Rolling Rock sets sights on 'Garage Rock'

LATROBE, Pa. (AP) -- Rolling Rock beer is ending its Rolling Rock Town Fair, a one-day music festival that drew large rock acts to western Pennsylvania since 2000. Instead, the brewer is teaming up with Little Steven Van Zandt for a series of shows nationwide to be called "Garage Rock."
"The cost for a new rock band to get around the country has become exorbitant, making it nearly impossible for great new music to reach fans," said Van Zandt, a founding member of Bruce Springsteen's E Street Band, an actor on HBO's "The Sopranos" and host of a syndicated rock radio show.
"Rolling Rock's sponsorship will enable audiences nationwide to see the best up-and-coming bands around," he said.
Rolling Rock will donate some sales from almost 1 million cases of beer to Little Steven's music foundation.
In August or September, Rolling Rock will sponsor 30 shows. They will likely be in or near New York City, Boston, Philadelphia, Pittsburgh, Chicago, Cleveland, Minneapolis, Atlanta and Seattle.
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