Empire Delivers Rock Legends Cheap Trick to Perform for a Major Technology Product Launch
When a major technology company wanted to provide an exciting opening number and evening celebration for their product launch they turned to Empire Entertainment to secure headline entertainment that would lend itself to a 'Rock & Roll' launch theme. Empire presented the client with a variety of band recommendations and worked with them to ultimately secure 1970's and 1980's rock icons, Cheap Trick, to headline the launch event and party. Cheap Trick, with their many hard rock hits and reputation as a fun and boisterous band, lent themselves perfectly to the launch theme of "Ready to Rock / Ready to Launch" and were the ideal partners for realizing the client's creative vision. Set in front of a unique stage set of VersaTile LED surfaces at the Moscone Center in San Francisco, Cheap Trick kicked off the morning session with an electrifying, high energy rendition of their hit "Hello There" promptly at 9:00AM.
Just as the opening video ended, the band counted off and tore into the song as a wall of vertical banners suddenly dropped to reveal the band onstage. Lead singer Robin Zander greeted the amazed audience with the lyrics "Hello there. Ladies and gents, are you ready to rock?" Cheap Trick returned later that same evening for the finale of the Product Launch, a final party. The party featured various rock and roll-themed activities, a performance by the all-female AC/DC cover-group, AC/Dshe and also featured live airbrush artists painting 80's rock icons. The concert portion of the party was kicked off by Paul Sr. of Orange County Choppers featured on the television show American Choppers, who rode a custom motorcycle onto the stage to introduce the band. Cheap Trick then played a full set of their hits that included "I Want You to Want Me," "The Flame," "Surrender," and "Dream Police" among others. Original band members Robin Zander, Rick Neilsen, Bun E. Carlson and Tom Peterson kept the crowd rocking as they threw guitar picks to lucky guests in the crowd.
The show was a great success with the audience calling out for more as the band left the stage, which they happily obliged with a two song encore, concluding with the client's recommendation of "Goodnight" which made the event come full circle.Cheap Trick were the ideal partner for this launch. Their great, collaborative attitude showed itself in many ways as the band cooperated on issues ranging from set design, lighting and branding to the selection of material and show flow.
Empire is a leading booker and producer of headline entertainment for major business events worldwide.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
