How Matt Zingler And Tariq Cherif Envision The Expansion Of Rolling Loud Across Asia and Beyond

For a decade, Rolling Loud has been synonymous with the celebration of hip-hop on a global scale. What started in Miami in 2015 as a passion project by co-founders Matt Zingler and Tariq Cherif has grown into the world’s largest hip-hop festival brand, with editions spanning continents from North America to Europe, and now Asia. 

Each event is a vibrant tapestry of music, culture, and community, offering an unparalleled platform for artists to connect with fans and for fans to immerse themselves in the genre. As the festival expands further into Asia, the cultural and logistical nuances of bringing a U.S.-based phenomenon to new territories are both a challenge and an opportunity.

At its core, Rolling Loud has always been about championing hip-hop and its players. From showcasing emerging talent to headlining global icons, the festival celebrates the genre in all its diversity. Over the years, it has adapted to the unique characteristics of each region it visits, while maintaining the essence of its brand — a space where music, fashion, and the spirit of freedom converge. 

With its foray into Asia (including the recently concluded edition of Rolling Loud Thailand), Rolling Loud is not just hosting festivals but also helping build bridges for the genre’s growth in regions where hip-hop is beginning to achieve mainstream traction.

“What we’ve realized is that every Rolling Loud doesn’t need to be the same,” says Zingler. “Certain areas have different production abilities and things they have access to, from staging to experiences and designs. That’s what makes Rolling Loud as a brand so customizable.” This adaptability has been key to the festival’s success, allowing each edition to resonate deeply with its local audience while preserving the global identity of the brand.

Rolling Loud’s expansion into Asia began with its inaugural event in Thailand in 2023. As Cherif explains, “On a business level, we clicked with a great team out here. DJ ONO, DJ Buddah, and their organization, the Bangkok Invaders, were eager and passionate hip-hop fans themselves. They’ve done a lot of culture building here, carrying the flag for hip-hop.” The result was a festival that drew fans not just from Thailand but from across Southeast Asia — transforming the event into a regional destination.

Hip-hop in Asia is still in its growth phase, with countries like Japan and Korea leading the charge, but other places in Southeast Asia (including the Philippines) are quickly catching up. Rolling Loud’s presence has catalyzed this growth — creating opportunities for local and international artists alike. “In the States, sometimes you take things for granted because it’s so common, but a lot of artists have never been to Thailand or parts of Europe,” says Zingler. “Being able to assist artists in expanding their brand and music through Rolling Loud is really exciting.”

The festival’s impact is evident in the cultural melting pot it fosters. “Looking out into the crowd at Rolling Loud Thailand, it looks just like a crowd at Rolling Loud Miami,” says Cherif. “There’s just a lot more Asians, and it’s beautiful. It’s amazing.” He adds that hip-hop fans in Asia embody the genre’s spirit of freedom and individuality, often expressed through fashion and personal style. “Hip-hop is about being free-spirited, about having fun, about solidarity. And the fans out here embody that for sure.”

Still, that doesn’t mean that bringing Rolling Loud to Thailand was not without its hurdles. Zingler notes the importance of relying on strong local partnerships to navigate complex logistical landscapes. “One of the biggest hurdles was informing artists where we are in the world and why it was important to come here. It’s convincing the talent to travel out here,” he says. Additionally, the festival’s first year in Thailand coincided with Songkran, the Thai New Year, which presented unique challenges. “We didn’t know it was Songkran until after we picked the dates,” says Cherif. “Anytime you have a holiday weekend, you’re trying to sell a show, but people have free options. You’re competing with cultural events.”

Weather also played a significant role in the festival’s planning. The inaugural edition in April faced intense heat, prompting the organizers to move the 2024 edition to a more temperate time of year. “It was really, really hot,” Cherif recalls. “We’re from Miami, so we’re used to heat, but April here is way hotter.”

Yet amidst the success of Rolling Loud Thailand, it has paved the way for further expansion across Asia. Zingler hints at the potential for editions in countries like Japan, Korea, and China, where hip-hop has a strong and growing following. “It’s opened the ability for us to potentially expand the brand to multiple locations in Asia,” he says. “It’s engaged a lot of interest in talent in the region.”

With two successful years in Thailand under its belt, Rolling Loud is proving that hip-hop’s appeal transcends borders. The festival’s ability to adapt to new markets while staying true to its roots has cemented its place as a global cultural force. As it expands further into Asia, Rolling Loud is not just exporting a music festival — but one that fosters a global community united by a shared love of hip-hop.

Rolling Loud’s journey in Asia is a testament to the unifying power of music. From the beats on stage to the bonds in the crowd, the festival embodies a spirit of connection that transcends geography and language. For fans across the region, it’s a rare opportunity to experience the energy and authenticity of a world-class hip-hop festival. And for the genre itself, it’s a powerful step toward cementing its place as a truly global cultural phenomenon.

“A festival is a festival; it brings people together, they have a good time, listen to music,” says Zingler. “Everything we do on top of that creates a unique experience in that market.”

And for the rest of Asia, the beat is just getting started.