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Set at the iconic Bob Baker Marionette Theater in Los Angeles, the Beats Presents: Silent Rodeo Experience featured choreographed puppet shows for each track, five immersive photo moments, catered paninis, a performance from Lil Nas X (his second ever!) and a meet & greet with his fans.
The special event was part of Beats By Dre’s series "Beats Presents" which produces experiential happenings centered around the release of an artist’s new album. With Lil Nas X still establishing himself as an artist, the creative opportunities were wide open. The buzz was extremely high with celebrities like Chloe x Halle in attendance and coverage from NBC News.
IHC commissioned The Bob Baker Marionette Theater to craft a custom Lil Nas X marionette using an original mold and their classic technique to allow full range of motion for his boundary pushing dance moves. IHC worked alongside the theater to cast a variety of additional puppets, whimsical backdrops, and choreography to accompany each song off the EP for a full 25 minute show. Custom designed neon signs provided further immersive and stylistic touches.
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Framed as a "silent rodeo," all audio for the event was transmitted into Beats By Dre headphones to generate a unique and brand centric experience. Following the marionette show, Lil Nas X surprised the audience with a lively yet intimate performance featuring “Old Town Road,” “Panini” and “C7losure (You Like).” The show even featured a guest appearance from a Miss Catty B for “Rodeo.”
Seven special photo moments allowed guests to insert themselves into backdrops from the widely popular “Old Time Road” music video as well as onto the album cover. Lil Nas X himself helped curate the ideas behind many as each was paired with a song off the EP itself. Guests roamed, took pics and posted, generating several million impressions.
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