Nearly eight weeks after premiering in Las Vegas, Bob Marley Hope Road is capitalizing on “growing demand” with an expanded schedule as well as pre-show DJ setsdigi from two of the reggae legend’s granddaughters.
Co-produced by Primary Wave and FiveCurrents, the “75-minute guided journey” formally announced that expansion today. Now, the multi-stage experience – which, we previously noted, is decidedly different from the typical sit-down performance – is running seven days per week at the Mandalay Bay.
That includes newly added matinees on Saturday and Sunday, with “exclusive pre-show DJ sets” from Shacia Päyne Marley (who founded Constance Bubble) and Zuri Marley (who performed at the premieres for Bob Marley: One Love) now part of the package as well.
The expansion is, of course, a positive sign for Hope Road, and time will tell whether the experience evolves into a longer-term residency. (Additionally, separate Marley projects are in the works.) But already, the show represents a successful move to diversify Marley’s IP profile beyond streaming and traditional sync.
And as many know, Primary Wave certainly isn’t alone in looking to tap well-known bodies of work into non-traditional monetization streams. The efforts’ results remain to be seen; five years of preparation (and expenses) laid the groundwork for the debut of Hope Road, to name one consideration.
But even at this relatively early stage, it seems safe to deem “immersive” a buzzword.
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