Shabba is a recurring dancehall series that is highly attended by a multitude of influencers, artists and celebrities who are responsible for defining present day culture. Shabba partnered with Crown Royal Regal Apple (CRRA) to launch the first NYC Shabba event during a key cultural moment, NYFW.


Align the CRRA brand with a high energy, premium, relevant, and culturally engaging event during NYFW, a key tentpole that represents the brand’s diverse target consumer. Introduce the new brand territory and bring "Crisp Culture" to the right places and faces through talent alignment, live music, branded bar experiences, unique branded touch-points, and social amplification.


In partnership with CRRA, Shabba made their NYC debut, bringing a variety of celebrities, influencers and culture shifters together, with over 600+ attendees and an impromptu DJ set by Major Lazer. 

Talent included: Diplo, Kendall Jenner, Luka Sabbat, Justine Skye, Brittany Sky, Jonah Hill, Dua Lipa, Vic Mensa, D'Angeleo Russell, Aleali May, and many more.