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Events, Industry Announcements

U2’s the Edge behind Music Rising, Charity Auction

Music Rising Auction

U2’s the Edge announced the Icons of Music Sale II to benefit Music Rising to be held on Saturday, May 31, 2008 at Hard Rock Café New York in Times Square. This second annual auction event, hosted by Julien’s Auctions juliensauctions.com, will offer one of the most significant collections of music memorabilia from many of music’s greatest legends with proceeds benefiting Music Rising musicrising.org, a campaign co-founded by U2’s The Edge, Gibson Guitar Chairman and CEO Henry Juszkiewicz and legendary producer Bob Ezrin in 2005 to aid musicians of the Gulf Coast Region in regaining their livelihood after the devastation of Hurricanes Katrina and Rita. Music Rising is administered by the Gibson Foundation.

The ongoing efforts of Music Rising have thus far aided over 2,700 professional musicians and nearly 50,000 students and parishioners. The charity has been the recipient of numerous awards since its inception including the HALO 2005 Award for Cause Marketing, the 2006 Billboard Humanitarian Award and the 2008 PRISM Award. After the campaign received a Bush-Clinton Katrina Fund grant, former President Bill Clinton personally presented a Music Rising Gibson Les Paul guitar to a recipient in Baton Rouge as a symbol of Music Rising’s dedication to the region.

“No one could ever come close to repaying the debt to those who have established this form of music that we all take totally for granted, this hybrid of European melody and African-American rhythm that’s given us jazz and R&B and rock ‘n’ roll,” said the Edge. “There’s something powerful about musicians giving instruments they own to an auction to aid musicians who are going through a particularly difficult time.”

“When the hurricanes first hit we knew we had to do something to help preserve the musical heritage of the Gulf Coast Region,” said Henry Juszkiewicz, Chairman and CEO of Gibson Guitar. “We’ve been honored to work alongside some of the world’s greatest musical talents in our efforts to rebuild the Gulf Coast Region and to understand the needs of the people who were devastated by the hurricanes. This auction serves as a reminder of much work that still needs to be done in bringing back one of the world’s greatest regions.”

Amongst the donations from the Edge is his early stage played 1976 Gibson Explorer Guitar. Edge used this guitar in many stage performances since Joshua Tree as well as U2’s Music Video for “Beautiful Day” (est. $80,000 and up), his silver adjustable U2 block rings featured on the cover of Atchung Baby (est. $2,000/4,000), a blue Gibson Les Paul electric guitar used by Edge in many studio recordings(est. $20,000/40,000) and his personaly worn custom designed Converse shoes (est. $800/1,200) along with an assortment of property donated by his fellow band members to Music Rising.

Auction Network, the first 24/7, multimedia network solely dedicated to auctions will conduct a live webcast in real-time streaming video of The Music Rising Icons of Music Auction II. Auction Network will provide music fans around the world a front row seat to watch the action and excitement of the live auction and the ability to bid in real-time on items via the Internet. Pre-show video highlights include the emotional and historic stories behind such items from such legendary icons as the U2, The Beatles, Jimi Hendrix, Janis Joplin, Elvis Presley and many more legendary artists.

Included in the unprecedented collection of auction offerings will also be a Kurt Cobain played early bass guitar with home photos of him playing guitar (est. $40,000/60,000), a Jim Morrison handwritten poem (est. $4,000/6,000), a Miles Davis stage played trumpet (est. $10,000/20,000), a Jimi Hendrix signed receipt (est. $2,000/3,000), Slash’s first stage played Gibson Les Paul Guitar with Velvet Revolver at The Roxy on May 9th, 2004 (est. $20,000/30,000), a Bob Dylan handwritten set list (est. $2,000/4,000), Beatles four D.A. Millings suits from Madame Tussaud’s ($60,000/80,000), a Patti Smith hand drawn self portrait (est. $1,000/2,000), a Johnny Cash owned and played guitar (est. $10,000/20,000), an MTV Award presented to Nirvana for “Smells Like Team Spirit” (est. $4,000/6,000), Kurt Cobain stage worn jacket from MTV performance (est. $6,000/8,000), Paul McCartney’s Christmas card to Adam Ant (est. $1,000/2,000), Bono stage played guitar (est. $80,000 and up), Madonna’s original signed contract with Vogue (est. $800/1,200), Duran Duran meet and greet backstage V.I.P. experience package (est. $5,000/10,000) a Janis Joplin handwritten love letter to boyfriend (est. $1,000/2,000), Jim Hendrix’s Wah Wah Pedal (est. $1,000/2,000) and a Gibson Melody Maker guitar signed by Sir Paul McCartney, Amy Winehouse, Mark Ronson, Leona Lewis Beth Ditto and Ozzy Osbourne at the 2008 Brit Awards in London (est $4,000/8,000)
Additional highlights include a leather jacket worn by the Edge on the Zoo TV Tour in 1992 (est. $6,000/8,000), a Jimmy Page 2008 Gibson Custom Shop 1959 Les Paul Standard Reissue in a “lemon burst” finish personalized to the winning bidder (est. $4,000/6,000) and Bono’s Bullet leather jacket worn on the Vertigo Tour 2005 (est. $6,000/8,000).

To place proxy bids, register for the auction or explore the history of the more than 400 lots in the Icon’s of Music Auction II benefiting Music Rising go to juliensauctions.com . A limited number of tickets to this exclusive event will be sold beginning Friday, April 11, 2008 through Ticketmaster and Hard Rock Café New York. The benefit tickets will sell for $250.00 each with proceeds going directly to Music Rising. Tickets include entry into the evening portion of the event, special catered services and a complimentary Icons of Music collectible auction catalog detailing all lots in the sale in full color. For ticket information go ticketmaster.com .

Highlights from the Icon’s of Music auction has toured The Museo De La Moda in Santiago, Chile (March 25th – April 18th). Other press exhibits include The Museum of Style Icon’s at Newbridge Silverware in County Kildare, Ireland (May 2nd – 4th), Celebrity Vault in Beverly Hills, CA (May 22nd – 24th) and The Hard Rock Cafe in Times Square (May 26th – May 30th) prior to the live auction on May 31st.

Registering to Bid
Registration is required to bid in this live auction and can be done either in person at any one of the exhibitions showing the highlights from the collection or by visiting juliensauctions.com any time before the sale, or calling (310) 816 1818. Online bidding registration can be completed via Auction Network online.

Placing Bids
There are four ways to bid in this sale:
• Bid through Auction Network on Internet using real-time and absentee bidding.
• Place bids in the room by attending the auction .
• Bid over the telephone through an auction house representative, who sits in the room and conveys the bid to the auctioneer.
• Enter Absentee bids. Absentee bid forms are printed in the back of each catalogue, and are available at Julien’s Auctions offices and on juliensauctions.com .

About Music Rising:
Music Rising, a campaign launched in 2005 to replace musical instruments lost or destroyed by hurricanes in the Gulf Region. It has since launched a second phase dedicated to the aid of schools and churches. Music Rising was formed by U2’s the Edge, legendary producer Bob Ezrin, Gibson Guitar Chairman and CEO Henry Juszkiewicz. Partners of the campaign represent the most diverse partnership in the entertainment industry and include MusiCares, Guitar Center, Musician’s Friend, Live Nation, Kennedy/Marshall, Ticketmaster, Hard Rock International, VH-1, MTV, Real Networks, ABC News Now, The NFL, Rolling Stone, Mr. Holland’s Opus Foundation, Juliens Auctions, ACT and the Bush-Clinton Katrina Fund. Music Rising is the recipient of the prestigious 2005 HALO Award for Cause Marketing and the 2006 Billboard Humanitarian Award, the 2008 PRISM Award and has been recognized around the world by various media organizations. Music Rising is administered by the Gibson Foundation. For more information go to musicrising.org and gibsonfoundation.org.

About Hard Rock International
With 126 high-energy Hard Rock Cafes and nine Hotels/Casinos in 48 countries, Hard Rock International is one of the world’s most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the worlds greatest collection of music memorabilia which is displayed in locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Pattaya and Bali. Additional hotel and casino projects have been announced in Macau and Penang, both scheduled to open in 2009; Palm Springs, Atlanta and Panama, scheduled to open in 2010; and Dubai, scheduled to open in 2011. Hard Rock Park, the world’s first rock ‘n’ roll theme park is scheduled to open in Myrtle Beach in Spring 2008. Hard Rock International, Inc, is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock go to hardrock.com .

About Juliens Auctions
With expertise specializing in entertainment memorabilia, Julien’s has quickly established themselves as the premier auction house in high profile celebrity and entertainment auctions. Julien’s Auctions presents exciting, professionally managed and extremely successful auctions with full color high quality auction catalogues unlike any other auction company. Previous auctions include the collections of Cher, Madonna, U2, Barbara Streisand, Muhammad Ali, Debbie Reynolds, the estate of Marilyn Monroe and many more. For more information on Juliens go to juliensauctions.com .

About Auction Network
Auction Network is the first 24/7, multimedia network solely dedicated to auctions. Auction Network celebrates the sport and competitive spirit of auctions with a fast-paced, interactive programming environment where buyers meet sellers.

About Jomar Reyes

Jomar Lectures in Creative Industries as well as Digital Media in Marketing at the Danish Institute of Studies Abroad. He also runs the Strategic Media Company, a corporate consultancy agency based in Copenhagen.


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