About Us
I AM ROCKSTAR is a London-born lifestyle atelier curating experiences at the intersection of luxury, entertainment, hospitality, and culture. For over two decades, we’ve crafted elevated moments that fuse artistry and access — spanning nightlife, brand activations, luxury concierge, and bespoke events. Guided by discretion and detail, and powered by a global network, we deliver with an unwavering commitment to excellence. From intimate gatherings to high-profile cultural collaborations, I AM ROCKSTAR continues to set the rhythm for modern luxury.
Our Story
From our iconic Tuesday nights at Boujis—once dubbed "Top Night. It's the place to be seen on a Tuesday.” by Harper's Bazaar—to our evolution into a global cultural concierge, I AM ROCKSTAR has always been more than a brand. Founded in 2003 as a nightlife and events movement, our journey began at the intersection of exclusivity and innovation, serving a discerning clientele of A-listers, creatives, and visionaries. Over the past two decades, we’ve grown into a lifestyle atelier curating bespoke experiences that blend artistry and access. From orchestrating global brand moments to shaping the rhythm of modern luxury, I AM ROCKSTAR continues to champion curated living—where detail meets design, and every experience tells a story.
Historical Chronology
- 01
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 in Paris, Coxy Box in Cannes, Carpe Diem Beach Hvar in Croatia, Club 400 in Dubai, and Blue Marlin Ibiza UAE in Abu Dhabi. This global expansion cemented I AM ROCKSTAR’s status as an international nightlife powerhouse.
- 02
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.
- 03
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.
• 2025: Launch of the Wednesday monthly series at MR PORTER, Park Lane (in partnership with Ivanrey Entertainment):
Stephen Webster store launch after-party – an exclusive celebration following the jeweller’s flagship store opening (July 2nd).
Unveiling of Rock After Dark by Whispering Angel (LVMH) – Unveiling of Rock After Dark by Whispering Angel (LVMH) — marking both the introduction of the brand’s new signature serve and the official launch of the Wednesday monthly series (September 10th).
Every signature collaboration and curated highlight is a testament to our relentless pursuit of excellence. We craft immersive experiences that fuse innovation, culture, and elevated luxury—inviting you to celebrate moments that go beyond the ordinary. With each curated highlight, I AM ROCKSTAR solidifies its role as the epicentre where visionary ideas and global influence converge, setting the stage for what comes next in experiential storytelling.