Looks like Diesel is trying to repeat the success they had at the Roskilde Music Festival here in the States. Diesel:U:Music, which has a radio station and holds music contests for up and coming artist, reopened their store in Chicago to coincide with Lollapalooza. They also opened up a D:U:M music studio and swag lounge in the Hard Rock Hotel. All weekend, guests were treated to giveaways, passes, in-store DJ’s and special performances. They also partnered with Rock the Vote in order to get festival-goers registered. Leave it to Diesel to always think outside the box.
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