#LESbeat: “One Night in Chinatown” Presented by Red Bull with Brandsways Creative
A Lower East Side mall was shut down and lit up for one heck of a party celebrating the locals and good music. Red Bull, alongside with Matt Levine and Brandsway Creative, were the masterminds behind the ultra-exclusive party, “#LESbeat: One Night in Chinatown ,” on Thursday, August 30th, from 11 p.m. to 4 a.m. at the Palace Restaurant inside the East Broadway Mall with staff from Sons of Essex.
Everything from the venue, DJs and performer was kept a secret and tickets felt almost impossible to get, unless you were well connected to an L.E.S. local. The ticket was well worth all the effort. (Thanks, Mike!) Being an NYC newbie – stranger to the L.E.S. and now totally obsessed – it was cool to party with this very tight community of ‘L.E.S. Artistes’ where most knew each other and was an entertaining crowd to rub shoulders with.
Surprise rap performances by RiFF RaFF and New York’s very own, Cam’ron. Both rappers rocked the stage and startled the whole party. Our favorite dubstep artist, Silver Medallion, also made a stunt appearance mix and mingling with the crowd. Camera flashes were coming from the great Mel D. Cole, “house photographer” for the legendary Roots Crew.
Aside from the dope music and special guests, other treats included Mini Jamaican Patties by the oh-so-famous Chef Roble, McDonald’s cheeseburger and boxed pizza to keep the tummies full and a complimentary full bar to wash it all down. The place reeked of Red Bull and good vibes. Guests seemed to be having the time of their lives, ‘tore up from the flo’ up’, jumping inside the inflatable bounce houses, lounging on the inflatable couches, living it up and breaking it down on the dance floor.
The event also humbly supported the Lower East Side charity, Grand Street Settlement, through voluntary door donations. The organization is dedicated to creating programs to aide Lower East Side residents by offering free or low-cost early childhood and day care services, enriching after-school programs, and support for adults and senior citizens.
Photos by Mel D. Cole