On the eve of Rolling Loud L.A., festival co-founders Tariq Cherif and Matt Zingler reveal plans for a Juice Wrld tribute.
At November’s Camp Flog Gnaw, Juice Wrld paid tribute to fallen rappers XXXTentacion, Nipsey Hussle, Lil Peep and Mac Miller. On Sunday, he died at age 21.
“We’ve never had it happen this close to the show before,” Cherif said, looking to the floor of his black-and-gold executive suite, worn down by the déjà vu of it all. “Usually the scene has some time to recover.” While they’re trying hard not to turn this year’s Rolling Loud into a somber wake, there’s a grim irony in the fact that this wasn’t even the only artist memorial they had planned this year. They’d already planned a tribute to Hussle, the South L.A. rapper and activist whose murder shocked the hip-hop industry. Last year, they put up a mural wall dedicated to the late XXXTentacion, the troubled 20-year-old who topped charts and died in a hail of gunfire in a Miami robbery.
. Those habits aren’t any more or less endemic than heroin was in ’90s grunge or cocaine was in ’70s disco. But Rolling Loud’s founders have an intimate awareness of the troubles in their scene. Drugs aren’t the only challenge Rolling Loud faces as it enters the middle period of its ascent in the festival business. This year’s New York debut hit a speed bump when police demanded that five rising local rappers be removed from the bill because they were “affiliated with recent acts of violence.” A shooting on a Miami freeway outside the festival grounds last year, aimed at Young Thug’s bus, shook up artists.
“It’s some type of prejudice to say that because a hip-hop show is in town that all of these artists brought violence into town,” Cherif added.The L.A. shows have, so far, avoided any similar incidents, and the fest will abide by its city-approved security plans. Rolling Loud now throws shows in Miami , L.A., the Bay Area and New York, with an eye on expanding to Japan, China and Europe in the coming years. While they’ve partnered with L.A.
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