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Rock-it Global will be rebranding back to Rock-it Cargo as it celebrates its 45th anniversary, marking more than four decades of supporting iconic music tours, sporting events, motor sports and theatrical productions.

Rock-it Global (Rock-it Cargo) and its multination group of leading critical logistics brands is launching its 45-year anniversary celebrations by looking back over its work supporting some of the most iconic events to ever hit the stage.

Since 1978, Rock-it Cargo’s team has pulled together the logistical operations to make the world’s largest concerts possible – from Live Aid and Bruce Springsteen, to Madonna and Lady Gaga.

Whether it be bringing Billy Joel’s tour to the former Soviet Union in 1987, or helping Metallica become the first band to play all seven continents, Rock-it Cargo has been the logistical powerhouse keeping rockstars on-the-go.

Rock-it Cargo was set up with the vision of helping transport meaningful moments for more people to more places all over the world, and while this first took root in the Rock ‘n’ Roll community in the 70s, over the decades Rock-it Cargo has expanded to the world of live sporting events, motor sports, theatrical sets, and arena spectacles.

In theatre circles, Rock-it Cargo has supported major productions such as Harry Potter and the Cursed Child, Cirque du Soleil, Walking with Dinosaurs, and Les Misérables.

Today, Rock-it Cargo has grown into a worldwide network of live event specialists that is growing in size and strength, with offices and boots on the ground across six continents.

To mark the milestone anniversary, Rock-it Cargo will be hosting the Welcome Party during THE Conference Live at Lititz (THE Conference) on December 6th in Pennsylvania, where it will reveal plans for a rebrand back to its roots.

As part of its plans to return to its original brand name, Rock-it Cargo will relaunch the Rock-it Cargo logo from when the organization was first established in 1978.

The Rock Lititz Campus, THE Conference’s venue, is a 96-acre campus that, among other things, facilitates rehearsals for major artists’ upcoming tours.

THE Conference will draw key players from the live events industry, making it the perfect event for Rock-it to kickstart its celebrations, announce its rebrand, and reflect on the brand’s immense contribution to the landscape of live events.

“Over the past 45 years, Rock-it has created a legacy rooted in excellence and passion for the customer,” said Daniel Rosenthal, Chief Executive Officer, Global Critical Logistics.

“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.”

“For more than four decades, Rock-it has created a storied legacy growing to more than 600 employees operating on six continents and serving 7,500+ customers annually. Our team members are what differentiates us amongst our competition and what will take us to new heights as we look to the future.”

On February 26th 2024, Rock-it will be sponsoring the TPi Awards, after a record-breaking 2023 event earlier this year.

This year’s TPi Awards, recognizing achievement across the live touring industry, will introduce the TPi academy responsible for curating the shortlist for each category.

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