Patron Tequila has announced its own virtual benefit concerts, the More Than Tequila music series. Beginning Tuesday, October 20 on Instagram Live, the iconic Tequila brand will give Black artists an opportunity to share their talents, gain exposure, and have a conversation about what community means to them in today’s culture.
The first benefit concert will feature Grammy nominated and critically acclaimed headliner Rapsody and three up-and-coming Black artists: Deante’ Hitchcock, GQ, and Cyanca.
The virtual music series will spotlight and celebrate Black artists and drive donations to support the NAACP Backing the B.A.R. initiative, which provides grants to Black-owned accounts and retailers providing the resources and education to aid in the critical work of ensuring racial equality in the bar and restaurant industry.
Historically, Black-owned businesses have had a harder time accessing loans and capital; and many Black businesses are more vulnerable now, than ever, given the impact of COVID-19. In fact, the number of working African American business owners have fallen more than 40% amid the Coronavirus — a much steeper drop than other racial groups experienced.
“Marginalized voices now more than ever need the opportunity to be lifted up,” said the brand in a statement. “PATRÓN is proud to support the communities that have supported us, and in this case, that means supporting our Black community by lifting up Black voices, amplifying up-and-coming musical talent and giving back to our Black-owend bars and restaurants through the More Than Tequila music series.”
At 6:40PM ET on the @patron Instagram channel, Rapsody and Patron bartender Solomon Thomas will kick things off with a pre-show cocktail and conversation about what “More Than Tequila” means. Then at 7PM ET, viewers are invited to switch over to the @raposidy Instagram channel for the live concert
Anyone watching from home can donate directly to the NAACP Backing the B.A.R. fund through a link pinned in the Instagram Live that will be available during the concert.