Our Intern Gets a Little Seasick Aboard YACHT's Bud Light Lime Launch

William Hupp Ponders the Merits of Laptop Dance Music at A-B Party

By Published on .

Photo: Kelly Shimoda/Veras

YACHT's Claire Evans at the Bud Light Lime launch party

As part of Ad Age's ongoing Freeloader series, our very own Rascal-Flatts-loving intern William Hupp checked out the launch party for Bud Light Lime last night. Here, our khakiest employee gives his impression of the Cornerstone-curated event for SFS.

More often than I'd care to admit, the word "dork" and my name have been closely associated. Ever since grade school, I've always seemed to be a step or two (or 12) behind what is hip, trendy and cool. Fortunately, that hasn't stopped me from developing a rather healthy ego.

The point is that I had no idea who or what YACHT was before they took the stage yesterday at the Bud Light Lime launch party at the North Cabana in Chelsea.

YACHT is the solo act of Jona Bechtolt and a backup vocalist named Claire Evans. Bechtolt, a 27-year-old high-school-dropout-turned-electronic-musician and "multimedia artist," has released solo albums under his nautical moniker since 2003.

After briefly wondering where their instruments were, I was washed over by the synthetic computerized beats. I found their performance -- which featured The Robot and other nonsensical gyrations that passed for dance moves -- to be a little strange.

I enjoyed the various beats and novelty of their indie-dance music performance, if you will. And they seemed to have a good amount of fans there. It just wasn't for me.

Call me old-fashioned, but I just couldn't jive to the constant repetition of such personally-liberating lyrics like "You can live any way you want" and other such phrases that weren't inspiring or particularly clever.

I know the crowd (the intended audience for the beer) skewed a bit younger, but I was still surprised that an indie band like YACHT would agree to perform at a party for a decidedly corporate company like Anheuser-Busch. Far be it from me to accuse someone of "selling out." It just raised questions in my mind.

All in all, YACHT did their job and put on a good, crowd-pleasing concert. Of course, I'm the same guy who non-ironically enjoys Rick Astley and Night Ranger, so what do I know?
Most Popular