SALISBURY — Cheerwine and Grammy-nominated indie rockers The Avett Brothers have announced the return of the Legendary Giveback, an evening of music to benefit family-focused organizations.
The concert will take place Nov. 14 at North Charleston Coliseum in Charleston, S.C.
Mirroring last year’s event, The Avett Brothers’ participation highlights the importance of giving back, the mission behind the initiative. The Legendary Giveback II will give fans living outside of the Charleston region another opportunity to attend the concert virtually by pledging hours of community service on the event’s website.
In 2012, in addition to the fans who attended in person, more than 11,000 fans from 17 different countries were part of the Legendary Giveback event via the reach of Livestream.
The concert venue in Charleston effectively doubles audience capacity, allowing more fans to attend and providing a greater opportunity to raise funds for the identified beneficiaries.
“The response from our fans last year was both humbling and gratifying,” says Scott Avett, lead singer and multi-instrumentalist for The Avett Brothers. “And we’re grateful that Cheerwine is committed to raising more funds for the families that this year’s concert benefits.”
Proceeds from the Legendary Giveback II’s sales will aid three family-focused organizations, including a national non-profit that provides services locally: Big Brothers Big Sisters, the nation’s largest donor and volunteer supported mentoring network; Operation Homefront, devoted to helping military service members and their families; and The Children’s Hospital of South Carolina at MUSC, which offers medical resources to children across the region.
“It is important to us as a family owned-company to support family-related causes,” says Tom Barbitta, senior vice president of marketing and sales for Cheerwine. “Since we sold out last year’s venue, we look forward to giving even more to our non-profit beneficiaries this year.”
Barbitta said The Avett Brothers are more than just a band.
“They are great individuals whose values transcend the music,” he said. “They are friends, and we are proud of our partnership with them.”
To promote Legendary Giveback II, Cheerwine will be placing six specially designed “Hidden Cans” by The Avett Brothers, inside select 12-packs throughout the Southeast. The individuals who find these “Hidden Cans” will win a $500 donation towards the charity of their choice, two tickets to the Legendary Giveback II concert and a year supply of Cheerwine.
The Avett Brothers and Cheerwine share Carolina roots, and both are enjoying national prominence. On the heels of their 2013 Grammy nomination for their album The Carpenter, The Avett Brothers of Concord announced their follow-up Magpie and the Dandelion, which will be released in October.
Cheerwine, owned and managed in Salisbury by the same founding family for the past 96 years, has stated its intent to be available in all 50 states by the company’s 100th anniversary.
Tickets will go on sale Thursday through MusicToday.com.
Launched in 1917 by L.D. Peeler, Cheerwine is owned and distributed by the Carolina Beverage Corporation and Cheerwine Bottling Company in Salisbury. Cliff Ritchie leads Cheerwine as president and CEO.
The Avett Brothers formed in 2001 in Charlotte when banjoist Scott Avett and guitarist Seth Avett joined forces with standup bass player Bob Crawford. Raised in Concord, the Avett Brothers were influenced by their dad, Jim Avett, and his eight-track tape collection including Bob Dylan, Neil Young, Crosby, Stills & Nash, and Jim’s own folksy duo, Common Decency.