Billed as the largest hip-hop festival in the world, Rolling Loud rolls into Miami’s Hard Rock Stadium Friday with 35 sponsors onboard for the three-day event.
Booze leads the list of industries banking on the buzzy event, with big names like Ciroc, Smirnoff, Dussé, and Modelo among the 8 Alcohol category sponsors. Meanwhile, Cannabis/CBD & Accessories takes the second spot, with 5 brands–KaliBloom, Backwoods, Diet Smoke, The Flowery, and Tree O’five–taking advantage of the festival’s location and audience opportunities.
The Media & Entertainment companies bringing the festival to life–like Snapchat, Twitch, Spotify, Verizon, and HBO Max–rank third on the industry list, followed by Cryptocurrency & NFT in fourth, with Zelus and Gutter Cat Gang leading the way. Sponsors in the Financial Services category–a leading endorser of music-related events–include Venmo and Dave.
Rolling Loud Miami’s three headliners–Kid Cudi, Kendrick Lamar, and Future–count some heavy hitters among their own endorsement deals. While their portfolios might appear small, their partners prove otherwise.
Kid Cudi’s partnerships, McDonald’s and Cadillac, activate heavily across Facebook, Instagram, and Twitter. He also headlines “Camp McDonald’s,” a first-of-its-kind, in-app virtual summer camp that launched July 5th, offering food deals and exclusive virtual concerts every Sunday through the month. While Kid Cudi trails Kendrick Lamar and Future by number of social media followers (16.1 million), he leads across all engagement metrics–total (607,224), per brand (303,612), and per post (101,204)--with an engagement rate of 2.7%.
With 38.1 million followers on social media (Facebook, Instagram & Twitter), Future has built an impressive sponsorship stable, including Hugo Boss and Samsung (a joint #BeYourOwnBoss partnership with both brands in early 2022), Porsche, and Bethesda Softworks. Future remixed the theme song for Bethesda Softworks’ PS5 game “Deathloop” (released last September), which was promoted on Twitter.
Hot on Future’s heels with 37.4 million followers is Kendrick Lamar, who featured in Pepsi’s SuperBowl halftime show commercial, “The Call,” along with Eminem, Snoop Dogg, and Dr. Dre, among other artists. Notably, despite his 11.5 million Instagram followers, Lamar has only 5 posts on the channel, none of which include brands.