Reynolds American-owned vapor brand Vuse sponsored a remote concert series with pop-culture institution Rolling Stone magazine.

In light of the COVID-19 pandemic, Vuse and Rolling Stone launched the “Rooftop Sessions” concert series to “bring music mack to the boroughs” to New York City.

“Our adult vapor consumers are looking for inspirational experiences, and this is another example of Vuse delivering moments that speak to their enthusiasm,” Vuse senior vice president Leila Medeiros said in a November 17 press statement sent to Vaping Post and other news outlets across the country.

The rooftop concerts appeared throughout three of New York’s boroughs to celebrate the pandemic’s local music scene. Musical artists and groups like Cold War Kids, Elle King, and Oddisee played exclusive streaming concerns on top of buildings in Manhattan, Brooklyn, and Queens.

Chloe Fineman, an American actress and a featured comedienne on NBC’s Saturday Night Live hosted the concerts through a live stream format. The concerts are also designed to support the local music community, including a philanthropic partnership with Sweet Relief Musicians Fund and the Musicians Foundation.

“Live music is the heart of New York City, and we couldn’t think of a better way to safely bring music back to New York than to stream live shows from some incredible rooftops in three of the City’s boroughs for adult fans to enjoy from the safety of their homes,” said Gus Wenner, the president, and chief operations officer of Rolling Stone, in the same statement.

“Special thanks to Vuse for helping us make this happen, and for their support of not only the local music scene in New York but the national music scene, through Sweet Relief and Musicians Foundation,” Wenner said.

The New York Post, the controversial Manhattan-based tabloid, reported earlier this month that the concert series was a so-called hidden ploy to attract youth to vaping and e-cigarettes. This is an unfounded claim.

For instance, the Campaign for Tobacco-Free Kids took issue with the concert series.

Matt Myers, the anti-tobacco president of the campaign, told Post reporter Noah Manskar that the concert series is a negative ploy.

“From the company who brought you Joe Camel, this is exactly the type of behavior they used, and the government stopped because of its impact on youth,” Myers said. “The fact that they are doing it for this new product is as clear an indication that they intend to replicate their marketing efforts to young people.”

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Michael McGrady Jr is a columnist for Vaping Post's English edition. He is a critically acclaimed journalist with awards and recognition from across the industry. He was a finalist for ECigClick's annual vape awards in 2019 and 2020, a KAC Tobacco Harm Reduction Scholarship Fellow in 2019, among other honors. All articles express his own opinion and do not necessarily reflect the Editor's view.