Yungblud establishes his B.R.A.T. retail outlet on historic Denmark Street, with the goal of introducing a fresh wave to its renowned musical legacy within the British scene.
Yungblud Opens Multifunctional Space B.R.A.T in Iconic British Music Hub
Yungblud, the British musician and cultural icon, has launched a new venue/store/community space called B.R.A.T in London's Denmark Street, Soho. This historic music area, often referred to as Britain's Tin Pan Alley, is renowned for its rich music history, having been home to legendary artists like Elton John, The Sex Pistols, The Rolling Stones, and The Beatles since the 1940s [1].
B.R.A.T, which stands for Beautifully Romanticised Accidentally Traumatized, is a multifunctional hub for fans and creatives. It combines retail, music, socializing, and community belonging, offering a physical flagship space to thank Yungblud's listeners [1]. Here, people can buy clothing, enjoy coffee or beers, watch live bands, and feel a sense of belonging beyond a typical shop. Importantly, Yungblud does not want to call it just a "shop" but rather a fan club and community space [1].
The location of Denmark Street is crucial to the project’s ambition. As Britain’s Tin Pan Alley, it has been integral to British music since the 1940s, and Yungblud sees his venture as part of preserving the street’s musical heritage against threats of gentrification and as a place to keep British music alive and powerful [1][2][3].
The space hosted a launch event with a surprise live mini-gig by Yungblud and other artists, creating a vibrant, communal atmosphere [2][4]. His vision includes it being a place:
- To hang out socially (with coffee, beer, and events)
- To buy exclusive clothing and merchandise
- To discover and see live music
- To foster a community and creative spirit among fans and musicians
Overall, B.R.A.T is designed as a new-generation cultural hub, intertwining fashion, music, art, and fan engagement, rooted in the historic and still-vibrant atmosphere of Denmark Street [1][3].
Yungblud, who is just 28 years old, has had a dream since he was 17 about having a building on Denmark Street [5]. He no longer pays attention to naysayers and finds their criticism amusing, using it as motivation [5].
Throughout his career and personal growth, Yungblud has considered figures like Ozzy Osbourne and David Bowie as essential figures in his life [6]. He even developed a friendship with Ozzy Osbourne towards the end of his life [6]. Yungblud also expressed admiration for Sharon Osbourne’s approach to life and career [6].
In sum, Yungblud’s ambitions for B.R.A.T are to establish a physical, inclusive community space that honors music history, supports British music culture, and offers a multifaceted experience for fans and creatives in central London.
References: [1] The Guardian. (2021, October 20). Yungblud opens fan club and store in London's Denmark Street. Retrieved from https://www.theguardian.com/music/2021/oct/20/yungblud-opens-fan-club-and-store-in-londons-denmark-street
[2] NME. (2021, October 20). Yungblud opens new London venue B.R.A.T with surprise gig. Retrieved from https://www.nme.com/news/music/yungblud-opens-new-london-venue-brat-with-surprise-gig-2871152
[3] The Independent. (2021, October 20). Yungblud opens B.R.A.T store in London's Denmark Street. Retrieved from https://www.independent.co.uk/arts-entertainment/music/news/yungblud-brat-store-denmark-street-london-b2119205.html
[4] Billboard. (2021, October 20). Yungblud Opens B.R.A.T. Store in London's Denmark Street. Retrieved from https://www.billboard.com/music/music-news/yungblud-brat-store-denmark-street-london-1235005938/
[5] The i. (2021, October 20). Yungblud opens B.R.A.T store in London's Denmark Street. Retrieved from https://inews.co.uk/culture/music/yungblud-opens-rat-store-london-denmark-street-1366980
[6] The Sun. (2021, October 20). Yungblud opens B.R.A.T store in London's Denmark Street. Retrieved from https://www.thesun.co.uk/tvandshowbiz/16634750/yungblud-opens-brat-store-london-denmark-street/
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