After a short L-train ride and 20 minute walk thereafter, the212 crew rolled up to The Knockdown Center on the border of Brooklyn and Queens to see Deadmau5 perform for 2,000 of his most devout fans. The line wrapped around the corner but moved relatively quickly. Despite talk before the show that tickets could be transferred between parties, it ended up not being the case. No name matching the RSVP – no entry. For all the buzz about the venue being mobbed, as far as I could tell the venue did not reach capacity. The trip out there was not for the faint of heart and weeded out anyone who RSVPd just for the hell of it (aka: because it was free).
Outside, the building was very colorfully lit up and featured two Hondas advertising Deadmau5′s new album, 5yearsofMau5, and Honda. From a marketing standpoint, Honda Stage did a great job branding the space with banners, projected lights, signage, etc; making sure no one left without knowing who put on the show.
Inside, the space resembled the inside of a barn with the stage at one end and a sprawl of activations at the other. These activations were sponsored by Pandora, Tumblr and of course, Honda. There was a gif photobooth (becoming more and more popular at events) and live t-shirt silkscreening (which was FREE!). Pandora handed out blue sunglasses that lit up and some always needed earbuds. Glow in the dark Deadmau5 ears were handed out as well.
Another feature set out to add a social quality to the event. As seen below, TVs were set up throughout the crowd that had a live rotation of tweets and instagrams about the show.
The first few minutes of the set were a little awkward when Joel came out early and had problems with the sound. He made small talk with the room for a little before turning back and yelling, “Guys, what’s going on? This is getting awkward.” The room erupted in laughter and not long after, Ghosts and Stuff filled the Center.
The Mau5 played a great set, taking the crowd through a proper journey of his past albums. Throughout the show he intermittently took off his signature mouse head, giving the audience a taste of both sides of Mr. Zimmerman. Overall, Deadmau5 gave us a solid set with little surprises. (JackÜ was rumored to be making an appearance). He played for 1.5 hours and was off the stage with crowd-lights on at 10:30, much to the fans’ dismay.
It should be noted that the whole show was captured using multiple video cameras on the ground, by crane and perched above the crowd. So, expect this footage to be somewhere on TV or the web in the coming months.
After seeing what a huge success this event was, I foresee Honda hosting another Honda Stage event sometime in the near future. Thank you, Deadmau5, for being dope and doing dope shii.