Concert for Charlottesville: Oath partners with Dave Matthews Band for an evening of unity and music
The Dave Matthews Band, Pharrell Williams, Ariana Grande and more took to the stage in Charlottesville, VA on Sunday to support the college town after last month's white supremacist violence. The Concert for Charlottesville was a night of music and unity performed live before a local audience and livestreamed to the world via Oath brands Tumblr, HuffPost, Yahoo, AOL and BUILD.
"When we first heard about the event, we knew we had to get our brands and scale behind the music and the message," said Sara Link, head of Oath for Good and President of the Oath Foundation.
Event organizer and Charlottesville native Dave Matthews played a full set with his band and joined surprise guest Stevie Wonder in a moving duet of John Lennon's "Imagine." Wonder shouted out to the crowd: "We must—all of us—be the difference. . . . Don't talk about it, be about it."
Matthews also welcomed Susan Bro onto the stage at UVA's Scott Stadium. The mother of Heather Heyer, who was killed during the Charlottesville protests, thanked the crowd for opening their hearts and extending her daughter's legacy.
During his performance, Pharrell Williams echoed the weekend's peaceful anti-racism protests across the NFL, dropping to his knee and proclaiming, "If I want to get on my knees right now for the people of my city, for the people of my state, that's what this flag is for."
Summing up the positive spirit of the night, Matthews told the crowd, "I feel like tonight we maybe moved the needle a little bit in a good direction."
Oath plans to keep moving that needle by spearheading future events focused on inclusion and diversity, two values at the core of how we build brands and the future.