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Hard Rock International links with 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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Hard Rock launches Undiscovered concert series

Hard Rock International has teamed with not-for-profit organisation Playing for Change to launch a new global concert series for emerging talent.

Undiscovered Powered by Hard Rock runs from 12 May to 30 June and will see 50 local bands play 50 days of music at 20 Hard Rock Cafe locations throughout Europe, North America and Asia.

The series will highlight artists including the Playing for Change Band, Los Pinguos, Don Vito, Bikram Sambat, Modjorido and Whiskey 6, who will also have an opportunity to showcase their memorabilia at their local Hard Rock Cafes. Guests are invited to catch the concerts live and make a donation in support of local artists worldwide.

“We continuously strive to serve as a home for emerging artists worldwide on their journeys as performers”

“We’re thrilled to partner with an exceptional organisation like Playing For Change to kick off our Undiscovered concert series that gives deserving local artists a global stage to showcase their incredible talents,” says Keith Sheldon, president of entertainment for Hard Rock. “As Hard Rock Cafe continues to build affinity with the music community that has support our brand for over 50 years, we continuously strive to serve as a home for emerging artists worldwide on their journeys as performers.”

Playing For Change was founded in 2002 with the intention of using music to help break down boundaries and overcome divisiveness. It has produced more than 400 videos, recorded over 1,200 musicians in 60 countries, and reached over two billion viewers through music videos, performances and school programmes.

Participating Hard Rock Cafe locations include Barcelona, Kathmandu, Bali, Boston, Miami, Hollywood Blvd, Paris, Seattle, Philadelphia, San Francisco, Bucharest, New Orleans, Key West, Johannesburg, London Old Park Lane and Piccadilly Circus, Tokyo-Roppongi, New York, Atlanta, Nashville and Memphis.

 


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