Beastie Boys Square: I Was There!
Just before 2pm today in New York City, Beastie Boys Square was officially unveiled at the corner of Rivington and Ludlow, the streets that appeared on their second album 1989’s Paul’s Boutique.
The streets were filled by hundreds of fans, all there to see Adrock and Mike D and celebrate the Beastie Boys as hip hop also celebrates its 50th anniversary this year.
Billed as running 12–2pm, fans had been gathering early and when I arrived at around 11:30am the area was already getting packed.
A car covered in Beastie Boys murals was parked nearby, along with a giant boom box and enlarged Paul’s Boutique cover art for fans to take their photos in front of.
DJs spun a mix of hop hop new and old, and two fans set up a table offering screenprinted t-shirts, while others lined up for official merchandise for sale in Pretty Ricky’s, a bar that had been taken over for the day.
Frederick Rocco Gattuso, founder of the Facebook page and YouTube channel Beastie Boys Collection was handing out special Beastie Boys cards, chatting to fans, and getting his photo taken with many too.
Money Mark, Jeremy Shatan, Cey Williams, and LeRoy McCarthy were all bouncing around for photos with fans, but the Beastie Boys themselves where nowhere to be seen for a long time.
Initially I stood amongst the crowd near the stage, but New York is having a heatwave, and after an hour in the sun squished in tight (where at least two people fainted) I gave up and joined the merch line instead.
This line was slow moving as people were let in a few at a time, and could stay inside seemingly forever. Understandably, it was nicer inside in the air-conditioning with seats than standing out in the heat.
Just before 1pm two police cars escorted a black vehicle through the street and two men rushed out and inside Pretty Ricky’s. Was it the Beastie Boys? Apparently so, but it’d be another wait before they took to the stage.
After speeches from New York City Council Members, Adrock and Mike D finally appeared on stage, but I decided to stay in the merch line so didn’t get to see them in the flesh.
The line spilled around the corner of Ludlow and unfortunately none of us could hear what was being said on stage.
There was a large crowd behind the stage blocking off Ludlow from traffic who must have had the same issue as one or two fans even heckled the stage during the speeches.
A live stream was available, and some fans in the merch line tuned in, holding their phones to their ears and leaning into the street in the hope of seeing something while not losing their spot.
Once the new street sign was unveiled chants of “MCA, MCA” filled the air, and then the Beastie Boys disappeared back inside.
A crowd gathered at the side door where they had snuck in earlier, with kids and adults of all ages carrying CDs, records, posters, and tees, in the hope of getting something signed.
At the time, I was standing just outside the door and we all got our cameras ready to take a photo as security asked us to make space.
But the opportunity was missed, as the merch line slowly moved up, and by the time the Beastie Boys ran back into their car I couldn’t see a thing.
I was slightly disappointed by this, but even more so when I finally got inside at 2:40pm.
After several hours of waiting, the only merchandise on sale was the same available on the official website, apart from a crop top that I didn’t think would really suit me.
An exclusive signed tee had been advertised, as well as a print, but none were available when I’d got inside. Granted, they did say while stocks last for the tee, but I wouldn’t have spent hours standing in the sun if I knew these had been sold out.
As I’d entered the merch store, the line outside was longer than ever, and one of the security team told me they would be closing at 3pm so Pretty Ricky’s could open back up for business, so there would be lots of dissapointed fans.
I didn’t stick around to see this, but when I went outside again I did see fans happily carrying the merch other fans had made and given out.
Along with Fred’s cards, MCA Day organiser Michael Kearney had handed out a box of MCA Day posters for free to happy fans, while t-shirts continued to be screenprinted with an exclusive Billions design.
So although I didn’t get to see Adrock or MCA, I did get to see the positive effect the Beastie Boys and their music still have on so many people who had gathered to celebrate them together at the site of Paul’s Boutique.
