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SSC launches Eat the Beat foodie division

Dusseldorf-based SSC Music Group has announced the launch of Eat the Beat, a new “cultural catering” division combining high-end food with live entertainment.

The official launch of Eat the Beat follows SSC’s taking over the lease on the restaurant of Dusseldorf’s NRW Forum museum, which it has rechristened Pong – Popkultur & Gastro. The aim of the new division is to “operate as a modern food service, embracing [SSC’s] love of pop culture”, says CEO Hamed Shahi-Moghanni tells IQ, who adds that “food culture is fast becoming part of pop culture”.

“Not until maybe ten years ago were people going out just to eat,” he tells IQ. “This is a trend we’re seeing more and more in Germany: people going out to eat with friends.”

Commenting on the launch of Eat the Beat and the NRW Forum deal, Hamed Shahi-Moghanni says: “Pong is the new place for the SSC Music Group to arrange shows by our artists, co-operate with our festivals and create pop-cultural experiments in a unique location.”

“Food culture is fast becoming part of pop culture”

Pong has an indoor capacity of 500, while outdoor events can accomodate up to 1,500 people. The outdoor site was previously used for Kraftwerk’s 3D Tour de France 2017 show in Dusseldorf.

In addition to the Pong events, Shahi-Moghanni adds that the Pong/Eat the Beat crew can now provide local, sustainable cuisine for all SSC events, which include concerts, live shows and festivals.

Bands and DJs for a capacity of 500 people are highly welcome to perform at PONG. Corporate events can be presented indoor and also for up to 1,500 people outdoor where Kraftwerk played their outstanding 3D show at last year’s Tour de France Grand Depart.


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