Project Pabst is making its Atlanta debut on October 1.
What started as a music festival in Portland in 2014 is today a four-city concert series, hosted by Pabst Blue Ribbon.
In addition to Atlanta, Project Pabst also has stops in Portland, Philadelphia and Denver.
Crack open a $2 cold one: Here are five things to know about Project Pabst before it hits East Atlanta Village (EAV).
The melting pot
The Atlanta show is headlined by Run The Jewels and includes performances from Mastodon, Santigold, NOFX, Charles Bradley & His Extraordinaires, The Internet and Curtis Harding. If that sounds like a pretty wild range of artists, it's not by mistake.
"We look for melting pot cities with melting pot cultures. We would get hit up to sponsor other peoples festivals around the country, and we decided we'd rather throw a festival ourselves. This year, we had the four cities with rich music scenes that we could tap into," said Pabst Blue Ribbons' Matt Slessler.
PBR is not for hipsters. It's too metal for that.
"People think of PBR as hipster beer," said Slessler. "But we've always thought of ourselves as a metal beer. We are the beer of choice in bars a little grittier than normal. We're Moe's and Joe's. We're the 40 Watt. We are the Clermont Lounge."
The festival tips its cap to ATL.
The unicorn from the Project Pabst website?
That's all ATL, homes. It was designed by local artist Matthew Albert.
Run the Jewels and Mastadon are both proud Atlanta acts. (Even one of The Internet's band members Matt Martians calls East Point home.) Perhaps most surprising of all, PBR — though it seems like it surely must be owned by MillerCoors or AB Inbev— is a fiercely independent brewer. The Pabst Brewing Company started in Wisconsin and is today headquartered in Los Angeles.
If you don't like PBR, there are other beer options — and activities.
Though Project Pabst is a PBR festival, it's really a music thing through and through.
So, drinkers of a different variety can relax in knowing they can also snag a number of other adult beverages beyond the PBR brand when on site. Beyond the band performances, festival-goers will have access to an old school video game arcade, an interactive graffiti art display and PBR Wax, which features on-the-spot pressing of vinyl recordings that fans create themselves.
Those sweet details.
Tickets are here. Doors open for Project Pabst at noon on Saturday, Oct. 1 in the heart of the East Atlanta Village, at the intersection of Flat Shoals & Glenwood Avenues.
One last thing: it's 21 and up, so bring an I.D.