Music lovers, get ready for some covid salvation. Everyone’s favorite Jack—Jack Daniel’s—is resurrecting the concert party this weekend with Crash the Couch, a two-day virtual music festival to support musicians and music-industry workers affected by the coronavirus pandemic. And the new fest’s lineup includes Houston’s own award-winning Gulf Coast soul outfit The Suffers.
Our Bayou City soulful sweethearts will take to the virtual stage alongside headliners Nathaniel Rateliff, Cold War Kids, and Brittany Howard of Alabama Shakes fame. Crash the Couch will also feature eight opening acts, with four groups (including The Suffers) performing the first night ahead of Rateliff and Cold War Kids and the second block leading up to Howard’s sure-to-slay set on the second night.
The timing couldn’t be better for The Suffers, who recently released a new single, “Take Me to the Good Times”—the first new track since the band's critically acclaimed sophomore album, Everything Here, in 2018. With a killer, swingin’ beat and frontwoman Kam Franklin's sultry charisma, the song offers an uplifting message of positivity that we all need these days while also pointing to a slight departure for the band’s previous sound.
Of course, it’s also setting up to be a good weekend for JD, which is partnering with the Sweet Relief Musicians Fund to aid career musicians and music-industry workers who have seen their livelihoods decimated by the continuing pandemic. While this is the whiskey brand’s first foray into virtual concerts, Jack Daniel’s has a longstanding connection with the music industry, from being Frank Sinatra’s drink of choice to maintaining a frequent presence on the Van Halen stage. Plus, the booze is mentioned in just about every other country hit.
If this isn’t enough of a reason to tune in, Crash the Couch fest, which will be streamable on the brand’s YouTube page, is also including cocktail demonstrations from some of its mixologists in between performances. So, pour yourself a glass, sit back, and let some great music feed your quarantine-weary soul.