House Parties at Grandma’s to Founding Rolling Loud, the World’s Biggest Hip-Hop Festival | S3, Ep 18. - The Big Dawgs: with Manning Sumner

Episode Transcript
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(00:00):
I just loved music so much, and I love throwing parties.
We used to throw bangers at my grandma's house.
Like I'm talking hundreds of people.
Cops come, we sweet talk and leave.
We're 1617 years old. We'll book the nightclub and put
Rick Ross there. Everything went wrong.
The promoter for the arena show,they wiped the floor with us.

(00:20):
They didn't have one artist showup, but they had a pop in
parking lot. We did everything that we could
do, that we thought we could do.And when those doors open, man,
we had no line. We took a a massive lock.
So you bombed basically your first show.
What made you say to yourself I can still do this because you

(00:41):
obviously didn't quit? It was a few things, right?
So I'm not going to lie, like I didn't.
We had been doing the shows in Florida under Dopey and T for
about four or five years. So by summer 2014, we were so
consistent. But we had reached the ceiling.
We had started getting to, you know, 1500 people, 2000 person
shows, but the next step up as far as venues was arenas.

(01:05):
I knew that I had a good plan originally and I had chased a
Unicorn. So we found a warehouse in
Miami. We divided and conquered on that
and the rest was history. We did that first show.
A lot of things went wrong, but all the social media chatter
about it was like I just had thebest time of my life.
Like I cannot believe I saw all my favorite artists in one day

(01:29):
and I was like, Ditto. Replace wholesome American
values with hip hop culture. That's kind of how I did.
No days off. This is why I made the conscious
decision to come join you today.I'm Manning Sumner.
I've lived my life by 1 motto Nodays off.
No days off has never taken a day off on you.
It's a commitment to becoming your best self.

(01:50):
Get ready to be inspired to do the same.
This is the big Dogs with Manning Sumner talk.
What's up man? Thanks.
For doing this man appreciate having me.
I have no idea. It was so easy though.
You're only 5 minutes. Yeah, man, my office is.
Right down the. Road.
Yeah, absolutely. Is this your first time in the
gym? Yeah, I have.
But I like working out, so we'regonna I met your associate at my

(02:14):
the gym I work out at and that'show I'm here today.
All right, perfect, perfect. Awesome, well let's dive in.
Tariq Sharif. You were born on October 7th,
1989 young buck in Washington DCand raised in South Florida.
Growing up you love skateboarding and in 4th grade
you met your future business partner Matt Zingler.

(02:34):
The two of you shared a love formusic and throwing events which
eventually led to Co founding Rolling Loud.
In high school you guys threw house parties for your friends
at your grandma's house where you blasted rap CDs and she
walked around. Happy to have you guys there.
I love Grandma's, right? Yeah.
You then went on to study business at Florida State
University go Knolls from 2007 to 2011.

(02:56):
While there you launched Dope entertainment and event
promotion company. In 2010 you and Matt threw your
first big event, a Rick Ross after party and from there
started throwing fifty person shows, then a hundred person
shows. After seeing the same fans a
different at different rappers concerts, you and Matt had the
idea to bring all of those artists together on one ticket

(03:16):
and create your own event. On February 28th, 2015 you
launched the first Rolling Loud show in Miami at a warehouse
called Soho Studios with 5000 people and you've been building
ever since. Rolling Loud has become the
biggest international hip hop festival, blending hip hop
culture, live music performancesand St. wear, featuring both
emerging emerging and established artists like Travis

(03:39):
Scott, Nicki Minaj, Little Uzi Vert, future Playboy, Cardi,
Kendrick Lamar, J. Cole, Post Malone, 21 Savage,
A$AP Rocky and many more. I'm kind of proud of myself for,
you know, ripping those off. Like you killed that.
Yeah, yeah. The brand has gone global with
festivals in California, Thailand, New York, Australia,
Portugal, Canada, the Netherlands, Germany and

(04:00):
Austria. You've even called it the Hip
hop the Hip Hop Disney World. Yeah, that's right.
In addition to you managing artists, Rolling Loud launched
Rolling Loud Records to put out music with different artists.
You were named Billboards 40 Under 40 as a Leader Under 40,
making major impacts in your industry, and you've been
recognized 8 times by Billboard as one of the most influential
and powerful figures in hip hop.In collaboration with Cheech and

(04:23):
Chong, you and Matt recently launched Rolling Loud Pit Punch.
Yes, Sir. Is this debut or anything or?
No, no, but it's like we're justheating up, alright.
Yeah, just heating up pit punch.And ironically, we have the pit.
Yeah, I need to. Come catch the training down
there. So pit punch for the pit.
I'm not sure if I'd recommend. But what's crazy is I have AI

(04:44):
have a thing that that that I'm launching within the festival
called Fit for the Pit. OK, which is 'cause we have mosh
pits, you know? Oh yeah.
And I'm always saying like, yo, if you're gonna get in a mosh
pit like you. Better be fit, yeah, You better
be better to hold you down. Yeah, 'cause that would be so,
yeah. Yeah, So you gotta be fit for
the pit. Yeah.

(05:05):
Pit punch, pit partner interval training.
I like that you came up with that.
Yeah, that's, that's cool 'causeI they got hit training, but
yeah, yeah. So it was through training
professional athletes. We can dive in.
If you want. That's cool.
Yeah, yeah. Some of your quotes.
Rolling Loud is more than a festival, it's a lifestyle
brand. My core mission is to bring
happiness to millions of people worldwide while while promoting

(05:27):
hip hop culture. Yeah.
I love it. That last one I ripped from
Disney. OK, because at some point in the
entrepreneurship journey, you start just reading the books
about entrepreneurship, you know?
And I think one of them was like, I think it was built to
last. I've read that by.
Jim, Jim Collins maybe. And it was like about all these

(05:49):
companies that have lasted a long time.
One of them was Disney. And they were talking about like
the mission statements and stuff.
And I, it said Disney's was bringing happiness to millions
of people while promoting and nurturing wholesome American
values. And I was like, Ditto, replace
wholesome American values with hip hop culture.

(06:10):
I love it. So yeah, that's.
Kind of how I did no days off. So I basically stole from Nike,
you know, just to do it and no days off was my just do it.
Yeah, I see you got the Shoe Dogbooks on the shelf too.
I love that book. I've watched that.
I've read it and then Air. I've watched like a million
times. And yeah, Defiant Ones is like
one of my favorite documentaries.

(06:31):
Yeah, it's good. Yeah, it's good.
I love a good This is why I madethe conscious decision to come
join you today is just like I love just because you're an
entrepreneur yourself too. I just love we're different, you
know, like the way we view the world.
It's all opportunity. It's not about like, I feel like
a lot of people think about whatholds them back or like they're

(06:54):
just locked into like. Or they immediately go to.
What I've really experienced lately, and I'm glad you brought
that up, is that people tend to go to immediate complaining
rather than immediate solutions.Yeah.
And it's like we're built like we don't look at problems.
We look at like, what opportunity, we look at what,

(07:14):
what we can we do to pivot to make this actually work for us,
not against us. And that's something that you
can't really teach. I.
Think it's like it's something that people just are either born
with or they're not. Like some people just don't have
it, you know? So I just want to, I didn't have
mentors, you know what I mean? So I just kind of came in the

(07:36):
game and kicked in the door and just worked my way up.
But now as I'm getting older, I'm like, I need to surround
myself with more like like minded people, you know?
Yeah, yeah. So let's go back if you don't
mind. Yeah, Cool.
You know, I I don't know all thedetails of seeing a little bit
of you talking about it. That that obviously is why we
reached out. But I just love, like you said,

(07:57):
I love hearing how you started no and the and the things, the
mistakes, the lessons, you know,those kind of things.
So take us back to that very first event.
Yeah. What went wrong?
What went right? Like what?
Probably go a little further back, even before the 1st event.
I would say that like, man, I used my grandparents were

(08:19):
entrepreneurs and I remember being at dinner with my
grandfather and he we were with a friend of his and they just
kept talking business businessman.
And I was like, man, all you guys talk about is businessman.
Like I just hated that. I just when I was a kid, I was
like, I don't want to do anything with that, right?
I was like, I'm going to change the world.
I'm going to like liberate people or I'm going to.

(08:39):
I realized quickly, you can't doanything you want to do in this
life without some money. And I just loved music so much.
And I love throwing parties. So in high school, you mentioned
it briefly, but we used to throwbangers at my grandma's house.
Like, I'm talking hundreds of people, like kegs, bottles, loud

(09:00):
music. Cops come we sweet talk them to
leave, you know like we're 1617 years old you know go to college
don't I do a year at the dorms and then second year my my
partner or not my partner, my 2 roommates and I we rented a a
house with a three car garage. We did not park cars in there.

(09:23):
We never had cars in there. We've had a stripper pole, 120
inch projector screen. We built AL shaped bar.
We had a kegerator that fit 2 kegs and two handles and a yeah.
We had a little mini club. We had beer pong tables, a wheel
of death that if like you lost beer pong, you had to spin the
wheel and like whatever it landed on, you had to do it like

(09:46):
drink crazy or run around the house naked or whatever.
You know, it's like party time. Yeah.
And so I love throwing parties and I love music.
And I remember I went to my guidance counsellor like, hey, I
want to get into the music industry.
I get that I'm studying business, but how do I do music?
And like he's basically like, you're at the wrong school.
Like we don't really have that here.

(10:07):
And even if you wanted to get inthe music program and combine
music and your business degree, you don't have the right
prerequisites for music. Like you basically be starting
over. So I was like, man, what do I
do? So essentially I saw kids my age
in college were booking EDMDJS for nightclubs and I figured out

(10:29):
pretty quickly that OK, they're paying the nightclub a rental
fee and they're paying the DJA booking fee and then they're
selling the tickets. A lot of the tickets were hand
to hand, like printing tickets and selling them, like having
frat kids selling the tickets and what not.
And this was when I started noticing this was like early
2010 or mid 2010. And at the time I had some

(10:53):
favorite rappers of mine which were like in this new wave of
hip hop. So it's guys like there was
Currency, Mac Miller, Wiz Khalifa, J.
Cole, Kid Cudi. Like there was this whole new
wave and they were not popping really like they were.
They had like fans in my college, but not a lot.

(11:14):
Like, they weren't like Lil Wayne, you know?
They weren't like huge. Mainstream.
Right. They were like underground, but
there was a contingency of people that knew about them.
And I was like, I could probablybook these guys for not that
much money. And really I just saw it as like
a trampoline to like, bounce my way into the music industry.

(11:34):
I didn't think I would long termbe doing concerts.
Yeah. I thought I would just do enough
shows to meet enough managers and artists and booking agents
and stuff so I could then do some other type of business with
them. I always wanted to find an
artist and take them from nothing to the top.
So the first event though, everything went wrong.

(11:56):
So I deviated from the plan and instead of booking one of those
underground guys, I saw Rick Ross tweet for after party
bookings. e-mail rickyrosebookings@gmail.com.
And I'm like, oh, it's too easy man, I can do that.
And because he was coming to Tallahassee for FAMU Homecoming.

(12:18):
I'm white. I don't got any business doing
something for fam You homecoming, right?
But they, they had it, fam. I thought the school was doing
the show. Come to find out, it was an
independent promoter. This is one of the reasons why
we lost so big. But they had Rick Ross, Waka
Flocka, DJ Khaled, I forget. It was like a couple more big
artists on. The clock is still doing mini

(12:40):
concerts in in time passing. Yeah, probably.
No, Yeah, yeah. Yeah, like.
Like at Potbelly, I think is thename of it.
Potbelly's belly, Yeah. Yeah, yeah, shout out Pot.
We sell our waters there, so that's how I know that.
That's awesome, yeah. Actually, he gets lit in there
like he he gets that place. Packed.
Yeah, yeah, he's a he's a great.He's a great artist.
Yeah. So we thought it would be so

(13:01):
easy to just like, oh, OK, they got all these rappers going to
the arena. Oh, man, If we wanted to book
Rick Ross for a concert, it would be like probably 100 grand
or something. But let's get him for an after
party. We'll have.
There's only two nightclubs in town.
We'll book the nightclub and putRick Ross there.
And bro, we just sell 1000 tickets at $20 or till 500 and

(13:25):
2500 and 25530. We'll make so much money.
So I I e-mail make a deal for like AI don't know if it was 20
or 25 K to book them for the after party.
And we think it's going to be soeasy.
Like we're coming from like we're basically doing like drug
dealer math, you know, like, oh,I bought this many pounds.

(13:46):
I just got to sell this many ounces at this price.
I'm a easy. That's how we thought at the
time, for reasons that are I don't need to explain.
Yeah. And Young.
And dumb. Yeah, yeah, but it didn't happen
that way. The promoter for the arena show
booked the only other nightclub in town and that promoter said

(14:09):
that he had all those artists including Rick Ross going to the
other nightclub and they had theDJ on the mic talking about
official after party at this nightclub.
At the concert. Yeah, like the DJ of the concert
in between every artist's performance was talking about
official after party here. They wiped the floor with us.

(14:30):
They didn't have one artist showup, but they had a pop in
parking lot, right? They had a line out the door.
They had 2000 people probably goto that club we had.
I don't even think we hit 200 people so we probably were all
in that show for like 30 K. SO15K on my end, 15K on my
partner's end. We probably walked out with like

(14:51):
$5000. Oh man, so it was like.
Did Rick show up? Yeah.
OK and he didn't have to do one song.
That man performed like 8 songs.I heard he's like that like he's
dude. It was.
Awesome. I was driving around in my
Tahoe, took him to the radio station.
The little promo at the radio station.
I was a pothead at the time. We're smoking weed together.

(15:12):
Like it was just, I had long hair.
I was a different guy back then.We had a great time.
But yeah, yeah, I'll show you. But it was a it was a great
time. But we didn't know what we're
getting into. Yeah.
We promoted as hard as we could.We had radio, we had Flyers, we
had Facebook. We did.

(15:33):
We did everything that we could do, that we thought we could do.
And when those doors open, man, we had no line.
There was like, and then we're like trying to keep hope, you
know, like, oh man, the, the, the show's still going on,
right? We got people at the show.
Well, the show's still going on.So of course nobody's here yet.

(15:54):
Show's over. Couple people start trickling.
People are walking up being like, there's no line.
They'll turn around and leaving right, 'cause they're like,
yeah. Exactly.
Nobody here. I'm heart beating crazy man.
And then eventually, like we didget some people in there, like
we literally sent people to the other club and be like, yo, Rick

(16:17):
Ross is going to Chubby's. This was it was, it's not open
anymore. It was a club called Chubby's.
Yeah. And we we got some people.
But now we took a a massive loss.
So this is a great point though.Like so you bombed basically
your first show. What made you say to yourself, I
can still do this because you obviously didn't quit?

(16:39):
I would say 99% of people would quit after that would be like,
all right, this is definitely not for me.
What was it that that you said to yourself, no, I can do this?
You know that It wasn't a loss. It was a lesson.
Like, yeah, talk about that. I it was a few things, right?
So I'm not gonna lie like I didn't I didn't immediately

(17:04):
neither myself nor my partner immediately shook ourselves off
and like I boom next one man I locked myself in my room for
like 2 days. Like I literally was like
depressed. I was just in bed like fuck like
yeah what How do we lose so bad?That same month I found out that

(17:24):
my girlfriend was pregnant. I'm 20 years old so I was like.
That's heavy. Whoa.
And I had also just had viral meningitis and Ramsey Hunt
syndrome. So this is all so crazy like
that it all happened like this. But praise God like.
What's Ramsey Hunt? So half my face was paralyzed.

(17:44):
It was crazy. Justin Bieber.
I was just. About to say the thing that
Justin Bieber had. So I was in the hospital.
I ended up dropping out of school because like I missed so
much school from the like for that semester.
I dropped out because I missed so much from being sick and then
find out I'm having a kid because I was always pro-choice
and pro-life. I was like, yo, if it happens to

(18:05):
me, I'm probably going to have the kid.
But I believe women should have the right to choose.
Then when it happened to me, I was like, yo, we should
reconsider that. I don't know.
I'm not ready. I'm I'm looking at myself in the
mirror, long hair, skinny as shit.
Like no money. I just lost all my money on Rick
Ross. We had the baby.

(18:26):
He's my awesome son. He's 14 now.
Spend some time but beautiful that with the so myself knowing
that I was going to become a father huge motivating factor.
But I think also just like I've never quit in my life.
I was an endurance athlete in high school.
I used to win track meets and cross country races and like, I

(18:47):
just have always been an endurance type of person.
Like I'm the type that like whenI do a gym work, like I, I'm not
the type to fold. Like I'm the type to keep going.
Like people want to leave the gym and like, Nah, let's do
another set. Like, you know, like, so that's
like my mentality. So what made me keep going?
Just knowing like I had a mission in life to make

(19:07):
something of myself. Like I didn't want to be normal.
I knew that I had a good plan originally with booking the
smaller underground artist, and I knew that I had deviated my
from my plan and I had chased a Unicorn or.
The shiny object. Yeah, the shiny.
Not yet, like shiny out. Yeah, I chased like this thing.

(19:28):
I was like that. That looked easy.
Yep. Because promoting an underground
show isn't going to be easy. But I thought that promoting the
big guy. But you had.
What's interesting, though, is that even though it wasn't going
to be easy, it was the right thing to do.
Like you were. Because when you told me you
thought of that, that's that's genius.
That is a, that's a disruptive move, right?

(19:51):
You're about to disrupt the way it was.
Done, but I went for the easy way instead like oh, that guy's
already making money. People already make money with
that guy. I should do that and Rick Ross,
by the way, amazing and I've booked him a bunch of times
since then It for rolling loud. OK, so I don't like it's not
like he's not worth tickets. The guy is a huge artist and
he's worth booking, but we just did it at the in the wrong way.

(20:13):
So basically I. After a few days of depression,
I just wiped wiped myself off and I went back to this artist
that I had been talking to namedCurrency and he's like what
people would call like a weed rapper.
Like he raps all about smoking weed and and classic cars.
That's like those are his two things and hustling like he's

(20:35):
all about like he's called Currency because he's about
money. So I had I had originally gotten
a quote from him for six grand from his manager.
And how did you get in touch with him?
Twitter. His Twitter had in the bio
e-mail Moussa for for booking. So I like just same thing.
Like people are like, how do youget started?

(20:56):
I'm like, look around reaching out.
Yeah, like cold emails sometimesget answered.
So I had actually wanted to bookhim around the same time of that
FAMU thing for my birthday. I was going to just do a show in
Tallahassee for my birthday but he ended up doing a tour so he
wasn't available. So I went back to him and was

(21:18):
like hey, how much to do a show in Florida?
Like when you guys are done withthat tour he's like 06 grand.
I'm like what if I did 3 shows because it was 6 grand plus
travel. I was like, well, what if I did
3 shows and he was like, OK, we could do 5 KA show all in.
So I was like, OK, now we're talking like 5 KA show if I got

(21:38):
a $20 ticket. Like I don't got to sell too
many tickets to like make this work.
And I had been watching like on Twitter.
I don't even know if Instagram was the thing yet, but I was, I
was seeing 2000. We're having the conversations
in 2010. But when I booked them, the
shows were February 2011. You know, Instagram just came

(22:00):
out. Yeah, so but I was a lot on
Twitter and I was and YouTube and I was seeing videos from his
shows and other markets and I can always.
I was like, bro, there's like 600 people there.
Oh, there's like 400 people there.
Oh, there's like 900 people there.
So I'm like. Did you have a venue like ready?
So this is what I did. I started cold emails, cold
calls. I got a venue in Orlando called

(22:23):
vain nightclub. I got a venue in 10 in Saint
Pete called Janus live, which isactually like pretty big 2000
people. And then I got a venue in Miami
which was called eve event space, which thirteen O 6 N
Miami Ave. It's not open anymore.
And essentially we fully financed the Orlando show and I

(22:45):
got the Tampa venue to Co pro orsplit the show with us 5050 and
I got the Miami one to split it with us 5050.
So we had to just come up with for the 15K, I'm sorry, I'm
getting a little, I always get alittle too detailed, but $7500
deposit. And then from there, we just had
to pay the back end in, in, in Orlando because we were doing

(23:09):
that show by ourselves. And then we knew that Tampa and
Miami, the venue was going to pick up the back end.
So I made the deal like in November ish and then I was like
OK I'll be ready by January. Like please don't book any with
anybody else. And give me give, give, give the
audience and me a sense of like where you are financially,
personally. I probably have like 2500 bucks.

(23:31):
Yeah, that's what I'm like. Yeah, because it's the, it's
those moments where you're betting on yourself.
Yeah. And it's not like you have
anything, any reserves or you can go back to anything like
you're saying. No, this is it.
Like I'm going all in. Yeah, so I had like probably
like 2500 and my partner had like 2500, OK.
So we had like a few months to come up with the rest of that
7500. Granted, we've also got to like

(23:53):
live, you know. So yeah, you gotta, it's not
like we have 2500 that we're nottouching.
Yeah, yeah, not yet, but he's onthe way.
So like. Well, pregnant.
Yeah, pregnant girl. Yeah, yeah, yeah, yeah.
So yeah, we just, we hustled andwe got the rest of the money up
and man, this is early in the company.
So by beginning of January, I it's already I'm like boom, send

(24:16):
the contract, sign the contract,send them the deposit and we got
to announce the shows. I designed the website, I
designed the Flyers. Like, did you ever?
Have the name Rolling Laugh. No, at this point our company
was called Dope ENT. Dope ENT.
Yeah, which dope at the first itdidn't stand for this, but my
partners dad came up with this he said dope huh.

(24:40):
He said delivering outstanding professional entertainment.
I said, that's good, that's good.
And so I, I made the logo for Dopey and Tea.
And yeah, so Matt and I got our money together.
We launched those shows. I, I was like decently familiar
with Photoshop. So I, I made the, the Flyers on

(25:04):
Photoshop and I designed the website on Photoshop and sent it
to my friend. And I was like, can you make
this into a website? Like just make these buttons
clickable? And he did.
And we just had that you clickedit and each show took you to
the, to the, to the OR each listing took you to the actual
ticketing page and. How'd you do your ticketing back

(25:24):
then? So in in Orlando we used
Eventbrite. OK, so Eventbrite was still.
Yeah, Eventbrite was just starting and it was a type of it
was, it was bless Eventbrite. It was a type of thing where I
didn't have to like have some inin the industry.
I could just create an account and start selling tickets, which
I thought what a great thing forsomebody that's not like in the

(25:46):
industry to have an option like that.
So I give them a lot of respect for that.
And so basically to sell the show or to sell the shows, I
went to each city, I got local artists to open for the shows to
help me promote the shows. I was, I should say we, me and

(26:08):
my partner, but this early, likemy partner has taken a huge
grasp of the business, especially moving forward.
But in those early days when it was like just starting, that was
like a lot of stuff that I was kicking off because I was like,
so such a fan of the music and Ihad like this, like,
understanding of what had to be done at that.
Yeah, there's very, again, like just very smart things you're

(26:31):
doing, like getting local artists to open.
Yeah, it's gonna attract the local crowd so that.
You know, so that was an. Idea, but it's not.
Like, yeah, I was just, I was just going to like, so I started
going to stores in the markets too.
Like, hey, will you sell my tickets?
OK. You know, like I'd go to St.
wear stores possibly. Yeah, just like just show up, no
appointment, you know, just like, hey, I'm here's the

(26:53):
Flyers, here's the tickets. I'm promoting this show.
Like some of them will say yes. Some of them will say no.
Someone will say who the fuck iscurrency?
Yeah, someone will be like, oh, yeah, currency.
He's the guy that raps about cars and Jordans and weed.
We love that guy. Yeah.
He was like, if you were like a cool kid that will bought
Jordans and all that type of stuff back then.
I remember. Yeah.
He. Was like currency Devin The

(27:14):
Dude. Yeah, yeah.
So you know what you're talking about.
Yeah. So a little long winded story,
but essentially Orlando broke even, Tampa made a little bit of
money and Miami sold out and it made like a $10,000 profit.
And I was like, OK, this is whatwe're doing.
Yeah. And we just kept, that was

(27:36):
February 2011. We did.
We did like a show in Orlando with Diplo and March randomly.
We teamed up with some other promoters and then did the
currency thing again in June because he was going on a world
on a nationwide tour. And instead of just us buying
Florida dates, this is how we got into it with agencies.

(27:56):
The manager was like, oh, we're doing a tour in Florida.
We want to go with these guys because they took great care of
us. Yeah, that was another thing
that differentiated us. Me and Matt would do everything
we could to take care of the artist.
I'd be driving them in my car. Matt would be giving them weed
like you need girls what you need.
What I hear is customer service.Yeah, you're like customer

(28:18):
service and the shit out of them.
Yeah, which is how you build a business.
Absolutely. How you treat people.
We wanted our whole thing was like, the artist needs to leave.
Like, we love those guys. Yeah, like, I love those guys.
Great care. They want to work with you
again. Yeah.
And that became like our MO for the next like 5 years.
Like you come to Florida, it's us that you need to do your

(28:39):
shows with. So we put hundreds of hundreds
of thousands of miles on my truck.
Like we were driving all over Florida every month for years,
just doing that same thing that I just described over and over.
We learned some lessons, like westarted teaming up with
promoters. We learned quickly like we got
to do it ourselves. We got to be a self-contained

(29:00):
unit. Was that because, because I've
fallen into this sometimes it's like when you bring other people
into your organization and say sublease or collaborate when it
comes to what you do, and then they don't do it the way you do
it. And then it causes all kind of
problems because then the day it's your name that you're

(29:21):
promoting. It was something like that, but
it was also like there were justin the concert promoting game.
There's a lot of promoters in the independent concert
promoters. And we were like not always
getting the booking. So sometimes another promoter
would get the booking with the agent and the artist and then we
would just like buy on, you know, like, oh, you're paying

(29:42):
that artist 10 grand. We'll take 25% for 2500.
But we found that when we weren't in control, we will get
screwed. Like we'd sell out a show and
make like 1000 bucks and like the numbers weren't numbering.
You know, it's like, wait, wheredid those expenses come from?
You're just giving me AP and L Let me look at the receipts.
What are you talking about? Yeah, could be making up those P

(30:06):
and. L exact.
No, they were 100%. So you have this company Dope
Entertainment. Yeah, I love like branding and
and and you know, like having intentionality and things.
So, you know, I see your necklace now we obviously know
what Rolling Loud is. Where did that come into play?
Where did it go from dope entertainment to now you want to

(30:28):
like name this thing Rolling Loud and use that as your as
your brand brand. So we had been doing the shows
in Florida under Dopey and T forabout four or five years.
So by summer 2014, we were so consistent, but we had reached a

(30:50):
ceiling. So we had started getting to,
you know, 1500 people, 2000 person shows.
But the next step up as far as venues was arenas.
And what a lot of people don't know is that the arenas are
largely controlled by the big dogs like Live Nation or AG

(31:10):
Live. You're not getting in there 9
times out of 10, especially in ahot market like Miami as an
independent promoter. And if you are getting in there,
it's dumb, expensive, and like the math just doesn't really
work out. But more but more than anything,
even if you could get in Live Nation or AG, they're buying the
tours on a national level at that point once they get to the

(31:32):
arena size. So we just were losing like we'd
grow with an artist from 100 person shows to 2000 person
shows and everything in between,you know, like growing with them
and then. Then you would lose them.
Yeah, we'd lose them. You know, they'd go like, you
know, thanks. But we want to keep growing.
And we just got this world tour offer from Live Nation.

(31:55):
It's like a no brainer for that.Yeah, it's like, and you have to
respect that. You're like, I get it.
So there was that like a desire to grow.
And then also this, I had noticed there was a promoter
that I, that I worked with a couple times in Miami that every
time he did a show in Miami, he called it something, it was
called fresh. So every time he did a show, it

(32:16):
said fresh at the top. And I was like, so like his
company, it was like his companypresents fresh and then the name
of the artist. And I was like, OK, name the
show, right? And then I'm also back to like
how in college we saw the EDM promoter or the EDM, the kids
booking EDMDJS right here in Miami.
We got ultra ultra music festivals are strictly EDM

(32:39):
festival. And then in in Vegas and in
Orlando as well, they have EDC festival, which is also EDC
carnival, which is, or maybe it's Electric Daisy Carnival, I
don't know, but that's strictly EDM as well.
And, and we started being like, well, huh, we could put all
these rappers in one place too. And we another thing is so.

(33:02):
Before did you not start to cut you off?
But before was it always one artist with like some openers?
Yeah, basically it was never like a sometimes.
It was like a Co headline situation or like 2 big artists
big big. Artists Festival style No it.
Was never. It was just like Manning's
headlining and you know, you gotyour cronies opening up, you
know, something like that. But the other the the the other

(33:29):
thing that we started noticing was hip hop has a bunch of sub
genres. So you know, you've got your
lyrical hip hop, you've got yourturnt up like mosh pit hip hop,
you've got your like club rap, you know, like trap, you know,
like and we started realizing that literally because we'd go
to all of our shows and look outat the crowd.

(33:51):
A lot of the lyrical shows, I'm seeing a lot of the same people
and we were already merchandising.
So we had Dopey and T merch thatwe give away for free and sell.
Start seeing people that I I'm starting to recognize the fans
at the at like I'd see the same fans at a currency show, at a
Action Bronson show, at a Wiz Khalifa show, you know, like
yeah, so I'd see like the same fans wearing some of them

(34:12):
wearing our merch. Yeah, and then same thing for
like the mosh pit type artist. I'd be seeing the same fans that
go to those shows and same thingfor the more traps like trap
type artists. I'd be seeing the same fans that
go to those shows and I'm just like, OK, wait.
If we put all these sub genres in one show and we have enough
of each of the sub genres where if I'm, if you're a group of

(34:36):
friends, it's always debate about, you know, like there's an
overlap. Like I like all, I like so much
music, all types of genres and all the sub genres.
And I might like a mosh pit album one day and a lyrical
album the next day and the same day even, you know, so, but
there's some people that just stick to what they do or what
they like in one bucket. But if if I got 5 artists that

(34:58):
Johnny wants to see and five artists that Bill wants to see
and five artists that Sarah wants to see and they're part of
a three person friend group, they all of a sudden between
them got 15 artists they want tosee.
Sarah might show Bill. Oh no, I'm going to go to the so
and so set because you want me to go to it, but I'm going to
come. You got to come to this set

(35:19):
because I got to put you on to this artist.
So it was like, OK, we put all these artists in one roof.
It's a way for artists to make fans from to make new fans from
the other artist fans. And it's a way for us to bring
more people together. It's a way for us to raise our
ticket price a little bit. So yeah, we, we just were like,
let's do that. So we found a warehouse in

(35:40):
Miami, in Wynwood called Soho Studios.
And by we, I mean my partner, mypartner Matt did that legwork of
finding the venue. And at the time we had divided
our business where like he did alot of the logistics, like the
booking of the venue and like getting the vendors and stuff
like that. And I was like booking artists,

(36:01):
branding, just overall branding,marketing, design, all that
stuff. So we divided and conquered on
that and the rest was history. We did that first show.
A lot of things went wrong, but.But where did you come up with
Rolling Loud? Spoof we're not exactly sure
like we like the name dopey NT because it was like, you know

(36:24):
edgy name like you know counter cult like you know it's a.
It's. Dope, it's cool, like it's dope
could be a synonym for cool, butdope could also mean you're
talking about weed or drugs or something and we like that.
So rolling loud is kind of like a similar thing.
I think like we heard like different.
You hear rappers like just talk about like rolling up some loud

(36:48):
or like, and we're, I don't know, at some point we're like
rolling, like, wow, rolling loud.
And that's a good name. And originally we were actually
going to make it a a hip hop andEDM festival, OK?
Because rolling was like ecstasy.
Yeah. And like, loud was like weed.
OK. So we're going to have DJ,

(37:08):
rapper, DJ, rapper, DJ, rapper back-to-back.
Wild. Have you done any of that?
Nah, I don't even want to know. That would look like
interesting. Yeah, interesting say the least.
But then we're like, not straight hip hop.
Yeah. So yeah, we, we, I can't tell
you exactly how we came up with the name, but I know that as

(37:30):
soon as like we heard it or we said it because we didn't invent
the words Rolling Loud and then putting them together.
But we were like, oh, that's it,Yeah, you know.
So yeah, the rest was history from there.
And then the you did the one in Miami.
Yeah, a lot of things went wrong.

(37:50):
Yeah, so talk about talk about the did you have like your so
how does it work? Do you have like do you do like
a whiteboard session of like your this is who I want this is
my backup. This is like desperation or to
you, why do you do it like that?We.
Weren't so sophisticated to havea whiteboard yet, but we were
definitely like we were like around the we had the dining

(38:12):
room table at my shitty townhouse that I was living in.
And then we also had the nice sun room at my grandma's house.
So we'd like be in either one ofthose places just like writing
down lists or like I'm on the laptop typing out our lists.
And a lot of it is just artists we booked already.
It was very much about like how many tickets we knew a artist

(38:33):
could sell. So like our headliner that first
year was Schoolboy Q. The year before with Schoolboy
Q, we had sold out three shows in Florida at 1500 to 2000
tickets a show and he was only growing.
So we're like, OK, we're going to A6000 person warehouse.
That's a pretty good head. Like assuming some growth, let's

(38:55):
say he's worth because we're trying to pull from the whole
state. So if we add up those tickets,
he did, you know, 4500 to 5000 tickets in the state of Florida.
That's that's a good headline. Yeah.
And then everybody else under him we're looking at Oh yeah, we
sold 1000 tickets with him. We sold 500 tickets with him.
We, you know, etcetera, etcetera.
So that was a big factor for us.And and then budget, you know,

(39:17):
like what can we actually book these artists for, right?
And is this a? Is the first one a one day then
or? Is it?
Yeah, the first one was just a one day.
One day, Yeah, we learned from the first one like, hey man, if
you're paying for a stage and you're paying for all this stuff
to build out of show, you might as well do 2-3 days.
Yeah, 'cause like that's a big chunk of your cost.

(39:37):
Though over time you find that labour is a big chunk of cost
too. But yeah, a lot of a lot of
things went wrong that first show.
But the main thing that went right was like the fans had a
great time and we delivered the like it rained.
The amount of rain that, that wedid it in February 2015, the
amount of rain that February gets in the whole month, we got

(39:58):
it in five hours. So Wynwood was like flooded the
flood, the water was going into the into the warehouse like the
smoke alarm went off like the whole night like.
But on like. But nobody could hear that,
right? Like.
Oh, you could hear it. You could.
It was like beep beep. That would have driven me nuts.

(40:21):
Insane. Everybody's like wet like
insane. But all the social media chatter
about it was like I just had thebest time of my life.
Like I cannot believe I saw all my favorite artists in one day.
Like tagging, rolling loud, likeamazing.
Can't wait till the next one. Meanwhile, Miami New Times

(40:42):
writes an article. They're like, these guys know
how to book a lineup, but they sure don't know how to throw a
festival. It was terrible.
The smoke alarm is going on. This is wrong.
This is wrong. This is wrong.
And like, they were right. Yeah, but I also, I'm, you know,
I'm coming from the operator perspective of like, man, screw
you. Like, you do it like we're

(41:04):
figuring it out, you know, So wehad come from doing turnkey
shows at, at clubs and and venues to like, setting up a
blank slate at a warehouse. So obviously we did some things
wrong. Yeah.
Like our ticket scanners weren'teven working at the door, like,
and we were just like, just pretend like you're scanning.
Just come on. Just.
Come on in. No, literally we told our people
working the door like just. Act.

(41:25):
Just act. Like you're scanning it.
So we don't have, like, people, I don't know, faking it.
Yeah, we got. The word if the word got out.
Yeah, we got to fake it, but don't tell people so they start
faking it. But yeah, it was, it was crazy,
man. So once you did your first show,
is it like now you have a new business model and you run with

(41:47):
it, or is it you're still doing your old business model and now
you're planning it? You know what I mean?
Like what, when did it? When did it shift to like, kind
of going all in on this Rolling Loud festival?
I think it was data was always so important to us.
One thing that I was gung ho about from the first show we did

(42:07):
is I need every e-mail address every time somebody if if I'm
doing a show that I need to be in control of the ticketing like
my own Eventbrite account. And eventually we start doing
ticket Web, which is a Ticketmaster subsidiary.
But I need the data. If I'm not getting the data, I'm
not doing this right. I need to be able to market
directly to my fans or to our, you know, to our customers.

(42:29):
So we, we viewed the monthly shows throughout the state of
Florida. You know, they're a risk.
They don't always make money. Sometimes they will lose some
money, but they made enough money for it to be worth it.
And also they gave us that data.They helped us really understand
our customers to know who they would want to see for the next
Rolling Loud. We knew like, OK, we're going to

(42:51):
do Rolling Loud again next year and hopefully again the year
after that. But we need to stay consistent
doing these shows to just build that brand and to build that
data and that understanding of the customer.
Because if you're only doing thefestival once a year, what do
you, you know, it's not a lot. You're not building the people

(43:13):
that would go to the festival. Yeah, exactly.
So we were trying to we kind of built this whole scene in
Florida around just hip hop culture and just these concerts
and people coming together and having a good time.
So if we would have just stoppedit, then I think it would have
hurt us. And to now we haven't fully
stopped. But we don't do shows every

(43:34):
month anymore. But I'm I'm over here like I
kind of want to start back up, OK, Because like the scene is
kind of it's a little dry right now, you know, it, it needs like
a new wave, you know, and I. Feel like Miami in my opinion is
like from a live music perspective, even from an

(43:54):
intimate standpoint. So like doing like these smaller
shows that I think, and again, Idon't know how the artists feel
about it, but like as a fan, there's nothing better than a
small show. It is the most, like, I remember
seeing the weekend when he firststarted in, like, a small venue
and it was unbelievable. Like, I was just so like,

(44:17):
intimate. It's the best, yeah.
And then like. And but we have a lack of venues
here. Yeah, exactly.
Yeah, that's true. And and and I feel like a lack
of like, well, that's really themain thing you said.
You said it is the lack of venues.
Yeah, that's something. The math on it is something I'm
wrestling with. But I'd love to open a live

(44:38):
music venue in Miami because in that size of like 1000 people,
yeah. This is a great spot for it by
the. Way Yeah yeah seriously yeah.
This area I. Can connect you with AJ.
Yeah. Yeah.
This is a booming area. Yeah.
And Sonny's the owner of Sonny's.
Will, have you been to Sonny's yet?
What's that? The steakhouse across the
street? No, it's the number one

(44:59):
steakhouse in Miami. What?
It's it's never even heard. Unbelievable.
Yeah, it's it's you'd love it ifyou like steak, but I do.
It's fantastic. Great, great ambiance.
It's like you're, you know, feellike you're at home, you know,
in your backyard. You gotta try it.
I love steak. Yeah, but me and him were
talking about it. Is that that's what Miami's
missing? A small live music venue?

(45:22):
Yeah. Something that, you know, is
could be like consistent with different artists and different
stuff. Yeah, Yeah.
Yeah. So yeah, let's talk about that
all. Right, so we yeah, love it.
And then so talk about, cuz I know this has to be, and you
don't have to name names or anything, but like, what were
the most difficult circumstancesaround talent?

(45:45):
Like, and I'll give you like in my head is where this this is
coming from. So, you know, I love going to
live concerts, but I have to have like my perfect seat and
the perfect thing, you know, I'm, I'm like weird like that.
And I'll never forget spending afortune on Lauryn Hill and, you
know, having the perfect seat and the people I want And 10:00

(46:09):
rolls around. Yeah. 1045 rolls around.
The DJ has now played the same set.
Nah. Three times through, man, he's
holding up signs to get the crowd to clap.
Like, it's getting really bad. Like she's now like, and not.
And I love Lauryn Hill. I mean, not to throw her under
the bus or anything, but she waslike 3 1/2 hours late.

(46:31):
Yeah. And then it just, you know,
ruined the experience. So do you have, and again, you
have to name names, but do you have any like, you know, those
kind of stories that just absolutely screwed you over?
I have. I have some late stories for
sure. This one was interesting.
So the the second year of Rolling Loud, we stepped up our

(46:54):
talent budget a lot and we had booked future.
He was our headliner for the second night.
Yeah, for the second night because we we increased to two
days this time and I got a call early in the day or like you
know, hours before his set. Hey, like his I don't know if he

(47:16):
missed it or his commercial flight got cancelled like he was
flying from some other city and the flight got cancelled or
whatever. So they're like don't worry,
he's still going to come to the show.
We're going to fly private, but we got to wait out this weather.
Something happened, right man? And.
He's the headliner. Yeah, right.
So, and, and our whole thing is like riding on like your
future's gotta perform. And like, if future doesn't

(47:39):
perform, like we're going to be looked at like scammers.
You know, that you could have all the artists perform all day,
but if your headliner doesn't perform, like that's a problem.
Yeah. Everything was riding on him
showing up. So he he eventually did show up,
but it was like two hours reallylate.
Yeah. Like, so same type of thing.

(47:59):
We got this DJ playing for a while and then event like our
fans are rowdy. You can't keep hyping them up
and that like they're going to get too hype.
Yeah, literally I got the cops coming to talk to us.
They're like, hey man, you got to actually chill this crowd out
because if you keep hyping them up and he's not here, like this

(48:22):
is going to be a robber. In the place, yeah.
So we actually put this DJ on that like we're like yo just
play like the most chill, like weird shit.
That's hilarious. I start seeing tweets at Rolling
Loud, like, yo, what is this ambient?
Like what elevator music? We're just like, ignore it, you

(48:45):
know, Like, yo, we just every once in awhile, like, hop on the
mic, like futures on the way, you know, whatever.
Yeah. But finally he showed up and
they all forgot. Soon, as soon as he's like, that
was like, that was the punchline.
It's like he showed up. Yeah.
Other than that, crazy artist stories.

(49:06):
I mean, we've had a lot of like artists being late.
That's like a. That's a whole issue.
Common theme. Yeah.
But we've, I think us and the artists have done a good job
working together to like help that happen as a little as
possible. Something we've done on our end
is earlier in the day we'll justcut your set like because we

(49:27):
used to like not try to cut setsand so the whole schedule would
get. Messed up say, then it messes up
the whole. Yeah, it's like if some if, if
the 7:00 PM guy is late and we let him do his full set, and
then it affects the next set andthe next set and the next set.
And if you have a curfew, that'sa huge problem because then
you're going to cut the headliner set, right.

(49:48):
So we started just cutting sets earlier.
Yeah. But Even so, that's the worst
thing is when you have a curfew and the headliners late.
I had that with Nicki Minaj in New York.
Like we had a 10:00 PM curfew. They're like tracking her
location. It's we had, we told her be at
the venue by 8 because you're onit, you know, 840 or something.

(50:13):
She was still like at 840. She was still in Midtown or
wherever, Manhattan and our show's in Queens, Like oh man,
come on. So she didn't show up till like
915 or something like that. She gets on stage doing the show
and then she's trying to push past curfew and I'm like, dude,
this is New York City. This is NYPD.

(50:34):
Like they're not. We bought her a few minutes and
like, and I don't mean paid for a few minutes because it's not
even like that. It was just like, yo please guys
like. Yeah, help us.
Yeah, so they helped us out a little bit, but they shut it off
on her. I got nothing.
I can't stop NYPD. And then she was pissed.
She's all mad at me. She like yelled at me.

(50:54):
I was, I was like trying to introduce myself, Like, hey,
thank you for coming. Like appreciate, you know,
'cause before when we were just in my Tahoe driving around
Florida, I talked to every artist.
They'd be in my car with me. It was all cool.
You get to a certain level and you got a superstar mega, you
know, diva like Nicki Minaj. You don't even get a second of
her time. So I'm like asking the manager,

(51:15):
like, hey, can you introduce me so I can say thank you for come
introduce me. She's like, I had my hand out.
She's like, shake hands, the queen don't shake hands.
And she's like, why you cut my set?
I'm like because. You're late.
I did it, the cops did well, youknow, we are sorry we have a
curfew and she just like walked away.
I was like, damn, worked with her since then and she was on

(51:38):
time and it was great. So it's just like sometimes, you
know, people are are late. I'm late sometimes, but you want
to be on time. Other crazy artist stuff, man.
It's just like just crazy performances.
A lot of like crazy, like collaborate collaborative

(52:02):
performances, you know, like youdon't expect and next thing you
know, like Chris Brown is on your stage with Future or like
Kanye gets brought out and you didn't like what Kanye?
So a lot of times they don't tell you.
Nah. Well, we knew.
I've been told for years that Kanye was coming and then all of
a sudden it actually happened. Yeah.
And then he, like, I like, cleared out our compound for

(52:23):
him, like gave him my trailer, like all this stuff.
And he was a super nice guy. But like, yeah, stuff like that
is like, whoa, this is especially like, I know there's
all this controversy around him now, but at that time it was
like, larger than life. You know, yeah, I remember I got
a text message at 11:00 PM, hey,come to church and from my

(52:46):
pastor. And I was like, it was 11 PMI
was like, what? Yeah.
And so I go and there's like thousands upon thousands of
people outside the church and then I go with the security.
I go in, sit down, and then the whole Sunday choir comes in and
then Kanye comes in and we did, they did the Sunday choir whole

(53:06):
set. That's all private for like 1000
people. It was awesome.
And it was like lit. And that's really cool.
It was. I still have all the videos on
my phone. And I mean, it was.
It literally felt like you were in the throne room of heaven.
Yeah, like the voices you've never heard singing like that
when I'm sure you have. But you know what I mean?
Like, like to people out there. I mean, it was the most In Sync,

(53:31):
beautiful harmony like. And then he was just like,
talking. Everybody was awesome.
I don't know about your church, but I know my church, like, you
know, they have worship at the beginning and at the end.
So there's like some music, but it's nothing like that.
No, yeah, no, this is like, yeah, on another.
Like I said, you literally felt like you were in heaven, Like.
Yeah. And the way they did it, they
like surrounded you so they weren't just on a stage.

(53:54):
They like I had a woman singing right here next to me.
Wow. Like, and just it was, it was
like goosebumps, crazy goosebumps.
It was that's cool. It was really, it was really
cool. That's really cool.
I hope that that he can get in aplace where he's able to do that
again. I know.
Yeah, I know. I think he will.
Yeah, no, yeah, he's a, he's a friend of mine.
Like I think like I believe in him and I and I believe that

(54:18):
that that he can get back in that place for sure.
Yeah, yeah. Other stuff.
I don't know, man. I'm not like if people was like,
oh, what you seeing? Like, I don't know, I haven't
seen anything that crazy, man. I mean, I've seen some fights
like, but we keep up. We run a pretty tight ship, you
know, like praise God, never hadanything that crazy happened.

(54:41):
Yeah, you never really hear any kind of like, you know, because
a lot of times like, I mean, sheremember Woodstock they tried to
do was a freaking disaster. Yeah, yeah.
You hear these horror stories about festivals and y'all have
had a very good reputation for along time.
I was that's all teamwork, man. That's just building a great
team and how like. So how many, how many people do
you have on your team now? So we actually have a very small

(55:04):
amount of employees, OK, we've only got about like 11
employees, but we have a lot of great network of contractors
that we work with because it takes like it's a couple 1000
people work in the festival, youknow?
Like the stage builders? And the yeah, people building
the stages, people operating thestages, people, all the food

(55:25):
vendors, the the security, the the, the ticket taker, you know,
ushers type thing like people working in the door, which is
the gates. There's you know, there's a lot
of people working in the show and great leaders for all those
departments is super important. So and like I can't even take

(55:46):
credit for being some master organized, you know, like we you
hire one festival director and that guy.
Well, so do you hire all that? Is it a consistent guy or is it?
Yeah, we have, We have. We've had the same festival
director since about 2019. I want to say 20/20/15 and 16 we

(56:13):
didn't have a festival director,we just were winging it.
And then 2017 we had a guy for acouple years who who we got from
Ultra and he was great and I love him.
That's like a great friend of mine.
But sometimes like you just needlike another level of
organization, professionalism and e-mail answering.

(56:34):
You know, it's like some people are really great at operators
and can work in the business, but we need people that can work
on the business, you know what Imean?
And like be the puppeteers and like answer emails really
quickly and be ready for communication and all that type
of stuff. So a great festival director can
manage all the departments underneath him or her and really

(56:57):
do a great job with that. And when you go through that
process, is there ever a moment where you have to step in and
maybe like correct something that you think like from your,
because it's your baby, you know, you and your partners,
like is there ever like, let's say he, he says something and
you're like, no, we're not doingthat.
Like it's funny, like we'll walkthe site always like, you know,

(57:19):
a couple days during the load inweek and the build week, we're
walking around checking stuff out.
And I can't tell you how many times like we'll walk in front
of the mainstage and Matt will always be the first person to
notice it. He'll be like, why the fuck is
this speaker tower here? Like you're blocking the view.
Like this needs to move. This needs to move.

(57:42):
Like, and in our early years like that, that for some reason
this would happen for years thatlike the artist entry protocol
would always be like a mess. Like the way the roads were
leading in and how we had the cones set up and the barricades
and like the security checkpoints for the artists.
And Matt would be out there for hours, like redoing it.

(58:05):
And I would just be like, damn Matt.
Like he's like, I know bro, we hire these people and I gotta
come in and redo it. But blessed like now it's like
we don't have to do any. Of cause a lot of times like,
because you've been doing it so long and you've, you're, you're
in it like, and so and you're also kind of like you're a fan
of it too, yeah. Not just the founder, you're,

(58:27):
you're like a fan of it. So getting that fan experience
that you want for your fans, yeah.
You have to like dictate that. Yeah, yeah.
The speaker thing is so common, though, yeah.
Like they put the speakers all the time in the worst spots.
Yeah, Yeah. Never understood that.
There's just, yeah, stuff like that, like where the barricades
are. Why are you going to sell a

(58:48):
ticket with the freaking speakerright in front of people's
faces? They don't make any sense.
But I will say that like what we've learned over time, as you
start getting like, you know, you start getting sued and
certain things like if somebody like broke their leg or
something, like we actually haveto start maintaining a degree of

(59:11):
separation and having departmentheads that are in charge of all
those things. And it's like it's your
responsibility to determine where the barricades go and
where the fence lines are and all this stuff.
So you get sued, not. Us well, not not not only that
you get sued not us, but like wedon't like you know when I when

(59:31):
I got deposed that shit sucked and I.
Trusted. I just went through that.
And it's like you got they're asking you like, so you said
that fence line should be there.And I'm like, no, I don't, I
don't determine where the fence lines go, you know what I mean?
So it's like, but now we're likesuper gung ho on like that's not
our job. Yeah, our job is like very high

(59:53):
level, you know, book in the lineups and the marketing and
that type of stuff. But when it comes to the
festival operations? Festival director and all the
departments that report to him. And the information is just fed
to us and we're like, paying bills, you know, like, because
while at first we were very hands on, we learned that like,

(01:00:13):
yo, that's actually a liability.Wow.
Yeah, that's interesting. So talk a little about what's
come out of Rolling Loud like the.
So now you got to a new beverage.
Yeah. Is there a, is there a clothing
line associated with it? The.
Merch. The merch probably.
Flies. Right.
It's crazy. Like the first couple years of
merch didn't sell at all and then by the third year we

(01:00:35):
started booming with the merch and man, we we sell a lot of
merch. Yeah, like it's and.
Did you and it's your company? Yeah, yeah, the merch is it.
Through a separate company or isit through?
No, it's. Just.
Rolling Loud, Yeah. Rolling Loud LLC Yeah, we sell
more merch than bigger festivalsthan us, you know, like on a per

(01:00:58):
head basis and on a total sales basis.
So like I mean at a show we'll sell like $3.5 million a merch
that's false. And that'll be with like
anywhere between like 50 to 60,000 people and but we have
other festivals that we're awareof that they'll have 150,000

(01:01:19):
people and sell like one point something $1,000,000 in merch.
Do you think it's the the kind of merch you sell or just the
popularity of rolling out? So I wear the same shit
everyday. Yeah.
So I'm not the merch guy, but mypartner Matt and our head of
merch Ray, they've lately done agreat job of just really

(01:01:40):
developing the merch line out. And then prior to that, we had
my friend Aditya that he really kicked off our merch business.
Like he took it from like nothing to like fully fleshed
out merch lines. We had the same designers that
now do Cactus Jack and, and, andall Travis Scott stuff.
Like they used to do our merch, but they kind of start, they did

(01:02:02):
our stuff for so long and they're like, OK, we're on to
other things now. But so then Matt and Ray really
took the ball and ran with it. And we've got cut and sew
jackets and flannels and you know, Letterman's and we've got
hoodies with bedazzle on and all, all types of stuff.
I just wear the regular shit. I'll take the hoodie and the the

(01:02:24):
shorts that we make and stuff. But yeah, we just have a really
fleshed outline at every show and of like, you know, probably
like 40 items and people are just out there buying it up.
Yeah. And you can only get it at the
show and for like a brief windowof time after the show online
and then it's it's gone. And then?
And then yeah, so we're coverage.

(01:02:46):
So what what I said, you said this at the beginning, like you,
you said that I said, and my partner says it as well.
It's like Rolling Loud is a lifestyle brand.
So what I said, I also said, youknow, Rolling Loud, our goal is
to promote and or no, to bring happiness to millions of people
all promoting and nurturing hip hop culture.

(01:03:06):
So it's like, alright, we're doing that with the festival,
but how else can we like promotehip hop?
How else can we brand Rolling Loud and bring it into the
spaces that hip hop interfaces with?
So we talked about merch. Another thing we're doing is
content, so we have a movie that's coming out.
Like a documentary? Not well, that's.
Happening too, but we have a full on movie coming out

(01:03:27):
starring Owen Wilson, Matt Rife and yeah yeah, yeah, he's funny
and it's got some. It's got artists in it too.
And what? Is it about?
So it's a comedy, so it's OK. It's it's it's written and
directed by Jeremy Garelick, whohe was like the writer of The

(01:03:48):
Hangover. No.
Way And so basically the movie is about, I don't want to give
too much of it away, but it's about a father and son that go
to Rolling Loud together and everything goes wrong and right
and it's just hilarious. That sounds amazing.
Yeah, it's really fun. Yeah.
And I remember reading the script and Just Like this is

(01:04:10):
hilarious. Who came up with this?
Jeremy so Jeremy came to RollingLoud had a had a mini version of
that experience went with his son.
They got. I don't want to.
Yeah, don't tell. Don't ruin it.
Yeah, yeah. But then he was he, he contacted
Matt and was like, yo, I want todo a.
Movie. That's a genius movie.

(01:04:31):
Idea yeah. So they Jeremy wrote the script
and then we read the script and we were like, this is
incredible. So that movie, it's already been
shot. So we're.
And how does that work from A and you know if this is TMI then
let me know. But like is that a licensing
deal you do with them or is thathow from a business perspective,
how does that work? Yeah.

(01:04:52):
So essentially we, we are, we have points in the movie, OK.
And yeah, so I'd say essentiallya licensing deal and that's
going to be huge. And the movies literally called
Rolling Loud. That's which is like.
Insane. Like what does that do for you

(01:05:13):
personally? Like, that's got to be kind of
like a holy shit moment. It's why like the day that I'm
praying it goes to theaters first, because I have this whole
idea of how we can roll it out and do the merch with the custom
popcorn yeah thing and all that stuff and then take it to
streaming. But.
It's just red carpet. Yeah, yeah, yeah.

(01:05:33):
I want to do a crazy premiere too.
A premiere would. Be sad with that.
Yeah. So really excited for that.
And it's just. When is that supposed to drop?
Well, we don't know yet. OK, yeah, it's, but it's.
Has it been shot already? Yeah, yeah, we, the whole
movie's been shot. We shot, we shot at Rolling Loud
Miami in 2024. And then we shot like the entire

(01:05:54):
month of like like 30 days between January and February of
this year in Atlanta at Trailer Studios, which is a really cool
place. And yeah, it was amazing
experience. I wish I was on set more than I
was. I was only on set for like 3
days out of the 30. Yeah, some cameos.

(01:06:14):
Yeah, so Matt's in the movie andI'm in the movie.
So he plays a character in a certain scene and I play a
character in a different scene. And both scenes are really
funny. I think his might be funnier
though. He he's, he's got a good
character and yeah, it's super cool.
So look out for that. And then we've also like we're

(01:06:36):
starting to put out music, so we're working towards an album.
So we're putting out a single ata time where we put same how
same way we put a line up together, We put a line up of a
song together, you know, so taken 2 artists, you wouldn't
expect maybe to work together and put a song out with them
too. So it's kind of like that's
something I've been working on is curating this album.

(01:06:59):
And then, you know, we've got the drink here, Pit Punch, which
is a collaboration we did with Cheech and Chong, which is crazy
to be in business with them. And they've got this whole
consumables company and they brought us into the fold and.
I get so many ads from them on Really X on Twitter.
Do you like? And I'm like, I don't even.

(01:07:19):
That's crazy. I'm not even into that kind of
thing. But they must have a yeah, they
must have great marketing. It pops up like almost every
day. That's great.
Yeah. So they, they're good at what
they do. They're really good at getting
in retail. Yeah.
So we just launched like a monthor two ago, OK.
And we're already in like I think over 100 store, hundreds

(01:07:40):
of stores. I don't know that sold like
almost 100,000 cans already. And it's they're they're they're
moving it man. I I got nothing to do with how
they move it, but they they got it a total wine and Circle K and
they're. They're and it's a THC product.
Yeah, THC, yeah, THCA. So it's like, I guess it's legal
in 42 states. Is that a?

(01:08:00):
Like a delta 9 or whatever. What do they call that delta?
No it's you're maybe you think the original THC is delta 9 but
then delta 8 was the one that went like crazy legal for a
while. And I maybe it's silly as but
THCA is delta 9 but I guess it'shemp derived.
So the reason it's legal is I don't want to speak wrong so I

(01:08:21):
could be wrong. Take this with a grain of salt,
but I'm just marketing the thing.
Yeah, yeah, I'm pretty sure it'sit's hemp derives meaning it's
not coming from an illegal plant.
It's. Coming from an illegal plant,
it's still is psychoactive. Yeah, it'll it.
So it gets you hot, yeah. That's but like it doesn't last
as long as like an edible. So it's like you drink it and

(01:08:44):
you might feel it for a little bit and then it'll go away on.
I don't currently. I was about to say, so you're
currently on a server journey from everything or?
Yeah, yeah. I haven't been doing anything.
For. Matt's been sober for like 7
years or something, but I've never been like a huge drinker.
Yeah, if I when I drink it's like every once in a while, but

(01:09:06):
I do when I drink. I do like to party.
But yeah, just I was more of like a weed guy for a while, but
now I was just like, yeah, I'm gonna take a break.
Yeah. So it's been a been some time.
Did the 75 hard to start? Off the year.
And then just kind of. Yeah.
Yeah, yeah, that was just, I waslike, I want to try it.
Yeah. I just kept seeing people doing

(01:09:27):
Yeah. And but now I I think it's still
a fine product to for people that want to partake and I will
partake again. I'm not I'm not currently trying
to say that it's going to be a forever thing, but yeah.
So we're doing pit punch and then we'll be doing other stuff
in content as well, whether it's, you know, putting out you

(01:09:51):
like I think the next thing nextphase will be like YouTube
shows. Yeah, you know, like that appeal
to to hip hop fans and working on like AGTA server.
There's a bunch of stuff that's like brand adjacent, you know?
Where our brand live, is there avenue that like you haven't been
that you want to like? Go to.

(01:10:12):
It's like countries I want to goto for sure.
Like, I really want to get to Africa, really want to get to
South America, really want to get back to Australia.
So y'all did one in Australia? Yeah, yeah.
So we've done Europe, a few countries in Europe, we've done
Australia, we've done Thailand. Oh, wow.

(01:10:34):
Yeah. So I'd like to get into more of
Asia and I'd like to get into South America and.
Africa And are you always there?I.
Haven't missed 1 yet. Oh, that's cool.
Yeah. That's impressive.
Yeah, No, I can't. We, they're far enough apart,
you know. You.
You don't. How many do you do a year?
It depends on the year. It's like on average like 6, OK.

(01:10:55):
Yeah. Do you have any desire to do
this fear? Yeah, I love this sphere.
I don't, I don't know if I don'tthink you could call the show
Rolling Loud. Yeah, at the sphere we could do
like a rolling loud presents some type of.
Experience I'm thinking about like, 'cause you're getting into
the video now, yeah, that shit is 0.
No, it's great. Have you been there?
I haven't been either. Yeah.
But just watching, seen the video too.

(01:11:17):
Yeah, yeah. Like the New Year's Eve thing
was the craziest thing I've everseen.
That was the the DJ, the DJ Venom and.
Yeah, I don't. I mean the visuals, just
watching it on YouTube was like,and I was like, can't imagine
being there. Yeah, so.
And then I just, that's where I came up because I was like, OK,
YouTube. Yeah, I think like so our show

(01:11:39):
is like a multi stage part, you know park parking lot, yeah,
field situation. So we would have to adjust to do
it in the sphere, but I want to do all types of shows in my life
and I think this sphere is dope.I I I got at least go to a show

(01:12:01):
there. Me too.
Yeah, I have to. Yeah, Backstreet Boys are going.
I would love to see like one of those like jam band like I would
love to see like fish or something at.
The sphere like I want. To see like one of the somebody
that leans into like the trippy side.
Of this, you know, definitely that that's a fish would be
dope. Yeah, yeah, I do.
Any type of band is cool there. So if so, if we went into your

(01:12:24):
car right now and turned on the the music, what would be
playing? This one guy, I've just was
listening to this guy. Speaker knockers.
OK, I remember. He's dead now.
Yeah, but I was just listening to him on the way over here.
Yeah, I've been with that. My, my, my Apple Music all like

(01:12:45):
when I go pick one song, yeah, right now I have it set like it
doesn't go to like another song it'll like.
Oh, it just plays the same song,no?
It'll just like stop. Oh, OK.
But then like if I get back in the car to just start that song
again and I'm not, I'm not sick of it yet.
Are you the Because I do that, Iwill listen to the same song
over and over and again until I get sick of it.

(01:13:06):
I. Do that and I also like a lot of
what I listen to is the artists that I work with like their
unreleased stuff. OK, just to like I like to, you
know, have I don't I won't dictate what songs they drop,
but I will definitely make my opinion known.
Like dude, this song you made isamazing.
Like if you don't put this song out, you're tripping and I'll

(01:13:30):
never be like, oh, this song sucks, but like I'll try to just
you know how it is like in business, like you can lead with
negativity or positivity. So I just try to be positive
about what I believe in and hopefully like that'll just
affect people instead of being like behind clothes or how do we
tell them this song sucks? It's like, how about we just
keep talking about the ones thatdon't?

(01:13:51):
Exactly right. That's a good way to look at.
Let's not tell the artist the song sucks.
Yeah, yeah. When I was training, I used to
train, you know, artists all thetime.
And I was training Scott Stapp when he was doing his his solo
album. So he would put me in the car
and be like, and it was so nervous because you'd be like,
what do you think of this song? And luckily all his music is

(01:14:11):
great. So it was like, you know, I'd be
like, oh, it's dope. But I did have I was like, what
if he plays a shitty song? How do you tell something?
How do you tell Scott Stapp, thethe lead singer of Creed, that
the song sucks? And then again, it never did.
So I never had that moment, but but it was you.
Trained some wild people. Yeah, man.
Usher, Rico Love. Oh, that's wow.

(01:14:33):
Danger. You trained a lot of people,
yeah, but but to my understanding, you've kind of
you've you don't train anymore. Yeah, I got well I I came back
out of retirement recently. Uh huh.
For Josh Sweat, he Super Bowl champion from the Eagles.
Yeah, he asked me to train him so I'm working with him now, but
and I trained my lawyer cuz I want to make sure that he's on

(01:14:54):
my side. Yeah.
But yeah, I got away from once Istarted to really like make this
a business and and start scalingand start thinking about apparel
and beverages and all this. You just you don't have the time
to, Yeah. It's like, what do they say?
It's like when you're getting paid for your time, it's like

(01:15:16):
you're, you're now you're in a place where it's like you're
getting paid for your ideas and like, you know, I.
Have to be the constant visionary to grow the company.
And if you're, you know, they say it like if you're down in
the bottom of the ship putting the coals in the fire, then then
you're not steering the ship like, and a lot of times

(01:15:37):
business owners go backwards andthey get back in the into
putting the coal in the fire andthen all of a sudden the
business doesn't grow. So it's it's definitely
important to keep your eye on the innovation, the creation,
the vision, the, the and then also too the, the support of
your staff like pouring into them and giving them the

(01:15:59):
knowledge that you attained overthe years.
Yeah, that you, that you got 8 hours a day on the floor,
whatever it was, 16 hour days training people.
Yeah, I don't. Know don't undercut.
Yeah, no, it's 16. Yes, 16.
Hours. Day on the floor.
But you know what? I think it's good though, that
you're getting your feet wet a little bit on the training

(01:16:20):
again, because I'll say like my,my good friend Ghazi, he's a
founder and CEO of a record label called Empire.
It's the biggest independent label.
Like they they're the ones who put out Shibuzi song, OK, a bar
song tipsy. So they went number one for 20
weeks or whatever it was. Crank.

(01:16:41):
Yeah, and. Jelly Roll song is so good.
Amen. Yeah, yeah, yeah.
So that was independent label, very successful guy, but he
started off engineering like, like, and by engineering I mean
recording music and mixing it. Yep.
And he'll to keep himself sharp.He'll still go engineer a random

(01:17:04):
artist album or he'll still go do marketing for an album or
he'll still go like, touch the different parts of the business
just to make sure that he still knows what's going on.
And nobody can try to pull one over on him too.
Like this is just how it's done now.
It's like, no, it's not. Yeah.

(01:17:26):
Yeah. So I think that's cool that.
Yeah, I. Like that?
Yeah, I like it. And it's also from a ego
perspective, you get back into it.
You're like, I still got it. Yeah, You like still.
Got it. And you can show your trainers
that work under you. Like, yo, man, I don't just talk
it. I can walk it.
Yeah, you know, like, not that you needed to.
They got 20 years, however many years that you did it to point

(01:17:49):
back to. But I just think so.
But. People forget, Yeah.
You know, people forget. For me lately, what have you, I.
Mean also the new employees, they don't really know what you
used to do. You know they would have to do
their homework on this. Yeah, no, that's cool, man.
I I think health is like health and Wellness are so important.

(01:18:09):
I I heard some stat recently it was like there's X percentage of
millionaires in America and the amount of millionaires in
America is like more than the amount of Americans with six
pack ABS or whatever. And not that like the goal is
like to have 6 pack ABS, but I just found that to be so crazy

(01:18:29):
that there's more millionaires than people that.
There's actually this just came out that if you have a six pack,
you're in the one percentile. Yeah, that's why of men.
Yeah, that's like, ridiculous. I've just been super into like,
like, like these metrics come like everyone's like, OK, don't

(01:18:50):
drink, don't smoke, eat healthy.But like, and I'd agree, like do
all those things and don't do that.
You know, I get it. Lifestyle choices are important,
but a lot of the people talking all that stuff are like avoiding
the hard part, which is the training.
And then there's so much data that's like training is the
single most important thing you could do for longevity.

(01:19:11):
Like, what's that guy's name? Peter and Tia.
Yeah, like, have you seen the clips, man?
Like. Him and Huberman.
Yeah, like O200200 percent increase for like. 400% all
'cause my yeah, more capitality decrease, yeah, with lifting
weights, yeah and and strength training, yeah, it's insane.
Plus the VO21. Thing and VO2 Max.

(01:19:33):
That plus the VO2 Max combo which is why I added cardio back
and although you get if you're squatting heavy, you're getting
that VO2. Max up well also so you can
ascend. Get the same cardiovascular
response by the rest time that you give yourself in resistance.
Right. Yeah, if you got that low rest.

(01:19:53):
Time, right? Like if you resting, if you're
resting like 4 minutes between sets, then obviously you're not
getting too much cardiovascular work.
But if you're doing like 40 seconds rests in between sets,
then all of a sudden your heart rate's like really getting up
there. So.
But how do you balance that? Like not bad, I'm asking.
Questions. No, it's perfect.
How do you balance that with like because you know, you if I

(01:20:13):
guess you just got to balance your goals cuz like if your goal
is hypertrophy, like you do needthat long time in between sets
right to a. Certainty to.
Maximize hypertrophy. So there's difference between
hypertrophy and strength training, right?
So hypertrophy I would say more on the 40 seconds to two minutes
rest, Yeah. And strength is like the two to

(01:20:34):
four minute rest, right. But then there's, I mean there's
so many different modalities. There's also epoch training,
like excessive post oxygen consumption, where you're
actually doing, doing absolute Max intensity for say 30 seconds
to 4 minutes and then you rest until you're completely
recovered, like, and that could be two minutes or that could be

(01:20:55):
10 minutes, Yeah. And then you do like 6 sets and
like that's it. That's kind of like the what do
they say? The like that's like the the
Norwegian 4x4 thing I heard about.
Yeah, that one. So that one's for anti aging
longevity. Yeah, They actually have
reversed people's heart response, like people that have
been sedentary for years. And you do 4 minutes of 90%

(01:21:19):
heart rate Max. Yeah.
And then 3 minutes of like 40 to60%.
Yeah, Four sets. Yeah, that's it.
Yeah. And you do that one day a week.
Yeah, once a week, yeah. And you like increase your,
your, your heart? Yeah, it's like you, you
decrease your heart's age by like 10 years.
I try to tell people, man, like,oh, I can't go, go to the gym, I

(01:21:41):
don't have the time right, You got the.
Time. Everybody has time like it's
it's you got a. Floor, yeah, you got time.
You could do burpees push ups. Well, I tell people all the time
like. The park's got to pull up more.
Yeah, walking. People underestimate walking.
Yeah, like especially people that are not into exercise and
they're trying to get into exercise.

(01:22:02):
The first thing you do. I always say water and walking.
Yeah, make sure you're hydrated and make sure you're walking and
at least that gets you moving and it gets your body in the
right direction. And then hopefully from that
commitment of doing that, then you'll want to do more because
all of a sudden you'll feel better and you'll want to
especially people like overweight, you know, I.

(01:22:22):
Started walking a lot more with the 75 hard because you have to
do the one outside, the one outdoor workout a day.
And sometimes I did run, sometimes I did bike, sometimes
I did swim, but sometimes I justwalked.
Yeah. And I'm like, some people would
comment because you got to post every day.
Some people comment a walk isn'ta workout.
Aye bro. Well, how you should be like if

(01:22:44):
you have you been to Miami in 95?
Degrees weather, right? Although January, February, not
so bad, but yeah, still. Right now like.
It it is a workout. It might not be the hardest
workout, but it's doing it's good for.
You It's definitely a workout. For sure the other one of the
reasons why I did the 75 hard 2 was to inspire my industry
because man my industry is unhealthy.

(01:23:04):
Like bro, people that work in music are not healthy.
A lot of them, some of them are,some of them are taking.
Care, interesting that this is what I see happens is they work
themselves to death to make it. And then when they make it, then
they get in shape. Yeah.
Like, you know, And it's like, Ibelieve that they would actually

(01:23:27):
probably get to making it soonerif they put more priority on
their well-being because there'salso a direct correlation.
Rick Rubin talks about. Is it Rick Rubin?
Rick Rubin, I think it's Rick Rubin talks about this, is that
there's a direct correlation between, you know, mind, body
and spirit. So like when you're in really

(01:23:47):
good shape and also when you're doing exercise, you're creative.
Oh yeah. It's through the roof.
Like you. You come up with better ideas,
like your brain works better. Absolutely, you know.
Without a doubt. And like, think about how, I
mean, a lot of these artists areamazing and they're probably
working off of like 10% of theirpotential.
They're working off, no sleep, shit diet, no training like.

(01:24:12):
Recently I had the opportunity to train I Spice, and she's
getting really into like, healthand fitness.
That's cool. Yeah, her, her.
She's completely changed her whole outlook on like, health.
That's awesome. Yeah.
Yeah. And I noticed she had like a
she's been looking different. That's amazing.
Yeah. Like my boy.
Ski mask. Ski mask Slump God for he never

(01:24:34):
used to train at all. That dude is doing MMA three
times a week now. You know Wiz Khalifa is like bro
but crazy into. Him and I are similar in the
sense that like, if we don't train, we're toothpicks.
Like, and I'm not saying that I'm over here super Jack.
I'm actually got like a sprainedelbow right now.
So I'm kind of taking it easy. So I'm a little bit deflated.
But like, him and I are the same, like, skinny fucks.

(01:24:56):
Yeah, but like, that dude got jacked.
Got jacked. He can kick hard.
I thought it was AI like when I saw some of the like viral
photos of him I was like this ain't real.
Not yet. And then I talked to Rico and
he's like, yeah, he's definitely, yeah, yeah.
So to wrap this up, I always askpeople this.
So if there was one thing that you wanted people to know about

(01:25:22):
you that you don't think they do, what would it be?
I think, yeah. So a lot of people see myself
and my partner and they're like,oh, they're these these two
white guys that just are trying to like, capitalize off hip hop
culture and black culture. And, you know, they're just
trying to like make a bunch of money.
And, and my thing that I want people to know is like, yo, man,

(01:25:45):
I started in this from the bottom and helped build this
whole scene out of love and respect.
And I'm not here to extract. I'm here to cultivate.
Like I'm here to like sow the seeds, nurture the soil and keep
this stuff going for long beyondme.
Like hip hop is one of like the longest thriving genres and I

(01:26:06):
wanted to keep it that way. It's still a young genre, but
like it's been around since the 80s now, you know, and like I
wanted to keep going. It's had a lot of evolutions and
I'm a huge fan of it and I'm nothere to take, I'm here to give
really. Love it, love it.

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House Parties at Grandma’s to Founding Rolling Loud, the World’s Biggest Hip-Hop Festival | S3, Ep 18.

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}House Parties at Grandma’s to Founding Rolling Loud, the World’s Biggest Hip-Hop Festival | S3, Ep 18.