Launch Day

Last Night Randi Zuckerberg Met Rick Ross, Because Startups

"I think I just won Instagram tonight."
Luckily, no one made any "Can you GIG IT?" jokes.

Luckily, no one made any “Can you GIG IT?” jokes.

Last night, a varied crowd of rappers, rappers’ entourages, music industry types, and startup folks gathered downtown at Capitale, for the launch of Gig It.

A new Facebook game–bold timing, considering the current dismal state of Zynga–Gig It allows gamers to create custom concerts using 3D avatars. It’s basically The Sims Social crossed with Guitar Hero, but starring famous rappers. More than 50 artists have cut deals with the company to lend their faces to the project.

On a giant screen behind the stage: #THIS AINT NO FARM. (Get it? Because it’s concerts, instead of agriculture?) In between introducing the acts, emcees DJ Khalid and La La hyped the game constantly, going so far as to call it a “movement.”

But it was an impressive lineup of talent (many of whom are licensing their images to Gig It), including Busta Rhymes, French Montana (who only bothered with a single verse of “Pop That”), S.W.VFabolous2Chainz (periodically hollering “2 CHAINZ,” as is his wont), and Nas (who inspired the most iPhone videographers). Also in the house: Jamie Foxx and Rick Ross (though they never showed their faces), plus we spotted Raekwon and Cody Simpson milling about.

Oh, and let’s not forget Randi Zuckerberg. Mark’s big sister appeared on stage early in the evening wearing her trademark sequins. “She’s a very important person,” La La assured us in her introduction.

“It’s so awesome to be here,” Ms. Zuckerberg gushed. “I just got introduced by La La, I met Rick Ross upstairs. I think I just won Instagram tonight.”

“I think tech and music coming together just makes so much sense, in so many ways. We always saw in the beginning of Facebook it was always the music stars that were getting the most fans.” She added, “The thing I’m most excited about is finally the celebrities and musicians themselves have a chance to directly connect to their fans.” You know, in case 2Chainz is looking for a marketing vehicle besides his lobster-filled Instagram account.

After a reunited S.W.V. closed out the show, attendees filed out through the elaborate entrance, passing underneath a slogan from the building’s days as the Bowery Savings Bank: “Your Financial Welfare Is the Business of The Bank.”

Follow Kelly Faircloth on Twitter or via RSS. kfaircloth@observer.com