No matter how they're doing on the court, the Dallas Mavericks can always bring massive hordes of fans together and light fires under them. Think about the typically buoyant spirit at American Airlines Center during games; a hand-waving, fist-pumping good time is just as important to folks in the stands as a win on the scoreboard.
That spirit carried over seamlessly to the Bomb Factory — Deep Ellum's sprawling, revitalized music hall — on Tuesday evening as the Mavs put their brand behind a significant hip-hop concert.
The first of what could be many live-music parties from the team's events arm, Another Mavericks Production, this one combined the budding talent of the local scene with a headlining set by longtime Georgia hitmaker Ludacris. From the flow to the fans to the easygoing vibe, they shot, they scored.
A few thousand weeknight partiers turned up at the Bomb Factory, which happens to be a short walk away from the Mavs' Deep Ellum offices. They welcomed early sets by Dallas rap talents Bobby Sessions and Topic, and then built up the pre-Luda enthusiasm while dancing to old '90s hip-hop jams courtesy of a DJ and hypemen from Boom 94.5 FM.
The stage's video backdrop showed game footage and Dirk Nowitzki video memes. While we didn't spot the big German at the show, there were other names to be found: Chandler Parsons, Dallas hip-hop producers Play-N-Skillz and Fort Worth soul sensation Leon Bridges were among them.
And when it came time to bring out Ludacris, the 38-year-old motormouth hitmaker, the audience received a rousing introduction from Mavs owner Mark Cuban.
"Not only is he a rap legend, but he is an amazing actor and Mavs fan!," Cuban said, following the crowd's growing chants of "Luda, Luda, Luda."
Then came the main event, a short but high-energy set of chart-toppers from the Atlanta rapper, his "partner in rhyme" Lil Fate, and his track man, DJ Infamous.
"How many real Ludacris fans are out there?" the headliner asked early on. A man beside me answered quietly: "I am, but I do like the old s--."
Nobody had to worry that we'd hear much new stuff, though. Luda knew he was there for a crowd-pleasing performance. The folks threw 'bows to "Southern Hospitality," they shouted out numbers during "Area Codes," they shook various things during "Money Maker."
More photos from the show:
And when Ludacris teased his sex-obsessed 1999 breakout hit, "What's Your Fantasy," the seduction was complete. The floor went crazy.
Tuesday night brought together a beloved sports franchise, a friendly vibe, a lighthearted headliner and the most comfortable, hassle-free venue in Deep Ellum. We'll see if that particular mix can be duplicated in the Mavs' future shows. Wonder if Missy Elliott has any open dates ...
