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.