How Tariq Cherif and Rolling Loud Are Taking Over Global Rap Concerts


| LAST UPDATE 07/26/2021

By Mahlik Campbell
Matt Zingler & Tariq Cherif
Scott Roth/Invision/AP via Shutterstock

This weekend marked the return of music festivals, as Rolling Loud shut down Miami with sets from damn near everyone who's anyone in hip-hop: Travis Scott, Lil Baby, 21 Savage, Lil Durk and more.

Beyond festivals, Rolling Loud is changing the way artists handle their tours.

For years, popular festivals like Coachella and Lollapalooza would sprinkle a handful of hip-hop acts among larger, eclectic lineups. Rolling Loud's co-founders Matt Zingler and Tariq Cherif spotted the need for an annual weekend fully dedicated to rappers and their passionate, rage-ready fans.

They launched the first Rolling Loud in 2015 in Miami, and since then, the event has expanded to New York, San Francisco and even internationally to Portugal.

Now, RL is taking another leap, lending its expertise to individual artists as they prepare to start touring again.

Jack Harlow, Rod Wave, Moneybagg Yo and Trippie Redd have each partnered with RL for their nationwide tours this fall. At Rolling Loud's festivals, they offer unique live incentives like VIP areas, lockers, merch, food trucks and more. They might try to bring these elements to local venues.

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"We really see ourselves just becoming more and more of a household name," Cherif, who also manages Ski Mask The Slump God, told Complex in a new interview.

He continued, "We’re looking to keep upping our content game through different touchpoints of original content, documentary content, festival content, music, all types of stuff." Cherif also said they hope to add shows in Europe, Asia, Australia and South America.

One of the most viral highlights from RL's latest festival was Travis Scott performing for more than an hour and previewing an unreleased song, "Escape Plan."

He's come a long way since gracing the very first RL!