(CelebrityAccess MediaWire) —
When Steven Van Zandt's syndicated radio show, Little Steven's Underground Garage, premiered in 2001, Hard Rock International was the title sponsor, helping to introduce fans to the best new garage rock music on the planet. Four years later, with the Underground Garage in 197 markets and more than 1 million listeners tuning in each week, Little Steven and Hard Rock International have entered into a new partnership that extends far beyond radio.
Renegade Nation, parent company to Little Steven's Underground Garage and Van Zandt's many other media ventures, has embarked on a new partnership with Hard Rock International that kicks off with five concert events in the next year at different Hard Rock locations.
"The relationship between Renegade Nation and Hard Rock is very synergistic," said Jean Beauvoir, Renegade Nation CEO. "We're matching the coolest venues with the coolest music and live events. It's really going to be something."
The first event, Little Steven's Underground Garage Halloween A Go-Go, taking place at the new Hard Rock in Times Square in New York on October 28, sold out in just three days. The show will mark the final East Coast performance from Rocket from the Crypt (RFTC), the last ever performance of Gluecifer, the famed "Norwegian monsters of rock," and several of the hottest young garage bands including the Boss Martians.
"Hard Rock was founded on spreading the culture of rock 'n' roll and this partnership with Little Steven and Renegade Nation helps to continue this vision," said Sean Dee, chief marketing officer, Hard Rock International. "By sponsoring the best live concerts from both world-famous bands and up-and-coming acts, like those featured by Little Steven's Underground Garage, we provide our fans with great music as we return to our roots and reclaim our live music connection."
The partnership will include future projects surrounding Van Zandt's record label, Wicked Cool Records, and the Underground Garage merchandising division, Renegade Swag. –Bob Grossweiner and Jane Cohen