“Rolling Loud is more than a festival—it’s a lifestyle brand. My core mission is to bring happiness to millions of people worldwide while promoting hip-hop culture.” – Tariq Cherif, Co-Founder of Rolling Loud

On this episode of The Big Dawgs with Manning Sumner, Tariq Cherif, co-founder of Rolling Loud, the world’s biggest hip-hop festival, shares how it all started: throwing house parties at his grandma’s house with his best friend and now business partner, Matt Zingler.

They saw an opportunity in the live event space and decided to disrupt the industry by putting underground hip-hop artists all on one ticket.

What followed was the creation of Rolling Loud, a global lifestyle brand that Tariq calls “The Hip Pop Disney World,” now spanning festivals, merch, music, Rolling Loud PIT Punch: a THC beverage in collaboration with Cheech & Chong, a movie written by the same writer as The Hangover starring Owen Wilson and Matt Rife, and a documentary in the making.

This is a story of entrepreneurial grit, risk-taking, sticking to the vision, and never giving up- and they’re just getting started.