Penske Media’s first music, food and arts festival, LA3C, will be held December 10-11 at Los Angeles Historic State Park to celebrate the rich artistic melting pot the city is known for.
The festival will feature performances by Megan Thee Stallion, Maluma, Snoop Dogg, Seventeen and Cuco, among others. Even if the lineup only features a small number of Los Angeles-raised artists — which seems confusing given its intent to celebrate Angeleno culture — it reflects LA in other facets.
As LA3C CEO Juan Mora put it, the festival represents Los Angeles by bringing a range of genres and ethnic backgrounds to the bill and, most importantly, collecting specific data on what people in the city do most Listen.
“The process of putting together the lineup was the result of a lot of research,” Mora shared in a recent phone interview. “Through a platform called Luminate, which creates the charts for Billboard, we worked with them to really understand the structure and what people around town are listening to the most. But we also wanted to research which bands and genres are listened to more overall. We’ve always wanted to create a diverse lineup of artists from all over the world, but we also wanted to make sure that while not all artists were born and raised here, they make the city an important part of their careers.”
K-pop superstars Seventeen join Megan Thee Stallion and Snoop Dogg on Saturday and will put together a special hour-long set for fans who can’t catch the show during the Be the Sun Tour, which stopped at the Kia Forum in Inglewood in August could see . Other artists include Free Nationals, Shawn Wasabi and Kyle. The Hot Import Nights Stage will be headlining Mustard with support from AJ Hernez, Cuco, Freya Fox and more.
Sunday will feature sets by Maluma, Piso 21, Gerardo Ortiz, Fonseca, Chesca, Marc Segui and Monogem. The Hot Import Nights Stage is headlined by Tokimonsta with sets from Accia, Arius, Cam Girl, Kromi, Lolo and more.
The festival will also leverage Penske Media’s various brands to offer exclusive activations for attendees, a key part of the two-day festival, Mora said. Ticket holders can experience a range of events: National Geographic Documentary Short Film Showcase, IndieWire, Shorts TV, SHE Media’s Meaningful Marketplace and Variety’s Music for Screens, which will also feature Cate Blanchett as a special guest.
“The idea was to open up these events to a larger part of the community attending the festival,” he explained. “The different brands have put together some amazing events over the years and we wanted to include that content in the offerings we created.”
“One of the exhibitions, SHE Media, brings to life the possibility of something that is usually written for editorial purposes,” he continued. “SHE Media will host the ‘Meaningful Marketplace’, bringing together some of the country’s top BIPOC providers and women entrepreneurs. So we wanted to bring that to life for people to experience. This is just one of many activations that offer added value for everyone who wants to learn more about it at the festival.”
Mora notes that brand activations have gradually become an important complement to Penske-owned facilities like the multi-day music and arts festivals South by Southwest in Austin, Texas and Life Is Beautiful in Las Vegas, Nevada, making it an easy one Wahl makes her involve at LA3C. After a difficult few years due to the pandemic, he explains that it was important for Penske CEO Jay Penske to also give back to the community with events like LA3C.
As for the food, the selection is specially curated to highlight LA’s diversity of cultures and vibrant food scene. With more than 20 food and drink vendors, the list includes local restaurants and some of the city’s most popular food trucks. Mora notes that the goal is to serve the best providers that create economic and social development in their communities. Performances by Lil’ Bobacita, All Dat Dim Sum, Ramen Hood, Tepito Coffee and Ridges Churro Bar provide flavors galore throughout the weekend.
With the debut of LA3C this year, Mora shares that this is just the beginning. LA3C’s intention is to be a strong pillar in the creative capital of the world for years to come and to make the event a permanent fixture in Los Angeles.
“We definitely hope to be a catalyst for many organizations in the city to be excited and proud of the city we have and live in and show the world what an amazing place this is” , he said.
When: 13:00-23:00 December 10; Noon-10:00 p.m. December 11
Where: Los Angeles State Historic Park at 1245 N Spring Street
Tickets: $99 single day admission; $179 entry on weekends; $149 one-day general admission plus; $239 weekend general admission-plus; $349 VIP for one day; $579 weekend VIP. All tickets are available at la3c.com.
https://www.ocregister.com/2022/11/29/how-the-la3c-music-food-and-arts-festival-celebrates-diversity-and-community/ How the LA3C music, food and arts festival celebrates diversity and community – Orange County Register