Anytime AC/DC comes to town, fans take notice. With the final two U.S. shows of the current tour approaching — including MetLife Stadium in New Jersey and Philadelphia — the AC/DC PWR/UP Pop-Up at the Hard Rock Cafe in Times Square gave fans another reason to take over New York City.
Thanks to our friends at Chipster PR, Metal Mayhem ROC had VIP access to the premiere night on September 23. Even before the doors officially opened to the public, the line stretched around the corner and down the block.
Inside, we got an early look at some seriously cool pieces of AC/DC history, including a larger-than-life Hells Bells bell and an actual AC/DC concert cannon. According to the display, it was one of 21 cannons used during AC/DC’s legendary Monsters of Rock show at Donington Park, England, as part of The Razors Edge World Tour. There were plenty of photo opportunities throughout the space, including a great Bon Scott display. In the actual stage area of the Hard Rock Cafe, a massive glowing AC/DC logo made for one hell of a backdrop.
The space offered plenty of photo opportunities, including a great Bon Scott display. In the actual stage area of the Hard Rock Cafe, a massive glowing AC/DC logo made for one hell of a backdrop.
But what really stood out was the atmosphere.
For a two-hour premiere of a pop-up store, it felt more like an AC/DC event. The band's music was blasting throughout the venue. Fans ate, drank from AC/DC-themed cups, took photos, and talked about the band. Once the merchandise area opened, it was pretty much all guns blazing.
And AC/DC certainly knows how to do merchandise.
Along with the expected T-shirts, posters and tour memorabilia, there were some really creative items. Show-specific trading cards featured artwork from the tour posters, and then there was something I've never personally seen before: AC/DC luggage.
While covering the evening and hanging out with our friends from The Metal Voice, we also ran into legendary New York radio personality Ken Dashow. A longtime staple of WNEW-FM who continues to carry the torch on Q104.3, Ken kindly spent some time with us and shared a few great stories. And we couldn't help but notice the shirt — this New York City radio legend showed up representing Rochester, New York’s world-renowned House of Guitars. MMROC co-host Jon “The Vernomatic” Verno, who lives in Rochester, couldn't make the trip, but with Ken sporting the HOG shirt, somehow it felt like the Vernomatic was there with us nonetheless.
For a pop-up store, this turned into one hell of a night. Decades into their career, AC/DC can still bring people together and turn something as simple as a merchandise event into a fan gathering.
With only two U.S. shows remaining, who knows what comes next for the band? But if you get the opportunity to see AC/DC — or you're in New York and can stop by the PWR/UP Pop-Up — go do it.
And whatever you do, check out the merch.
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