While entertainment industry events typically take over high-profile venues like hotels, restaurants, or nightclubs, one recent party took a decidedly different approach. On February 26, Tumblr helped launch Santigold’s new album, 99¢, with a performance—appropriately—at Jack’s 99 Cent Store in New York. The free, open-to-the-public event also featured a DJ set and art installation.
The performer’s Tumblr has been functioning as a visual extension of the album’s themes of consumption and narcissism. So it was natural for Santigold to have an event as part of the Tumblr IRL program, a platform that brings artists to transform a space into a live interpretation of an upcoming album or single. Past events have included performances by Little Dragon, Charlie XCX, and Flying Lotus and have included an array of artwork, unreleased tracks, and album streams. Atlantic Records, Tumblr, and Roc Nation produced the event, with Tumblr so-called “creators"—bloggers—Bel Downie and Nu California on board to help enliven the music through visuals at the event.
