ACM Lifting Lives® Announces ACM Awards Pre-Party for a Cause, the Official Kick Off to The ACM Awards® in Partnership With Crown Royal First Airing Saturday, April 17 At 7 P.M. CT on Facebook & Youtube




LOS ANGELES, CA – ACM Lifting Lives®, the philanthropic arm of the Academy of Country Music® announced today the official ACM Awards® Pre-Party for a Cause, in partnership with Crown Royal, to be hosted by Buzz Brainard and Cassadee Pope. The 60-minute pre-taped livestream event will feature performances by current ACM New Male Artist of the Year winner Jimmie Allen, Lindsay Ell, Kameron Marlowe, Ian Munsick, Cassadee Pope, Tyler Rich, Lily Rose, Mitchell Tenpenny, Tenille Townes and Lainey Wilson, and will directly support the ACM Lifting Lives COVID-19 Response Fund and Packages From Home. The stream will be simulcasted across the ACM official Facebook and YouTube pages beginning April 17 at 7 p.m. CT, where it will live for 24 hours leading up to the live broadcast of the 56th ACM Awards on Sunday, April 18 (8:00-11:00 PM, live ET/delayed PT) on the CBS Television Network and available to stream live and on demand on Paramount+.

Crown Royal will directly support ACM Lifting Lives to alleviate the financial burden that the Country Music industry has faced during the COVID-19 pandemic. Crown Royal will donate $20,000 toward the ACM Lifting Lives COVID-19 Response Fund on behalf of the participating artists. Additionally, throughout the pre-show, the hosts will encourage fans to pack a virtual bag by going to Crown Royal’s Pack A Bagwebpage. Each virtual bag packed during the ACM Awards® Pre-Party for a Cause broadcast on April, as confirmed by Crown Royal will be donated to American heroes, with $1 donated to Packages From Home, up to $20,000.

“ACM Lifting Lives is proud to partner with Crown Royal to kick off the 56th ACM Awards with the official ACM Awards Pre-Party for a Cause,” said Lyndsay Cruz, Executive Director of ACM Lifting Lives. “We’re thrilled to continue to raise funds that will directly benefit our Country Music community in need. We are especially grateful to all participating talent for dedicating their time and helping to make this program happen, and to Crown for generously donating $20,000 to the ACM Lifting Lives COVID-19 Response Fund on their behalf. We look forward to an exciting start to the ACM Awards!”

“Crown Royal’s long-standing spirit of generosity and commitment to support the music industry makes them a perfect partner for the Academy of Country Music,” said ACM Board Member, Jackie Campbell. “By teaming up with Crown Royal and The Purple Bag Project, we are able to bring more amazing Country music performances to unite fans in celebration of the ACM Awards, while also raising awareness of and giving back to two wonderful organizations that are so meaningful to our artist and fan communities, ACM Lifting Lives and Packages From Home.”

“We at Crown Royal have always believed in inspiring generosity, our mantra is ‘it’s not about what you have, but what you give,’” said Nicky Heckles, Vice President of Crown Royal. “We’re proud to partner with the Academy of Country Music to kick-off the 56th ACM Awards in the spirit of generosity, by continuing to preserve the Country Music industry and support American heroes through our Purple Bag Project.”

Since the original launch of the ACM Lifting Lives COVID-19 Response Fund, $3.5 million was raised and distributed thanks to many sponsors and individuals. Funds were quickly disbursed to hundreds of people in the Country music community in need and who met the criteria. The fund was able to serve those on the waitlist as monies were raised since April. For more information about the Fund including corporate partnerships, how to donate or how to apply for relief, please visit

About ACM Lifting Lives®
ACM Lifting Lives® is the philanthropic arm of the Academy of Country Music dedicated to improving lives through the power of music. Through partnerships with artists and strong ties in the music industry, ACM Lifting Lives® funds music health programs while also serving members of the music community who face unexpected hardships through its Diane Holcomb Emergency Relief Fund. With generous donations and the support of artists and fans, ACM Lifting Lives has funded national music therapy programs serving various mental and physical health organizations. Some of the recipients have included recovering veterans, people with Williams syndrome and individuals with mental illness. For more information, please visit
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal’s smooth, elegant flavor and gift-worthy presentation reflect its regal origins – it is considered the epitome of Canadian whisky. For more information, visit Crown Royal encourages all consumers to please enjoy responsibly.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

Courtesy of ACM

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