NEW YORK -- NBA2K13 is just a video game.
But things ratchet up quickly when iconic rapper/producer Jay-Z is executive producer for the game's soundtrack and the graphics in the game look super realistic.
On Wednesday at Jay-Z's 40/40 Club, 2K Sports held the launch party for the video game, which comes out Oct. 2.
Kevin Durant, Blake Griffin and Derrick Rose all are the cover athletes, and Durant and Rose both made appearances at the party. Griffin had to stay back in Los Angeles to continue rehabbing his injured knee. It's also a little ironic that Rose is on the cover and he has been out with a knee injury too.
The party was a quick four hours, with about 500 people spread throughout the club. Only about 200 people were upstairs in the VIP area.
Why that title: The video game doesn't even come out until Oct. 2, but it's never too early to party. 2K invited people involved in the game and those who love the game.
Where: 40/40 Club in New York City. No surprise there as Jay-Z owns this chain of sports lounges.
Performer: Meek Mill, whose hit "Imma Boss" is on the NBA2K13 soundtrack, performed for about 40 minutes. He spent most of the night facing the VIP. I guess that's important when Nas and Jay-Z were there to soak up every song. Mill is a video game fan himself and was dying to be in the game.
Celebrities we saw: Meek Mill, Jay Z, Nas, Kevin Durant, Derrick Rose, Kris Humphries, singer Bow Wow, actor Frankie Muniz and his new band Kingsfoil, Knicks player J.R. Smith, comedian Tracy Morgan, model Tyson Beckford, actress/singer Adrienne Bailon, DJ Clue, several members of MTV's "Jersey Shore" including Ronnie, Sammi and Vinnie. Several of the reality show "Housewives" were in attendance. I think many were there to get their photo taken.
Food and drink: Standard bar fare of cheeseburgers, chicken wings and chicken fingers. Most of the crowd didn't spend time noshing but spent more time drinking and watching the free show.
Swag: The game doesn't come out until next week, so there was nothing given to the celebrities.
Recap: When Jay-Z decides to host a party, people show up. He didn't do many interviews, just for some entertainment TV shows. He declined to be interviewed by ESPN. He did stay until around 11:45.