Free Larry Hoover Benefit Concert

YE

Hoover Video Cover image
00:00:00   /   00:00:00

A PERFORMANCE FOR THE AGES

A PERFORMANCE FOR THE AGES

Hoover widescreen image

intro

intro

role

EVENT & BROADCAST PRODUCER

venue

THE COLISEUM

production type

MUSIC & LIVE EVENTS

audience

DRAKE & YE FANS

date

DEC 2021

Location

Los Angeles, CA

Disciplines

Event Production

Technical Production

Video Production

Engineering

Content Creation

Proj Mgmt

In Partnership with

Hoover Partner Image
01

Rarely can an event be labeled as a historical milestone before it even begins.

The Free Larry Hoover Benefit Concert marked such a moment, with Ye & Drake reuniting at Los Angeles’ Memorial Coliseum for one of the biggest cultural moments in recent history.

A4
Hoover A19
Hoover A23
Hoover A49

A STADIUM SHOW WHOSE MISSION WENT FAR BEYOND MERE SPECTACLE.

Hoover A39
Hoover A10

Ye’s grandest undertaking yet — the benefit concert would bring awareness to prison and sentencing reform while bringing attention to Larry Hoover, who’s currently serving six life sentences in federal prison.

A9
A7
A6

Ye’s grandest undertaking yet — the benefit concert would bring awareness to prison and sentencing reform while bringing attention to Larry Hoover, who’s currently serving six life sentences in federal prison.

A7
A8
A9

Two of the most iconic artists in the world set aside their differences to partner on a stadium show whose mission went far beyond mere spectacle.

concept

concept

02

As an artist with unparalleled vision, Ye has a reputation for knowing exactly what he wants.

Hoover A10
Hoover A11
Hoover A12

Understanding this vision and its scale, the PHNTM team set out to realize Ye’s boundary- pushing concept with our core competency of innovative event production.

Hoover A16
Hoover A15

Dubbed “The Mound,” inspiration came from the only force bigger than Ye or Drake themselves — nature.

Dubbed “The Mound,” inspiration came from the only force bigger than Ye or Drake themselves — nature.

Hoover A13

show delivery

show delivery

03
Hoover A18

Renowned creative director Niklas Bildstein Zaar and his team at Sub Global delivered high fidelity renders of the show design to PHNTM, which were then translated into comprehensive engineering blueprints, technical documentation, and build plans. To achieve this feat, the 1-million-square-foot plus Memorial Coliseum was transformed to accommodate a larger-than-life stage design.

Renowned creative director Niklas Bildstein Zaar and his team at Sub Global delivered high fidelity renders of the show design to PHNTM, which were then translated into comprehensive engineering blueprints, technical documentation, and build plans. To achieve this feat, the 1-million-square-foot plus Memorial Coliseum was transformed to accommodate a larger-than-life stage design.

Hoover A20

300,000 lbs of concrete were poured on the field to set the foundation for a 200-foot-wide mound, painted white to provide a neutral setting for projections. 5,000 lb of dry ice, 700 lights, and 72 projectors were used to develop an atmospheric environment rich with smoke and color.

Hoover A19
Hoover A21
Hoover A20

Full-scale arena shows can take up to a year to produce. In this case, PHNTM realized the entire event in just 18 days.

Full-scale arena shows can take up to a year to produce. In this case, PHNTM realized the entire event in just 18 days.

Hoover A22

Utilizing 72 projectors around the top of the coliseum, PHNTM and Dark Matter Technologies projection mapped the mound, elevating it into a truly captivating set-piece.

Utilizing 72 projectors around the top of the coliseum, PHNTM and Dark Matter Technologies projection mapped the mound, elevating it into a truly captivating set-piece.

Hoover A26
Hoover A38

Taking place on December 9, 2021, the production consisted of 598 production staff and hosted a live audience of 69,000 attendees.

Hoover A27

Live Stream

04

Live Stream Execution

Hoover A28

In under a week, PHNTM led a 120-person crew to produce a global live stream to over 6 million viewers in 22 countries.

The production featured 19 cameras, a cable cam, two 60’ cranes, and multiple robotic camera systems. In addition to distribution across Amazon and Twitch, this was the first concert to ever be live-streamed directly to IMAX, thrilling 18,000 viewers in 55 theaters across the United States.

Hoover A30-2
Hoover A31
Hoover A31

In under a week, PHNTM led a 120-person crew to produce a global live stream to over 6 million viewers in 22 countries.

Hoover A32
Hoover A35
Hoover A38

PHNTM helped successfully establish a new genre of live entertainment with IMAX live, turning 55 theaters across the United States into pseudo-nightclubs.

PHNTM helped successfully establish a new genre of live entertainment with IMAX live, turning 55 theaters across the United States into pseudo-nightclubs.

Overall, the Free Larry Hoover stream to Prime Video and IMAX Live set a new standard in Live Broadcast Entertainment.

LIVE PERFORMANCE

LIVE PERFORMANCE

05
Hoover A39
Hoover A40

As smoke rolled over The Mound, the Sunday Service choir emerged to accompany Ye during an awe-inspiring, spiritual section of the performance.

“IT FELT LIKE A DREAM. IT FELT SURREAL. IT WAS SOMETHING I ALWAYS WANTED TO DO, BEING ONSTAGE WITH MY IDOL AS HE’S RUNNING THROUGH ONE OF THE BEST CATALOGUES IN MUSIC, PERIOD.”

-Drake

Hoover A41

DRESSING ROOMS

DRESSING ROOMS

06

Niklas and Sub Global reimagined the locker room at the Coliseum as a chic matte black wonderland for Ye and his family. With an efficient team of builders, PHNTM brought this vision to reality in under 36 hours.

Hoover A42-1
Hoover A42-2
A42-3
Hoover A45
Hoover A44
Hoover A43
Hoover A48

CLOSING STATEMENT

CLOSING STATEMENT

07
Hoover A49

The Free Larry Hoover Benefit Concert shows how quickly a production team can mobilize behind a compelling singular vision. With Ye’s “what” and “why” already in place, PHNTM was naturally positioned to implement the “how” — taking an ambitious idea for a large-scale event and ensuring it would become one of the most memorable concert experiences of all time.

The Free Larry Hoover Benefit Concert shows how quickly a production team can mobilize behind a compelling singular vision. With Ye’s “what” and “why” already in place, PHNTM was naturally positioned to implement the “how” — taking an ambitious idea for a large-scale event and ensuring it would become one of the most memorable concert experiences of all time.

Hoover A50
Hoover A51
Hoover A52
Hoover A53
Hoover A54

press

press

08
hoover-tv
image of static
Rolling Stones Logo in White
Bet Logo in White
LA Times Logo in White
Billboard Logo in White
Hypebeast Logo in White

role

EVENT & BROADCAST PRODUCER

venue

THE COLISEUM

production type

MUSIC & LIVE EVENTS

audience

DRAKE & YE FANS

date

DEC 2021

Location

Los Angeles, CA

Disciplines

Event Production

Technical Production

Video Production

Engineering

Content Creation

Proj Mgmt

In Partnership with

Hoover Partner Image

Credits

Copyright © 2022 PHNTM. All Rights Reserved.

X / / 0

Y / / 0

NEXT