I wasn’t going to write this week. I’m moving, and with the packing and a couple of DJ gigs I’m doing, it was too much, but here I am with my fifth article in so many days. When I don’t write I miss talking to you, and some of you say you miss me too.
I’m moving just a couple blocks from where I am now, into a better space for the same rent. I dwell in Williamsburg which is, to me, a little slice of heaven on earth. The Williamsburg/Greenpoint renaissance at first captured my imagination, and then my body, just like my second wife. New places to eat, drink, or play pop up faster than you can say "Bushwick.” A Manhattan snob friend was shocked that I wasn’t returning to Little Italy faster than you can no longer say Ray’s Pizza said to me, " Yo, I’ve been to that Williamsburg main drag two times, whatta ya call it, Bedford …didn’t see what all the fuss was about, yo Stevie, ya gots to come back to your peeps.” I told him that would be like judging Manhattan by the strip
of Broadway between Houston and Canal. Bburg is built for me and mine. The delis, the restaurants, the boutiques, the furniture stores are geared to people with tastes like me. Most of the places in Manhattan these days cater to the old bridge-and-tunnel crowd which came in to occupy all those tall dormitories built in the last decade or so. So be it. Bburg certainly is becoming yuppified, and the baby carriages are becoming more common, but for now it’s my happy home.
Last night I missed the opening reception for the Re:Mix Lab. It was the kick-off of four days of fun, fun, fun till her daddy takes the Hyundai away. Hyundai has their cars on display and invites people to check them out while providing talent and a great party. Fast cars and booze are combined without danger since the cars can’t be driven . Yesterday I was DJing at Hotel Chantelle but am told there were live performances by Blonds, Skaters, and Opossum, as well as "Action Bronson, RL Grime, Sound Remedy, Hyperbits, Huge Euge, Nick Thayer, Sazon Booya, along with product demos from emerging technology companies such as Songza, Mixify,Beamz, Scratch Academy.” The events continue at Chelsea Market, 410 W.16th Street.
Here’s the programming for today through Sunday.
Friday, September 28
12:00PM – 6:00PM: The Future of Music Is Now (open house format)
– Vehicle displays, exhibits in collaboration, interactive art display, social media photo sharing, technology start-up village
8:00 PM: Music & Technology Keynote and panel discussion
10:00 PM: Live performances
– RL Grime & Action Bronson: Solo performances, plus live on-stage collaboration to create a song for Hyundai Remix Lab. Recorded and remixed moments later by Sound Remedy to demonstrate how songs evolve into remixes.
Saturday, September 29
12:00PM – 6:00PM: Scratch Academy hosted by DJ Dasmatic (open house format)
– Vehicle displays, exhibits in collaboration, interactive art display, social media photo sharing, DJ mixing sessions, Learn to DJ demos
7:00PM: Closed to reset venue
9:00PM – 2:00AM: Live Performances (presented by ELEKTRO Magazine)
– Hyperbits: Electronic dance music duo based out of NYC, known for energetically fusing together big room progressive house, electro and trance
– Huge Euge: Resident mashup DJ at Pacha NYC
– Sazon Booya
– Nick Thayer
Sunday, September 30
12:00PM – 5:00PM: Scratch Academy, vehicle displays
I caught up with Zev Norotsky, president of H360 Group who told me all about it.
I caught the last five minutes of this last year and didn’t understand much of what was going on. The idea is to mix music with fast cars to build a consumer base.
At its core, the Re:Mix Lab represents the fusion of music and technology. The cars themselves are the focal point and give a reference for the entire event. The exhibit is the perfect backdrop to showcase these amazing one-of-a-kind vehicles and celebrate the spirit of collaboration, which is ubiquitous in today’s pop cultural lexicon. The car and gallery experience creates an amazing environment to bring together all these influences and create an amazing dialogue with consumers.
This is happening in a number of locations with different musical pairings. Tell me about the event.
Re:Mix Lab is a four-month, seven-city tour with events in New York, Los Angeles, Chicago, Miami (during Art Basel), Vegas, Austin, and Seattle. Each event features different musical programming curated for that specific market, with the goal to include all genres. Using New York as a guide, tonight is indie, tomorrow has more of a hip-hop/DJ mixing flavor, and Saturday is electronica. In some markets we pair artists from different genres together who, in addition to doing their own sets, create original music live on stage, staying true to the notion of a remix.
Is there a bucket list-type mentality pitch with some of the patrons who are young and possibly unable to afford but are (excuse the pun) upwardly mobile?
If anything, the reason Hyundai has been so successful is that they are affordable and represent the best value proposition for young adults. A Veloster Base starts at $17,000 est.
Is this a think-outside-of-the-car show/tv commercial box marketing?
The marketing is steeped in our understanding that our core consumer lives at the intersection of all these cultural influences. By creating the Re:Mix Lab, Hyundai has embraced their ideologies and given them an amazing experience with high-badge value (read: bragging rights) that fuses live events with social media and beyond.