Behind every great man, there’s a great woman, give or take. And in Grammyland, behind every great artist, there’s a great producer. Their names might not roll off the tongue of the average music fan, but during Grammy week, producers are as aristocratic as the famous singers they work with. On the heels of its cover story about nominee Justin Timberlake, Entertainment Weekly saluted his producer, Tim “Timbaland” Mosley, with an elegant party for 400 at Boulevard3, one of Los Angeles’s sleeker new nightspots.Timbaland, who won a Grammy last night for his collaboration with Timberlake on Sexy Back, is known for mainstreaming new-school hip-hop beats, and his genre-bending album Timbaland Presents Shock Value comes out in March. So event producer Miatta David of MVD Inc., working with EW director of special events Sheila Kelly, created an entrance tableau that played off that title. Guests arriving at Boulevard3’s cabana-lined patio were surprised to see six musicians from the Cal State Northridge orchestra playing classical music. “We wanted that shock factor,” David said.
Inside, the club’s perimeter was dotted with drums and other instruments, borrowed from the Guitar Center, heard on the producer’s albums.
Around 9:30 PM, Nelly Furtado, who’s signed to Timbaland’s label, held aloft a glass of Hennessy, which sponsored the event, and sang a toast to his music and his friendship. The event was scheduled to shut down at 10 PM, but the last reveler drifted out closer to midnight, toting a Timbook—a commemorative pamphlet of photos and quotes from Timbaland’s artists.
—Irene Lacher
Posted 02.12.07
Photos: Alex Wyman/WireImage
Inside, the club’s perimeter was dotted with drums and other instruments, borrowed from the Guitar Center, heard on the producer’s albums.
Around 9:30 PM, Nelly Furtado, who’s signed to Timbaland’s label, held aloft a glass of Hennessy, which sponsored the event, and sang a toast to his music and his friendship. The event was scheduled to shut down at 10 PM, but the last reveler drifted out closer to midnight, toting a Timbook—a commemorative pamphlet of photos and quotes from Timbaland’s artists.
—Irene Lacher
Posted 02.12.07
Photos: Alex Wyman/WireImage
Votive candles in holders emblazoned with the Entertainment Weekly logo topped the ledge around the patio pool.
Votive candles, rose petals, and magazines featuring cover boy Justin Timberlake-Timbaland's fellow nominee for the Album of the Year Grammy-created atmosphere and branding opportunities around the champagne buckets.
DJ Sky Nellor spun Timbaland's music beneath a logo gobo for sponsor Hennessy and a computer-generated light projection of the equalizer in action.
A black-and-white portrait of Timbaland on a mantle atop a roaring fireplace marked the entrance.
Tableaux showcasing Timbaland's artists (including Justin Timberlake) were created with blown-up magazine covers and photos set on tables strewn with rose petals.
Soft purple spotlighting and uplighting lent an intimate feel to the cavernous club space.
