A launch party is a party to celebrate the launch of something new, be it the launch of a new album, be it a new product, a new website, a magazine. It's a way to create buzz and create recognition for something new that's entering the marketplace. It's a great tool to use when you want to get the word out of something to a mass amount of people.
Create an exclusive party, an invite-only full of celebrities and cool DJs and performances, all around something that's launching. Because our world is so celebrity-driven. So if you take something new that's launching and pair it up with a celebrity, it's a win/win. Because you're going to get media coverage, you're going to get that celebrity stamp of approval and you're going to get people identifying the brand with that popular celebrity and it creates for a successful launch.