HMV’s Yonge and Dundas location is now home to the music retailer’s first live music venue in Canada.
Construction is already complete on HMV Underground, located in the basement of the company’s Toronto flagship store at 333 Yonge St., and the first show, featuring Canadian classical guitarist Michael Kolk, will be held on Saturday at 2 p.m.
"As the home of entertainment, we strive to offer customers new ways to consume music and entertainment," Nick Williams, president and CEO of HMV Canada, said in a news release.
"We are excited to announce the construction of a live event space as an expansion to our business, bringing a new experience to our stores and entertainment fans alike."
Williams said the new live performance space "enhances the retail experience" and will ultimately bring more people into the store.
The new venue can officially accommodate 140 concert goers and the company says it plans to hold at least one concert per week. The venue will feature local and emerging artists in addition to well-established national musicians.
Other scheduled acts include The Distillers frontwoman Brody Dalle on May 7, Manchester Orchestra on May 19, and various local jazz musicians as part of the TD Toronto Jazz Festival in June.
“It is a natural thing to bring a live music and event experience to an HMV store," Williams said.
"We have been doing it for decades. HMV is the place where most people buy their film and music and we are simply trying to broaden that discovery experience."
