SEATTLE -- It was supposed to be a secret, but leaking information lead to a production nightmare as Seattle hip-hop sensations Macklemore and Ryan Lewis snarled traffic and drew a crowd of thousands of fans to the iconic Dick's Drive-In on Seattle's Capitol Hill Wednesday night.
There to shoot the music video for the duo's "White Walls," off their 2012 Gold album "The Heist," film crews, police and employees of the hamburger stand struggled to keep Broadway clean and clear enough to get the necessary shots before Macklemore and Lewis took the stage -- which was the top of the Dick's overhang. But how did it all come together?
"Macklemore reached out to us," explained Cre8tive Empowerment president Saul Spady, who has been managing the social media and promotions for the Dick's 60th anniversary campaign, "and wanted to know if we could help him with his new video. And because he's a new Seattle icon and we're an old one, we thought it would be the perfect fit."
"We wanted to show off the city," Spady added.
The city did, indeed, turn out; spurred largely by a Reddit thread which contained some false information, media outlets and social media users began touting the event as a secret concert, drawing a dense crowd of fans hours before production crews anticipated. As a result, production was delayed for hours, and the permit to close Broadway had to be extended from 11 p.m. until 1 a.m.
Not everyone was happy with the crush of bodies on one of the Hill's main drags.
"It kind of ruined my night," explained one woman, who wished to remain anonymous. She was shopping for comic books in nearby Phoenix Comics and Games. Phoenix's private rooftop served as a bird's-eye view for local media, who gathered to take photographs and wait for production to begin.
Still, fans endured. For three hours, fans kept Broadway (as well as the rooftops of surrounding apartment buildings) packed, shuffling occasionally to allow crews through. Some were selected from the crowd to be part of the video itself, while others simply waited for a chance to glimpse the beloved performers. On social media, the crowd was dubbed the "#Macklemob."
It's hard to miss the video's apparent similarity to another iconic bit of Seattle imagery; one shot included Macklemore and Lewis cruising in a limousine that resembled the one used in Sir Mix-A-Lot's "Posse on Broadway."