Empire Helps Produce will.i.am's Grammy Week Fundraiser Featuring Alicia Keys, Ludacris and More
On February 7, 2013 Empire Entertainment was proud to produce the 2nd annual TRANS4MATION EXPERIENCE event on behalf of seven-time Grammy winner will.i.am and his charitable organization, the i.am.angel Foundation that supports trans4mation and revival in distressed communities like will.i.am’s hometown in east Los Angeles. This year, the event was named TRANS4M AMERICA and included as its goal the promotion of S.T.E.M. Education (Science, Technology, Engineering & Mathematics). Held at the AVALON Hollywood on the eve of the Grammy Awards, over 1,400 guests came out to support the i.am.angel Foundation including Alicia Keys, Ludacris, Estelle, Mark Ballas, Bobby Brown, the Black Eyed Peas’ Taboo & apl.de.ap, Coco Lee, Paris Hilton, Shaggy, Shepard Fairey, Kimberly Cole, David Arquette, Derek Hough, Los Angeles mayor Antonio Villaraigosa, and astronaut Leland Melvin among many others. will.i.am is best known for being a multi-platinum music artist, producer and front man for The Black Eyed Peas, though he is an innovator, entrepreneur and philanthropist as well. As the evening’s host, his message of trans4ming lives through education, opportunity and inspiration was driven home by an emotive program of speakers and videos. Following the speaking program, will.i.am and an incredible band of backing players delivered a non-stop dance concert experience featuring will.i.am and guest performances by Alicia Keys, Ludacris, Estelle, Mark Ballas, Bobby Brown, the Black Eyed Peas’ Taboo & apl.de.ap and Coco Lee. The 90 minute concert had everyone on their feet throughout. Guests were welcome to explore the multi-level venue including the VIP artists lounge, two levels of balcony, and an open-air club, known as Bardot. Bardot was also the hot spot to be for the post-concert after-party where DJs rocked the party until 2am. Keeping in the STEM theme, NASA provided several real-life exhibits at the event that guests were able to use as photo ops. A scale model F-117 fighter jet, hover craft, and lunar rover were big hits with the crowd. Another added element this year was an auction of original art pieces by artists including Shepard Fairey, Os Gemeos, and Retna. With pieces valued at upwards of $35,000, guests were encouraged to bid on these unique works to raise additional funds for the Foundation’s programs. All told, the event raised over three million dollars to support i.am.angel Foundation’s programs to transform communities. Empire Entertainment served as overall event producer for the i.am.angel Foundation TRANS4M AMERICA, managing all aspects of the event including venue contracting, logistics, catering, décor, stage, production, parking, security and onsite management, collaborating with the i.am.angel Foundation, partners, and donors.To find out how you can get involved with i.am.angel Foundation and help trans4m communities around you, visit their website at iamangelfoundation.org
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
