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To celebrate the launch of Evian.com, Spin magazine invited readers, press and advertisers to a concert at Irving Plaza, the rock club near Union Square filled with gilded mirrors and velvet curtains. Just outside the show a table offered entry forms for an Evian-sponsored contest and a computer to check out the site.
The headliners were the Amazing Crowns, a fun rockabilly band with all kinds of tattoos, studded leather bracelets and greased hair. While half of the crowd-mostly people who looked like the band-stood near the stage and watched the show, the other half stood in the back of the room, taking advantage of the free Evian and Heineken at the bar. (You can guess which beverage was more popular.)
Upstairs on the mezzanine, a special “V.I.P.” area with reserved tables and a security guard overlooked the stage, but remained nearly empty. A larger group slouched on the couches and banquettes of the lounge area away from the concert, but close to its own bar.