No sign of aging for freight industry rock star


The music industry’s favourite forwarder, Rock-it Global is to rebrand itself to its former name Rock-it Cargo to mark its 45th anniversary. To mark its 45th years, Rock-it Cargo hosted the Welcome Party during THE Conference Live at Lititz on 6 December in Pennsylvania, where it revealed plans for its back-to-its-roots rebrand, including the relaunch of its original logo.

Since 1978, the Rock-it team has pulled together the logistics for some of the world’s largest concerts including Live Aid, Bruce Springsteen, Madonna and Lady Gaga.

One event unlikely to be repeated in the foreseeable future is Billy Joel’s tour of the former Soviet Union in 1987. Rock-it also helped Metallica become the first band to play all seven continents

While the forwarder has its roots in 70s Rock ‘n’ Roll, over the decades it has expanded into sporting events, theatrical sets, and arena spectacles.

These included supporting major productions such as Harry Potter and the Cursed Child, Cirque du Soleil, Walking with Dinosaurs, and Les Misérables.

Chief executive of parent company, Global Critical Logistics, Daniel Rosenthal, said: “We felt it was fitting that we should mark the occasion by going back to our roots and taking the best that Rock-it has to offer. This includes reembracing the original name of the company, and relaunching a visual mark that so many employees and clients alike have found memories and nostalgia for.”

On February 26 2024, Rock-it will also be sponsoring the TPi Awards,  which recognise achievement across the live touring industry.


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