In February ’12, SWP produced superstar Jay Z at Carnegie Hall for the first ever single-act hip-hop concert at the venerable stage, to benefit the United Way of NYC and the Shawn Carter Educational Fund. Performing with a forty-piece orchestra, Jay Z crushed these sold out shows, which garnered 84.3 million earned media impressions immediately following the concert.
In its yearly review and list of most important concerts, the New York Times named the Jay Z at Carnegie Hall series as the number one entry for 2012. Wrote critic Jon Caramanica:
“JAY-Z Carnegie Hall, Feb. 6. In September, Jay-Z played the opening night of a new arena in Brooklyn in which he is a minority owner that is the home for a basketball team in which he is also a minority owner. And yet that show felt small compared to this one, on one of New York’s hallowed stages, in which Jay-Z collapsed his rise from corner boy to king of the city into two ambitious, cocksure and slightly awe-struck hours.”