Rolling Loud festival at the Banc of California Stadium in Los Angeles, which opens Friday, is the latest live property to be built for streaming, announcing a partnership with LiveXLive to broadcast performances and original content from the pioneering hip-hop festival.
Headlined by by Post Malone, Lil Wayne, Cardi B, Lil Uzi Vert, with performances by Wiz Khalifa, 21 Savage and more, Rolling Loud is the fast growing live hip-hop festival brand created by Tariq Cherif and Matt Zingler in 2015 in Miami. Through a partnership with Live Nation, Rolling Loud has expanded to new markets including the sold-out Bay Area Rolling Loud Festival in September 2018, selling more than 10,000 tickets in its first 24 hours on sale.
This year, the L.A. event will streamed by LiveXLive, the publicly traded media company helmed by chairman and chief executive Rob Ellin that acquired Slacker Radio last year for $50 million and has plan to use streaming data to encourage fans to tune in to watch their favorite acts perform live. Fans who have Samsung VR products including Gear VR powered by Oculus can watch a 360-degree and immersive VR stream of Rolling Loud to see interactive festival elements and original content captured with Samsung technology.
For Rolling Loud, LiveXLive will create and live stream original content related to the festival, including backstage exclusives and artist interviews. Ellin says he’ll also debut LiveZone, a live on-site broadcast station that he compares to ESPN College Game Day.
“We’re going to be bringing in all the biggest artists for interviews into LiveZone, and we’re going to have at least seven hosts and correspondents throughout the venue,” explains Ellin. “We’re also going to be creating original programming for our latest TV shows that we’re developing around live music and live music events.”
Ellin estimate 60 staff members will working on the LiveXLive broadcast from Rolling Loud, including hosts YesJulz and Complex‘s Speedy Morman with support from comedian and actor Jazzy Brown and Complex Networks L.A. anchor Pierce Simpson, offering pre-show and post-show commentary.
LiveXLive is working to announce a sponsor for the live stream and will handle some of Rolling Loud’s video production capabilities during performances. LiveXLive will also operate a merchandise e-commerce store that can be accessed through the stream — Ellin estimates one million viewers will tune in each day to watch Rolling Loud.
“We treat these agreements as a partnership,” explains Ellin. “We took a very different approach our competitors and created a brand new revenue stream that everyone gets to participate in, making the festival owners our partners on the back end.”
The Rolling Loud live stream can be accessed here and will be available via app on iOS, Android, Roku, Amazon Fire TV and Apple TV, and will stream on YouTube and LiveXLive’s Twitch channel. The start time and live stream lineup will be announced at livexlive.com prior to the event. A curated Rolling Loud station highlighting Cardi B is currently airing on Slacker Radio, which will exclusively live stream audio from the festival.
LiveXLive plans to stream more than 27 music festivals and live music events representing 350 hours of live content in 2019 and is planning to expand into original series programming, single artist concerts and award show content.