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Introducing The Who @52: A New London Pop-Up

To mark the 50th anniversary of their Tommy LP as well as their return to Wembley Stadium after 40 years, The Who has partnered with Soho Music Month to bring a limited-edition pop-up shop to 52 Brewer Street, London, U.K.

The pop-up will take place June 14-15 in the heart of Soho, inviting fans to an exhibition of rare memorabilia as well as official merchandise including exclusive limited-edition runs of Pinball Wizard 7-inch vinyl records and signed The Who’s Tommy Orchestral live albums.

Fans will also be invited to take part in the Pinball Wizard challenge on a full-size retro Tommy pinball machine to add another dimension of retail experience to the pop-up.

The pop-up will arrive following The Who’s return to Wembley Stadium. They will lead the concert, which will include Eddie Vedder, Imelda May and the Kaiser Chiefs.

License Global recently covered the evolution of licensing in the music industry in a special report.

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