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September 2000

Can Tech Learn to Rock?

Exhibit

By Fredric Paul

Imagine if Microsoft crossed the Smithsonian Institution with the Hard Rock Cafe, then injected some genetic material from Cleveland's Rock and Roll Hall of Fame and Sony's multimedia Metreon entertainment center in San Francisco. The result might look something like the heavily hyped Experience Music Project (EMP), which opened early this summer at the foot of Seattle's famed Space Needle. Bankrolled to the tune of $250 million by Microsoft co-founder Paul Allen, the EMP began as an homage to Seattle native Jimi Hendrix. It has evolved into something much more-and somehow a bit less.

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