Monster Energy‘s 2021 Up & Up Festival will be headlined by Loud Luxury. Up & Up, the nation’s number one college festival brand, is built around a model akin to basketball’s Final Four: in a 48-hour campaign, Up & Up ambassadors at universities across the nation appeal to their school’s student body to sell as many pre-sale tickets as possible, with the promise of co-producing the event should their school prove victorious. Purchasers’ credit cards are only processed if their school is among one of the four winners with the most ticket sales. If it is, Up & Up producers team up with the ambassadors to place headliners such as Loud Luxury at the campus for a one-of-a-kind festival experience that places the power in the hands of the students.
This year, Up & Up ambassadors at more than 40 colleges across the nation will compete. The competition will activate at 4:00 p.m. on September 14, with the four triumphant universities’ festivals scheduled to take place in October and November.
“College gave us our start and is where it all began for us as DJs. The Up & Up Festival is an opportunity to get back on those stages and play all those parties we grew up being a part of,” Loud Luxury said. Notably, the “Wasted” producers succeed Subtronics, who previously held headlining duties for Up & Up Festival.
Those interested in representing their school can apply to be an Up & Up ambassador on the festival series’ official website, where they can also find additional information about the competition-driven event.
Featured image: Matt Torres