Cease the day, Be the day or Carpi Diem if you will. But for people that work 9 to 5, Monday to Friday it's hard to look up beyond the daily ups and downs. There for Be The Weekend.
Sure it sounds like a cliche, and it might be one as well but it's definitely also more than that. It's about getting more, being more. About finding places where you can get the most out of things.
Here it's about creating a place where music and people are in the centre.