LA3C successfully wraps up their first annual festival without a hitch. Penske Media Corporation’s (PMC) highly-anticipated LA3 music, food and art festival, which celebrates the rich culture and immense creativity of Los Angeles, wrapped the final day of the inaugural two-day festival at Los Angeles State Historic Park. Never have I attended a festival where close to nothing went wrong, much less a first ever festival. Staff were extremely kind and prepared with security guards constantly passing out waters and checking in with concert goers. In between set changes, LA3C also had a DJ keeping the crowd moving and excited. The stage production for each act was so unique and amazing and matched each artists unique charms. Many festivals that have been established for years, still can’t pull off what LA3C got right the first time.
Alongside diverse music, festival-goers were wowed with curated best-in-class experiences including a range of multicultural food at Dining Discovery presented by Facebook; one-of-a-kind artwork and installations representing the city; fun and interactive brand activations by Homedics, NYX Professional Makeup, Maker’s Mark, Redken, ViX+; and SHE Media’s Meaningful Marketplace Sponsored by U.S. Bank that showcased LA-based entrepreneurs.
LA3C’s genre-spanning lineup celebrated the sounds and spirit of Los Angeles with big-name headliners and homegrown favorites. Saturday was marked by amazing performances from beloved music icons and today’s biggest hit makers from hip-hop to K-pop including Lil Baby, Snoop Dogg, Seventeen, Mustard, Free Nationals, and KYLE as well as a special pop-up from legendary ethologist, activist and conservationist Dr. Jane Goodall. Sunday kept the energy just as exhilarating with a celebration of Latin music, featuring high octane performances from Colombian superstar Maluma, Snow Tha Product, Gerardo Ortiz, Fonseca, Chesca, and so many more.
Day 1 of LA3C kicked off with electronic performances from Lil Baby, Snoop Dogg, and Seventeen among a huge lineup of amazing and diverse acts. Day 2 of LA3C wrapped up the amazing weekend with exciting performances from Latin legend Maluma as well as Snow Tha Product, Gerardo Ortiz, Fonseca TOKiMONSTA, and so much more.
On the first day of LA3C viral artist Shawn Wasabi kicked off the day of mainstage performances with an energetic set featuring an appearance by LA local pop singer Sophia Black. Following an amazing opening to the festival, KYLE hyped up the crowd with an unforgettable performance at one point even surfing through the crowd on an actual surfboard. LA natives Free Nationals performed their hits and brought out singer India Shawn as she joined them to perform their songs including “Time” as a special tribute to Mac Miller. One of the most anticipated acts of the night, K-pop legends Seventeen, delivered a show-stopping hour-long performance to an electric crowd of fans. The “carats,” some of whom camped-out overnight, were out in full force during their set, lighting up Los Angeles State Historic Park as they proudly waved their lightsticks. Following Seventeen’s set, members Mingyu and Vernon came back to help introduce surprise guest Dr. Jane Goodall to the stage for a speech bringing attention to the importance of conserving the environment and imploring younger generations to take action against climate change. Goodall stated, “I want to tell you what you can do to make the world a better place. There are three reasons to have hope for our future – human intellect, nature, and the power of young people,” said Goodall, sharing an inspiring message of hope to attendees. Jane then led the crowd in an empowering chant saying, “We can, we will, we must!” LA music icon Snoop Dogg treated fans to performances of crowd-pleasers “Gin & Juice” and “Drop it like it’s Hot,” and did a tribute to The Notorious B.I.G. and Tupac singing “Hypnotize” and “2 of Amerikaz Most Wanted.” Snoop Dogg ended his set with a crowd sing-along to his self-proclaimed national anthem for the youth, “Young, Wild & Free.” Closing out the amazing Day 1 Saturday LA3C Headliner Lil Baby heated up the stage on a cold LA night performing hit after hit including “Drip Too Hard,” “Wants and Needs,” “Freestyle,” and more.
In partnership with Hot Import Nights®, the world’s largest and most unique indoor/outdoor automotive lifestyle event producer, HIN Events hosted a second festival stage with its headliner Mustard. Other featured HIN Stage performers included AJ Hernz, CUCO, Freya Fox, Kill Bambi, Kim Lee, Paper Idol, Rosegold, and Vice. The Hot Import Nights® stage also featured a special DJ set by Linafornia in celebration of VIBE’s 30th Anniversary. In addition to epic performances, Hot Import Nights® presented vehicles featured in the Fast and Furious movies, celebrity-owned vehicles and more.
On the same night, Seventeen and Dr. Jane Goodall were honored at LA3C’s inaugural CREATIVITY AND CULTURE AWARDS, recognizing those enriching Los Angeles and who position the city as an international capital of creativity, culture, and innovation. Amongst the awardees was Chairman of HYBE Group and pioneer of the K-pop culture, Bang Si-Hyuk; President & Chief Operating Officer of Destination Crenshaw, Jason Foster; and former Publisher of La Opinion and President & CEO of College Futures Foundation, Monica Lozano.
Along with the festival, on Saturday, Deadline partnered with LA3C to host the ‘Contenders Film LA3C: Conversations with Contenders’ event in downtown Los Angeles. Films highlighted included Sony Pictures’ “A Man Called Otto” and “The Woman King,” Searchlight Pictures’ “The Banshees of Inisherin,” Apple Original Films’ “Emancipation” and Netflix’s “The Pale Blue Eye.”
Day 2 of LA3C began with Chicocurlyhead stage with lively performances of “Dame Mas De Ti” and “How It Goes.” Monogem took to the stage to perform “Tangerine Sky,” “Get You High” and more. Marc Segui surprised attendees by bringing out Latin rap and hip hop performer, Xavibo. Chesca charmed the crowd with dance moves to “Te Quiero Baby” and “TuTuRu” and closed the set with her hit song “ACTIVA” with Villano Antillano joining her onstage. Fonseca had the crowd dancing to his style of Latin pop/traditional folkloric rhythms with spirited performances of his hits “Eres mi sueño,” “Arroyito,” and more. The fans were jumping to Gerardo Ortiz’senergetic performance of his crowd-pleaser “Tranquilito” and more. Snow Tha Product hyped up the crowd with dance contests, toasted to her final show of the year while also performing hits such as “La Vida,” “Not Today” and also invited her mom to the stage to join her for a song. Performing with the skyline of downtown Los Angeles lighting up the horizon, Sunday LA3C headliner Maluma began his set getting the crowd to sing along to his chart-topping hit “Hawái.” The Colombian superstar also known as Papi Juancho closed the weekend performing fan favorites including “Felices los 4,” “11 PM,” and more.
Sunday’s Hot Import Nights® stage featured ToKiMONSTA who ended the night by treating fans to performances of “Loved By U” and more. Other featured HIN Stage performers included performance sets from Accia, Arius, Cam Girl, LOLO, Lucky Light, Madds, MEIRLIN and Peach.
On Sunday The Hollywood Reporter partnered with LA3C to host a live Q&A with Robert Downey Jr. titled “An Afternoon With Robert Downey Jr.,” which included an exclusive screening event for the emotional Sr., the Netflix documentary about Robert Downey Sr., followed by a live Q&A with Downey Jr. and his wife/Team Downey producing partner, Susan Downey, moderated by The Hollywood Reporter’s Scott Feinberg.
Penske Media’s LA3C is a first-time annual festival celebrating the rich culture and creativity of Los Angeles. Over two days, LA3C promises to cultivate the best of Los Angeles with headlining musical talent, bold art installations, and food that represents the diverse palette of the city. Festival Goers will leave feeling proud to live in LA and energized by new experiences and surprise & delight moments. LA3C brings our community together in the heart of the city to celebrate everything that makes Los Angeles unique. LA3C will leverage the expertise and access of Penske Media properties including Variety, Billboard, VIBE, The Hollywood Reporter, Rolling Stone, Deadline, WWD, Sportico, SHE Media, ARTnews, Robb Report, IndieWire, TVLine and Sourcing Journal.
Penske Media Corporation (PMC) is a leading global media and information services company whose award-winning content attracts a passionate audience. Since 2004, PMC has been a pioneer in digital media and a platform innovator, reaching viewers on all screens across its ever-growing constellation of iconic brands, which includes Variety, Rolling Stone, VIBE, SXSW, Life is Beautiful, The Hollywood Reporter, Billboard, WWD, SHE Media, Robb Report, Deadline, Sportico, BGR, ARTnews, Fairchild Media, IndieWire, Dirt, Gold Derby, Spy.com, TVLine, Sourcing Journal, among many others. PMC’s journalists and content creators deliver daily the most comprehensive news and information in their industries and areas of coverage, unequaled in ambition, depth, and courage. In addition, PMC owns several vital cultural events such as SXSW, LA3C, and Life is Beautiful. Headquartered in New York and Los Angeles with additional offices in 14 countries worldwide, PMC believes companies should not only be profitable but also forces for good.
The Knockturnal had the opportunity to speak with KYLE ahead of his set! We got to chat about how amazing this past year has been for him, as well as what’s in store for Kyle in 2023! Check out the interview below!
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