Slick Rick, ScHoolboy Q & DJ Premier Put On For MilkCrate at the Beats By Dre Store
Folks spilled drinks on each other at the Beats By Dre store in SoHo to hear Slick Rick, DJ Premier and ScHoolboy Q do their thing for Mass Appeal friend and Milkcrate Athletics impresario Aaron Lacrate. The occasion was to celebrate the launch of Milkcrate’s latest mix tape, and to give fans a preview of what’s to come; Milkcrate’s drippy and trippy yellow camo inspired Beats headphones, scheduled for release in a few weeks.
Stamped with the brand’s logo near the ear cups, the headphones were displayed in glossy milkcrates opposite a bar where alcohol, served by a cute and nervous bartender, lost battles to fruit juices in plastic cups.
Despite the weak drinks and and an even weaker sound system (the irony), Lacrate’s night was a hit. Sentimentally, it was wonderfully old school, with Rick telling stories and Premier bumpin’ Biggie, but we’re gonna need Beats By Dre to do better with their sound system. More photos below.