A Conversation with The Hard Rock’s Brian Klein – HuffPost 4.30.12

Mike Ragogna: Brian, can you go into the history of the association between music and the Hard Rock, especially with the hotels?

Brian Klein: Hard Rock has a very unique relationship with music and our goal is to rock the world. From a hotel level, we really wanted to take it to the next level and create some branded music experiences that could truly differentiate us from the competition, and that’s how we can up “The Sound Of Your Stay,” an all-encompassing music experience you can only get at a Hard Rock Hotel. With that launching, that are free amenities that you can get. The first one is called “Tracks,” which is our music download program. Now, when you check into any Hard Rock Hotel worldwide, you can download one of three carefully curated lists. We’ve worked with people like Pete Wentz, Perez Hilton, DFA Records, Mayer Hawthorne, even Fania Records–because we have three new properties in Latin America opening–to really create these unique experiences. Over the six volumes of tracks, we’ve been able to feature over fifty Grammy-nominated artists including people like Florence and The Machine and Robyn before they became household names. We also have a brand new program called “Picks,” which is actually our guitar check-out program. We’re partnered with Fender Guitars, where now, if you check into any hotel worldwide, you can have a guitar menu delivered to your room where you can pick one of twenty vendor guitars. You have Stratocasters, Telecasters…even a bass for those craving the low (strings).

MR: How do you soundproof each and every room so that nobody’s complaining at three in the morning?

BK: We also hand out a fantastic new amplifier. With the program, it doesn’t disrupt our guests because we actually give you a pocket amplifier so that it plugs into a pair of Soul by Ludacris headphones so there are no live speakers to disturb your guests. You can sit there and rock out as long as you want with zero noise complaints.

MR: So I guess drums wouldn’t be one of the set ups.

BK: Drums definitely aren’t on the evolution list for “The Sound of Your Stay.”

MR: We talked a little bit earlier off-mic about some of the artists that you’ve been associated with. What about new artists?

BK: Hard Rock loves emerging artists. Last year, across all the Hard Rock venues, we hosted 15,000 live music events. It’s truly a spectacular time and we love people, whether you’re the Bruce Springsteens coming into a Hard Rock Live, or people like Kat Graham who’s getting ready to play on our Hard Rock Sound of Your Stay music stage here at the music lounge, but we love them all. (NOTE: This is interview was conducted during SXSW)

Additionally, we are launching a brand new program called Hard Rock Records, where we’re actually looking for that next great artist and take them to the next level. So we’re actually going to go sign them to the Hard Rock record label, help them get their start, help them do their PR, help them produce their album, help them create the artwork and actually film their videos, and then, once our year contract is done, we send them on their way to become that next great band. It’s an exciting new time for us.

MR: This is your new music, new band development process?

BK: It’s a brand new process. We actually just signed a band called Rosco Bandana out of Biloxi, Mississippi, of all places. They’re getting ready to go into the studio to start working with one of the top remixers to bring their album to life.

MR: What does the future bring as far as other projects Hard Rock is associated with?

BK: It’s actually an exciting time for Hard Rock. Besides “The Sound of Your Stay” and bringing that to life, we have four new properties that we’re opening in Latin America right now. We have a new resort that we’re opening up in Cancun, Mexico, a new resort in Puerto Vallarta, Riviera Maya, and even a brand new corporate hotel in Panama City, Panama. We’re continuing to grow, we’re continuing to evolve, we’ve got lots of great things coming right now down the pipeline.

MR: In the United States, have you found that people’s interest in the Hard Rock has been growing and is there an outreach to spread the word about Hard Rock?

BK: There actually is. We’re launching a multi-million dollar marketing campaign for Hard Rock Hotels to support “The Sound of Your Stay.” Hard Rock is one of those iconic brands that everybody knows and loves, so it’s just continuing to get people into our cafés, into our hotels, into our live venues. Once you get there, that nostalgia sets in and you see how incredible that experience really is. One unique thing about all of our Hard Rock Cafés is that every single thing on the menu is made from scratch. A lot of people don’t think about that but it really is high-quality food. We invite everyone out there to come and check out Hard Rock Cafés.

MR: Brian, what do you think of this whole SXSW experience?

BK: This is actually my first time to SXSW, I kid you not. It has been an absolutely magical time, and I think that I picked SXSW because it’s where some of the best minds in the world come to think, where some of the best new ideas come to life, and no better place to go push the Hard Rock Hotel music lounge, to really start featuring some of these great new artists, to launch a brand new amenity program, and really tell people what Hard Rock’s all about.

MR: Any words of wisdom?

BK: Go to https://HardRockHotels.com. We can’t wait to see you!

MR: Shameless plug, nice. (laughs)

BK: I’m marketing. I gotta do it. (laughs)

MR: Very nice to meet you, Brian. All the best.

BK: Excellent, thank you.

Transcribed by Narayana Windenberger