Universal Music Group for Brands (UMGB) is partnering with Tribeca Enterprises for a series of music-driven events to take place throughout 2022, it was announced Tuesday (Mar. 1).
The forthcoming series will include six exclusive events based around new film, TV and podcast projects from UMG’s Mercury Studios, Polygram Entertainment and UMG record labels. It kicks off with the world premiere of Mercury Studios’ feature documentary Mixtape, slated for Thursday, Apr. 7 at the United Palace theater in New York City. Presented by Rémy Martin, the premiere will feature a live performance from Jadakiss.
Co-produced by Saboteur Media in association with Def Jam Recordings, Mixtape is directed by Omar Acosta and will feature music icons including Funkmaster Flex, 50 Cent, Lil Wayne and “mixtape king” Tony Touch as it tells the story of how mixtape culture helped spread hip-hop around the world. Def Jam is slated to release a new soundtrack/mixtape for the film.
“To think this project started as a conversation between myself and Tony Touch, to now having a world premiere in conjunction with Tribeca at the legendary United Palace Theater, is a testament to the power of hip hop, and the impact mixtapes have had on our culture,” said Acosta in a statement.
“Music has always been an integral part of Tribeca, from the live performances to the countless music docs we’ve celebrated at the Festival,” said Jane Rosenthal, founder and CEO of Tribeca Enterprises. “This unique series of events aims to highlight the true power of music and underscores Tribeca’s ongoing commitment to year round programming – plus we get to team up with our friends at UMG!”
UMGB executive vp and global head Richard Yaffa added that the partnership “demonstrates how two entertainment-driven brands can elevate new levels in storytelling through a joint music and film experience.”