We juxtaposed the collision of classical and hip-hop to inspire a series of activations meant to celebrate music as a whole. We targeted a mid-20s demographic in New York City by redesigning all media communications with fresh, stylistic upgrades and new logos surrounding the Yeethoven event. Additionally, we partnered with numerous artists to bring Yeethoven to life—from the composers who created the event and the young performers who played, to the DJ who hosted the aux-cord party and the dance crews who performed at the afterparty.

With three months of planning behind us, we staged a series of events in New York City that seamlessly joined past and present, diligently representing the core of Yeethoven’s concept. In collaboration with Splice, we created a beatmaker where new hip hop beats could be layered over Beethoven’s symphonies. The week before Yeethoven, we threw an aux-cord party where guests could plug in and play music from their own phones. In the final days before the show, we took over the iconic Lincoln Center steps, and projected intriguing quotes from both Beethoven and Kanye West. Once the event ended, guests were invited to an afterparty unlike any party Lincoln Center had ever seen.

Yeethoven II was the largest Young Patrons event in the group’s history and accomplished all it set out to do. Press covered this event extensively, including 22 pieces of coverage reaching an estimated online readership of 146M. Further, the event was featured in Time Magazine, The Root, Complex, Hypebeast, Hot 97, WQXR, and others. Social highlights similarly exceeded expectations with a reach of 1.85 Million impressions across platforms between December and January. In the end, Yeethoven garnered over 900 attendees, including 400 Young Patrons and 500 who were new to Lincoln Center. Yeethoven II's waitlist also numbered in the hundreds. All attendees were under the age of 40 and 138 Young Patrons joined or renewed between the Yeethoven II on-sale on October 23, 2017 and the end of the post-show promotion on February 1, 2018, with 104 of these directly related to the event.