The 2024 Rolling Loud California kicked off with a bang on Thursday night, featuring a special Vultures performance by ¥$ (Ye + Ty Dolla $ign) and a highly-anticipated debut festival performance by North West. Held over an unprecedented four nights from March 14 to 17 at Inglewood, California’s Hollywood Park, the festival boasted an impressive lineup of headliners including Nicki Minaj, Post Malone, and Future x Metro Boomin.
Rolling Loud California 2024: Highlights and Surprises Unveiled
But it wasn’t just the headliners stealing the show. Rolling Loud’s three full days of programming also showcased an array of additional acts, such as Bryson Tiller, Sexyy Red, Summer Walker, Flo Milli, PartyNextDoor, Don Toliver, and Big Sean, alongside joint performances by Los Angeles rap legends YG and Tyga.
In addition to the stellar lineup, Rolling Loud 2024 presented a diverse collection of merchandise inspired by L.A. sports teams, street art, racing culture, anime, and skateboarding. Curated by Rolling Loud’s director of merchandise Ray Guilbauilt and designed primarily by Prism Works Group, the merch offerings included collaborations with YG, Chief Keef’s Glo Gang, and Forever 21 for the popular merch activation Bunny’s Bae Bar.
For those unable to attend in person, Rolling Loud provided a daily livestream on its YouTube channel, presented by Sprite and hosted by a lineup of personalities including Jazzy of Jazzy’s World, Tallie Spencer, Speedy Morman, Bootleg Kev, and Hakeem Rowe. The livestream featured exclusive content, including 10-year-old North West’s first on-camera interview about her upcoming debut album Elementary School Dropout.
With its 10th anniversary approaching in 2025, Rolling Loud, co-founded by Matt Zingler and Tariq Cherif, is set to take its energy to Europe this summer near Vienna, Austria, followed by Rolling Loud Miami and Rolling Loud Thailand later in the year.
