Ongoing History of New Music

Ongoing History Daily: When music industry money flowed like water

Back in the 90s, there was so much money flowing through the music and beer industry that we saw some insane promotions.

One of the craziest happened Labour Day weekend in 1995 when Molson arranged for a show in Tuktoyaktuk on the shores of the Arctic Ocean in the Northwest Territories. They convinced Metallica, Hole, Veruca Salt, and Moist to play a gig on September 3, 1995, called The Molson Ice Polar Beach Party to promote a new ice-brewed beer.

Radio stations across the continent gave away free tickets, transportation, and accommodation.

Despite all the logistical issues of staging such a festival in a town with a population of less than 900, they managed to make it happen. There’s even a documentary about it called Invasion of the Beer People.

Yesterday’s post was on the famous “Homerpalooza” episode on The Simpsons.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 38321 posts and counting. See all posts by Alan Cross

Let us know what you think!

This site uses Akismet to reduce spam. Learn how your comment data is processed.