Rolling Loud and multimedia streaming platform Twitch have announced a partnership bringing Rolling Loud’s first digital festival Sept. 12-13, the first of three virtual fests, along with regular Twitch Music/Rolling Loud content rolling out in September.
"Partnering with Twitch, we also saw the opportunity to further connect fans with the Rolling Loud brand beyond our flagship live events," says Rolling Loud co-founder Matt Zingler. "Over the years, Rolling Loud has become a pillar in hip-hop culture, from booking emerging artists before they pop off to creating some of the most fire merch drops in the game, and we wanted to further our position in the culture through weekly programming on our Twitch channel. We've always had our eyes on content creation; it felt like the natural next step for the brand, but it wasn't until the pandemic hit that we had the bandwidth to execute these ideas to the fullest. Twitch gave us the creative control to produce unique shows that hold true to our 'ahead-of-the-curve' mentality and play to Twitch's strengths as the leading live stream platform out there. Expect Rolling Loud to do in the live stream world just as we have done in the festival space…"
Promising state-of-the-art production and star-studded lineups that Rolling Loud is known to bring, each digital festival will present more than five hours of live performances each day of the event, streamed exclusively on Twitch.
Along with the three-part festival series, Rolling Loud will also be broadcasting weekly hip-hop driven content to its official Twitch channel starting Sept. 1, featuring content that intersects hip-hop, fashion, food, art and gaming cultures. Content will include shows like "The Rotation," a livestream podcast hosted by Rolling Loud founders, to "Got Bars?," a six-month long freestyle competition series, to "Loud Gaming," a livestream gaming show that pits artists, athletes, and influencers against professional gamers, the Rolling Loud Twitch channel will capture the movement behind the festival.
Rolling Loud co-founder Tariq Cherif adds in a statement, "At Rolling Loud, our core business lies in exchanging energy with fans. The artist puts out the energy, the fans give it right back to the artist – it’s a complete power exchange. That’s what a concert, and more specifically Rolling Loud, is. We trap energy and the trap is boomin’. When we planned to bring Rolling Loud to the virtual experience, we needed to find a partner that could help create that energy exchange and understand the core DNA of Rolling Loud. It only made sense to partner with Twitch – a service that thrives off of live engagement with fans and champions a diverse collection of creators. The Twitch team has been incredibly supportive in meeting our creative goals and we're thrilled to be partnering with them."
Other weekly content rollingout on the Twitch channel will include "Loud Gaming" pitting artists, athletes, influencers and Rolling Loud stuff against gamers for prizes, "The Founders" livestream podcast hosted by Zingler and Cherif; the "Live From The Studio" exclusive look into the Rolling loud Recording studio and "The Leak" hosted Cherif, offering fans an opportunity to hear new music the night before its official release.
“Streaming on Twitch transports viewers into a live concert atmosphere and creates an experience for artists to interact with fans in ways only possible on Twitch,” said Will Farrell-Green, Head of Music Content at Twitch. “As in-person concerts are put on hold, we’re working to create an incredible backstage environment that fans can access from anywhere in the world. Rolling Loud has a powerful community of hip-hop fans, and we’re thrilled to partner with them for a first of its kind event that will bring their incredible live music brand to life.”
Rolling Loud's 2021 flagship Miami event is still scheduled to take place in February, after postponing its normal May event in 2020 due to the coronavirus pandemic.