Nowness, LVMH‘s editorial reincarnation of retail site eLuxury, has made few waves since its launch on February 25.

That was until last night, when the site hosted a screening of Tamra Davis’s documentary Jean-Michel Basquiat: The Radiant Child at MoMA. Britt and I were lucky enough to attend, as were a gaggle of massive names, including Annie Leibovitz, Chris Rock, Julian Schnabel, Lily Donaldson, Alicia Keys, Clive Davis and too many others to keep track.

Sure, the guest list was impressive, but the film even more so. We were blown away. Davis, a good friend of Basquiat’s, had filmed him over an extended period in the mid-’80s. Until recently, she kept her footage a secret. Encouraged by art dealer-turned MOCA-director Jeffrey Deitch, Davis made the film with the help of the artist’s loved ones and colleagues. The result is a mix of old footage and new interviews, peppered with music Basquiat listened to while working.

But as wrapped up as we were in the film–and the fact that we were sitting directly behind Chris Rock–we couldn’t help but ponder what Nowness has up its sleeve next.

LVMH has hired a CEO to run the company, which means it’s taking it seriously as a business. If it continues to create quality content (under the quiet direction of Jefferson Hack) and produce once-in-a-lifetime events, monetization could be a part of Nowness’ future.