. >> real name is brent doden seemed to just. change overnight. for nearly 30 years earth man has been that guy with the cool hat who loves selling beer at red rocks concerts and broncos and rockies games. >> it's great to hear him holler no sissy sipping! >> reporter: the 60-year-old says he just loves making people happy. >> if you don't use me now you'll thirst for me later. >> beer drinking [ laughter ] and watching them drink beer. that you didn't sell them [ laughter ] >> that i didn't sell them. >> that's not fair. >> not fair at all [ laughter ] >> reporter: cancer is never fair, but still earth man is fighting. >> ultimately we'd like to it shrink it. >> reporter: at times of uncertainty you need friends like these the most in it's amazing ho he touched and now they want to touch him back. >> i had no idea. >> earth man's wife tells us he'll scheduled to start chemo and radiation this week. one of the family's goals so to get him to a widespread panic concert because he loves music so much. if you'd like to reach the family and help, we h