Hard Rock Cafe Puts Renewed Focus on Artists Rather Than Memorabilia
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It’s nearly impossible to miss one of Hard Rock Cafe Chicago’s most valuable items, Jimi Hendrix’s guitar, displayed in the entrance.
The guitar is an archetype of the brand’s vast memorabilia collection — one of 74,000 items — Hard Rock International displays in 54 countries in its 170-plus cafs, hotels and casino properties. The company has expanded over the years well beyond the cafs and memorabilia, into the hotels, casinos and even parks.
Now, however, the chain is going back to its rock roots by putting the focus back on music rather than memorabilia. In June 2012, it launched Hard Rock Records, which funds production of artists’ albums, but allows them to keep ownership of the recordings and profits from the release. Albums are released via digital platforms and in physical form for sale on the road.
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