creative led by culture
creative led by culture
creative led by culture
creative led by culture

AdHoc Projects
connects clients
to communities
with bespoke
strategy, content,
and experiences.

tyler, the creator at 285 kent. photo by Weird Magic. tyler, the creator at 285 kent. photo by Weird Magic.
Services
Services
Services
Services
STRATEGY
  • Brand Strategy
  • Creative Campaigns
  • Business Development
PROGRAMMING
  • Talent Buying & Artist Relations
  • Festival Booking
  • Music, Dance, and Performing Arts Curation
PRODUCTION
  • Experiential Activations
  • Concerts & Festivals
  • Speaking Engagements & Special Events
MARKETING
  • Digital & Out of Home Advertising
  • Event Marketing
  • Social Media
kelly moran at future space. photo by Nick Karp. kelly moran at future space. photo by Nick Karp.
team
team
team
team

Ric Leichtung

Founder

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”.

Rachael Pazdan

Director of Creative Production

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.

Morgan Schaffner

Director of Marketing

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.

Caroline Vance

Creative Producer

Caroline is an award-winning graphic designer who got her start throwing house shows in Queens and running a tape label as a sophomore in college. She has brought her signature colorful style to creative assets, merchandise, and animation for clients like ProMark Drumsticks, Evans Drumheads, Terrible Records, Father/Daughter Records, and Winspear. She has produced hundreds of events for AdHoc.

Professional Highlight: Charli XCX crashed Caroline’s event Party For One and did a surprise set (for free).

Charli XCX at Party for One. photo by bridget badore. Charli XCX at Party for One. photo by bridget badore.

A brief very long history

A brief
history

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 Issue 1. Cover by Bjorn Copeland. AdHoc Issue 1. Cover by Bjorn Copeland.

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.

DUST by Weird Magic. DUST by Weird Magic.

2012

285 Kent hits its stride and bridges several gaps between disparate scenes. A$AP Rocky, Arca, and Grimes play on a ticket that costs just $8. Trash Talk and Odd Future do a free show and create some of the venue’s most iconic moments, including Tyler, The Creator hanging from a ceiling pipe and Frank Ocean holding up a lost shoe to the audience.

Frank Ocean by Weird Magic. Frank Ocean by Weird Magic.

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.

2014

Billboard and Gawker document the unprecedented wave of gentrification hitting Williamsburg, causing even more community-driven venues to shutter. Without a dedicated home for programming, AdHoc starts promoting events at China Chalet and 88 Palace, both Chinese restaurants located in Manhattan. Gothamist calls it the “dim sum dance party scene”.

AdHoc helps launch Baby’s All Right and christens the space with early bookings as its first talent buyer under venue owner Billy Jones. The space receives coverage from New York Times and Vogue as New York Magazine crowns it as the best concert venue in NYC.

Mannequin Pussy by Edwina Hay. Mannequin Pussy by Edwina Hay.

The newly independent Webster Hall taps AdHoc as its in-house indie promoter. Rolling Stone called the venue one of New York’s Best Kept Secrets and BrooklynVegan wrote a couple funny articles about it.

Bushwick venue Palisades hosts the first of many events with AdHoc, yet another free Trash Talk show with Odd Future alum Earl Sweatshirt. In its final year of operation, the venue made the cover of The New Yorker’s Entertainment Issue.

The New Yorker’s “Entertainment Issue”. The New Yorker’s “Entertainment Issue”.

AdHoc hosts Yung Lean’s first North American shows after hearing “Ginseng Strip 2002,” which no one older than 23 seemed to like at the time, The New York Times coming to review the event for that reason. Fast-forward to 2022 and the single becomes TikTok’s most streamed song of the year.

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.

AdHoc Car Wash. AdHoc Car Wash.

2016

New York Times announces AdHoc as a curator at National Sawdust. The FADER asks for SxSW tips. The Village Voice names AdHoc Best Promoter of Concerts. Brooklyn Magazine features AdHoc in its Most Influential People in Brooklyn Culture list. AdHoc speaks to Billboard about the need for open communication between the nightlife community and local government, which comes to fruition later when New York City establishes its Office of Nightlife.

2017

AdHoc is recognized by the institutional world, speaking on panels with The Aspen Institute, MoMA PS1, and the Brooklyn Public Library.

Björk by Santiago Felipe. Björk by Santiago Felipe.

Beloved venue Shea Stadium closes and posts live recordings from past AdHoc shows online, including performances from Mitski, Alex G, Porches, and Whitney. Later, Desaparecidos release their live performance on vinyl.

Webster Hall wins Nightclub of the Year from Pollstar, selling more tickets than any other club venue in New York. AEG acquires the venue in a $35M deal according to the New York Post.

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.

Cardi B at Knockdown Center. Cardi B at Knockdown Center.

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.

Charli XCX by Bridget Badore. Charli XCX by Bridget Badore.

2020

World Health Organization declares COVID-19 a pandemic. AdHoc speaks to NPR, Complex, and Rolling Stone about its effect on the live music economy.

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”.

Nightlife United Awards By Edwina Hay. Nightlife United Awards By Edwina Hay.

2023

AdHoc Projects is born.