NYC Nightlife United

The Challenge: How do we protect the most vulnerable people in the nightlife industry from a devastating pandemic and economic collapse?

The AdHoc Solution: AdHoc co-founded NYC Nightlife United, a non-profit providing direct mutual aid to artists, workers, and venues in NYC nightlife. 

Mutual Aid. photo by Kyle Lieberman. Mutual Aid. photo by Kyle Lieberman.

Our focus was on directing resources where they would have the most impact, especially in BIPOC and queer communities.

We launched an effective PR and social media strategy that earned international coverage from Pitchfork, Rolling Stone, and Resident Advisor among others. The New York Times spotlighted AdHoc’s Ric Leichtung in their feature “The Services Workers Who Kept New York Alive in its Darkest Months.

Photo by Edwina Hay. Photo by Edwina Hay.
Photo by Edwina Hay. Photo by Edwina Hay.
Photo by Merrissa Blitz. Photo by Merrissa Blitz.
MOMA PS1 Collab Shirt. MOMA PS1 Collab Shirt.
Photo by Kyle Lieberman. Photo by Kyle Lieberman.

We partnered with contemporary art institution MoMA PS1 on their pioneering music series Warm Up and collaborated on an exclusive merch drop benefitting the non-profit.

We teamed up with brands like Red Bull to help distribute boxes of hot food around the holidays to nightlife workers in need.

Photo by Edwina Hay. Photo by Edwina Hay.

AdHoc helped conceptualize and execute The Culture Awards, an event celebrating nightlife workers that attracted corporate giving from Vimeo, Brooklyn Brewery, Heineken, Johnnie Walker, Tito’s Handmade Vodka, and GoFundMe.

Together we built a non-profit from scratch and distributed more than $150,000 in grants for the nightlife community.

Photo by Edwina Hay. Photo by Edwina Hay.
Photo by Edwina Hay. Photo by Edwina Hay.

YEAR
2020-2022

OUR ROLE
Co-Founders, Programming, Social Media & Marketing Services, Non-Profit Administration, and Community Partners.

TEAM/PROJECT CREDITS
Co-founder: Ric Leichtung
Co-founder: Morgan Schaffner

More work
More work
More work
More work
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Adult Swim Fest on the Green
Bryant Park Picnic Performances
Joy to the Polls
AdHoc Car Wash
Pioneer Works
The Hum
Red Hook Fest
Hopscotch Music Festival
10 AF: 10 Years of Audiofemme
Pitchfork’s In Site Out with Mailchimp
Pitchfork’s 21st Birthday with Virgin Mobile
Stereogum’s Rangelife Showcase at SXSW