Hot-N-Fun! PacDiv x N.E.R.D. Hit NYC To ‘Search For The Coldest’ [VIDEO]


namcgloster / June 2, 2011

If PacDiv made it rain, N.E.R.D. made it thunder for Coors Light sponsored Search For The Coldest Tour.

The crowd erupted into a stormy rockstar mosh pit as Pharrell, Shay and Chad Hugo took the stage at Highline Ballroom Tuesday night in NYC. (Imagine hipster, creatives, skaters and ragers collectively and just add alcohol.) Following the lively SoCal-style set by Like, Mibbs and BeYoung, N.E.R.D., as they put it, turned it up! Running through a gamut of futuristically-produced and über popular tracks, including “Lapdance,” “She Wants To Move,” “Everbody Nose,” “Hypnotize U” and “Hot-N-Fun,” the fellas excited a crowd of beer-drinking fanatics. Simplistic enough, the stage wasn’t decroated in grandeur, but provided the minimalism needed for fans to connect with the performer and the music.

It ended too soon; however, the search is over. N.E.R.D. and PacDiv create the balance of being swag that diverts from the cookie cutter ideal of mainstream. Developing an alternative cool, both acts have defined an atmosphere where being the coldest lies in intellect and balance. One can be both a hip-hop icon and a rocker, a hipster and a “nerd”. Pharrell makes it clear when he yells to the crowd about reading books and being smart in between songs.

The tour will rip through Baltimore tomorrow and take its final bow in New Orleans on July 2.

Video props to @Lathleen