A Very Fierce Christmas live music showcase returns to London’s Denmark Street

Chateau Denmark has announced that the Very Fierce Christmas live music showcase will be returning to London’s Denmark Street in 2024.

The event comes as a series of live performances in London, are to set to be held at the iconic music location in Soho. Often described as the birthplace of the British Music Industry, Denmark Street – also recognised as Tin Pan Alley –  has seen some of the biggest names in the industry hang out, live and make music there, including Elton John, The Rolling Stones, Sex Pistols and David Bowie.

Now, the new 2024 edition of A Very Fierce Christmas Live will see a handful of performances, featuring talented artists who work in the music stores the street has become famed for.

Running from tonight (December 3) until later in the month, the sets begin with an opening night at the Rough Trade branch on the street. It begins from 6:30pm GMT, and will include a performance from Indi Li – a rising singer who draws inspiration from Mariah Carey and India Arie.

Next Monday (December 9), the performance will be held at Dawsons, located at Number 23. “Dawsons is more than just a retailer. A literal house of music and belonging, they support and champion musicians at every step of their journey,” reads a description on the Chateau Denmark website. “Founded in 1898, Dawsons is one of the UK’s leading multi-brand musical instrument and lifestyle retailers and distributors. Dawsons have come a long way, and remain as passionate and committed to excellence as they were on day one.”

Denmark Street performances 2024. CREDIT: Thirteen at Chateau Denmark

The announcement comes following news of its opening last year, after an acquisition by Caldecott Music Group’s (CMG) Vista Musical Instruments division in summer 2023.

From there, Sixty Sixty Sounds and Hank’s Guitar Shop will each hold events on Monday December 16 from 6:30pm, while Regent Sounds picks up the reigns on Tuesday December 17 – hosting a performance by Truck Stop Girls, who “play everything from tasteful ‘60s and ‘70s folk/country rock to tasteful ‘60s and ‘70s folk/country rock”.

On Wednesday December 18 the events will move over to No.Tom Guitars, and see sets from Marc Hayward, a London-based singer and guitarist who’s currently appearing on stage with Black Sabbath – The Ballet. Further sets at both Wunjo Guitars and Rose Morris are set to take place later in the month too, although exact dates for these have not yet been announced.

“Spread across 44 session rooms and apartments on and around the storied Denmark Street in Soho, Chateau Denmark makes up an unofficial hall of fame for British music – the Stones recorded their first album there, the Pistols were one-time residents, and the hotel is itself quickly becoming a cult classic,” reads a new press release.

“This year, Thirteen at Chateau Denmark is proud to present a series of live performances from the talented residents of Tin Pan Alley. From newcomers Rough Trade at No.24 and Dawsons at No.23 to Regent Sounds and No.Tom Guitars at Nos. 4 and 6, this festive season will see Chateau Denmark playing host to some of the sounds and personalities at the heart of the British music scene.”

Visit here for tickets and more information.

The ‘A Very Fierce Christmas’ live music showcase schedule is:

DECEMBER 2024
3 – Rough Trade (No. 24 Denmark St, from 6:30pm)
9 – Dawsons (No. 23 Denmark St, from 6:30pm)
16 – Sixty Sixty Sounds and Hank’s Guitar Shop (No. 25 and 26 Denmark St, from 6:30pm)
17 – Regent Sounds (No. 4 Denmark St, from 6:30pm)
18 – No.Tom Guitars (No. 6 Denmark St, from 6:30pm)
TBA – Wunjo Guitars (No. 5 Denmark St, from 6:30pm)
TBA – Rose Morris (No. 8 Denmark St, from 6:30pm)

Denmark Street on 30 January 2023. CREDIT: Mark Kerrison/In Pictures via Getty Images

As for Dawsons, the launch of the Soho branch last year came as the location also has strong ties to NME – which is also owned by CMG – as it was founded on Denmark Street back in 1952.

“We are extremely proud to share another exciting chapter of the revitalised Dawsons brand with the world,” Meng Kuok, Group CEO and Founder of Caldecott Music Group said at the time. “At Vista Musical Instruments, providing a seamless omni-channel shopping experience is central to our dedication to exceptional customer service. However, the heart of everything we do centres around supporting and being a partner to artists on their journey, [whether their first or fifth guitar], with a promise of much more to unfold in the future.”

Chief Operating & Commercial Officer at NME Networks, Holly Bishop, agreed adding: “NME’s roots on Denmark Street make Dawsons’ arrival an incredibly exciting development, especially given the success of the partnership with Dawsons on the sold-out online drops of NME’s resurgent print edition.”