The Black Keys Fan Lounge

With their newest record, ‘Brothers’, officially unleashed to the world, The Black Keys will surely continue the promotional campaign until mid-fall, coinciding with a headlining tour, numerous shows supporting the likes of Kings of Leon and The Flaming Lips, not to mention a handful of festival dates, all across North America and Europe. What better place to begin the heavy publicity than the media capital of the world – New York City?

Their current slate of NYC-centered activities all began with a free Microsoft Kin sponsored show on Saturday May 15 in Tribeca and will include an opening gig at the first of two sold out Pearl Jam concerts taking place in The World’s Most Famous Arena, Madison Square Garden. Then it is time for some national exposure consisting of a pair of late-night television performances on The Late Show with David Letterman (May 25) and Late Night with Jimmy Fallon (May 26), both of which film in Midtown Manhattan.

While those events are certainly very exciting and prestigious for the band, one of the most interesting engagements is an intimate benefit performance on May 19 for Housing Works, a NYC non-profit charity that is fighting both homelessness and AIDS, at their SoHo-based Bookstore Café (126 Crosby Street, New York, NY). Corresponding with this “Live From Home” concert series performance, an exclusive Black Keys pop-up store will be open for three days, book-ending the aforementioned benefit and taking place at the same location.

Walking down Crosby Street to the Bookstore Café, signs in the windows are very visible indicating ‘Brothers’ has finally dropped. As I entered the store, I heard Blakroc playing out of the speakers and saw even more signage stating that this unassuming and charming bookstore has now been considerably taken over by The Black Keys. Their merchandise occupies up a modest amount of area, about a quarter of the main floor’s selling space. Also decorating the upstairs railings are huge photos that are featured in the deluxe edition of the new album.

A wide variety of products are available including CDs, DVDs, LPs, 45s, t-shirts, hats, and an even the Attack & Release koozie. Of course, tons of copies of ‘Brothers’ are waiting to be purchased, in all three editions (CD, double-LP, and Deluxe CD), and are given the most real estate. Prices at the store are very good and on-par with the band’s own web store, but let’s not forget that a portion of proceeds benefit Housing Works, so even if it is a little pricier than a major seller, it is for a great cause.  A few items stuck out at me: first, there was a handful of copies of the elusive, limited edition of 200, Devo/Black Keys Akron split 7” that was offered as a bonus via their announced Record Store Day 2010 12” single; secondly, the lithograph poster from the benefit performance taking place at the Café on May 19; and finally, many t-shirts that are currently not for sale on the band’s web store.

All and all, this “pop-up” store is a nice and unique tie-in The Black Keys/Nonesuch where able to pull together. Some fans will certainly be rewarded by making the trip downtown during the next three days if looking for the band’s catalog in all tangible formats, clothing merchandise, or even a rare vinyl product. If you are in NYC, or surrounding area, check out the store and buy some Keys merchandise to help support Housing Works.

Related posts:

1. El Camino: The Black Keys’ Album Release Concert – New York, Dec 5
2. The Black Keys’ Record Store Day Surprise 2010
3. The Black Keys’ Set Lists: Summerstage, New York, 2010
4. The Black Keys’ Record Store Day Surprise 2011
5. The Black Keys’ Record Store Day Bonus 7 Inch Vinyl Release

Tags: Brothers, Merchandise, Music, nyc, the black keys