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For over 60 years, Guitar Center has been a place where musicians come to explore, experiment and find their sound—and now, that truth has a name: Legends Play Here. Announced today, the new brand initiative celebrates Guitar Center’s long-standing role in shaping generations of players, from first-time musicians to global icons.
From stories like Slash hanging out in the alley behind the store to No Doubt’s Adrian Young buying the drum kit that helped him land the gig, Legends Play Here spotlights the continuing legacy of Guitar Center’s place as the ultimate musician’s hub.
“Legends Play Here is an authentic recognition of something that has always been true,” explained Guitar Center CEO Gabe Dalporto. “From artists deep into their careers to those just starting out, Guitar Center has always been a core part of their journey.”
Bringing Legends Play Here to Life in Stores
The campaign is designed to show up where musicians already do: in stores. Guitar Center says Legends Play Here will come to life through updated displays, artist storytelling and hands-on experiences designed to encourage exploration.
Guitar Center is also expanding in-store programming with more community-driven events—including clinics, masterclasses, jam sessions and open mics—alongside upcoming activations like Mod Your Guitar workshops and pedal-focused events this spring.
Beyond the Store: More Opportunities for Musicians
Legends Play Here extends beyond retail, too—into a range of artist-driven experiences and larger-scale opportunities aimed at helping musicians develop, gain exposure and access bigger platforms at local and national levels.
Upcoming and ongoing efforts mentioned in the announcement include collaborations with Slash during Guitar-a-Thon and the Guitar Center x Ernie Ball Battle of the Bands competition, the winner of which will play at Vans Warped Tour 2026.
Guitar Center will also partner with the 2026 Crossroads Festival, featuring immersive gear showcases and on-site experiences throughout the weekend—and will continue its tradition of honoring legends by inducting an artist into its famed Rockwalk at the event.
“If we’ve done this right, musicians walk away feeling like this isn’t just where you buy gear, it’s where you belong,” said Todd Lauer, senior vice president of marketing at Guitar Center.
From Store Floor to Big Stage
Legends Play Here is a call to action to ensure Guitar Center elevates musicians and supports their success.
And if you’ve ever plugged into an amp in-store, tried a new pedal, sat in on a clinic or met someone who changed the way you play—you already know the feeling.