In New York City’s Union Square people were greeted by an unusual sight – a group of Tibetan Buddhist monks, breakdancing to a Beastie Boys track. The “monks” were there in honor of MCA Day, an annual event celebrating the life of Adam Yauch, a Buddhist and Beastie Boy who died at the age of 47. His stage name was MCA. I help produce and direct this unconventional promotion, which got over 3 million hits online and lots of media coverage after the event.