Benny Benassi Ignited New York City with Landmark Takeover for ‘Feel The Bass’ Album Launch
To mark the release of Feel The Bass (out now via ULTRA Records), electro-house pioneer Benny Benassi turned New York City into a full-scale, multi-day takeover that blurred the line between album rollout and cultural event. Across a packed weekend, he moved through the city with a series of high-impact activations that stitched together music, performance, and public space into one continuous experience, turning New York itself into the stage.
The launch kicked off in Times Square with a surprise pop-up DJ set broadcast globally via Twitch, where Benassi performed from a yellow school bus transformed into a mobile DJ booth. From there, the weekend shifted between playful and high-profile moments: a stop at Scarr’s Pizza where he served fans slices behind the counter, a late-night album release set at Marquee New York, and a rooftop performance at The Edge Skydeck that placed his sound more than 1,000 feet above Manhattan’s skyline.
The final stretch pushed the concept even further into movement and community, as Benassi joined the TD Five Boro Bike Tour for a 40-mile ride across all five boroughs—DJing from a custom-modified bike alongside thousands of riders. He closed the weekend with an intimate pop-up and open decks session at Mi Casa Studios, bookended by another Scarr’s Pizza drop. Anchored by collaborations with artists like Felix Da Housecat, Feel The Bass ultimately comes across as more than an album release—it’s a city-wide statement about energy, scale, and bringing club culture into the real world.
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Benny Benassi
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Who am I? Just some guy who decided to start writing on the Internet years ago and now operates his own brand and site. Owner/Operator of Modern Neon Media, I make all kinds of niche content to suit my interests at the time. DIY Enthusiast, Brewmaster extraordinaire, and avid freak for geek culture. Follow on my socials for a more “on” version of me.
