Ric Leichtung is the founder of AdHoc, a Brooklyn-based concert promotion and marketing agency. Started by a group of music lovers in 2012, AdHoc launched as an online music zine that paid attention to the community around them as they supported emerging artists from a dingy waterfront warehouse in Williamsburg. Things changed when they started using the space to throw parties and started producing events—Grimes, Björk, A$AP Rocky, and Cardi B are just a few of the headliners Ric has booked.
Very quickly, the nature of their business shifted into experiential production, digital marketing, and project management.
Although the pandemic has created its share of challenges, Ric continues to embrace his company’s improvisational ethos, evolving and growing the agency as opportunities and needs arise. Recently, he launched a nonprofit called NYC Nightlife United, an emergency grant program for BIPOC and LGBTQIA+ music businesses and workers struggling during the COVID-19 pandemic.