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Brands & Merch Business News Deals Live Business
Hard Rock partners with AEG for BST Hyde Park
By Chris Cooke | Published on Wednesday 22 June 2022
Hard Rock International has announced a new partnership with AEG’s British Summer Time festival in London’s Hyde Park. Because, you know, the original Hard Rock Cafe’s just round the corner, so that makes sense right? I bet everyone’s THRILLED about the tie up.
“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 Hard Rock International Chairman Jim Allen. See, told you.
How is Hard Rock extending access and enriching experiences? Well, it will be operating a pop-up cafe alongside the BST festival, which runs from this Friday through to 10 Jul with big shows headlined by the likes of Adele, Elton John, The Rolling Stones and Duran Duran at the weekends, and lots of free activities and events during the week. Plus it will be sponsoring the event’s new talent stage.
“For 50 years Hard Rock has been associated with the biggest names in music”, adds CEO of European Festivals at AEG Presents, Jim King. “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”.
If Hard Rock doing musical stuff in Hyde Park during the summer sounds kind of familiar, you might be remembering its previous tie up with Live Nation that resulted in the Hard Rock Calling events, also in Hyde Park. Or maybe you just had a weird dream involving music, summer, Hyde Park and a Hard Rock burger. That’s always a possibility.
