Sometimes there are exceptions to universal truths. Even the old SST records standby:"Corporate Rock Still Sucks." Sure, car companies have been known to sponsor cool garage rock festivals and underwrite doom metal tours, but usually any corporate influence in a young band spells disaster to their music, or at least their stage patter. Try listening to a jagermeister-sponsored band plug the spirit in the middle of their set without gagging.
But the corporate hookup that goes down this weekend is one that absolutely does not suck. Barefoot Wine is going about raising their brand awareness by co-sponsoring (with the surfrider foundation) beach cleanups around the usa in order to keep them "barefoot-friendly." They are encouraging folks to show up early Saturday morning and help clean up the North Shore Open Space Park on Miami Beach, aka -where 81st street hits the sand.
As a carrot to dangle out to potential do-gooders who ned a push to wake up early - troubadour Eric Hutchinson is playing a free show Saturday night for the clean up crew at Ocean Auditorium on 10th & Ocean. Hutchinson is best known for his ska-inflected tune "Rock and Roll" which hit top 10 in Australia. His other claim to fame is being virally spread across the globe by gossip maven Perez Hilton, who linked Hutchinson's myspace page on his site. After being anointed by Perez - Hutchinson suddenly had the #5 record on Itunes' album chart - unheard of by an unsigned artist - and was quickly snapped up by Warner Brothers.
Hutchinson may be a freshly scrubbed face worthy of representing corporate do-gooderism - and that isn't very "rock and roll" per se, But his Tony Bennett-like, been-there-and-done-that-with-a-smile vibe and masterful song craft absolutely does not suck.
What also doesn't suck is that entrance to the free gig is on the honor system. You aren't going risk losing your Hutchinson ticket after boiling in the sun all day picking up coney island whitefish. All you need to do to get in (space willing) is RSVP to firstname.lastname@example.org
How's that for an offer you can't refuse? After all, only you, you conscience, santa claus and your sunburn will know if you were naughty and slept in instead of doing your civic duty. But then again there are possible rewards for showing up early Saturday morning to North Shore Open Space Park beyond seeing Eric Hutchinson or having a clean beach. You might meet Mr. or Mrs. Right at the clean-up. After all,anyone willing to pick up after strangers - might be willing to deal with your garbage.