Black Rebel Motorcycle club have struck a deal with the Miller/Coors beer company that will ensure a major donation to an anti-human trafficking charity.
Earlier this year, BRMC were approached by the beer company to use their song Conscience Killer in a TV commercial for Miller Lite and originally refused.
However, the US band have since reconsidered the deal, so long as a large financial contribution from the ad is given to the Not For Sale charity.
They say a chunk of money has already been donated to the cause - and are now asking fans to suggest charities which their next ad-related paycheque could be passed on to.
In a statement, the band said: "As you may already know, we as BRMC feel very strongly about trying to reflect the values we hold as individuals and as a group in our work. One of our priorities has always been balancing any commercial success we achieve with a commitment to contributing to the well-being of not just ourselves."
They added: "In an unprecedented move, Miller/Coors has agreed to make a large financial contribution to The Not For Sale campaign for the use of the song. Along with them, our label partner Vagrant Records will be making a contribution, and we will also be donating the money we make from the ad to this organisation we so strongly believe in. The commercial just started running and we have already received confirmation that the donation has been sent to The Not For Sale Campaign.
"We wanted to share this with you because our involvement in commercials has always been a conflicting issue for us. Now we feel we’ve figured out a way to turn them into opportunities we can be proud of, and hope you feel the same.
While we will not be able to do this every time something like this presents itself in the future, just know that if there is a next time, we would love to do this with you as a community.
"During the next few weeks, we’d like to hear from you about your favorite charities or community organizations, local or otherwise. Please send us any information you think would be helpful in allowing us to check them out and learn about what they do, but we cannot consider individual or personal causes unless they are part of a community issue. Our goal is to set up an online vote to where the commercial money would go next.
"Send this information to theband@blackrebelmotorcycleclcub.com
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