Sierra Nevada Brewing Company announces the launch of a new national television music series, Sierra Center Stage, to feature live performances and artist interviews taped at the brewery’s beautiful Big Room in Chico, California. Artists chosen for the first four pilot programs are well-known musicians with exceptional talent who have been honored with Grammy nominations and numerous other awards in American and World Roots music genres.

Bob Littell, Sierra Center Stage Host and Talent Liaison for the Big Room, gives each show an intimate perspective and commentary on why these artists should not be missed.

Filmed with audience participation, each segment is a montage of live performances, interviews and conversations with and about the featured artist. The program will roll out four pilot episodes, each highlighting the work of the individual musicians mentioned above. The concept integrates a few elements of Austin City Limits-style concert footage blended with conversational Charles Kuralt-type interviews with the artists and those working to support them. The series was first aired on public television stations in June 2004

The series’ producers embrace the mission to become an alternative to the mega media television outlets where viewers often see the homogenized usual suspects of the Billboard Top 100 on the national airwaves. The show is a modern-day crusade to keep American and World Roots music alive and provide a venue for the undervalued. With nearly 85% of the nation’s radio stations belonging to corporate monopolies, independent artists are left out of the broadcast arena and are unable to present their talent to the public.

Sierra Center Stage creator and Sierra Nevada Brewing Co. founder Ken Grossman states, “For us, it’s about the music. As music fans we want to support these artists with a special television presentation that offers the public this unique brand of live music from the West Coast.” The program’s producer/director Peter Berkow adds, “The show strives to keep American and World Roots music alive. Sierra Center Stage is driven to provide exposure for artists with outstanding talent that can be unveiled and appreciated by the loyal live music fan.”