Rock legends help Monster celebrate its 35th anniversary
Rock legends Fleetwood Mac will headline Monster’s Retail Awards presentation and party at the 2014 International CES in Las Vegas, Dealerscope has learned.
Considered one of the hottest parties at the consumer electronics show, this year’s event, scheduled for Wednesday, Jan. 8, in the main ballroom of the Paris Hotel, also marks Monster’s 35th anniversary. As usual, attendees can expect a few special guests and surprises during the ceremony.
“We have a long history of presenting really rich musical diversity and talent at the CES concerts. And the one thing that’s always been very important to us is to celebrate the power of real music,” said Greg Pedersen , Monster’s brand marketing and strategic alliance manager. “We chose a band that embodies that, meaning real guitars, real bass, real drums. Fleetwood Mac has a lot in common with Monster in that they think a lot out of the box.”
Monster’s theme at this year’s show will be “Drive It 35.” The company will be rolling out a newly designed booth that will feature fashion, entertainment and technology themes and bold graphics, as well as additional private rooms and an expanded product show floor. Retailers can expect plenty of new headphone and audio lines. Monster will be announcing a handful of new brand ambassadors in the coming weeks.
As of yet, Fleetwood Mac has not signed on to any new Monster products, but they are considered Monster ambassadors, Pedersen said. The band will include long-time members Stevie Nicks, guitarist Lindsey Buckingham and drummer Mick Fleetwood. Founding member, bassist John McVie, is currently undergoing treatment for cancer. McVie’s illness forced the band to cancel its Australian and New Zealand tour in October. Monster is hoping McVie will recuperate in time for CES. “We’re pulling for him,” Pedersen said. “He’s in our prayers.”
One of the band’s biggest hits, “Don’t Stop,” fits well with Monster’s 35th anniversary and ongoing themes, Pedersen said.
“Going into 2014, Monster won’t stop innovating, supporting its retailers and thinking out of the box,” he said. “We’re definitely not going to celebrate Monster’s 35th anniversary quietly. We’re going to be loud.”
Head Monster Noel Lee is expected to make the concert announcement this afternoon at CES Unveiled in New York City.
Jeff O’Heir / Dealerscope / November 12, 2013