2017 Heineken Green Room

View the artists and video recaps for the past year




Heineken tasked LGC to engage the multicultural youth market in Philadelphia with an exciting, exclusive promotion. LGC crafted a series of invite-only concerts in intimate venues open only to Heineken Green Room cardholders. Artists included Black Thought, Just Blaze, Tanya Morgan and Pharoahe Monch. The HGR experience also provided V.I.P. access to special meet and greets with The Clipse, Freeway, Mannie Fresh, Jesse Boykins III and Gilbere Forte. Now in its 6th season, HGR Philadelphia has featured a wide range of artists including Big Daddy Kane, Ro James, Jasmine Solano & Melo­-X (Electric Punanny), Rich Medina, Roc Marciano, Mannie Fresh, A$AP Ferg, Smif-N-Wessun, Vashtie, Denitia and Sene, J Rocc, plus many more.

To date, the Philadelphia series has brought over 75 million impressions from blog mentions, innumerable Twitter, Instagram, Facebook, Snapchat postings, tens of thousands of responses for tickets/RSVP, while cultivating a robust, active and diverse email list.


Due to the overwhelming success of their Heineken Green Room Philadelphia initiative, Heineken tapped and contracted LGC to create a similar footprint in NYC. Their first HGR concert featured world-renowned DJs Questlove and Z-Trip, among others. The NYC market has gained fast momentum (now in its second calendar year) with successful concerts in Brooklyn, Manhattan, The Bronx, and Harlem boasting talent including MC Pharoahe Monch, Roc-A-Fella’s Young Guru, Hot 97’s DJ Enuff, syndicated Hot 97 Hip-Hop radio host Peter Rosenberg, Beat Society, King Britt, DaM-FunK, and The Foreign Exchange.

Given the high-profile names associated, HGR NYC consistently touts strong online presence leading up to and post events from high-traffic blogs, podcasts, youtube, and social media assets. Attendee contributions consistently reach over 2 million unique and targeted impressions at each event through Twitter, Instagram, Facebook and Snapchat, while building (alike Philly) a robust, active and diverse email list in the New York market.


In 2014 LGC launched Heineken After Dark (HAD), which gained immediate success in the New York City market. HAD was a series of exclusive invite only shows giving music lovers the unique opportunity to see emerging artists first — the likes of Emily King, Jesse Boykins III, Charlie Red, Kris Bowers and Denitia and Sene — in intimate and en vogue venues. The events were met with wide enthusiasm proved by the high number of RSVPs and attendance. Promoting is executed through an evolving list of influential tastemakers that invite PR, media, and music industry affiliated guests. Custom hashtag, mobile app, and text messaging strategies are utilized to effectively aggregate photos/videos/tweets and sharable media to further organically promote the Heineken brand to the target demographic.


Event Planning
Art Direction
Branding & Design