Record producer DJ, rapper, painter and visual artist Swizz Beatz, along with Reebok and some pretty cool people launched the “Reethym of Lite” campaign last night at eSpace on NYC’s West Side.

The space quickly started to fill up as celebrities like his wife Alicia Keys, Diddy, Clive Davis, Pharrell Williams, Red Cafe, Busta Rhymes, Maino, DJ Khaled, Noreaga and many more.

The event went smooth as people downed drinks sponsored by Hennessey Black from the four open bars located inside the venue. And the lobster rolls, tuna tartar and filet mignon failed to disappoint.

But you know the show didn't end there !

"It's Showtime!"



Then following that a performance of "Start it Up" w. Lloyd Banks



& a few classics to end the night...