The Challenge: How can we ensure that Pitchfork’s 21st birthday party would live up to the highest expectations of the internet’s busiest music nerds while organically integrating the brand partners of Virgin Mobile and ASICS?
The AdHoc Solution: We created a branded event that was so unique and cool even the most pretentious music nerds couldn’t pass it up.
We curated a must-see night of quintessential indie-rock featuring genre-bending sets by Sandy (Alex G) and Moses Sumney, all culminating in Animal Collective’s first-ever front-to-back live performance of their breakout 2004 album Sung Tongs.
The band thought it was impossible to pull off live, but we insisted it could be done. This never before seen performance immediately sold out at 2,000+ tickets and inspired a sold-out nationwide tour of the album. We helped transform the venue by wallpapering using album covers that Pitchfork rated 10.
The result was “a remarkably intimate performance from a group who made complexity one of their trademarks,” according to Pitchfork themselves.
As the event sponsor, Virgin Mobile invited their customers to an exclusive VIP section. Fans enjoyed signature Pitchfork cocktails, strolled a gallery of cover art from Pitchfork’s perfect 10.0 rated albums, and watched music history unfold before their eyes.
We manifested a digital brand and brought it to life.
Event Production, Music Booking, Creative, Promotion, and Marketing
Producer: Ric Leichtung