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Rock star Peters’ NY show is a sign of the Times
Jul 7 2008 Dave Owens, WalesOnline

Welsh rocker Mike Peters will tomorrow play what has been dubbed the word’s first ever digital in/out store in Times Square, New York.

The singer will be celebrating the worldwide release of his band, The Alarm’s, new album, Guerilla Tactics, by playing the impromptu show at the iconic landmark in the heart of the Big Apple.

Peters, who will play an acoustic set at 12.30pm (5.30pm UK time), has invited his American fans to bring along their laptops and download his band’s new album while he plays.

“It should be a memorable occasion,” he explained. “We’ve just launched our own personalised digital store online at TheAlarm.com and I wanted to give the fans worldwide the chance to download the album digitally.

“This is the brilliant thing about the internet, it’s the immediacy of how it can bring you closer to your fanbase, breaking down the physical barriers of purchasing an album. This will be the world’s first digital in/out store, and give fans an opportunity to celebrate with me in Times Square.

“If they bring their laptops with them while I play they can download the album there and then. I’ll sign the physical copies of the album if they have them and even if they don’t I’ll sign their laptops for them!”

The industrious musician, in remission after battling back from leukaemia, is no stranger to deploying ‘guerilla tactics’ and performing impromptu gigs.

In the last year the 49-year-old has played at the top of the Empire State Building, the top of Mount Snowdon and also performed at 19,000ft at Mount Everest base camp.

All three high-flying gigs were for the charity the singer founded, the Love Hope Strength Foundation - set up to raise funds to fight cancer and raise cancer awareness.

Three days after his New York digital world first, Peters will head to Washington DC to embark on a three week US tour.

Then it’s back to Dyserth, North Wales where he lives with his wife Jules, four-year-old Dylan and one-year-old Evan, to train for another high-altitude charitable adventure, this time in the Andes.

Peru Rocks, which will take place in October, will be a four-day trek through the High Andes with acoustic concerts at the world famous Machu Picchu Citadel – where he will be the first Western artist to perform - and the finale in the Peruvian capital city of Lima.

There won’t be much time to rest his weary feet before The Alarm hit the road in the UK this autumn – playing a series of residencies over a month at venues in four UK cities.

Guerilla Tactics In The UK will see The Alarm play three shows over three weeks in Cardiff, Glasgow, Manchester and London in November.