How the Broad Street Bullies got Alicia Keys' attention
Add Axios as your preferred source to
see more of our stories on Google.

Courtesy of MYLO Video Productions
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).
Go deeper:
