In the early days of the global pandemic, Live Nation’s Crew Nation was created to extend a helping hand to the touring and venue crews severely affected by the sudden halting of live events. The fund – powered and administered by charitable 501c3 organisation, Music Forward Foundation – was kick-started by Live Nation contributing an initial $5 million and committing to match the next $5 million given by artists, fans, and employees.
With its products being responsible for powering the sound systems of some of the world’s most renowned artists, Italian amplifier specialist, Powersoft decided to play its part by donating 5% of the proceeds from the sale of touring amplifiers to Crew Nation. Following a planned three-month campaign – which generated an impressive €48,437 – the company has now opted to continue the incentive until the end of the year.
“It was around April when COVID-19 was in the acute stages of its spread that people became aware of the serious impact it would have on the live sound industry, as most major concerts, festivals, and gigs were cancelled,” remarked Powersoft’s Brand, Communication and Trade Marketing Manager, Francesco Fanicchi.
In response, Fanicchi and his team came up with a campaign to support live music professionals. “We spent some time evaluating the right organisation to partner with, as there were many live music relief fund projects, though most were dedicated to helping the artists,” he explained. “We realised that Crew Nation would be the perfect fit for Powersoft, since the fund is aimed at supporting people who are in our sector and are completely dependent on live shows to survive.”
Fanicchi was pleased to report that, since their initial email correspondence, the organisers have been very appreciative towards Powersoft for extending this helping hand. “They have also been available and reactive in providing us with promotional materials, logos, imagery, and any useful guidelines to help maximise the visibility through media and our proprietary channels,” he stated.
Executive Director of the Music Forward Foundation, Nurit Siegel Smith praised the substantial contribution received from Powersoft. “We are amazed by the incredible pledge Powersoft made toward the Crew Nation Fund and for the crewmembers who are the backbone of the live music industry,” Smith said.
“Live music inspires millions around the world, but the concerts we all enjoy wouldn’t be possible without the countless crewmembers working behind the scenes. Their pledged donation will be instrumental in ensuring our crewmembers are taken care of during this intermission so they will be ready to work and enjoy the show with us.”
Following the incredible result, Powersoft is looking forward to continuing the relationship with the campaign. “We want to continue supporting crewmembers during this extended intermission,” concluded Fanicchi. “We have many friends who have lost work this year due to the impact of the pandemic and we want to be at the forefront in supporting them. As an audio company that was born with touring products, we have a responsibly towards our community.”
This article originally appeared in issue #255 of TPi, which you can read here.