Quick Hit: Swizz Beatz & Reebok Are Back in Style (Event Coverage)

(Swizz Beatz, Alicia Keys, Clive Davis & Diddy)

If you’ve been keeping up with Kasseem Dean over the last few years, then you’d know that the super producer most commonly known for his work with DMX, Eve and Ruff Ryders, has come a long way since his early days in hip-hop’s birthplace a.k.a. the South Bronx. Aside from music, Swizz Beatz also dabbles in the worlds of art, culture, lifestyle and fashion. From his marketing and promotion efforts with Hennessy Black, to his in-house teaching gig at the prestigious Clive Davis School Of Recorded Music and most recently, a 25 million dollar global partnership as the new Creative Director of Reebok Classics. Yup, when he’s not in the studio producing the signature horn-heavy hits you hear on the radio, you can find him flexing his artistic abilities on a blank canvas inside his Brooklyn-based art gallery, teaching the next upcoming producer at NYU or working behind the scenes to create freshest pair of vintage kicks on the market.

Speaking of sneakers, yours truly was recently invited to party with the platinum producer, artist, designer and philanthropist at an exclusive premiere of his new music video in celebration of Reebok’s “Reethym Of Lite” ad campaign. The campaign is the latest step in a partnership that is redefining the traditional definition of an artist-brand collaboration. The new position will allow Swizz complete creative control while bringing Reebok back to TV. According to Swizzy, “the Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party - and also see as a commercial during their favorite show. For me, the Reethym of Lite is an 'International Party' - it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global."

Sadly, when the Chris Robinson directed “Reethym of Lite” ad campaign premiered, it was overshadowed by the general crowd hype, but for those able to keep composure, they enjoyed the 1-minute million-dollar budget commercial and extended music video, which was full of bright lasers, dope choreography, crispy kicks and a sexy pearl white Lotus. For Swizz’s interpretation of Reethym of Lite to become a reality, Swizz and Chris worked with some of the top creative minds in the industry, including choreographer Hi-Hat and laser light artist Eliav Kadosh. Hi-Hat selected a core team of 25 dancers from around the world to bring the vision of the Reebok Lite sneakers and dance to life. The nine principle dancers, who feature prominently in the music video and the Reethym of Lite campaign, include up-and-coming stars of the street dance world including Lil Buck, Haspop, Destini Rogers, B-Boy L.L. Flex, Kelli Divincen, Daniel Graham, Duncan Tran and B-Boy Lil’ Bob. In addition to these dancers, more than 150 extras participated in a climactic scene – a true “International Party” which is also the name of his upcoming single off of his forthcoming “Haute Living”.



The crowd was also treated to a high-octane performance of songs featuring Swizz who was backed by a live band. Performing his latest single “Bonkers”, both fans and friends were in for a surprise as G-Unit frontrunner Lloyd Banks jumped on stage to perform “Start It Up”.



Some of the biggest names in the industry came together at New York City’s Espace nightclub to show their support including the Ruff Ryder’s wife Alicia Keys, Busta Rhymes, Cassie, Clive Davis, Chrisette Michelle, Jay-Z and Beyoncé (who were reportedly hidden from the public’s eye), Maino, N.O.R.E, Pharrell Williams, Red Café and more.

As if four open bars pouring out specialty cocktails (inspired by the iconic footwear brand) and a five-star spread of caprese salad, chicken satay, filet mignon, lobster rolls and tuna tartar, wasn’t enough, there was also a LED-Photobooth positioned just outside of the main room which gave partygoers a great souvenir to take home along with Reebok gift bags including a snapback fitted cap, t-shirt and mini speakers.

Before making an exit, the Swizzy had a few things he wanted to get off his chest. Check the video courtesy of Hot 97’s Miss Info.



Photo Credit: Reebook