• ‘Undiscovered: Powered by Hard Rock’ heads to Hard Rock Cafe London on 24 May and Hard Rock Cafe Piccadilly Circus on 8 June
  • 50 local bands will perform at Hard Rock Cafe locations around the world for 50 days of music in partnership with Playing For Change
  • Book at:Hard Rock Cafe London and Hard Rock Cafe Piccadilly Circus

Hard Rock Cafe London and Piccadilly Circus will each host an Undiscovered: Powered by Hard Rock event as part of a global Hard Rock partnership with Playing for Change.

The Undiscovered concerts in London include two events:

  • 24 May – Hard Rock Cafe London – James Walsh

Catch James Walsh, former front man of the post-Britpop band Starsailor, at the original Hard Rock Cafe on 24 May. James who saw both the Starsailor ‘Love is Here’ debut album and the 2003 follow-up ‘Silence is Easy’ hit #2 on the UK charts will be performing his solo discography and Starsailor hits.

  • 8 June – Hard Rock Cafe Piccadilly Circus – The Now

The four-piece band from South Wales are already taking on the local scene with their big, highly infectious, guitar heavy tracks. Don’t miss their debut Hard Rock Cafe performance at Piccadilly Circus.

The first Undiscovered concert is on 12 May and runs through to 30 June. 50 local artists will play 50 days of music at 20 different Hard Rock Cafe locations throughout Europe, North America, and Asia. Guests are invited to catch the concerts live and make a donation to Playing for Change in support of local artists worldwide.

Playing For Change was created to inspire and connect the world through music. Founded in 2002 under the belief that music has the power to break down boundaries and overcome divisiveness, Playing for Change has produced over 400 videos, recorded over 1,200 musicians in 60 countries, and touched the hearts of over 2 billion viewers through music videos, performances and school programs. The initiative is backed by established artist, James Walsh, who is Playing for Change to help shine a light on the next generation of rock stars.

Keith Sheldon, President of Entertainment at Hard Rock International, said:

“We’re thrilled to partner with an exceptional organisation like Playing For Change to kick off our UNDISCOVERED concert series that gives deserving local artists a global stage to showcase their incredible talents. As Hard Rock Cafe continues to build affinity with the music community that has supported our brand for over 50 years, we continuously strive to serve as a home for emerging artists worldwide on their journeys as performers.”

A full schedule of performances can be found here. For more information around UNDISCOVERED powered by Hard Rock, visit https://www.hardrockcafe.com/undiscovered.aspx

Those looking to dine at Hard Rock Cafe can make a reservation by visiting Hard Rock Cafe London or Hard Rock Cafe Piccadilly Circus


About Hard Rock® 
Hard Rock International (HRI) is one of the most globally recognized companies with venues in 68 countries spanning 253 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia at more than 86,000 pieces, which are displayed at its locations around the globe. In 2021, Hard Rock was honored as one of Forbes Magazine's Best Employers for Diversity, a Top Employer for Women and the Top Employer in the Travel & Leisure, Gaming, and Entertainment Industry. Hard Rock was also designated as a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal and named the top performing hotel brand in J.D. Power's North America Hotel Guest Satisfaction Study for the third consecutive year in 2021. The brand is owned by HRI parent entity The Seminole Tribe of Florida. For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.  

About Playing for Change

Playing For Change (PFC) is a Certified B Corp (Social Purpose Organization) created to unify the world through the power of music. The primary focus of PFC is to record and film musicians performing in their natural environments and combine their talents and cultural power in innovative videos called Songs Around The World. Creating these videos motivated PFC to form the Playing For Change Band and establish the Playing For Change Foundation—a separate 501(c)3 nonprofit organization dedicated to supporting music programs for children around the world.

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