For the Grammy’s in January 2018, New York City was filled with all of the top artists and many of them ended up at Def Jam’s Pre-Grammy celebration at The Garage on West 50th Street. The event was sponsored by Patron Tequila, Parajumpers with Puma, Saucey and Heineken.

Def Jam worked with MVD Inc., a boutique branding agency that specializes in branding, strategic positioning, immersive experiences ad integrated marketing. They branded the space in a way that made it feel exclusive and lounge-like by placing couches and tables with bottles of Patron in front of the stage as well as having roped-off VIP areas off to the side.

Def Jam CEO, Paul Rosenberg, along with Yankees player, CC Sabathia, and hip hop artists such as Big Sean, Slick Rick, Pusha T and Desiigner were just a few of the known names to join the party.