Rick Ross Celebrates the Launch of Vice.com in Brooklyn
In case you haven’t heard the news yet, Vice Magazine is primed, ready, and roaring to infiltrate your Google Reader after officially retrieving the domain Vice.com from its former XXX-rated owner. To celebrate, they threw an enormous bash called the Upfront party at Skylight One Hanson in Brooklyn, filling up both floors. The Boss man himself, Rick Ross, was invited to commemorate the achievement (after previously scheduled headliner The Weeknd pulled out). Ever seen hipsters crowd surf to “Hustlin?” Yeah—until last night, most people hadn’t either.
Before debauchery went down there were a few formalities, including a proud talk from Vice CEO Shane Smith, who highlighted the company’s growth and their latest initiatives—which include a new HBO series this fall, plus partnerships with brands like Huffington Post/Aol. From there, it was all fun and games, plus a lot of booze and even a few strippers.
Talent was distributed between two stages in the massive vaulted space, and Brooklyn-based band Tanlines, plus Unknown Mortal Orchestra and Death From Above 1979, performed some of their hits, warming up the crowd for the Ricky Rozay, who didn’t take the stage till around 1am. While maneuvering through the wayward crowd, doing our best not to spill our prized rum and coke, we spotted a few friendly faces, like our favorite jokers Das Racist. Victor Vasquez was even nice enough to point us in the direction of the sliders. (We never made it to them; The bar was much closer).
By the time Rick Ross arrived, the crowd was successfully sloshed, and that familiar Maybach Music jingle was magic to our collective ears. Including the opening performance of “John,” Ross delivered about ten tracks, most notably “Hustlin,” and this year’s runaway smash “9 Piece.” Still a banger, even without Lil Wayne.