Rolling Loud Los Angeles Teams With ShorelineMafia for Holiday Toy Drive

The Biggest Festival Brand In Hip-Hop Gives Back to the Community, Announces Charitable Drive During the December 14-15th Festival


Critical Praise:

Rolling Loud — which has rapidly become the most essential annual hip-hop festival — was the fire-hot center of the SoundCloud rap explosion last year” – The New York Times

One of hip-hop’s biggest festivals” – The Wall Street Journal

The country’s premier hip-hop festival” – Billboard

The Announcement:

Rolling Loud festivals have a symbiotic and beneficial relationship with their host cities, contributing world-class entertainment and millions of dollars into the local economy. This holiday season, Rolling Loud Los Angeles takes concrete steps to give back to its vibrant host community with a charity toy drive at this year’s festival. The toy drive was the brainchild of popular L.A. rap group Shoreline Mafia, who brought the idea to Rolling Loud founders Matt Zingler and Tariq Cherif, who jumped at the opportunity to help the local youth. Presented in conjunction with urban radio station Power 106 FM and Paradigm Talent Agency, the toy drive will benefit East L.A. Rising, a local non-profit organization that empower underprivileged children with food, supplies, and educational opportunities, and Schools On Wheels, which provides tutoring and education to children without a permanent home. Rolling Loud will operate a toy donation tent near the entrance of this year’s festival–simply bring unwrapped toys to the festival entrance and volunteers will process the toys and make sure they reach a needy child. Stay tuned for more information about the drop-off location and spread the word with the hashtag #ShorelineRLToyDrive.

“This is our first time being in a position to give back and now is the time to give back to the city that birthed us,” explains Fenix Flexxin of ShorelineMafia. “We wanted to do a toy drive because I remember getting Christmas gifts at my school and how I thought it was so cool back then. Especially with all the kids come to our pop-ups in LA, it would be wrong not to give back now.”

Adds Rolling Loud co-founder Tariq Cherif, “With an estimated 50,000 people attending, we have a great opportunity to positively impact the local community. The two organizations we’re working with couldn’t be more deserving as they both cater to underserved Angelenos. It’s a beautiful thing when business can be an agent of positive change.”

“Paradigm proactively seeks new and exciting ways to partner with likeminded organizations who understand the importance of giving back,” said Denise Melanson, Director of Social Impact, Paradigm Talent Agency. “East LA Rising and School on Wheels are game-changers who transform ideas into action. We are thrilled to support them, in unison with our client Shoreline Mafia, in their mission to make a difference in the lives of LA youth.”

Headlined by Billboard chart dominators Cardi B and Post Malone, Rolling Loud L.A. gathers an unbeatable variety of artists from across the rap spectrum, from established stars like Lil Wayne, Lil Uzi Vert, 21 Savage, Wiz Khalifa, and Young Thug, to meteoric risers like Gunna, Juice WRLD, Lil Skies and Trippie Redd, to promising newcomers like Flipp Dinero, YBW Melly, wifisfuneral, Yung Bans, and Lil Mosey, to West Coast heroes like Ty Dolla $ign, Tyga, Nipsey Hussle, Shoreline Mafia, Yung Pinch, and Roddy Ricch, plus many others. Don’t miss the second Southern California festival onDecember 14th and 15th at the Banc of California Stadium Grounds in Downtown L.A. Buy tickets exclusively at

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Founded in 2015 by Matt Zingler and Tariq Cherif, the subject of a May 2018 profile in the Wall Street Journal and a recent print feature in Billboard, Rolling Loud expanded from a single-day Miami festival to Hip-Hop’s biggest event. Expanding to three days and moving from Bayfront Park to Miami Gardens, Rolling Loud Miami 2018 drew its biggest crowd to date, with 135,000 venturing to Miami’s Hard Rock Stadium to see J. Cole, Travis Scott , Future, Migos, Post Malone, Lil Uzi Vert and dozens more. In September, Rolling Loud hosted Rolling Loud Bay Area 2018, which drew 40,000 fans to Oakland Coliseum over two days to see artists like Travis Scott, Wiz Khalifa, and more. On January 27th, 2019, Rolling Loud hosts its first international event, bringing some of rap’s biggest names taking over Sydney for Rolling Loud Australia.

Be sure to check out Rolling Loud’s Instagram for the latest updates:

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Please contact Michelle for more info.

The Background: 

Rolling Loud is the largest hip hip festival in the world. Co-founded by childhood friends Tariq Cherif and Matt Zingler (both named Billboard Hip Hop Players two years in a row) the two had been producing rap shows in South Florida for 5 years before launching Rolling Loud in 2015 as a one-day festival for 6,000 attendees. The Miami-based festival has since grown into a three-day event that draws 60k attendees from all over the world and in 2017, they expanded to the Bay Area and Los Angeles. In January 2019, they will launch their already sold-out Sydney, Australia festival, which sold 20,000 tickets in 38 minutes. Playing host to the genre’s biggest artists including Cardi B, Travis Scott, Post Malone, Gucci Mane, Lil Wayne, Migos, and many more, Rolling Loud is proud to be the biggest live brand in hip hop.


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