Matt Zingler Reveals Rolling Loud’s 2027 California Comeback
The hip-hop festival Rolling Loud continues to carve out its territory, demonstrating a remarkable ability to evolve while maintaining a colossal global footprint. Next stop for the brand is Southern California, as the three-day event is scheduled to take place at the Nos Events Center in San Bernardino, California, from December 10 to 12, 2027.
This move reflects a deliberate strategy by organizers to experiment with new locations and build deeper connections with fans. Rolling Loud co-founder and CEO Matt Zingler has often pointed to Southern California as an ideal venue, noting that the region offers more flexibility and better opportunities for fan access compared to some major metropolitan centers.
“We’ve always had a great following and shows out in San Bernardino,” Zingler explains. “When you’re in major cities, it can be more expensive for fans and more congested. We can experiment more with the site and build more activations. It’s just better grounds for festivals than some of the L.A. proper spaces.”
The festival’s journey is marked by significant expansion. After hosting multiple editions in Southern California, including the multi-year run at Hollywood Park in Inglewood, Rolling Loud has cemented its position as a truly international phenomenon. Since 2015, the brand has successfully brought massive events to markets across the globe, including Miami, Northern California, the UK, Australia, and India.
Despite navigating the tumultuous landscape of global events—including cancellations and shifts in partnerships—Zingler remains confident in the brand’s enduring strength. He argues that Rolling Loud possesses a unique market position, stating there is very little competition in the urban music festival space, positioning the brand as the biggest hip-hop festival brand globally.
Growth is central to the Rolling Loud philosophy. Zingler emphasizes that staying ahead requires continuous adaptation. “If you don’t grow with your fans and keep it new…your brand withers and dies,” he asserts. “But if you’re constantly adjusting and have your finger on the pulse, you can go forever.”
This commitment to innovation is seen in the festival’s creative approach. Rolling Loud doesn’t follow a simple formula; it constantly introduces new talent, different stages, and unique activations. This year, the brand integrated exciting partnerships, such as collaborating with the tech/cannabis company Weedmaps for special events and artist experiences, kicking off with the Kickback New York Lit by Rolling Loud event.
The festival experience is also reaching cinematic heights. Rolling Loud recently partnered with Live Nation Studios to produce the feature film Rolling Loud: The Movie, starring Owen Wilson. The movie captures the chaotic, electric atmosphere of a festival, following a father searching for his son amidst the music, and featuring performances from artists like Travis Scott, Sexyy Red, and Ty Dolla $ign.
As the brand continues its global expansion, Rolling Loud is focusing on delivering regionally tailored experiences. The festival has seen massive growth, with organizers anticipating higher attendance in markets like India, where the initial Mumbai event trained fans to expect an immersive experience, setting the stage for even bigger capacities in future editions.
Fans looking ahead can secure their spot for the 2027 California festival, with passes going on sale Thursday, September 24th. While the exact lineup for the San Bernardino event is yet to be revealed, the focus remains firmly on delivering the authentic, evolving, and unforgettable experience that defines Rolling Loud.
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