Young recording artists and actors selected for the pages of Teen People's annual What's Next issue can be confident that they've arrived (past selections for the editorial feature have included Alicia Keys, Justin Timberlake and Avril Lavigne) so the party linked to the issue is like a debutante ball for these entertainment industry up-and-comers. Tony Richards of NYC Tone designed and produced this year's invitation-only event at Crobar that looked every bit the rock star party guests have come to expect.
Unlike previous years' events (typically held at the Hammerstein Ballroom) that consisted of a concert by What's Next musicians followed by an after-party, this year's event at Crobar merged the concert and party into a single event with a nightclub feel. Maroon 5 and Ben Jelen performed for the crowd of about 1,000, which included a bevy of flashy young celebs like B2K's Omarion, whose five-foot frame dripped with diamonds. "We wanted to mix it up this year and do something completely different," said Teen People associate publisher of marketing Christina Albee.
Strohmeier Lighting illuminated the party space in abstract patterns of purple and blue, and the sparse decor by NYC Tone consisted mainly of issues of Teen People, flyers explaining the What's Next concept and white votives in glass holders. Strohmeier projected logos of the evening's sponsors, Maybelline and Coca-Cola, on the walls around the dance floor.
The Catering Company served hors d'oeuvres on trays decorated with metallic surfaces and round flyers bearing the What's Next logo. The menu included sushi with citrus soy sauce, wild mushroom pizzette, bite-sized club sandwiches and mini char-grilled burgers.
The magazine's in-house videographers created a montage of footage from the issue's photo shoot intercut with sponsors' advertising. The video ran continuously on dozens of monitors that form a video wall at the entrance to the club, as well as on a single central screen on the performance stage inside. Buttons—like the ones rocker kids pin to their jackets announcing their favorite bands—were an integral part of Richards' stage design, a nod to the primary graphic element of the What's Next issue. He created giant buttons with the performers' names as well as the What's Next logo to decorate the otherwise simple set.
—Alesandra Dubin
Read our coverage of 2001's What's Next event...
Unlike previous years' events (typically held at the Hammerstein Ballroom) that consisted of a concert by What's Next musicians followed by an after-party, this year's event at Crobar merged the concert and party into a single event with a nightclub feel. Maroon 5 and Ben Jelen performed for the crowd of about 1,000, which included a bevy of flashy young celebs like B2K's Omarion, whose five-foot frame dripped with diamonds. "We wanted to mix it up this year and do something completely different," said Teen People associate publisher of marketing Christina Albee.
Strohmeier Lighting illuminated the party space in abstract patterns of purple and blue, and the sparse decor by NYC Tone consisted mainly of issues of Teen People, flyers explaining the What's Next concept and white votives in glass holders. Strohmeier projected logos of the evening's sponsors, Maybelline and Coca-Cola, on the walls around the dance floor.
The Catering Company served hors d'oeuvres on trays decorated with metallic surfaces and round flyers bearing the What's Next logo. The menu included sushi with citrus soy sauce, wild mushroom pizzette, bite-sized club sandwiches and mini char-grilled burgers.
The magazine's in-house videographers created a montage of footage from the issue's photo shoot intercut with sponsors' advertising. The video ran continuously on dozens of monitors that form a video wall at the entrance to the club, as well as on a single central screen on the performance stage inside. Buttons—like the ones rocker kids pin to their jackets announcing their favorite bands—were an integral part of Richards' stage design, a nod to the primary graphic element of the What's Next issue. He created giant buttons with the performers' names as well as the What's Next logo to decorate the otherwise simple set.
—Alesandra Dubin
Read our coverage of 2001's What's Next event...
Strohmeier Lighting illuminated Teen People magazine's What's Next party at Crobar with abstract patterns of blue and purple light.
Decor was simple, consisting mainly of issues of Teen People and white votives.
The Catering Company served food on trays branded with the What's Next logo.
A wall of video screens greeted guests at the red carpet entrance to Crobar.
