By Gary Symons
TLL Editor in Chief
Arguably the most influential rock band of all time, The Beatles turned 64 this year, and also mark the 60th anniversary of their epic first US tour.
And yes, the world will still need them, and still feed them, as they’re 64. In fact, the leading music artist merchandise and brand management company Bravado will be working with Apple Corps Ltd. on a program to celebrate the year ‘Beatlemania’ swept the US.
Apple Corps Ltd. was founded by The Beatles in 1968 to oversee the band’s own creative and business interests. As part of its management of The Beatles’ entire intellectual property canon, the London-based company administers the legendary band’s recorded catalog along with film, theatrical, and book publishing rights.
‘The First US Visit’ Virtual Shopping Experience will allow fans to fully immerse themselves in the band’s history with exclusive merch and interactive elements, Bravado says.
The anniversary technically fell on Feb. 7, as it was that date in 1964 when John, Paul, George and Ringo stepped off of Pan Am flight 101 at John F. Kennedy airport in New York City to the reception of thousands of fans and journalists. Two days later on Feb. 9, 1964, Ed Sullivan took the stage at Studio 50 proclaiming, “Ladies and gentleman, The Beatles!” to a then record-setting audience of 75 million Americans, which to this day remains one of the Top 30 Most Watched American Television programs in history.
I was one of the people watching that night (yes, I know, dating myself), and for those who weren’t around at the time, the short musical hit on The Ed Sullivan Show really changed music forever, introducing the band that would reimagine what rock music could be. The Beatles had their roots in American rock ‘n’ roll, but brought their own genius and unique perspective to the genre, changing the flavor of rock music every time they released a new album.
The week that followed the show included an overnight visit to Washington DC, two sold out shows at New York’s Carnegie Hall, and another live performance on The Ed Sullivan Show from Miami.
Beatlemania reached a fever pitch in the American consciousness, and the band’s Ed Sullivan Show appearances were a watershed cultural moment of the 1960s, Bravado says. Later that year, The Beatles would set out on their first, record-breaking North American tour which included stops in San Francisco, Las Vegas, Vancouver, Los Angeles, Denver, Cincinnati, New York, Atlantic City, Philadelphia, Milwaukee, Indianapolis, Chicago, Detroit, Jacksonville, Boston, Baltimore, Pittsburgh, Cleveland, New Orleans, Kansas City and Dallas.
I was far too young to go to the Beatles show at the Empire Stadium in my hometown of Vancouver, but I do remember to this day the crying fans breathlessly talking about the experience on the local CBC News show.
In celebration of the milestone 60th anniversary, Bravado has partnered with sister company Fame House to bring back some of that experience for fans today.
The idea is to build a virtual, interactive, shoppable experience for fans old and new to relive the band’s first trip to North America.
Centered around The Beatles’ famed first performance on The Ed Sullivan Show, the experience allows fans to shop new and exclusive merchandise while being taken on a journey through the band’s trip via interactive elements. Highlights include a recreation of the Ed Sullivan set from their first performance, a timeline with archival footage and interviews, a photo booth experience with the chance to be ‘The Fifth Beatle’ and digital postcards.
The experience is now live at https://usastore.thebeatles.com/.