Brantley Gilbert might be best known for going full throttle on stage, rocking out with fire-breathing country hits like “Bottoms Up.” But he can also rip it up on the dirt, and now the lifelong motorcycle enthusiast is combining two of his favorite things for a good cause.
Set for this Saturday (April 17), Gilbert mixing his love of motor sports and music with desire to give back, hosting a special, sold-out trail ride and live concert at Brimstone Recreation in Huntsville, Tennessee. With over 300 miles of all-terrain trails to “Fire’t Up” on, he’ll lead 500 riders on a day of high-octane fun, then through a night of overdue live music. And it will all raise money to help people struggling through the pandemic.
“We’re gonna get some vehicles out there and hopefully throw up some mud – maybe even get a few things stuck,” Gilbert tells Sounds Like Nashville, speaking by phone about the day with obvious excitement. “We’ll do a little go-fast and then we’re gonna tie things up at night with a show presented by Whiskey Jam. And if you know anything about them, they don’t miss, its always a good show. … But man, the whole ride is to benefit ACM Lifting Lives.”
Indeed, Gilbert is teaming up with Polaris, Whiskey Jam and others for the mud-slinging musical thrill ride, supporting the ACM Lifting Lives COVID-19 Response Fund. That charitable arm of the Academy of Country Music (which celebrates the 56th annual ACM Awards this Sunday) is meant to help those in the music industry suffering from a loss of live concerts. But it’s not money that goes to rich-and-famous stars, Gilbert says. It’s for the guitar technicians, venue personnel, bus drivers and more who have been out of work for more than a year.
Gilbert says he’s been lucky enough to keep all of his team members on the payroll, but as the COVID-19 disaster continues, not everyone has been so lucky. Many have been forced to lay people off — and in country music, those people are often as close as family. So with the family-first sentiment at the front of his mind, Gilbert wants to give back.
“COVID has been tough for everybody in different ways,” he says, turning somber at the thought. “For me its been a different kind of battle, but I’ve heard so much over the past year from people who are legitimately struggling with their way of life. … If we did get to a situation where I had to pivot, a lot of my guys would be the people we’re trying to help. There are close friends [of mine] who have had to let go of people or decrease salaries incredibly, and you know it breaks their hearts.”
Thankfully, people like Gilbert have been stepping up to help ever since the pandemic started. But when he decided to do a fundraiser of his own, he figured “Why not have some fun while we’re at it?”
“Anybody who knows me will tell you I’m a motorcycle guy,” Gilbert admits. “I’m the kind of guy who enjoys being covered head to toe in mud and slinging it everywhere and having a good time, and I couldn’t be more excited. Matter of fact, I hope it rains a little bit … and then cuts off for the show!”
Either way, Gilbert is just glad to be getting back onstage, having only done a few live shows in the last year. This outdoor showcase will be of the acoustic variety — as Whiskey Jam shows normally are — and the hit maker has just added Drew Green, Ben Burgess, Ashland Craft, Meghan Patrick, Tyler Braden and Rich Lafleur to the bill.
And of course, fans can also count on hearing Gilbert’s latest single, “Hard Days,” which perfectly captures the sprit he hopes to inspire in others as the disaster drags on — that what doesn’t kill you only makes you stronger. But surprisingly, he says the track was written well before the pandemic, way back in 2017.
“Every time I came across it I would play it, just because it has this way of being a meet-you-where-you-are, without-being-preachy thing,” Gilbert says. “It’s one of those things about hard things that isn’t hard to listen to. It’s not this somber, ominous vibe. It’s more of a hopeful thing, where you’re finding and acknowledging hope.”
In the end, that’s just what he wants everyone to take from this trail ride and concert experience — from the riders themselves to those he aims to help. Brantley Gilbert is a guy who knows a thing or two about overcoming adversity, then going on to bigger and better things. He wants to give others some proof that they can do the same, and to him, that’s a cause worth getting dirty for.
“It’s just reaching out and trying to lend a helping hand to musicians and people who need help,” he says. “They’re trying to rebound a little bit, and we want to get everybody back on their feet.”
Brantley Gilbert will lead his charity trail ride and concert at Brimstone Recreation in Huntsville, Tennessee, this Saturday (April 17). Money raised from the event will benefit ACM Lifting Lives’ COVID-19 Response Fund. His latest single, “Hard Days,” is out now.