Hard Rock Cafe and Coca-Cola have launched Hard Rock Rising, a global music competition running across 64 Hard Rock Cafes in 34 countries, giving emerging artists a structured path from neighborhood venue to a career-launching platform. Artist submissions are open now through August 18, with four live competition rounds scheduled for September 2, 9, 16, and 23; the global winner will be announced October 5.
How the Competition Works
Each participating Cafe hosts up to nine acts across four live rounds, welcoming singer-songwriters, bands, and DJs. Audiences vote in real time through a mobile app, scoring artists on musicianship, fan support, vocal talent, originality, and stage presence. A local winner earns a cash prize and the opportunity for a three-month paid residency, then advances to the global round. The Coke Studio team — led by multi-platinum, GRAMMY- and Juno-nominated executive producer Rob Rettberg — reviews recorded performances from all 64 Cafe champions before naming one grand prize winner.
The grand prize package includes a world-class recording session at Coke Studio L.A. Live (with flights and accommodation), music distribution across all major streaming platforms, a performance at Hard Rock Orlando, a two-night stay at Hard Rock Hotel Orlando with passes to Universal Studios and Islands of Adventure, a $10,000 cash prize, and an exclusive assortment of Marshall amplifiers and accessories.
The Operator Angle
For foodservice and hospitality operators watching the playbook, Hard Rock Rising is a textbook example of using live entertainment programming to build a durable reason for repeat visits. The competition gives each location a structured events calendar across four consecutive September Saturdays — exactly the kind of reliable programming that drives cover counts and beverage sales.
Supporting the competition is a limited-time menu running August 17 through September 30 at participating locations. Shareable plates include Thai Peanut Brussels Sprouts, BBQ Pulled Beef Sliders, Lemon & Lime Black Pepper Wings, Barbacoa Beef Queso, and a Cheesecake Dip with cinnamon-sugar pretzel bites. Three exclusive Coca-Cola-integrated beverages round out the LTO: the Last Call Dragonrita (tequila, dragon fruit syrup, Sprite), an Orange Cream Soda mocktail (Orange Fanta, vanilla syrup, cream), and a Spiced Yuzu Soda available as both a whiskey cocktail and a spirit-free option. The beverage lineup is a direct example of the co-branded cocktail and mocktail development trend reshaping casual-dining drink menus.
"Hard Rock Cafes have always connected people through the power of music," said Eric Martino, President of Hard Rock Cafe and Retail at Hard Rock International. "Hard Rock Rising is a natural extension of that mission to empower emerging artists to perform their original music."
Merch and Brand Extensions
Hard Rock is layering in incremental revenue streams beyond the bar and kitchen. A limited-edition merchandise collection — anchored by a campaign tee featuring all 34 participating country names on the back — goes on sale August 17 at select Rock Shops and shop.hardrock.com, alongside a collectible pin. A co-branded apparel collection with streetwear label Cult of Individuality adds a fashion dimension aimed at the music-culture audience.
The multi-channel structure of Hard Rock Rising — live events, an LTO food-and-beverage menu, branded merchandise, and a streaming-ready recording prize — reflects the kind of integrated hospitality programming that restaurant groups increasingly pursue to differentiate the dine-in experience from delivery and takeout. For operators in competitive markets, the model demonstrates how brand partnerships can fund entertainment activations that would otherwise strain a single location's marketing budget.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
