On Thursday, Guitar Center announced the launch of Legends Play Here™, "a new brand initiative built around a truth that has defined the company for more than 60 years: Guitar Center has long been a home for emerging and legendary musicians to explore and find their sound in a welcoming, supportive environment. From a young Slash hanging out in the parking lot, to Adrian Young buying the drum kit that helped him land the No Doubt gig, to Tom Morello from Rage Against the Machine applying for a job, music legends have long played at Guitar Center."
According to a statement, "Legends Play Here also signals an expanded role for the company and the brand in the music ecosystem. Guitar Center’s legacy has always been providing epic musical gear and, more recently, teaching the next generation of musicians through its lessons program. Now, Guitar Center has expanded its mission to take a larger role in supporting its local musician customers in achieving national recognition through new national competitions and opportunities to be announced. It will also emphasize robust local store events centered around helping musicians find their own sound, for example masterclasses on guitar modification and building pedal boards."
“For over 60 years and across our 300 stores nationwide, virtually every music legend has spent time at Guitar Center,” said Gabe Dalporto, CEO of Guitar Center. “Legends Play Here is an authentic recognition of something that has always been true. From artists deep into their careers to those just starting out, Guitar Center has always been a core part of their journey.”
"The Legends Play Here campaign is about rekindling Guitar Center’s connection with some of the world’s most accomplished artists, while also creating space for the next generation of legends," said Todd Lauer, SVP of Marketing, Guitar Center. "It’s about celebrating the iconic gear that shaped entire genres and the musicians who will shape what comes next. At the heart of it all is a simple but powerful idea: Legends Play Here.”
