![]() ![]() “If you feel like you’re in touch with your following and you have the same taste, it’s about thinking about what you would like first. ![]() The blending of different types of hip-hop reflects the growth of Lyrical Lemonade, from primarily working with artists from the SoundCloud scene to collaborating with artists like Valee, Carnage, and Kevin Gates. “Artists like Vic Mensa and Mick Jenkins were people that from the get-go I was like, ‘We need to have these people on there because I think they mean so much to the city,’” says Bennett. Their music initiative, Adult Swim Singles, has launched free tracks from artists like Run the Jewels, IDK, Zola Jesus, and many more. It’s not just sprouting a festival from a seed, it’s more that we’re expanding off of something that’s already flourishing.”Īdult Swim has done plenty of live activations, from the Adult Swim Drive-In to the Adult Swim State Park at San Diego Comic-Con, and also sponsored several concert tours related to their programming. “It has a great merch business, it has the media business, the videos and everything. “The thing about this festival specifically is that Lyrical as a brand exists alone without the festival,” Solorio says. They’re partnered with SPKRBX Presents, which has previously helped bring artists like Travis Scott, Lil Yachty, and Playboi Carti to the city.īerto Solorio, founder of SPKRBX, has been working with Lyrical Lemonade for years and says that they are building on momentum that already exists. 88rising’s Double Happiness tour boasted several sold-out shows, while Lyrical Lemonade regularly stages rap shows in Chicago and has put on a smaller scale festival event called the Summer Bash in years prior. Lyrical Lemonade ( The Lyrical Lemonade Summer Smash on 8/19), 88rising ( Head in the Clouds Music & Arts Festival on 9/22), and Adult Swim ( Adult Swim Festival on 10/6 and 10/7) will all be launching their first festivals in the next few months.Īll three brands have experience putting together successful concerts and events. As such, this might seem like the wrong time to jump into the fray, but ambitious first year fests from three of the hottest brands in music are making plays to turn their massive online followings into unique festival experiences. The music festival scene seems more crowded than ever, with both power players and more niche options available in most cities. ![]()
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