We approached Launch NYC as a way to support emerging, independent designers, technologists and entrepreneurs in the NY Fashion industry. Specifically, we would ensure that each Runway Show, Presentation, preparation and buying experience was accompanied by top quality sound and performance when needed. Launch NYC was the an opportunity for us to help drive the level of integration between fashion and music. In the future, we plan to partner and collaborate with emerging independent fashion designers and producers, in order to write original compositions for fashion shows inspired by the line being shown.

1. LAUNCH NYC AUDIO PRODUCTION
#NYFW 2014 / Manufacture NY / PROJECT RECAP

2. CHALLENGE:
From the pages of international press to the desks of major NYC fashion executives, there is a passionate
conversation brewing --
How do we create a New York Fashion Week experience that makes
sense to designers, press, buyers, and the fashion loving public?

3. SOLUTION:
The answer is LAUNCH NYC, a phenomenal 8 day experience that took New York Fashion Week to a
whole new level, by combining a state-of-the-art runway with luxurious retail and showroom space. Local
emergin independent designers showcased their latest collection on the runway, under the best lighting and
sound conditions, to fashion's top press, wholesale buyers, loyal customers and VIPs.
At the same time, designers presented sample sales of their latest FW14 collection in the adjacent showroom
for buyers + press to view privately by appointment. In the retail store, designers can sold their collection of
clothes, accessories and jewelry to the public directly after the runway show and throughout Fashion Week.
This new model for the future that not only makes sense from a marketing and branding point of view, but
also from an economic standpoint. LAUNCH NYC is a completely innovative, integrated New York
Fashion Week experience that is sustainable for designers and the fashion industry as a whole.

4. In our minds, the Fashion Industry, is a lot like their sister Music and Marketing industries, and is also on the
path toward revolution. With an intention to carve out a new sustainable model in the music industry, we
found a niche within the “new” fashion industry. Launch NYC is a strategic platform to bring our vision a step
closer life. Keith Shocklee Productions and #MassivelyEpic partnered to sponsor and produce the sound for
Launch NYC 2014.
#Justshowup is our motto, and Keith Shocklee agreed to provide MNY with a state-of-the-art JBL
Professional Portable sound system along with #MassivelyEpic production oversight by DJ Journey and
Ravin Dave, for the entire duration of Launch NYC.

5. We approached Launch NYC as a way to support emerging, independent designers, technologists and
entrepreneurs in the NY Fashion industry. Specifically, we would ensure that each Runway Show,
Presentation, preparation and buying experience was accompanied by top quality sound and performance
when needed.
Launch NYC was the an opportunity for us to help drive the level of integration between fashion and music. In
the future, we plan to partner and collaborate with emerging independent fashion designers and producers, in
order to write original compositions for fashion shows inspired by the line being shown.

6. Re: #LAUNCHNYC = #GAMECHANGER
In the least, we aimed to raise the quality and role of music within fashion and specifically the “Runway
Show.” A bar which, noted by Jamie Lee Curtis Taete’s “Fascinating Fashion Week fact: Over 100 percent of
shows at NYFW used that one Grimes song as the soundtrack. I had no idea it took so much equipment to
play a Grimes song, though. Who knew DJing was so complicated!” Is set a bit lower than the rest of the
show.

7. LAUNCH NYC allowed multiple industry professionals to work together to produce the ultimate experience,
live, post and events. Our goal was to help deliver a better sound experience in a new and innovative
environment. Through relationships with JBL Professional, Keith Shocklee Productions provided the Wizard
K-Jee’s own personal 15k watt sound system that delivered perfectly balanced sound across two floors and
three zones.
Launch NYC was attended by over 10,000 fashion enthusiasts including influential individuals, introducing
everyone to a new level of audio quality within the Fashion environment. Launch NYC also gave everyone
involved, the chance to meet and work with different collaborators and partners, which will helped deliver a
stronger overall product, and also provided for the opportunity of unexpected and extraordinary.

8. Launch NYC was nothing less than “unexpected” and “extraordinary” as captured by many of the press
mentions and articles. From first hand experience, before, during and post, the past month and specifically
the last ten days, consisting of hundreds of hours and thousands of dollars worth of time and equipment, we
joined Adorama, Canon, Sony,livestream, Pagetech Ltd. and Staley Designs to be apart of something special
The core partners involved with the execution, all performed at levels beyond expectation. Collaboratively we
produced seven fashion runway shows, six fashion presentations and four parties over ten days..

9. Launch NYC was a different type of environment, and the energy of the space was fueled at it’s core by the
visible and active leader Bob Bland. Her entire MNY and Launch team kept an even keel level of energy and
availability through the entire duration of the project. Every collaborator, sponsor and partner who signed up
also brought an energy that when combined, set the tempo and vibe for what would unfold over the ten days
as #MassivelyEpic Fashion #Awesomeness.
From the volunteers to the security, from the designers to the hairdressers, from the photographers, to the
models, everyone caught the buzz which was forever growing and vibing by the people that were there
present at any given time.

10. All of this energy swelled and contracted each time there was an event, as it should, and usually does with
multi-event and day venues. But the Launch NYC vibe and groove was different. You see uptown, the vibe is
exciting, but its always the same type of exciting, with the difference being resolved by the looks from the
designers. Show after show, they all run the same way, and so all have similar vibes with a slightly different
look – or the same cat skinned in many ways.
Launch NYC was different. The primary reason for this difference was the lack of pretense, the unknown, no
fear type of environment. Many of the designers who held shows and presentations, are new and emerging,
and may not have had the resources to produce something in the past.

11. Launch NYC provided these designers industry standard production level quality, at an affordable price or
even below-market cost. Driven by a determination and a, “make something from nothing” attitude, each
show and presentation was uniquely different, and tailored to the line that was being presented.
As the week progressed so did the diversity of experimentation and addition of different elements. The
physical environment played a biggest role in facilitating the vibe for each event. Original blueprints called for
a wall separating the main lobby with the Runway, similar to opposite wall that divided the Retail Showroom
from the lobby. In the end, the lack of this wall actually helped create a more open vibe, and unintentionally
deconstructed one of “Fashion’s” biggest barriers -access to behind-the-scenes.

12. With the lobby not separated from the Runway, any pre-show prep had to be completed prior to doors open.
However, doors were always open between the hours of Noon – 8pm for the Retail Outlet and Press lounge,
so at any point, anyone could walk in and check out the “back of the house” during and leading up to shows,
presentations or events.
This type of “transparency” in the Fashion world is new to the “Fashion Week Experience,” only recently
revealed to audiences tuning into Victoria’s Secret Annual, broadcasted show. Uptown, you’re required to to
wait outside until doors open, lights down, show, lights up, then out. This was definitely not the case here.

13. The main Runway and Lobby were open, where at any point pre-show, a visitor could catch a glimpse or a
full rehearsal and all that comes along with those (stressful!!). Each show typically had seating as well as
standing room in the back. The front of the house featured a large 60-something inch Sony flat screen that
looped the live stream shows from earlier in the week. Surrounded by a square 10x10x10 truss, and backed
by two eight by four four bi-level photographer risers, 12 feet from the foot of the Runways ending edge.
On either side of the media risers, w e anchored two PRXLF 718 subs stacked with a PRXLF 725 each,
running in stereo for a combined 6000 watts, 3k per side R & L. On the opposite end of the runway we initially
stand mounted a PRX 715 on either side, exactly 58’ back, running cables above the lighting truss to daisy
chain these tops, each peaking at 1000 watts. This quad corner set-up provided the best direction of sound,
and limited the amount of echo due to the space set-up.

14. With an additional PRX 712 serving as the monitor in the DJ booth and a PRX 715 placed in the corner of the
retail boutique, we were able to cover two zones with 9000 watts of perfectly leveled sound. Our core DJ setup consist of a Pioneer DJM-500 mixer and two Technics 1200 MKII turntables. We ran these these with
serato, along with an external Traktor line for the Wizard K-Jee. Total sound ran through a Behringer
XENYX1622FX 12 channel mixer and then out into right and left channels to the first set of subs (previously
described) in house sound system.
After three days of shows, we decided to move add two additional PRXLF 718 subs to the back of the runway
to compliment the two PRX 715s. Adding two more subs provided 3000 more watts of bass to the space.
When equalized at the right frequencies, the bass actually helps round out the full sound spectrum which the
human ear can hear, allowing us to lower the overall decibel level in the room. The resulting effect is that
people can feel hear and feel the music, but still be able to converse at normal levels. Of course, when the
show is happening or a party, the level is adjusted up accordingly. The show level, is the absolute threshold
of loud enough for the right vibe of the show, presentation or performance.

15. Beyond the two show rooms, lobby and runway, there were the back of the house model prep area, upstairs
hair, makeup, and press lounges. Separating models and press was Cliff the rockstar photographer, and his
professional look book studio. All three of these areas were continuously cranking with models, stylists,
press, and professionals. We needed to provide a sound system upstairs that played a constant variety of
background music, and be accessible for plug and play, impromptu rehearsals if needed.
For this system, we used two PRXLF 725’s, one on either side of the room. In the middle we set-up an
equalizing fill PRX 712 monitor, all ran off a Behringer 4 channel mixer streaming Juke boxy sponsored unit
and playlists.

16. READY-TO-WEAR COLLECTIVE SHOW
LAUNCH NYC PRESENTS | Wednesday, Feb. 05 | 2pm
MNY | Incubator Runway Show | Fall-Winter 2014
FEATURED DESIGNERS:
ABACAXI | VAUNT & SOL | HEART & NOBLE
TAGS:
@Launch_NYC #LaunchNYC
@ManufactureNY
MUSIC:
#MassivelyEpic @Ravin_Dave
AUDIO:
Keith Shocklee Productions &
JBL Professional Portable Sound

17. COUTURE AND DEMI-COUTURE
LAUNCH NYC PRESENTS | Wednesday, Feb. 05 | 6pm
MNY | Incubator Runway Show | Fall-Winter 2014
FEATURED DESIGNERS:
MINNOJI | MODU | MIMI NEW YORK
TAGS:
@Launch_NYC #LaunchNYC
@ManufactureNY
MUSIC:
#MassivelyEpic @DjJourney
AUDIO:
Keith Shocklee Productions &
JBL Professional Portable Sound

18. Runway & Retail

19. Runway & Retail Sponsors

20. Production credits
CARRIE HAMMER
TABII JUST
Womens Runway Show
Womens Sustainable Presentation
Thurs, Feb 6th | 1PM
Fri, Feb 7th | 12–1:30PM
Music: DJ Alana
Music: #MassivelyEpic DJ Journey
Audio: Keith Shocklee Productions / #MassivelyEpic
Audio: Keith Shocklee Productions
LAUREL DEWITT
DANIEL SILVERSTEIN
Couture Runway Show
Womens Sustainable Presentation
Thurs, Feb 6th | 6PM
Fri, Feb 7th | 6–7:30PM
Music: DJ Run
Music: DJ Illich Mujica
Audio: Keith Shocklee Productions / #MassivelyEpic
Audio: Keith Shocklee Productions / #MassivelyEpic

21. Production credits
NYFW AFTERPARTY
LAQUAN SMITH
Hosted by Fashion Revolution Day
Womens Presentation
Fri, Feb 7th | 9-11PM
Mon, Feb 10 | 4:30-6PM
Music: DJ Spooky
Audio: Keith Shocklee Productions / #MassivelyEpic
Audio: Keith Shocklee Productions / #MassivelyEpic
GITA OMRI
NAMM CLOTHING
Womenswear / Ready To Wear Presentation
Mens Presentation
Sat, Feb 8 | 2 – 3PM
Mon, Feb 10th | 7-8PM
Music: #MassivelyEpic DJ Wizard K-Jee, DJ Ravin Dave
Music: #MassivelyEpic DJ Wizard K-Jee, DJ Ravin Dave, DJ
Specs
Audio: Keith Shocklee Productions / #MassivelyEpic
Audio: Keith Shocklee Productions / #MassivelyEpic

22. Production credits
BOW & DRAPE
Launch NYC Closing Show & Party
#Itsawalkoff
Runway Show
Wed, Feb 12th | 8:30PM
Music: #MassivelyEpic DJ Journey, DJ Wizard K-Jee, Ravin Dave
Tues, Feb 11th | 6-9PM
Audio: Keith Shocklee Productions / #MassivelyEpic
LUAR ZEPOL
Men’s Runway Show
Wed, Feb 12th | 3PM
Audio: Keith Shocklee Productions / #MassivelyEpic
Performance: KB Jones and The Kontraband
Audio: Keith Shocklee Productions / #MassivelyEpic

23. Press / Photo / Video
PHOTO / VIDEO Collective Shows:
https://plus.google.
com/photos/102398197778506748087/albums/
5978089690825538945
https://www.hightail.
com/download/elNMZGVkUnF3TGlFTmNUQw
https://vimeo.com/modacycle/videos
PRESS LINKS:
WWD:
http://www.wwd.com/markets-news/marketsfeatures/launch-nyc-integrates-fashion-showsretail-7325421
WSJ:
http://online.wsj.
com/news/articles/SB10001424052702303442
704579363142857507578
Inc. Magazine: http://www.inc.com/welcome.
html?destination=http://www.inc.com/dianaransom/business-of-creating-a-major-fashion-
Lucky Magazine: http://contributors.luckymag.com/post/launchnyc-presents-manufacture-new-york-incubator-runway-shows-demicouture-fallwinter-2014
Racked:
http://ny.racked.
com/archives/2014/01/28/emerging_designers_pop_up_together_at
_launch_nyc.php
PolicyMic:
http://www.policymic.com/articles/81065/how-nyc-s-slow-fashionmovement-is-revolutionizing-the-industry
Mediabistro:
http://www.mediabistro.com/prnewser/with-launch-nyc-a-newfashion-week-option-takes-shape_b82044
Styleblazer:
http://styleblazer.com/219221/nyfw-launch-nyc-abacaxi-vaunt-solheart-noble

24. OUR MISSION IS TO REAWAKEN AND REBUILD AMERICA’S FASHION INDUSTRY, FOSTER
THE NEXT WAVE OF BUSINESSES, AND CREATE A TRANSPARENT, SUSTAINABLE
GLOBAL SUPPLY CHAIN.
Manufacture New York is a hybrid fashion incubator and factory dedicated to providing
independent fashion designers with the resources and skills to streamline their process,
from concept to customer. We are driving the transformation of local manufacturing, so it
can be the most affordable, innovative, and sustainable option for all.

26. He was an original member of Public Enemy and The
Bomb Squad. He has contributed his talent to several
albums including It Takes A Nation Of Millions To Hold
Us Back and Fear of a Black Planet. Public Enemy was
inducted into the Rock and Roll Hall of Fame in 2013.
Shocklee also co-produced the singles "Bring the
Noise” and "Fight The Power," which were included on
Rolling Stone’s list of the “500 Greatest Songs Of All
Time.”
Keith is currently working in both the music and tech
industries to push forward future culture, while
educating about the history of Hip Hop in order to help
preserve the past.
Formed in 2013 by Sound Groove Entertainment and
Trip Digital Sound Design, #MassivelyEpic is a
producer collective of artists, musicians, DJs and
performers, with the aim of working collaboratively in
order to develop sustainable models for independent
creative careers.
Since July we have been partnering with community
organizations, businesses and artists to produce
educational workshops (#ArtistEngage) and distribution
outlets (#ArtistTransform, #MassivelyEpic Radio,
#Undergroove, and #Groovelust), along with original
productions, live performances, weekly radio
broadcasts, private and public showcases and parties.
Our vision is to be the leading independent creative
collective built by artists and entrepreneurs from the
ground up.
massivelyepic.com | @massivelyepic | fb/massivelyepic
contact - david.r.iannone@gmail.com
Keith Shocklee or Wizard K-Jee, is an American hip
hop producer and DJ.

27. SOUND GROOVE ENTERTAINMENT
Over 18+ years of entertainment, 10+ years of digital and social, 7+ years of corporate
brand marketing experience. David Iannone has worked on some of the top brands Heineken, Dos Equis, Captain Morgan, Ketel One, Guinness, Prince, Trojan Brand
Condoms, Skoal, Copenhagen creating integrated, digital and social marketing
campaigns. As a composer, DJ and Producer under stage name Ravin Dave, he
began learning music in sixth grade, and professional djing at the age of fifteen.
http://soundgroove.info
TRIP DIGITAL SOUND DESIGN
PRODUCTION, LICENSING & DISTRIBUTION
Over 18+ years of entertainment and production experience. DJ Journey is the
resident DJ for Strategic and Tao Groups Dream Hotel, PHD and Marquee. Seated
on the Grammy’s Board, Journey has built a deep reputation and network from LA to
Chicago and New York City as one of the industry’s most respected DJs and
Producer. Trip Digital provides full service consultation for media projects including
film, television, commercials, sound effects, video games, advertising, and branded
services.
http://tripdigitalinc.com
contact - david.r.iannone@gmail.com
CONTENT STRATEGY, PACKAGING & PARTNERSHIPS

28. SINGer/Songwriter
KEITH
SHOCKLEE
DJ JOURNEY
LIVE HIP HOP-ROCK
DJ JULIA GUNZ
DJ FLASH GEE
RL THE
COMEBACK KID
LIVE ELECTRO-POP
DANCE
PERFORMERS
IRENE FONG
MICHAEL SAAB
RAVIN DAVE
contact - david.r.iannone@gmail.com
COLLABORATORS | 2014