The fourth, 2018 installment of Red Truck Beer’s Truck Stop Concert Series consists of three showcases, each loosely based on a genre. The key word there is loosely.
“We’ve found most people who attend music shows are fairly open-minded and interested in trying new experiences,” says Red Truck Beer marketing head Brian Fong, interviewed by phone. “Not just musical experiences, but also culinary, travelling, and beverages. So the genres of music that we’ve got are going to be very different between shows, and even at each individual show. Given people’s willingness to try new things, that makes for a great intersection between craft beer and the music we’re showcasing.”
For this year’s three-date Truck Stop Concert Series, Coleman Hell headlines the indie- and roots-oriented June 16 bill, with support including Seattle DIY stalwarts Pickwick, Victoria blues-rocker Jesse Roper, Vancouver’s Aviator Shades, and 2017 Truck Stop Concert Series winner Sam the Astronaut.
Soul and classic R&B take the spotlight on July 14 when the main attraction is Seattle’s Allen Stone, with the brilliantly retro Nick Waterhouse second-billed. Rounding out the undercard will be Burnaby’s genre-blending Antonio Larosa, the Eleven Twelves, the Elwins, and Atlameda.
The third event in the Truck Stop Concert Series gives Vancouver a reason to break out the cowboy hats on August 11 when Nashville’s chart-topping Michael Ray rolls into town to support his sophomore release Amos. Joining the American country star will be Wes Mac and his fellow Calgarians Nice Horse, and bluegrass-flavoured Rollin’ Trainwreck, which took home top prize in the Truck Stop Talent Search contest this past April.
Ultimately, Fong says, the Truck Stop Concert Series isn’t a moneymaker for the company, but instead is shooting for something more valuable.
“It’s kind of a platform for us to launch beers, get people down here to celebrate beer, and also kind of create community within East Van and our brewery district. So it’s kind of grown into something bigger than the music—it’s more of a passion project. We’re ultimately trying to create a vibe—a place for like-minded individuals to come together and enjoy both craft beer and live music.”
In the coming weeks, Red Truck will be adding performers to the series. In the meantime, tickets and info for all three Truck Stop Concert Series showcases can be found at truckstopconcertseries.com/.