Video: The Roots Play Cereal-Themed Concert for Kellogg's

Sponsored Concert Features New Approach to Music for The Roots

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Grammy Award-winners The Roots, the band on "The Tonight Show With Jimmy Fallon," took the stage at a Kellogg's event in New York this morning, playing a few of their hits along with a song celebrating milk and cereal in an effort to help the mega-brand promote its products.

Ad Age was there, camera in hand. Check out our video report from the scene:

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