At the end of last year, we were fortunate to host a large-scale private block party in London, and what fun it was! The concept was born out of the fact that the birth of Hip Hop was 50 years prior in 1973 Bronx, New York. The story goes that DJ Kool Herc was throwing a back-to-school party for his younger sister, playing on the turntables when he decided to break/scratch the record to extend the beat so people could dance for longer (breakdancing) and he MC’d over the music (rapping). No one knew it at the time, but this simple technique would be genre defining. The music was trailblazing – it led to an entire cultural movement influencing politics, art and language.
[FAST FORWARD TO 2023.]
Sauveur set out to orchestrate an ode-to-hip-hop event respecting the significance of such a momentous movement. The challenge was on…
We wanted to create an event that would reflect this iconic culture, how to do so when it is so multidimensional? We did our research, we brainstormed, we asked around. Including Zoom calls with our overseas advisor and friend, Pete Miser, a Hip Hop and New York culture connoisseur, we began pulling together ideas and inspiration – checking again and again that all elements were remaining authentic to the concept. We were to host 1000 guests at the West London venue, Exhibition London and we needed the night to feel and flow as a block party would – incorporating the energy of the cypher. So, plenty of interactive elements, places and experiences for people to discover while also integrating incredible show-stopping moments. We knew that crucially it was the people that would bring it all together, so discussions from the beginning revolved around different performance aspects, most notably: MC’ing, beatboxing, turntabling, breakdancing and graffiti.
Our entertainment team worked hard to curate the most phenomenal show, flawlessly choreographed, we were all left in awe by the sheer talent in the room. While the lead MC / hype girl got the crowds roaring, jaw-dropping moments popped up all around the venue in the basketball “Cage” and on the “Street” as well as on the New York inspired street block stage. Beatboxers and dancers would navigate a prop car with buckets of water and sponges as graffiti artists would tag the walls from up on the stage scaffolding…
With 150 artists and performers on- and off-stage, it is easy to overlook the work of so many others behind the scenes. Overall, there were 250 staff onsite during the event, from the core event team to catering and bar staff, photographers to guest experience suppliers. So many moving parts that made this party such a special occasion and one that felt a privilege to be a part of. The atmosphere was totally electric.
As a guest, you would arrive at the Fordham Road subway station, inspired by the real station nearest Kool Herc’s 1973 Bronx party, welcomed with a bespoke mix of beats and clattering subway sounds. You’d drop your coat at the NY laundromat before joining the drinks reception in the Subway. Here guests could join in ‘tagging’ the real shell of a subway car with graffiti… Otherwise, try their luck at the 70’s arcade games where you could win tokens to ‘purchase’ merch at the Boogie Down Records store. You might also bump into a group of roaming performers who break into an improvised rap battle… from the get-go, guests were promised an unforgettable evening.
Stairs were subsequently revealed, leading up to ‘street level’ with the main stage, the “Cage” as well as New York bodega-style food stations serving an array of multicultural cuisines, reminiscent of the typical Bronx street vendors and all artfully homemade by the wonderful team at Jimmy Garcia Catering. While the headlining talent captivated the crowd from the stage, the cypher came alive with dance-offs, rap-battles and a spectacular turntable battle, masterfully showcased to give the impression of a spontaneous street party.
Every once in a while in this industry, you are presented with a “pinch me” moment – having joined Sauveur only towards the end of 2022 – and even though these moments are adding up, this party was particularly special. Bringing together so many people to work at this event from all over the place and with all kinds of talents was an ode in itself to the creative, inclusive, and diverse pillars of Hip Hop that we strive to emulate at Sauveur.
Ned
