PBR MUSIC | PBR Music Presents "Sponsored Tour Guides with Mastodon"

June 26, 2017 - On the heels of announcing dates for their upcoming Pabst Blue Ribbon -sponsored North American tour (which runs from Sept. 26  to Oct. 25), Mastodon has released a new behind-the-scenes tour video written, produced and directed by Newmerica in conjunction with PBR Music.

Earlier this year, when Pabst signed on to sponsor the tour, they had only one stipulation - that Mastodon allow PBR's music tour manager, Andy Riggs, to join the band on the road. Mastodon naively agreed, unaware of Riggs' fervent and overbearing commitment to his work. But, the band and crew eventually found ways to use his 'passion' to their advantage.


Watch video here: https://youtu.be/8_mGC74k_9E

Pabst Blue Ribbon's sponsorship of Mastodon's upcoming tour is no surprise - PBR music brand manager Woodrow Coheley goes way back with the band - to when they were all struggling musicians trying to rise through the ranks of the Atlanta scene.

"Pabst Blue Ribbon has been supporting local musicians for over a decade now," Coheley says. "I used to play in this awesomely shitty band back in 2002, and that's where I met a couple of the guys who went on to form Mastodon. Shortly thereafter, I got a hired at Pabst as a local Atlanta field rep. One of my first memories of 'sponsoring' Mastodon - which, at that point, meant several cases of beer and a banner - was back in 2004. We sponsored this parking lot event outside Criminal Records for the album release of Leviathan. Just before Mastodon went on, the band wanted an impromptu banner behind them that read 'The Mighty Mastodon.' It was impressively stupid. Years later, [singer/drummer] Brann [Dailor] told me the banner still hung in their practice space. We want to continue to grow and support the careers of musicians we work with, just as we have with Mastodon."  

Over the last 10 years, PBR Music has gotten on board early with talented up-and-coming artists, helping to sponsor the likes of Mastodon, The Black Lips, Jay Reatard, Deerhunter & many more. It's these roots, and Pabst's deep commitment to music, that led to the formation of the new PBR Music Society, a program designed to offer financial support to struggling artists who are out there grinding. The focus is on goal-oriented musicians who are not only trying to build their own career, but a true music scene in their city. Artists who have benefitted from the backing of the PBR Music Society include The Coathangers, Cousin Dan, Tacocat and Red Fang. In all, $75,000 has been donated in support of talented new artists, and there's more where that came from. 

You can learn about the PBR Music Society here.


And you can watch 2004 Mastodon play "Blood and Thunder" in front of that "impressively stupid" PBR-sponsored banner Coheley was talking about, right here.

Following a triumphant tour of Europe, Mastodon return for the next leg of domestic dates in support of their acclaimed album Emperor of Sand with continued support from Eagles of Death Metal and Russian Circles unless indicated otherwise. Tickets can be purchased at mastodonrocks.com/tour.

Mastodon North American Tour Dates
9/26 - Orlando, FL @ Hard Rock Live 
9/27 - Charleston, SC @ North Charleston Performing Arts Center
9/29 - Knoxville, TN @ Civic Auditorium
9/30 - Louisville, KY @ Louder Than Life Festival (w/ Five Finger Death Punch)
10/1 - Janesville, WI @ JJO Sonic Boom
10/3 - Raleigh, NC @ The Ritz
10/4 - Charlotte, NC @ The Fillmore
10/6 - Atlanta, GA @ The Fox Theatre
10/7 - Camden, NJ @ BB&T Pavillion
10/9 - Montreal, Canada @ Metropolis
10/10 - Rochester, NY @ The Armory
10/11 - Grand Rapids, MI @ 20 Monroe Live
10/13 - Oklahoma City, OK @ Diamond Ballroom
10/14 - San Antonio, TX @ Aztec Theater
10/15 - Houston, TX @ Monster Energy House Open Air
10/17 - Albuquerque, NM @ Historic El Rey Theater
10/19 - San Diego, CA @ House of Blues San Diego
10/21 - Sacramento, CA @ Monster Energy Aftershock (w/ He Is Legend)
10/23 - Garden City, ID @ Revolution Center
10/24 - Spokane, WA @ Knitting Factory Spokane
10/25 - Vancouver, Canada @ Orpheum Theatre