DNCE Rocks Former Tower Records on Sunset to Launch Coffee Bean's Nitro Cold Brew

Dustin Downing for The Coffee Bean & Tea Leaf

DNCE perform at Gibson Brands in Los Angeles on July 28, 2016 for the The Coffee Bean & Tea Leaf.

The former Tower Records on Sunset Blvd. in Los Angeles was once again bumping with music on Thursday night (July 28) -- this time thanks to DNCE and The Coffee Bean & Tea Leaf.

The Joe Jonas-led band played a secret show on July 28 at the historic location -- now known as Gibson Brands -- to help launch the beverage giant's new Nitro Cold Brew, of course with plenty of samples available for the caffeinated public. 

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"It's really the perfect match for us," Jonas told Billboard backstage before the show, "because on tour we pride ourselves on finding great coffee throughout the States. We've documented it, as well. So when they reached out to us to be part of this, it was a no brainer because we knew all about Nitro. We were telling them more than they were telling us, pretty much."

Jonas also warns that the caffeine jolt from the drink is serious: "Nitro is really strong. It's like six times stronger than a regular iced coffee. So it will keep you going. Like, I had half of one already and I'm, like, shaking."

During their six-song set, DNCE played tunes like the top 10 Billboard Hot 100 hit "Cake By the Ocean," its follow-up single "Toothbrush" (which is already top 20 on the Pop Songs airplay chart) and a cover of TLC's "No Scrubs."

The iconic Tower Records location was constructed in 1971 and opened the following year. The store closed in 2006 after the music chain was liquidated. In 2011, Gibson Brands signed a 15-year lease for the property, at 8801 Sunset Blvd. -- in the heart of the Sunset Strip -- in order to create a special outpost for the company.

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The venue has been transformed into a multi-purpose space, that can be used for concerts, premieres and other gatherings and showcases. In 2015, Colin Hanks' documentary about Tower Records, All Things Must Pass, staged a party to promote the film at the location (and brought back the store’s iconic yellow and red signage).

On Thursday night, the historic nature of the space and the performance wasn’t lost on DNCE's guitarist Cole Whittle. He bought "cool noise records" from the store back in the day and the Strip used be his stomping grounds.

"I basically lived on the Strip for an entire year and just rode my bike (around) and hung around the Strip. So the Strip means a lot to me and this is one of the Mount Rushmore faces of the Sunset Strip."


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