According to DNAinfo New York, Brooklyn resident LeRoy McCarthy launched the campaign targeted at the intersection of streets Ludlow and Rivington, best known by Beastie Boys fans as the location of the band's cover art for revered 1989 full-length, Paul's Boutique. "I think the Beastie Boys represent New York in a certain way," McCarthy said. "They grew up here. They are New Yorkers."

This is not McCarthy's first attempt at renaming a New York street after famous local rappers. Earlier this year, he was behind a similar campaign to rename the intersection where hip-hop legend Notorious B.I.G. lived as a child, which didn't go so well.