This year’s Super Bowl halftime show showcased LA hip-hop history at SoFi Stadium.
Next year, a host of A-list and up-and-coming rappers will bring the adjacent Hollywood Park lot to its first music event.
Rolling Loud, the nation’s pre-eminent hip-hop festival, announced today that it will host its annual edition of SoCal March 3-5 at Inglewood’s revamped Hollywood Park. A ticket presale date and lineup will be announced this fall.
“Everywhere we go, we’re in the heart of hip-hop in this city. 2 Live Crew started in Miami Gardens. In New York, we’re in Queens and a lot of rappers come from there,” said Tariq Cherif, co-founder of Rolling Loud with Matt Zingler. “Going to Inglewood is the same scenario.”
Rolling Loud had settled in San Bernardino for its last regional edition. The 2021 edition featured headliners Kid Cudi, J. Cole and Future. But, Zingler said, “San Bernardino was too far, it didn’t work for us.”
Rolling Loud’s Hollywood Park debut will mark a milestone for hip-hop in this historically black Southern California neighborhood.
“Rolling Loud is a global brand and they come to Inglewood with a track record of community engagement,” said Jason Gannon, executive director of SoFi Stadium and Hollywood Park, both developed by Los Angeles Rams owner Stan Kroenke .
For the first music festival on the site, “of course we thought about what would be important for the locals. We wanted to program it to appeal to the community,” Gannon said.
Inglewood Mayor James Butts said in a statement: “We are ready to welcome Rolling Loud and hip-hop fans from around the world to Inglewood over the course of this three-day event. A festival of this caliber combined with the city’s rich musical history is a winning combination.”
Hollywood Park was the site of a racetrack until 2013.
As inflation, COVID-19, recession fears and a post-pandemic spate of competing events plagued the national festival market, Rolling Loud drew more than 200,000 fans over three days to its flagship event in Miami in July. While tickets for a Rolling Loud weekend can cost as much as $400 — no small expense for an area hit hard by gentrification and soaring rents — Cherif and Zingler hope that holding the festival in Inglewood will be the show for many Angelenos can make more accessible.
“We always think, ‘How can fans afford tickets, gas and hotels? How can we offset these costs?’” Zingler said. “One thing we can do is put it in a place where you can sleep in your own bed and use public transport.”
Rolling Loud Miami in July gained notoriety for Kanye West’s second last-minute cancellation of 2022 after he dropped out of Coachella with just days notice.
Zingler and Cherif were understandably frustrated with Yes’s cancellation.
“Until Kanye did it, we hadn’t had a headliner, and we don’t take that lightly,” Cherif said. “The platform we built deserves respect and we didn’t like it. And Kanye fans were so disappointed. But for us as producers, the show has to go on.”
https://www.latimes.com/entertainment-arts/music/story/2022-08-30/rolling-loud-la-inglewood-hollywood-park Rolling Loud LA set for Inglewood’s Hollywood Park in 2023