Miller Genuine Draft and the Rock and Roll Hall of Fame and Museum are taking their "Craft" artist interview series to an exciting new level. MGD is giving music fans the chance to bid on VIP experiences for each "Craft" event. All proceeds of the online auctions will benefit the Rock Hall's capital campaign to build a new permanent library and archive facility.
MGD is jump-starting its support of the Rock Hall capital campaign with an initial $50,000 donation. The capital campaign also will support a redesign of the Rock Hall's interior and establish an endowment for the Rock and Roll Hall of Fame to advance its efforts to collect, preserve and interpret the cultural significance of rock and roll music.
Through a series of week-long eBay auctions (http://www.ebay.com/mgdcraft.com), music fans age 21 and older will have the opportunity to bid on VIP experiences for the "Craft" events. MGD will provide the winning bidders with front row seats, pre- and post-show backstage access including a meet and greet with the featured "Craft" artist and moderator Dr. Warren Zanes, complimentary food and MGD and a host of other surprises. One-hundred percent of the proceeds from all auctions will go to the Rock Hall's capital campaign to build a new library and archive. The first auction goes live August 20 for the Patty Griffin show in San Francisco.
"Miller Genuine Draft is all about giving music fans unique, once-in-a-life time opportunities they can't get from any other beer brand," said Randy Ransom, Miller's chief marketing officer. "These auctions give consumers the ultimate musical VIP experience while benefiting an important cause for a significant institution, the Rock and Roll Hall of Fame, in its mission to preserve and tell the story of rock's relevance in our world."
The non-profit Rock and Roll Hall of Fame is in the initial stages of its $35 million capital campaign. The new library and archives facility in downtown Cleveland will be a one-of-a-kind academic center where researchers, scholars and music fans from around the world will come to understand the roots of rock music and the impact that it has made in our society.
"Miller Genuine Draft's generous donation is just another example of the brand's commitment to popular music. The Rock Hall's mission is to educate people of all ages about the cultural significance of rock and roll, and we couldn't do it without the right partners," said Zanes, education advisor for the Rock and Roll Hall of Fame and Museum. "The winning bidders will have the rare opportunity to meet some of the best songwriters and performers working today. The closer you come to these folks, the more interesting it gets."
MGD's "The Craft" is an interview series that feature a moderated live discussion and performance intended to give fans a deeper understanding of music's most respected and engaging stars. Each show is moderated by Zanes, who is also a former member of the rock band The Del Fuegos. Video of these programs are available for viewing via http://www.mgd.com/craft and will be preserved in the Museum's Library and Archive Center in Cleveland.
There will be nine more "Craft" events in seven markets over the next several months, with each event featuring an online auction for a VIP experience. After Griffin joins Zanes in San Francisco, Death Cab for Cutie's Ben Gibbard will be featured September 10 in Denver. Additional artists and dates will be announced later this summer. The series kicked off with Elvis Costello in Las Vegas and Jim James of My Morning Jacket in San Diego.
Since its debut in 1986, Miller Genuine Draft has celebrated music's prominent role in the lives of its consumers. To continue this commitment, "The Craft" artist interview series is designed to highlight the hard work that goes into genuine musical artistry, just as there is more to the process of making MGD than beer drinkers might realize. Only Miller Genuine Draft is cold-filtered four times to deliver a fresher, smoother beer.
