Last night, Brian Halligan went big. He purchased Jerry Garcia’s famous “Wolf” guitar at auction for $1.9M, with all proceeds going to Montgomery, Alabama-based Southern Poverty Law Center.

You can see how it all went down in the clip below.

Let’s get this out of the way:

Halligan is a Deadhead’s Deadhead. He simply loves the music, and everything it represents. He’s studied the band’s philosophies so deeply, that he was able to utilize them as a basis for his book about inbound marketing. I’ve been to hundreds of shows and have met thousands of deadheads and, truly, when I think of a Grateful Dead Fan, Brian — all groovin’, smilin’ and singin’ — is the image that first comes to mind...