Photo Credit: Tower Records
Tower Records has unveiled its new creative space called Tower Labs in Brooklyn, New York.
The new creative space is located on Kent Avenue in Williamsburg and is designed to give music fans a wide range of offerings. Live music events, album listening parties, and a new speakeasy-style ‘vinyl drop’ window for limited edition music and merchandise releases.
One of the first events to celebrate the opening of Tower Labs includes an intimate performance and meet-and-greet with singer/songwriter Caroline Rose on March 24. Another fan-focused event with R&B/Pop Star Lolo Zouaï is happening on April 27.
This event coincides with the relaunch of Pulse!, Tower’s in-house magazine. The new iteration of the magazine will be digital, consisting of filmed interviews, performances, podcasts, and events. Pulse! will once again aim to chronicle music history and current events, while spotlighting both established and emerging acts.
“With the relaunch of Tower Records, our goal has been to bring fans a new music discovery experience while preserving the brand’s legacy and storied past,” adds Danny Zeijdel, President of Tower Records. “The opening of Tower Labs in Williamsburg, Brooklyn, marks a new era as the neighborhood has become a music and cultural hub. Our new space will not be a traditional retail store, rather a hybrid center for performances, pop-ups, listening parties, and content creation. Fundamentally, the intention here is to develop a blueprint for future Tower Records locations.”
Tower Records relaunched in 2020 by offering exclusive merchandise drops, limited edition vinyl releases, and branded products. The original Tower Records was founded in 1960 by Russ Solomon and developed from a business he founded as a teen to resell 78 rpm jukebox records. Tower Records defined the retail music business in the pre-digital era, with nearly 200 stores across 15 countries and more than $1 billion in annual sales.