four loko - irl 2017
The second year of Four Loko IRL was an opportunity to go bigger creatively, and in the content. In order to achieve the most awareness, we decided to create a story leading up to the event. We launched The Fat Jewish as the world’s first EDM tribute artist, playing live sets consisting only of Major Lazer music, in his new group called MAJOR BEHAVIOR.
Major Behavior would headline the tour, supported by artists like Diplo and RL Grime. This tour increased awareness so much in Montreal that months after the event, sales skyrocketed 18%.