In 2012, Mission Big made its debut with the history making Jay Z/ Alicia Keys/ NAS Concerts in Carnegie Hall which benefitted United Way of New York City and The Shawn Carter Scholarship Foundation.


Reaching the Top Spot on The New York Times Critics’ Best Concert Events of 2012, the shows generated nearly one billion earned media impressions, raised $3 million and were filmed for the Amex Sync Premiere at The South By Southwest Festival.


With additional sponsors like Citi, Target, Viacom, and many others, this format provided the proof-of-concept to evolve and expand Mission Big’s blend of pop culture and social impact.


Inspiring consumers and brands to give back as they buy and sell during the holiday season, The Live 4 The Give Holiday Concert will scale giving like never before.