In 2003, Roger Michael—our visionary founder—launched a nightlife revolution with 'I AM ROCKSTAR Tuesdays' at Boujis, South Kensington. What began as a weekly night quickly became a cultural phenomenon—electrifying London’s social scene with an intoxicating mix of exclusivity, creativity, and star power. From Hollywood icons and royals to supermodels and global tastemakers, the guest list alone captured headlines, while the music, energy, and mystique of the night captured imaginations worldwide. It was more than a party—it was a signal that something new had arrived.'I AM ROCKSTAR Tuesdays' reached new heights in 2004 with Missy Elliot’s post-Brits party. The electrifying crowd of Hollywood and music industry heavyweights included André 3000, Alicia Keys, Naomi Campbell, Blue Cantrell, and members of the Black Eyed Peas—Fergie, will.i.am, apl.de.ap, and Taboo. In 2005, Paris Hilton and Camilla Fayed capped off the night at 'I AM ROCKSTAR Tuesdays' following the premiere of Hilton’s film House of Wax and the Penthouse after-party—making for a truly unforgettable night. Later that year, Mickey Rourke’s dramatic exit with Versace muse and runway model Anna IInitskaya made headlines, further elevating the night’s global mystique—as reported by the Daily Mail.In 2006, Janet Jackson and Jermaine Dupri joined the ranks of A-list guests at I AM ROCKSTAR Tuesdays. That June, the event earned the title of ‘The Greatest Night’ at the London Club and Bar Awards. The Evening Standard praised it, stating: “Tuesdays nights at Boujis as 'hosted by Roger Michael... a favourite with Princes William and Harry, adored by models, Eurotrash, and Hollywood types including Mickey Rourke.” By 2007, I AM ROCKSTAR welcomed Christina Aguilera and Jordan Bratman, as well as Prince, further elevating its status. That same year, it was once again crowned ‘Best Night’ at the London Club and Bar Awards. The night became synonymous with celebrity DJs, with appearances from Kid Rock, Paris and Nicky Hilton, Lindsay Lohan, and Camilla Fayed. Meanwhile, renowned artists and DJs such as Marky Ramone (The Ramones), Roger Taylor (Duran Duran), Skully (Razorlight), RedFoo (LMFAO), Mark Ronson, Jamie Iovine (aka DJ Eye), Martin Solveig, Josh Madden, Poet (Black Eyed Peas DJ), Pete Tong, and Jeremy Healy delivered unforgettable performances. That same year, The Guardian spotlighted Tuesdays at Boujis as “the really hot night”, celebrating its electric crowd of aristocrats, pop icons, and party-hardened A-listers. The Sunday Times echoed the sentiment, describing the night as the place “where royalty, celebrities, and London’s tastemakers collided”—further reinforcing I AM ROCKSTAR’s cultural dominance at the peak of London nightlife.In 2008, Chad Kroeger, Slash, Eva Herzigova, and Lindsay Lohan with Samantha Ronson were among the high-profile guests, further affirming 'I AM ROCKSTAR Tuesdays' as London’s most sought-after nightlife experience. Its reputation was further cemented a decade later, when it once again earned the ‘Best Night’ award at the London Club and Bar Awards. By 2009, Avril Lavigne added to the illustrious list of guests at 'I AM ROCKSTAR Tuesdays'. That same year, the brand expanded globally, licensing its name and hosting exclusive branded daytime and nighttime events at some of the world’s most prestigious venues—including Le Bar du Hôtel Plaza Athénée, Paris, Coxy Box, Cannes, Carpe Diem Beach Hvar, Croatia, Club 400, Dubai, and Blue Marlin Ibiza UAE, Abu Dhabi. This global expansion cemented I AM ROCKSTAR’s status as an international nightlife powerhouse.

As I AM ROCKSTAR entered its second decade, Tuesdays at Boujis remained the definitive destination for A-listers—welcoming David Furnish with Diana Jenkins, Kid Rock, Will.i.am and Apl.de.ap, and Jade Jagger. Harper's Bazaar reaffirmed the night’s cultural dominance, calling it “Top night. The place to be seen on a Tuesday.” Milestone anniversaries further elevated its reputation. The brand’s seventh and eighth-year celebrations were sponsored by Dom Pérignon’s Andy Warhol Limited Edition and Belvedere (RED) Special Edition—marking yet another era of exclusivity and prestige. Performances by Taboo of Black Eyed Peas and an ever-growing roster of high-profile guests solidified I AM ROCKSTAR’s position at the pinnacle of nightlife excellence.The momentum continued in 2011, with Jimmy Iovine and Dr. Dre making appearances, and Victoria’s Secret Angel Bar Refaeli joining a guest list of supermodels including Eva Herzigova and Naomi Campbell—who had previously graced 'I AM ROCKSTAR Tuesdays'. This continued influx of global icons reinforced the brand’s reputation as London’s premier celebrity hotspot.In 2012, I AM ROCKSTAR was officially recognised when its signature Tuesdays were awarded “Best Longest Running Night” at the London Club and Bar Awards—a milestone celebrated with a live performance by Kelis. Following this accolade, Roger Michael announced I AM ROCKSTAR’s departure from Boujis, ushering in a bold new era. No longer confined to a single venue, the brand evolved into a full-service agency, expanding its reach while maintaining its elite clientele. This transition saw the brand attract leading hospitality groups, including Tao Group Hospitality from the United States, leveraging its expertise to deliver standout international events. One such highlight was “Club Bud Presents: Marquee & TAO – The Best of U.S. Nightlife in London for Two Nights Only”, a prestigious event celebrating the National Basketball Team during the London Olympics, featuring an exclusive performance by Swizz Beatz and Nas, bringing the vibrancy of U.S. nightlife to London’s elite.Expanding beyond nightlife, I AM ROCKSTAR Agency orchestrated David Wertheimer’s (heir to Chanel) exclusive 24th birthday celebration at COYA in Mayfair, followed by an after-party at Annabel’s in Berkeley Square. Additionally, the agency was engaged for the launch of Hakkasan Hanway Place’s ‘Ling Ling’ bar and the Sake No Hana NYE 2013 celebrations in St. James’s, further solidifying its influence across luxury hospitality and experiential marketing.

The I AM ROCKSTAR story didn’t stop at the velvet rope. From 2013 onward, the brand redefined its identity—transcending nightlife to become a trusted partner in shaping elite, culture-led experiences around the world. Since then, we’ve consistently delivered unforgettable moments that blend exclusivity, creativity, and relevance. From setting new standards in London’s nightlife to orchestrating high-impact events across industries, I AM ROCKSTAR has become a byword for immersive luxury. With every collaboration, we continue to shape the future—bringing together visionary leaders, tastemakers, and the world’s most discerning clientele.A curated selection of events, partnerships, and moments that reflect our ongoing evolution:• 2014: Edeline Lee After-Show Events – Since 2014, I AM ROCKSTAR has served as the official after-show producer for Edeline Lee at London Fashion Week—delivering high-energy moments that fuse avant-garde fashion with the pulse of London nightlife. • 2017: Launch of “Look Great, Not Done!” Book by Dr. Stefanie Williams – We curated an elegant celebration for the launch of Dr. Stefanie Williams' acclaimed book, demonstrating our expertise in crafting sophisticated, high-impact luxury events.• 2019: Glass Man Launch x Supa Model Management – I AM ROCKSTAR curated an exclusive celebration at Novikov during London Fashion Week Men’s, marking the launch of Glass Magazine's Man edition in collaboration with Supa Model Management. The event brought together fashion tastemakers, A-list DJs, and bold creative energy—delivering an unforgettable experience for both brands and their guests. • 2020: Nobu Hotel Shoreditch Celebrates London Fashion Week – Partnering with Nobu, Supa Model Management and Beauty Papers Magazine, we curated a night where fashion and cultural innovation collided, drawing tastemakers, influencers, and fashion elites.• 2020: Julien Macdonald x Blakes Hotel – As a consultant to Blakes Hotel, IAR secured both the November media luncheon for the Julien Macdonald x Boots Christmas Beauty Capsule launch and the Julien Macdonald x QVC livestream broadcasts from the Cardinal Suite, which reached prime-time audiences in the UK and US.• 2022: UK launch of the Desperate ApeWives NFT collection during February's London Fashion Week at One Marylebone, integrating blockchain technology and fashion. I AM ROCKSTAR, also managed the NFT installations for the Desperate ApeWives exhibition at Omer Tiroche Gallery in Mayfair.• 2022: Club Health Notting Hill Christmas Party – Delivering a sophisticated festive experience, we crafted an exclusive bespoke Christmas celebration for Club Health, reinforcing our expertise in curating high-profile luxury events.• 2024: Private wedding celebrations at Karma Kandara, Bali – I AM ROCKSTAR secured UK DJ and producer KC Lights for a two-day private client celebration at Karma Kandara Resort in Bali, spanning the bride’s birthday and wedding ceremony, and reflecting the brand’s continued reach across destination, talent-led and high-level private client experiences.These years saw the brand trusted across fashion, publishing, hospitality and private commissions worldwide — laying the groundwork for a new era defined not only by the moments it produced, but by the concepts, residencies and cultural partnerships it would go on to shape.

In July 2025, I AM ROCKSTAR returned to venue-led hospitality programming in London with a monthly Wednesday series at MR PORTER London on Park Lane. More than a simple residency, it marked the brand’s first serious move back into this format since its nightlife-defining years, this time shaped around a more mature proposition that brought together dining, music, atmosphere and late-night culture in one setting.The series quickly proved that there was fresh appetite for this direction. Early moments, including the Stephen Webster launch and Rock After Dark by Whispering Angel / LVMH, demonstrated both the calibre of the audience and the relevance of the format. It was during this period that CÉ LA VI London began to take notice, leading to conversations that would soon open the door to a more fully formed phase.Those conversations resulted in I AM ROCKSTAR securing CÉ LA VI and, with it, the opportunity to build something more distinct and more lasting. Rather than simply stepping into another venue-led schedule, the brand created Esprit de Nuit — a concept designed to bring together dining, rhythm and culture in a way that felt both contemporary and true to its DNA. Launched in February 2026, Esprit de Nuit gave I AM ROCKSTAR its own identity within the space: not just programming a night, but shaping a recognisable cultural proposition with room to grow.The launch was elevated further through a collaboration with GLASS Magazine, marking the title’s 18th anniversary and Imogen Clark’s appointment as Editor-in-Chief. Held on the opening night of London Fashion Week at CÉ LA VI, the event gave Esprit de Nuit immediate editorial and social credibility and set the tone for what the concept would become: a residency with cultural relevance, not simply another date in the diary.As the series continued monthly at CÉ LA VI, I AM ROCKSTAR’s wider special events work also moved into sharper focus. In May 2026, the brand delivered Bazaar Privé’s celebration of 15 years of Edeline Lee, alongside the birthday of Harper’s Bazaar Editor-in-Chief Lydia Slater, held at AKI London in Cavendish Square. The event underscored the calibre of the company’s private cultural work and reflected the same qualities that now defined this phase of the business — discretion, curation, strong venue relationships, and a natural fluency across fashion, publishing and hospitality.Taken together, these developments marked more than a successful run of events. They signalled a new phase in the evolution of I AM ROCKSTAR: from a brand long associated with defining nights and influential guest culture to one establishing its own platforms, deepening its venue partnerships, and occupying a more permanent place within London’s luxury and cultural landscape.