Episode 81: Live from Cleveland, It’s 50 Years of Music

In this episode of Marketing Moves, Greg Harris, President and CEO of the Rock & Roll Hall of Fame and Museum, shares how Cleveland became the forever home of rock history—and why the museum continues to shape the culture today. With 31 years in the museum world and a record store legacy of his own, Greg breaks down how the Rock Hall drives a $240 million economic impact, connects with 1.5 million students annually, and keeps evolving through digital marketing, live music, and immersive exhibits like SNL: Ladies and Gentlemen… 50 Years of Music. From pairing classic legends with contemporary stars to embracing hip hop and EDM, Greg reveals how the Rock Hall honors the past while staying plugged into the pulse of now.

Greg’s story doesn’t start in a boardroom—it starts in a Philadelphia record store. After dropping out of college to co-found the now-legendary Philadelphia Record Exchange, Greg eventually returned to school and earned a master’s degree in history with a focus on museums. His career would lead him through 15 years at the National Baseball Hall of Fame before landing at the Rock Hall in Cleveland, where he’s spent the past 17 years leading the charge.

Despite fierce competition from cities like Memphis, New York, and Chicago, Cleveland won the bid to be the home of the Rock & Roll Hall of Fame thanks to its passion—and a solid business plan. Legendary DJ Alan Freed, who popularized the term “rock and roll,” started his career here, and the city has long been a key stop for iconic performances, including Bowie, the Beatles, and Hendrix. Today, the museum welcomes over half a million visitors a year from all 50 states and more than 120 countries, driving an estimated $240 million in annual economic impact.

At its core, the Rock Hall’s mission is to celebrate the “sound of youth culture”—a constantly evolving expression of rebellion, spirit, and social change. Greg emphasizes that rock isn't just a sound, it's an attitude. Whether it’s punk, hip-hop, soul, or EDM, if it moves culture forward and brings people together, it belongs at the Rock Hall.

That inclusive philosophy is on full display with their latest exhibit: “SNL: Ladies and Gentlemen... 50 Years of Music.”

Created in partnership with NBC and SNL creator Lorne Michaels, the immersive SNL exhibit celebrates five decades of live music performances on Saturday Night Live. It features 1,900 musical performances, exclusive behind-the-scenes photos, iconic costumes (yes, even the cowbell), and a high-energy montage directed by Questlove that sets the tone from the moment you walk in.

From Billie Eilish to The Clash, the exhibit connects generations through shared cultural touchstones. It’s also the only place where fans can access the full SNL musical archive—an experience Greg calls “the world’s greatest jukebox.”

Behind the scenes, the Rock Hall’s marketing strategy leans heavily into digital—paid social, earned media, influencer partnerships, and strong SEO strategy through rockhall.com. But their most powerful channel? Word of mouth. With a Net Promoter Score strategy in place, Greg and his team prioritize delivering experiences worth sharing, both on social and IRL.

“Every visitor becomes a storyteller,” he says. “They remember the soundtrack of their life—and we help bring that back to the surface.”

To remain culturally relevant, the Rock Hall bridges generations by pairing legends with contemporary stars—think Dua Lipa with Cher or Taylor Swift introducing Carole King. They also showcase rising artists and host live performances year-round to connect with younger, more diverse audiences.

Greg sums it up best: “We’re at our best when we take yesterday and connect it with today, while keeping an eye on what’s coming next.”

The Rock & Roll Hall of Fame isn’t just preserving history—it’s actively shaping the future of music and culture. From immersive exhibits like the SNL 50th anniversary showcase to its savvy, digital-first marketing strategy, the Rock Hall proves that legacy institutions don’t have to live in the past. They can be vibrant, evolving, and relevant—when they stay in tune with their audience.

Greg Harris’s journey from a gritty Philly record store to leading one of the most iconic museums in the world is a testament to the power of passion, storytelling, and strategic vision. For marketers, museum lovers, and music fans alike, the Rock Hall offers a blueprint for how to blend authenticity, innovation, and emotion into an unforgettable experience.

Because at the end of the day, great marketing—like great music—leaves you feeling something.