Rolling Loud Celebrates a Decade of Hip-Hop Influence in Inglewood

INGLEWOOD, Calif. — Rolling Loud, the renowned hip-hop festival co-founded by Tariq Cherif, is set to celebrate its 10th anniversary this year. The festival has transformed from a local Florida event into a global phenomenon, boasting iterations in cities including California, New York, and even Portugal.

As the festival returns to Hollywood Park surrounding the SoFi Stadium, this year’s lineup showcases headlines like ASAP Rocky and the first-ever Rolling Loud performance by Peso Pluma. This expansion signifies not just growth in location, but also in the diversity of the musical acts.

In a recent Zoom interview with Uproxx from his South Florida home, Cherif discussed the festival’s evolution and its ongoing relevance in hip-hop culture. “Our secret sauce is more than just a big budget,” he said. “It’s about truly understanding the culture and staying in tune with emerging talent.”

Since its inception in 2015, Rolling Loud has become synonymous with a wide variety of hip-hop styles. From the Florida-based thrash rap to the more mainstream sounds embodied by artists like Kendrick Lamar and Kid Cudi, the festival now also welcomes música Mexicana into the fold.

Cherif acknowledged the importance of innovation in their promotional materials, explaining the recent redesign of the flyers. “We realized everybody was copying our old format. It was time to reflect our largest expense: the talent,” he said, noting that the festival’s talent budget hovers around $16 million.

The introduction of artists like Peso Pluma to the lineup represents a strategic decision to broaden the festival’s appeal beyond traditional hip-hop boundaries. Cherif explained Peso Pluma’s significance, saying, “He’s very influenced by hip-hop and has collaborated with many rappers. It’s time to welcome talent from all corners of the music world.”

Despite being rooted in a subculture that is often associated with youth, Cherif acknowledged hip-hop’s broader legacy. “Hip-hop is now a generational genre,” he said. “We need to cater to the diverse audience that has grown up with it.” This year’s lineup, featuring veterans like Larry June and Dom Kennedy, also aligns with that vision.

Cherif emphasized that Rolling Loud aims to reflect the range of hip-hop subgenres to appeal to an evolving audience. “It’s crucial to have acts that resonate with both the older and younger demographics,” he said. “The human experience is complex, and so should our music lineup be.”

Looking ahead, Cherif remains optimistic yet realistic about the future of Rolling Loud. “The music landscape is always changing. We need to keep an open mind and listen to new sounds to evolve with the genre,” he noted. He underscored that without evolution, a festival risks stagnation.

Cherif also expressed a desire for fans to be more patient with artists. He reflected on the challenges artists face, mentioning Playboi Carti’s anticipated album and the pressures artists endure from their fan base. “Art takes time. We need to allow artists space to create and not rush greatness,” he said.

Furthermore, Cherif hopes for a revival in activism within hip-hop. “There was a time when hip-hop tackled social issues head-on,” he stated, inviting artists to speak up about injustices. “We need fearless artists who are willing to take risks and address the pressing issues of today.”