On February 22, The Roots will kick off Heineken's New Legend Concert Series at the Apollo Theater, performing the first of eight quarterly shows set to take over the course of the next two years.
Selected not only for their relevance in Hip-Hop, but also for their longevity, the Grammy-winning Philadelphia group's performance will be preceded by the launch of the Heineken Lounge.
As part of the New Legends series, Heineken will create a customized bar, providing concert goers the opportunity to take full advantage of their experience at the Apollo.
"Heineken has built an outstanding reputation as a taste making brand and a presenter of world class entertainment," says Apollo Theater Foundation president and CEO Jonelle Procope. "We look forward to working with Heineken to give our patrons premier concerts and the best live entertainment experience. As we continue to find innovative ways to keep the Apollo brand fresh and exciting, we embrace relationships that create such terrific synergy as this."
The new partnership comes as the Apollo celebrates the 75th anniversary of Amateur Night, which debuted 1934.
The concert series will serve as the new cornerstone of the legendary Harlem landmark's annual performance schedule, as the Apollo and Heineken embark on a new partnership making the Dutch brand the official beer sponsor of the Apollo Theater.