Ill Insanity, the superstar DJ crew comprised of Rob Swift, Total Eclipse, and Precision, release their debut album Ground Xero tomorrow (February 12) on Swift’s own Ablist Productions. To celebrate the occasion, the trio will do a quick tour of Guitar Center outlets around the country.
It may sound like a joke — Guitar Center? — but it’s not. Since the DJ movement went mainstream in the late 90s, Guitar Center has capitalized with contests, DJ competitions and other promotional tie-ins. When Stones Throw cobbled together Stones Throw 10 Years in 2006, it struck a deal to make the retrospective available exclusively through Guitar Center.
So consider the Ill Insanity junket a new extension of Guitar Center’s long history with hip-hop culture. The five-date tour kicked off today (February 11) in Brooklyn, and continues throughout the month. The dates are below.
- 2/11: Guitar Center Brooklyn, New York, NY
- 2/13: Guitar Center Atlanta, Atlanta, GA
- 2/15: The Cop Shop, Smithtown, NY
- 2/17: Guitar Center Miami, Hallandale, FL
- 2/19: Highline Ballroom, New York, NY
- 2/21: Guitar Center San Francisco, San Francisco, CA
- 2/21: Levende Lounge, San Francisco, CA
- 2/22: Vinyl, Denver, CO
- 2/24: Guitar Center Los Angeles, Los Angeles, CA
2/11: w/Evil Dee
2/13: w/Jaycee
2/17: w/I-Dee
2/19: w/the Perceptionists, Black Milk, Freddie Foxxx & DJ Premier, J. Rocc
2/21: w/DJ Apollo
2/24: w/Hapa
That’s awesome. I never imagined a DJ crew advertizing for a guitar dealer. A bit ironic, but Now that Guitar Center deals in everything (including mixers) it makes sense.