Billboard and State Farm® Team Up for Exclusive Merch at Hip-Hop/R&B LIVE

Billboard returned to New York City for its annual Hip-Hop/R&B LIVE event, taking over Webster Hall for a night of unforgettable performances. This year’s lineup featured Armanii, Leon Thomas, Ravyn Lenae, Odeal, and Gelo, drawing fans who lined up hours before the show to secure their spot inside the historic venue. Fans were in for an unforgettable night filled with surprises, from exclusive custom merchandise to a special surprise performance by Ty Dolla $ign. The energy never let up, making the night one fans won’t soon forget.

The concert was presented by State Farm®, which treated attendees to a unique experience with free custom t-shirts screen printed live on-site. The designs were created by a North Carolina A&T alumnus and graphic designer KeShawn Sanders, giving fans a chance to take home an exclusive piece of the event.

When asked about the inspiration of this design, Sanders told Billboard, “Recognizing the history of this place was extremely important to me. Webster Hall has a deep connection to Hip-Hop and Black culture, so I thought it was the perfect idea to highlight the venue in this design.”

The partnership builds on last year’s Good Neighbor Marketplace activation, which highlighted a clothing brand launched by another HBCU alum. Once again, State Farm showcased its commitment to supporting HBCUs and the broader community, not only through creative collaborations but also by inviting alumni from various HBCUs to join in the celebration.

On the importance of brand partnerships with aspiring talent, Sanders said, “It’s so important to highlight the artists, and it shows that HBCUs cultivate a culture of loving what you do. The world has so many different cultures and perspectives to offer, and recognition from brands like Billboard and State Farm means a lot in pushing our culture forward.”

Blending music, design, and community impact, Billboard’s Hip-Hop/R&B LIVE and State Farm delivered more than just a concert; they created a moment rooted in artistry, heritage, and connection.