The beat goes on in Memphis, as the city's renowned musical heritage finds a new crib at Beale Street's former Hard Rock Cafe. In a move that consolidates the soul of Memphis, the Memphis Rock 'n' Soul Museum along with the Memphis Music Hall of Fame are setting up shop in the famed locale now christened the J.W. and Kathy Gibson Center of Memphis Music. This fresh hub for history and melody will give music lovers a one-stop destination to celebrate the legends that put Memphis on the auditory map.

Memphis Rock 'n' Soul Inc. swung the deal for the iconic Hard Rock Cafe space, snapping up the 24,000-square-foot site, as reported by Action News 5. Dropping a chunk of the $5 million purchase price, the Gibson family has got their name up in lights, or rather, on the building. Not resting on their laurels, they're chasing down another $15 million to flip this once rock-burger joint into a temple of tunes. With plans for a renovation that will polish up the joint for its new role, the transformation signals a high note for Beale Street's musical landscape.

In an orchestrated press conference, Rock 'n' Soul Inc. honcho John Doyle, alongside dedicated donors, laid out the score for the Hard Rock's next act. Priscilla Presley, a Memphis Music Hall of Famer herself, played host to the proceedings, cueing in onlookers to the long game for this beacon of blues and beyond, as detailed by The Commercial Appeal.

But look, it's not just about stocking the shelves with golden guitars and vinyls. Kevin Kane, President of Memphis Tourism, set the record straight, saying the museum and Hall of Fame is more than just a place that shows artifacts, it’s a narrative powerhouse. "There is a story in Memphis that needed to be told and it was a story that talked about music, but more importantly it was how diversity came together to change the world," Kane spilled the beans to Action News 5.

J.W. Gibson, whose name now adorns the future music center, turned up the volume on Memphis' commitment to its sound creators. "Memphis music is where the heart is," he echoed in a sentiment snagged by WREG News, doubling down on supporting the soulful architects of this city's acoustical skyline. As the dust settles and the renovations rev up, Memphis is tuned in for a new era where its chronicled chords and storied songs continue to resonate, now under one roof on Beale.