- An exclusive concert at Prince’s 3121 mansion is held for winners of the so-called purple ticket contest. Seven 'purple tickets' were distributed with the initial run of copies of the 3121 album, a promotional stunt seemingly inspired by the Charlie and the Chocolate Factory book by Roald Dahl. The contest of seven hidden 'purple tickets' ran only in the U.S. In Japan and the Netherlands cds came with a code that was to be entered on-line for a chance to win.
- Sweepstakes through iTunes and otherwise were also held. And after reportedly only one of the seven purple tickets was found on time second chance sweepstakes were also organized in the U.S to determine six more winners. In the UK a sweepstakes contest (two tickets) was held and a further two tickets were given away through a radio show. In Australia two tickets were the price in a television contest. Two further winners came from Mexico. All in all about 25 people, most of them plus one guest, totalling the amount of winners around 50 were flown --all expenses paid-- to Los Angeles, for the show.
- Contest winners were picked up from their hotels and delivered at the mansion around 8:00 p.m.. Contestants were told they would have dinner and a tour of the premises, but the dinner turned out to be hors d'oeuvres and no tour was given once at the mansion.
- Two separate film crews, one of them being Entertainment Tonight, were filming at the event and also conducted interviews with the contest winners.
- Around 11:00 p.m. other guests including, but not limited to David Duchovny, Sharon Stone, Trisha Yearwood, Jessica Alba, Angela Bassett, Jada Pinkett Smith, Thandi Newton, Forest Whitaker, Jude Law, Bruce Willis, Mekhi Phifer, Cicely Tyson, Natalie Cole and members of Maroon 5, as well as other industry invitees started arriving.
- Resident 3121-DJ Rashida provided the music, amongst the tunes a ’mock' interview between her and Prince (using his Morris Day/ bum voice) was played.