Jack Daniel’s, a brand of Brown-Forman Corp., Louisville, Ky., is bringing artists straight to living rooms everywhere with “Crash the Couch,” a virtual music festival streaming Aug. 14-15 at 8 p.m. ET in support of musicians impacted by the COVID-19 pandemic. Brittany Howard of the Alabama Shakes, Cold War Kids and Nathaniel Rateliff will headline.
Jack Daniel’s first-ever virtual music festival, “Crash the Couch,” will be presented free via YouTube and available to stream on mobile devices and computers. The two-day event aims to bring back much needed entertainment and help promote rising artists in lieu of live concerts and summer festivals, the company says. “Crash the Couch” will raise donations for the Sweet Relief COVID-19 Musicians Fund, providing financial assistance to career musicians and music industry workers who have been unable to work amid pandemic-related restrictions.
“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,’” said Ed Carias, Jack Daniel’s U.S. brand director, in a statement. “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.”
“Crash the Couch” will feature Jack Daniel’s cocktail demos, custom merchandise, and music across the two-day lineup, performed by a diverse range of popular and emerging artists including Black Pumas, Tank and the Bangas, Brandy Clark and more.
For the full festival lineup and schedule, visit Youtube.com/JackDaniels.