HEAD IN THE CLOUDS MUSIC AND ARTS FESTIVAL CELEBRATES 10-YEAR ANNIVERSARY
This past weekend, Head in the Clouds celebrated the 2025 edition of their Los Angeles festival at the Rose Bowl in Pasadena, CA. In partnership with 88rising and Goldenvoice, the festival hosted some of the biggest and most groundbreaking artists in Asian music and culture. The lineup consisted of performances from G-Dragon, his exclusive 2025 North American Festival performance, 2NE1, the pioneering and highly influential K-pop girl group, Dean, the Korean R&B phenomenon, DPR Ian, Rich Brian, Porter Robinson (DJ Set), as well as a highly anticipated Higher Brothers reunion, and the grand finale which has become a unique staple of HITC bringing together numerous artists from across the lineup in one mega-performance.
With over 75,000 people in attendance throughout the two-day affair, the festival offered a glimpse into Rich Brian’s upcoming album WHERE IS MY HEAD?, his first full-length album in six years, through his performance that featured a surprise appearance by Ski Mask the Slump God to perform their new single “Jumpy.” Rapper, singer and songwriter Jackson Wang who was billed as The Magic Show!?!, linked up with Higher Brothers, JASONTHEWEEN, Number_i, Warren Hue, Milli, YOUHA and Seiji Oda, alongside No Na, KUN, Sunkis and Yung Kai for an epic grand finale performance to celebrate the 10th anniversary of both the festival and 88rising.
Fans from around the world were able to witness Head in the Clouds exclusively through a livestream on 88rising’s YouTube channel in partnership with Honda, Netflix, Tide, VIKI and Johnnie Walker. Each brand partner contributed to the festival as a means to uplift the Asian artistic community and Asian culture through activations on the festival grounds. Honda returned to HITC LA as one of 88rising’s premier festival partners, sponsoring the Double Happiness Stage. The automobile company contributed an immersive experience to the Honda Stage Lounge with bespoke vinyl record listening stations and retro arcade games. In alignment with the festival’s K-Pop-heavy lineup, Netflix promoted their new anime film K-Pop: Demon Hunters, which is premiering June 20th, via a branded food truck and giveaways. Festival goers also enjoyed original Johnnie Walker cocktails inspired by Youha and 88rising’s latest projects, as well as Rich Brian’s first album in six years, due August 15th. The livestream has also received sponsorship from Rakuten Viki, the leading global destination for Asian entertainment with over 100 million registered users that continues to connect K-Drama fans around the world.
In addition to the music, food curation was led by MAMA’S NIGHTMARKET, who showcased a variety of Asian food vendors from across the diaspora. Vendors included Bang Bang Noodles, Good Alley, Banh Khot Lady, Heng Heng Chicken Rice, Iki Ramen x Iki Nori, Jilli, and many more. The food vendors were joined by local Boba & Tea favorites Sunright Tea Studio, Odd One Out Tea, Bluey & Co., and others.
HITC LA HEADLINERS – IN BILLING ORDER
G-Dragon
2NE1
Dean
DPR Ian
Rich Brian
Porter Robinson
Higher Brothers
THE MAGIC SHOW?!?
88rising’s 10-year Anniversary Finale
HITC LA SUBHEADLINERS – IN ALPHABETICAL ORDER
4EVE
ARMNHMR
BABEBEE
Bixby
DPR Artic & DPR Cream
Jonah Love
Karri
Milli
Miso
Number_i
no na
PIAO
PISCEE
Seiji Oda
SF4AM
Stephanie Poetri
Sunkis
Tabber
WANG OK
Warren Hue
Xin Liu
Youha
Yung Kai
YY
HITC LA F&B LINEUP – IN ALPHABETICAL ORDER
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Bang Bang Noodles
Banh Khot Lady
Beatbox
Bluey & Co.
Bobapop Tea Bar
The Boiling Crab x King’s Hawaiian
Casamigos
Citeadrinks 西風
Coca-Cola
Drip
Forever Pie
Golden Leaf
The Golden Skewer x Sweet Grass
Good Alley
Heng Heng Chicken Rice
Iki Ramen x Iki Nori
JA Jiaozi
Jilli
Jinro
Johnnie Walker
Jongga
Kogi
Kuramoto Shavery
Maneatingplant
Maru-Hi
Melona
Monty’s Good Burger
Odd One Out Tea
Pho Ever
Rokstar Chicken
Seoul Market Eatery
Shlap Muan
Smoking Tiger
Sunright Tea Studio
Tacos Por Vida by Kogi
Takoyaki The Crispy
Unreal Poke
Yifang Fruit Tea
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