The Battle is about more than music. It’s about helping make Minnesota’s marketing and communications industry more diverse.

Agencies formed bands to compete at First Avenue in Minneapolis. Attendees were also treated to performances by P.O.S, Chastity Brown and Dave Simonett.

Proceeds will support a collaboration by professionals, CLAgency (run by University of Minnesota students) and the nonprofit BrandLab to fund scholarships for students of diverse ethnic and socioeconomic backgrounds.