How the Broad Street Bullies got Alicia Keys' attention
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Earlier this fall, the VMFA had a question for the city's polarizing, traffic-stopping cyclists: "Would you be down to do a ride out with Alicia Keys?"
Why it matters: The Broad Street Bullies said yes.
The big picture: Their answer turned into a collaboration with the VMFA, Keys and her husband Swizz Beatz to promo their visiting "Giants" museum exhibition.
- It was directed by the Bullies and recorded at last month's preview party, Zach Bazemore, a co-founder of the Bullies known as "Salad," tells Axios.
Zoom in: The video opens with about 400 riders biking through Carytown before pulling into the VMFA and circling Keys and Swizz, as they stand beside Kehinde Wiley's "Rumors of War" statue.
- Wheelies serve as the background to Keys' voiceover, which starts with, "Every generation has its giants."
- It's since been shared by Keys, Swizz and Wiley on Instagram, reaching nearly half a million people.
How it happened: Amy Sherald's "Deliverance" — a painting in the "Giants" collection about honoring bike culture — made VMFA's Jan Hatchette "immediately think of the guys that ride up and down Broad Street," she tells Axios
- Her communications team pitched the idea to Salad. Then to Keys and Swizz, who produced DMX's song "Ruff Ryders' Anthem," which helped launch a nationwide movement of community bike rides.
- They all loved it.
The planning for the shoot included flags, hats and T-shirts from the VMFA that the bikers could wear on the ride.
- Salad designed the route from Carytown Kroger to the museum, then the Bullies did a practice round the Sunday before to test it, he says.
- On the night of the preview party, Hatchette remembers Keys saying something like "Oh my God, I could stay out here forever" watching the Bullies ride.
What they're saying: "A lot of people overlook Broad Street Bullies and what we do and want to talk this and that because we block traffic," Salad tells Axios.
- "But it's really a giant thing," he says, noting how "the long nights and blood, sweat and tears" have led to this moment. "It's a community thing."
If you go: "Giants" runs through March 1 ($12).
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