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Hard Rock International links with BST Hyde Park

This year's London concerts will be complemented by Hard Rock-sponsored festivities, including emerging music platform the Rainbow Stage

By James Hanley on 21 Jun 2022

BST Hyde Park production director Mark Ward is part of PSA TPG

BST Hyde Park


AEG’s BST Hyde Park has announced a partnership with Hard Rock International.

The London festival’s 2022 edition runs from Friday 24 June to Sunday 10 July, with headliners including Elton John, the Rolling Stones, Adele, Pearl Jam and Eagles.

The concerts will be complemented by Hard Rock-sponsored festivities, including Hard Rock Rising presents the Rainbow Stage, which will showcase up-and-coming artists. The brand’s first ever Hard Rock Cafe opened in London in 1971.

“As we reflect on half a century of Hard Rock, which started right here in London and has since expanded to reach all corners of the globe with venues in over 70 countries, we’re thrilled to take part in such an iconic cultural celebration by helping extend access to music lovers and enrich the experiences of festival goers at BST Hyde Park” says Jim Allen, Hard Rock International chairman.

“For 50 years, Hard Rock has been associated with the biggest names in music”

Hard Rock Cafe will activate at BST Hyde Park with a cafe pop-up on the festival grounds and in the VIP section. Hard Rock Cafe locations will also have unique memorabilia on display from BST Hyde Park performers, as well as memorabilia from other UK music legends.

BST Hyde Park’s Open House is also set to return, offering a host of free activities between the weekends of music.

“For 50 years, Hard Rock has been associated with the biggest names in music,” says Jim King CEO of European Festivals at AEG Presents. “We look forward to sharing their glorious history at BST Hyde Park this summer where music fans can enjoy the famous Hard Rock Cafe and the Hard Rock Rising Stage.”

Hard Rock previously partnered with Live Nation on the Hard Rock Calling series in Hyde Park from 2008-12. AEG launched BST Hyde Park in 2013 after signing an exclusive agreement for the venue with The Royal Parks.

 


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