Big Boi headlines secret Microsoft concert

Can you throw a party on a tweet?

That’s just what Microsoft did inviting people on a scavenger hunt to join them for a concert in Atlanta. The event promoted the launch of its new phone, the Kin, which has social media at its heart.

The inconspicuous concert in a roller derby hall was headlined by hip-hop icon Big Boi from Outkast and drew more than 1,000 people in less than three hours.

Microsoft product manager Jeremiah Glodoveza said the experiment exemplified the power of social media to mobilize an audience — an idea that is the core concept behind the company’s new phone, he said.

“We believe in social media,” Glodoveza said. “We believe in social networking. The Kin is a phone that was purposefully built for people who are navigating their social lives.”

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Pictured: Musician Big Boi performs onstage at the BMI Urban Awards at Jazz at Lincoln Center on September 10, 2009 in New York City. (Photo by Ray Tamarra/Getty Images for BMI).