COVID-19 Musicians Fund. The organization “provides financial assistance to all types of career musicians and music industry workers who are struggling to make ends meet while facing illness, disability, or age-related problems.”
“Friendship and fun”
The festival was conceived and developed by Energy BBDO, who created the “With Love, Jack” spot released in March. Says Jack Daniel’s US brand director Ed Carias: “During the global pandemic, the music stopped — both for fans and musicians themselves. But Jack is here to bring it back with Crash the Couch. Music has always been at the heart of Jack Daniel’s Tennessee Whiskey, and we are excited to support talented artists while celebrating the friendship and fun that make summer festivals so special.”
Alan Parker, Energy BBDO’s chief innovation officer, adds: “We believe in the power of truly connected and innovative experiences that can drive deeper and more personal connections between brands and consumers. We feel this festival will do just that, providing some much-needed relief for fans and support for artists.”