With its rare collection of rock paraphernalia strung up on the walls and preserved in glass displays, the Hard Rock Cafe has always been a music lover’s haven. Yet while the Hard Rock is known for honoring the musicianship of the past, they’ve now begun a live music series, celebrating the artists of the future.

The Friday Night Music Series, launched last week with a performance by Love & Branca, endeavors to promote local musicianship by featuring performances by a variety of artists.

“With our Hard Rock brand, music is the differentiator,” says Todd McCann, manager of Atlantic City’s Hard Rock Cafe. “We wanted to bring live music to Atlantic City and give local bands the chance to perform at our venue.”

Created in partnership with Atlantic City Weekly, the series will take place at 8 p.m. every Friday. With no cover charge, guests can enjoy happy hour specials, including $3 draft beers, $4 wine and $5 cocktails during performances. Free valet parking will also be included for any party that spends over $24.

As to the types of acts the Hard Rock will host — “a lot of party cover bands and we’re toying with acoustic,” McCann says.

“We need everyone’s support,” McCann says, noting how the closure of Trump Taj Mahal has affected business for the Hard Rock. “People should know that we’re here and very alive in the city, and we continue to have great deals and offers every day.”

Upcoming acts thus far include: Devin Lyn & Whiskey Tango Foxtrot, Friday, Feb. 17; Thirsty Wilson, Feb. 24; Dave Hangley Band, March 3; and Thirsty Wilson, March 17.

Hard Rock is at 1000 Boardwalk in A.C., Go to HardRock.com for more info and a complete schedule of performances.

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