‘Amplified’: An Immersive Extravaganza on the BeltLine

Amped Up? Yes. Immersive? Also, yes. Heart pounding music? You bet!

Impresario CEO of Illuminarium Experiences, Alan Greenberg, and Executive Producer Brad Siegel teamed up to premiere The Illuminarium’s partnership with Rolling Stone magazine at the Eastside BeltLine with, “Amplified,” an immersive rock experience.

The production intertwines the boundaries of storytelling, technology, and the overall cultural experience of thrilling music that aligns with much of our lives. Greenberg said, “It’s one thing to hear the story of rock’n’roll — but it’s another to be fully immersed in it. Illuminarium wanted to create something that honors the legends, the rebels, and the fans alike. Rock’n’roll didn’t just shape music — it shaped movements, identities, and entire generations … the voice of music and pop culture, to bring ‘Amplified’ here.”

“Amplified” is one of the single largest collections of rock’n’roll imagery ever assembled in one place. Through larger-than-life visuals, including 1,300 Rolling Stone covers, rare archival footage, and an unforgettable soundscape, guests feel like they are part of the stage and not just in the crowd. Guests can be on stage, backstage, and in the crowd concurrently with changing panels in all directions.

Greenberg continued, “A lot of people have affected rock’n’roll — and even more have been affected by it. That’s the energy we’ve captured here. It’s raw, it’s nostalgic, and it’s never been done like this before.”

The show is virtual reality-like sans glasses, using 4K laser projection and 3-D sound to pulse the music, and “ginormous” photo panels into pulsing immersion. To bring so much information forward, it’s divided into various categories: instruments, wacky, bizarre, flashy cars, evolving hair styles, and more all, unfolding with the adrenaline-pumping, rushing roar of the crowd. Note that Rolling Stone magazine itself is not just about music … at the show’s closing, the covers line the walls to reveal their full scope, including figures like Presidents Barack Obama and Donald Trump. Included are 1,000-plus rare and iconic photos, 200 archival video clips of 300-plus artists ranging from Nirvana, Elvis, Beyonce, and Aretha. Baby Boomers will wax sentimental with the older artists and the beginnings of rock’n’roll. Some Boomers commented that they wanted to come back with their children; Greenberg noted that multiple generations have indeed been coming to the show.

Viewers may not be able to identify every band, every song, but the screen changing adds to the momentum. Actor/musician Kevin Bacon narrates the 50-minute production. The action includes the changing floor with flowers, rug tapestries, then more lively images like a Pink Pony silhouette on a rope.

Siegel, executive producer and founder of Brand New World Studios, voiced with enthusiasm, “Amplified is a one-of-a-kind walk through the pages and playlists of our lives — it gives you an experience just like going to your first concert or playing that first record that changed your world. From The Doors, The Who and Aretha Franklin, to Green Day, Radiohead, and Poison, to The Ramones, Blondie, Earth, Wind & Fire, and Chappell Roan, it brings generations together in a way that’s never been done before. Whether you’re reliving your favorite era or discovering it for the first time, ‘Amplified’ taps into the raw emotion, rebellion, and rhythm that defined rock’n’roll and shaped who we are.”

Siegel is the former president of Turner Entertainment Networks.

Greenberg concluded, “With such a vibrant music scene already rooted in the city, ‘Amplified’ adds something bold and new to the mix — an immersive show that’s perfect for a night out with friends, a date, or anyone who simply loves music. This is more than a show — it’s a celebration of sound, culture, and connection that everyone should experience.”

Greenberg opened the Illuminarium in 2021 with “Wild Safari Experience,” followed by other shows, “O’Keeffe’s Flowers,” and “Space,” an interactive immersion with the James Webb Telescope, then took some time off last year for a creative break. The building is available for private and corporate functions.

To purchase tickets, please visit www.Illuminarium.com. The Illuminarium is located at 550 Somerset Terrace NE. For more information, please call 404-341-1000.