Green Day is shown in a prior performance at the Sound Space, which will now carry the HD Radio sponsorship brand.
Story has been updated with additional information.
HD Radio has put its name on the performance space at Los Angeles station KROQ in Culver City. It is the first such partnership for the digital radio brand.
KROQ, an alt-rock outlet owned by CBS Radio, announced that HD Radio’s parent company DTS Inc. has signed on as the exclusive sponsor of the spiffed-up theater, which was built in 2011 and will now be called the HD Radio Sound Space at KROQ. The space has a new interior and exterior design with upgrades to lighting and artwork. The prior sponsor was Red Bull.
The first show of the year there will be Monday Feb. 27 with the band AFI. The station will air that performance live on its HD2 channel and a webcast, and later via archived video.
The business deal with DTS was announced by Kevin Weatherly, the SVP of programming for CBS Radio and KROQ’s program director. DTS spokesperson Jordan Miller called it a natural fit and “an opportunity to raise the public awareness of HD Radio to a wide, passionate audience in a major market with such an iconic station.”
