AdHoc Projects
connects clients
to communities
with bespoke
strategy, content,
and experiences.
AdHoc Projects
connects clients
to communities
with bespoke
strategy, content,
and experiences.
Ric has curated thousands of events in New York City. After booking legendary DIY spaces like 285 Kent and moonlighting as an editor at Pitchfork Media, they went on to co-launch Baby’s All Right, one of Brooklyn’s most in-demand venues. They worked as a talent buyer and marketer for Webster Hall, which charted #1 in New York and top 3 in worldwide ticket sales in every year of their tenure.
Professional Highlight: Grimes dedicated a song to them to help launch AdHoc and called it “Song For Ric”.
Ben is a brand development & strategy professional with over 19 years of experience as a proven marketer for some of the world’s most beloved companies. Ben helped launch one of America’s leading voices in comedy, The Onion, into the web video age before moving on to the craft beer industry.
Ben led Brooklyn Brewery’s marketing department as the brand grew from regional player to international icon. He has also led brand strategy and programming for Crooked Hammock Brewery, and Monopolio, as well as formed partnerships and programming at BAM, Brooklyn Museum, Prospect Park Alliance, C-CAP and more. He is also a founding member of the NYC Brewers Guild.
Professional Highlight: Created a touring cultural festival called The Mash that went to 12 states, 3 countries and lasted five years.
Rachael has spent her career in New York City and abroad producing events and programming music for prominent NYC venues including Le Poisson Rouge, Public Records, and The Bell House. As a seasoned event producer she’s developed and managed brand activations, festivals, and summits, creating IRL experiences for brands like Meta, Amazon, and Johnson & Johnson. Across the world, she’s led productions as an event producer for companies like Rolling Stone and Global Citizen, and agencies including PRODJECT and Superfly.
Professional Highlight: Creating a plexiglass stage that stretched over a pool at the mansion where they shot The Godfather, and programming Anderson Paak to perform on it.
Since joining AdHoc in 2017, Morgan helped generate over $5M in ticket sales and drove the company’s event marketing & consulting work with dynamic returns. Working as a marketer with several “expert” level certifications, her high-ROI advertising and head-turning campaigns are the subject of several case studies.
Professional Highlight: Helping launch NYC Nightlife United during the height of the COVID-19 pandemic, raising over $150,000 in mutual aid for concert venues and nightlife workers.
2011
AdHoc begins as a zine. The launch is a community effort that sees artists like Grimes, Daniel Lopatin, and Beach Fossils contribute songs for a cassette compilation, and indie labels like Captured Tracks, Domino, RVNG Intl., Tri Angle, Woodsist, and XL Recordings donate records to offset the cost of printing. Later, Refinery 29 calls AdHoc one of the “best music blogs that aren’t Pitchfork.”
AdHoc makes a warehouse on the Williamsburg waterfront called 285 Kent its home base and begins promoting events.
AdHoc programs the venue with then-emerging indies like Blood Orange, Mac DeMarco, and Thee Oh Sees earlier in the night, while holding a safe space for after-hours queer parties with Hari Nef, House of Ladosha, MikeQ, and Mykki Blanco.
2013
285 Kent announces it will close the following year, launching countless obituaries documenting its impact on Brooklyn’s music scene: New York Times, The New Yorker, Billboard, The FADER, among others. Pitchfork produced both a longform feature and a 30-minute documentary.
2015
AdHoc establishes itself as a tastemaker outside of 285 Kent’s legacy. GQ tells readers to “pay attention to who folks like AdHoc are booking” in their feature “How to Find New Music, According to Critics, Spotify, and Teenagers”.
New York Magazine names the AdHoc Car Wash “The Most Creative DIY Show of 2015”. The New York Times calls out AdHoc’s Skepta show as one of the best concerts of the year. Newsweek turns to AdHoc to explain why gentrification has changed the Brooklyn music festival landscape. Brooklyn Magazine puts AdHoc in 20 People Defining Brooklyn Music. Most humbling of all, the legendary Genesis Breyer P-Orridge releases a collaborative record inspired by a show AdHoc curated for h/er.
2017
AdHoc earns the respect of the live music industry and begins promoting intimate engagements with festival-level talent like Björk, Cardi B, Nile Rodgers, Billy Corgan, and Tori Amos.
2018
AdHoc expands its footprint outside of New York and takes up bookings Kings in Raleigh and El Club in Detroit, which is named one of the best live music venues in America by Rolling Stone. 35% of SxSW’s standout acts according to The New York Times play AdHoc shows. Billboard staffers called AdHoc’s Car Seat Headrest one of the best concerts of the year, praising it for the “moments when New York felt like it was still full of secrets and not a chain-store metropolis for billionaires”.
2019
AdHoc promotes more than 1000 events in a year with too many surreal moments to account for. Charli XCX plays a 1AM surprise set at Baby’s All Right. Selena Gomez goes to an AdHoc show in a fit that Elle says “took back her title as the queen of comfy clothes,” AKA a hoodie with sweatpants.
2020
AdHoc announces via Pitchfork that they’ve co-founded NYC Nightlife United, an emergency COVID Relief Fund providing direct mutual aid to the community. Fundraising partnerships are created with PS1 MoMA, Tito’s Handmade Vodka, Heineken, and Splice among others.
2021
NYC Nightlife United distributes more than $150k in grants for nightlife workers and small businesses. The New York Times later highlights their never-ending commitment to develop culture and support the creative community in their feature, “The Service Workers Who Kept New York Alive During its Worst Months of COVID”.
2023
AdHoc Projects is born.
