Free Larry Hoover Benefit in IMAX Live

Amazon Music

Free Larry Hoover Benefit in IMAX Live

A Historic Global Livestream Event

Stepping into the spotlight of social activism and large-scale entertainment, PHNTM proudly presents a case study that epitomizes the marriage of artistry, advocacy, and agile execution. When charged with the monumental task of producing the Free Larry Hoover Benefit Concert, featuring industry titans like Drake, we embraced the challenge, showcasing our ability to seamlessly weave strategy, experiential design, and state-of-the-art production techniques within an incredibly tight timeframe. This preamble serves as your gateway into the intricate process and breathtaking results of an event that not only made headlines but also drove home a powerful message for social change.



Kanye West's first headlining show in five years, with special guest Drake, was poised to be a significant event. The 'Free Larry Hoover' benefit concert, streamed globally on Prime Video and the Amazon Music app, aimed at raising awareness for prison and sentencing reform. PHNTM, along with Donda Touring and ITC Entertainment, faced the challenge of creating an unforgettable concert experience to be broadcasted to viewers worldwide.



We worked closely with Amazon, Donda Touring, ITC Entertainment, and the artists to strategize the production of this monumental event. The goal was to deliver a concert that not only entertained but also effectively communicated the essential message of prison reform.



PHNTM was at the helm of the show and livestream production for the benefit concert. Collaborating with Imax, the concert was also streamed live in select theaters across the U.S. in an exclusive, one-night-only IMAX Live event. We ensured a smooth broadcast to all platforms, including the Amazon Music Twitch channel.



The 'Free Larry Hoover' benefit concert was a global success, reaching millions through Amazon Music, Prime Video, and select IMAX theaters. It marked a historic moment, seeing global superstars Kanye West and Drake on stage together. The concert effectively raised awareness about the need for legal and sentencing reform, highlighting the work of community advocates such as Ex-Cons for Community and Social Change, Hustle 2.0, and Uptown People’s Law Center. PHNTM's role in the production showcased our ability to handle large-scale live events and broadcasts, ultimately contributing to a cause of global significance.

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