The Announcement:

(Los Angeles, CA December 2, 2021) –  The Black Music Action Coalition (BMAC) announces a new partnership with Rolling Loud, the world’s largest hip-hop festival, for Rolling Loud California, occurring at NOS Events Center in San Bernardino on December 10th-12th. Together, BMAC and Rolling Loud will prioritize activism, community, and awareness of social justice issues with a series of panel discussions, fundraising initiatives, and more, continuing their mission to fight against all forms of discrimination and inspire them to be the change they want to see in the world. The new partnership between BMAC and Rolling Loud arrives as more and more hip-hop artists feel compelled to raise their voices and speak out against inequality and injustice in the political landscape.

“The Artists community has the reach, the influence and the power to force this nation to live up to its promise.  Artists have always provided the soundtrack that inspired or provoked change in this world.  As others turn down the volume around the issue of racial and social justice, we salute a company who’s willing to keep the noise rolling LOUD!” Prophet, Co-Founder/Co-Chair of BMAC

Throughout the 3-day festival, Rolling Loud and Black Music Action Coalition will host panel discussions featuring industry thought leaders, activists, and musicians who have used their platforms to advocate for change. Rolling Loud California will display curated art installations with messages promoting social change, will promote fundraising initiatives during the festival, and offer limited edition merch, with profits going to charity. Rolling Loud and BMAC look to foster an environment where fans can express themselves, explore new ideas, and advocate for whatever they believe in.

“Rolling Loud is proud to use our platform to help the Black Music Action Coalition in its mission to keep the fight for racial and social justice alive. Hip-hop is rooted in community, and it’s important for all members of the culture to do their part.” – Tariq Cherif, Co-Founder/CEO of Rolling Loud

“BMAC salutes Rolling Loud for stepping up and their willingness to use the platform to support racial equity and social justice.  This is a bold and strong move from one of the leaders in the live space.  We are moving past hashtags and into true action.” – Shawn Holiday, Co-Founder/Co-Chair of BMAC’s Executive Leadership Council


For all other inquiries, please contact MichelleKerry, or Kevin.

The Background:

Founded by Matt Zingler & Tariq Cherif as a one-day Miami show, Rolling Loud has grown into a global festival phenomenon, putting on shows on both coasts and in multiple countries. Rolling Loud is the premier festival brand in hip-hop, known for its expert curation of wide-ranging lineups that reflect the state of the genre.

The festival returned from an 18-month hiatus with the sold-out Rolling Loud Miami 2021 in July, its biggest event yet, bringing in over 75,000 fans per day to Hard Rock Stadium in Miami Gardens, FL. With headliners Travis Scott, Post Malone and A$AP Rocky, Rolling Loud Miami 2021 is a triumphant return for live rap music, and a coming out party for risers and new superstars eager to play in front of a festival crowd. Rolling Loud Miami kicked off a massive year for the festival brand, arriving ahead of Rolling Loud New York, headlined by Travis Scott, J. Cole, and 50 Cent, in October and Rolling Loud California, headlined by J. Cole, Kid Cudi, and Future, in December.

During the pandemic, Rolling Loud expanded into much more than just a live festival company. With no in-person show possibilities in sight, Rolling Loud pivoted to become a heavy-hitter in the world of Livestreaming, drawing millions of unique viewers and landing multiple events in Pollstar’s Year-End Livestream Chart. In June 2021, Rolling Loud launched Rolling Loud Presents, their first venture into tour promotions, taking the Rolling Loud experience on the road with a series of tours headlined by some of the biggest stars in hip-hop, including Rod Wave, Trippie Redd, Jack Harlow, and more to be announced.

Tuesday June 2, 2020, the music industry went silent for one day to join the fight for equality as part of #BlackOutTuesday…the day the show paused!. This movement spread beyond the business and inspired tens of millions worldwide to follow suit. Galvanized by this historic moment, close to 200 preeminent artist managers, attorneys, business managers, agents and other industry executives signed up to join forces, instituting and introducing the first-ever BLACK MUSIC ACTION COALITION.

Together, these individuals form one common voice, representing the interests of artists, producers, songwriters, and executives.

This illustrious cadre of industry heavyweights notably represents artists who comprise a majority of the industry’s revenue.

This advocacy organization endeavors to uphold and actualize the mission of Black Lives Matter in the music industry and reach racial justice not just across labels, publishers, agencies, distributors, and DSP’s but throughout society at large. BMAC works together with leaders from various business leaders to hold their companies accountable and implement a system of checks and balances to ensure change takes root. The group fosters and shepherds various educational, mental health, financial literacy, entrepreneurship, policing, social justice, and political causes that directly impact Black communities. In 2021, the BMAC released the first annual Music Industry Action report card that measured and assessed the music industry’s progress toward achieving racial justice and equity. To commemorate the report card, BMAC also held the inaugural Music In Action Awards Gala to honor musicians, activists and industry professionals who have used their platforms to enact change within the music industry and broader society.. The Weeknd, H.E.R., Ethiopia Habtemariam Ben Crump and more were honored for their contributions to change.


Rolling Loud: website | facebook | twitter | instagram

BMAC: website | facebook | instagram | twitter