Last night at the intersection of Prince and Lafayette Streets in New York City, a bottled water brand for kids called WAT-AAH! produced a free popup concert featuring Joey Bada$$. He’s a Brooklyn-based newcomer whose well-received in the Hip-Hop world and is the leading member of Pro Era or Progressive Era, a Hip-Hop collective including other rappers and creatives. Though Pro Era has approximately 47 individuals affiliated, it’s not quite like other Hip-Hop camps we’ve witnessed before, but aptly the bunch have been compared to Tyler, The Creator’s Odd Future and the RZA’s Wu-Tang Clan.
It was chilly for an evening in April, but New York City seemed to be unbothered and present. From howling supporters atop of a parked truck a few yards away from where he performed to avid listeners on street level cheering as loud as they possibly could, we were all happy to see him. As everyone rapped along, stared in amazement and captured the brief moment on their mobile devices, WAT-AAH’s message was prevalent. Connecting music culture to a grassroots health brand option for kids is not only brilliant, but responsible. Unfortunately before we could claim our moment, the sound and his microphone was cut by the New York Police Department. Joey and his camp fled the scene and that was the end of our entertainment.
But this is not the first time the youth and health driven bottled water company has worked with children. During 2013, they’ve worked with Atlanta-based Hip-Hop quintet Yung Day 1 and put on an event at the Symphony Space on the Upper West Side of Manhattan that had the likes of Doug E. Fresh, Ashanti and many talented others present and involved.
Last month, WAT-AAH! wowed the New York City art community with its “Taking Back The Streets” exhibit at the New Museum and brought our First Lady Michelle Obama out as a special guest.
*Joey Bada$$ and the WAT-AHH! founder were not available for comments on how the collaboration came to be or if they’ll be working together in the future.
Watch the video below to feel the vibe:
For more Joey Bada$$, just click here.