One-percenters worldwide are hiring everyone from Beyoncé to Sugar Ray’s Mark McGrath to play their homes, parties, or weddings. Inside the lavish, top-secret world of private gigs.
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In a sign of generational changes, old-school hip-hop acts like Coolio, Too Short, Vanilla Ice, and Naughty by Nature have also been hired for such up-close-and-personal shows. “We’re seeing a lot of people who host a big-name artist in their mansions,” says Jay Siegan, whose company, Jay Siegan Presents, has helped book major acts like Coldplay and Celine Dion for corporate events.
The dot-com boom of the early 2000s took the private-party circuit to a new level. Jesus Jones’ Mike Edwards recalls the time his band, a decade after its heyday, was flown from the U.K. to the States to play a corporate conference — and all they had to do was play their lone hit, “Right Here, Right Now,” at the beginning of the event. “The host said, ‘Welcome, everyone, hope you have a good time, and here’s Jesus Jones,’ ” Edwards recalls. “We played 360 seconds, and the costs were minimal..
In 2018, during the prepandemic party gold rush, Bob McLynn of Crush Management, which handles Fall Out Boy, private-party regulars Train, and others, was taking his boat out for a spin off the Jersey shore when he came across dozens of boats parked in the water. Nearby was a carnival, complete with a Ferris wheel. “I yelled to one of the boats, ‘Who’s playing over there?’ ” McLynn says.
“Probably bands that were a little hesitant to do them are more willing to now,” says McGrath. “[The hosts] usually have their own Covid protocol, and there are less people involved. You’re not carrying your crew, you’re not carrying buses, so it’s high reward, less risk. And so what’s not to love about that? A lot of them are destination events in Cabo, the Bahamas, Hawaii. It’s like, ‘Yeah, twist my arm.
In some cases, guests have had to hand over their cellphones to avoid photos leaking on social media. “It’s super-confidential,” says agent Greg Janese of UTA, which also books many of its clients for private events, like Pitbull, Flo Rida, and other contemporary acts. “We get a lot of offers for upper-high-end private parties, where you get to sign a nondisclosure. People just don’t want it out that they’re booking these kinds of parties.
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