Rosenblatt contacted Ed Steinberg, who ran the Rock America video company and asked him if he could spare a few hours to make a music video for "Everybody" with Madonna on stage at her next performance in Danceteria. The idea was to play the video as promotion across the United States so that people will come to recognize an image of Madonna and her performance. Rosenblatt offered Steinberg $1,000 for the in-house production video, when artists like Duran Duran and Michael Jackson were spending six figure sums on videos. They finally agreed on $1,500. With the low-budget the video was directed by Steinberg, who suggested filming on location at the Paradise Garage, a downtown gay disco, instead of recording a live performance. Madonna's friend Debi Mazar did the makeup and joined her other backup dancers, namely Erika Belle and Bags Rilez. Mazar brought a few of her friends to act as a disco crowd in the video, including graffiti artist Michael Stewart, who was killed in act of police brutality the following year. Steinberg was impressed by Madonna's professionalism on the set and he helped to send copies of the tape to nightclubs across America which used to dance music videos for their entertainment. This promotion helped the song to grow from being a dance hit in New York to a nationwide hit.