writer: rebecca hidayat
22 October 2022
Head In The Clouds, an annual music festival organized by 88rising, has become a significant platform for showcasing Asian talent and culture on the global stage. Since its inception in 2018, the festival has expanded from Los Angeles to cities like Jakarta and Manila, featuring artists such as Rich Brian, Joji, and NIKI. This growth reflects 88rising’s commitment to elevating Asian representation in the international music industry.
An Iconic Festival by Springboard and 88rising
Head In The Clouds, a vibrant annual music festival organized by 88rising, is a celebration of Asian pride, talent, and cultural diversity. Since its launch in 2018, this iconic festival has grown into a must-attend event, drawing fans from around the world. Originally held in Los Angeles, Head In The Clouds later moved to Pasadena, showcasing an impressive lineup of artists like Rich Brian, Joji, NIKI, and other talents from North America and the Asian music scene.
The Journey from “Double Happiness” to “Head In The Clouds”
88rising initially hosted the Double Happiness Tour, which revealed the strong demand for Asian representation in the U.S. music industry. This success paved the way for Head In The Clouds, a festival that brings both international and local acts to the stage. Beyond the music, the festival also delivers a curated food experience, making it a multi-sensory event that has earned its reputation as “The Asian Coachella.”
Head In The Clouds: A Milestone in Music
The first Head In The Clouds festival took place at Los Angeles State Historic Park with an impressive lineup, including Rich Brian, Joji, and Keith Ape. In 2019, 88rising expanded the event, adding the Double Happiness stage and welcoming artists like iKON and Jackson Wang. Head In The Clouds was set to debut in Jakarta in 2020, but the event was postponed due to the pandemic. In response, 88rising launched the “Asia Rising Forever” online concert to support the Asian community globally.
As for the replacement, 88rising held a free online concert for the fans called ‘Asia Rising Forever Festival.’ It was a charity concert that was meant to raise money to help with combating the rise of anti-Asian sentiment, all over the world.
Head In The Clouds Expands to Pasadena, Jakarta, and Manila
In 2022, 88rising and Springboard brought Head In The Clouds to three major cities: Pasadena, Jakarta, and Manila. The Los Angeles lineup featured Joji, Keshi, and Rich Brian, while Jakarta welcomed hometown heroes NIKI, Rich Brian, and Warren Hue. The Manila event, featuring Jessi, Joji, and Atarashii Gakko!, marked the festival’s first appearance in the Philippines, celebrating Asian pride across the region.
88rising’s Vision and the Future of Head In The Clouds
Founded by Jaeson Ma and Sean Miyashiro in 2015, 88rising aims to elevate Asian representation in the global music industry. With a roster that includes Rich Brian, NIKI, Stephanie Poetri, and Chungha, 88rising continues to create platforms like Head In The Clouds to showcase diverse talents. The festival’s success post-pandemic in 2021, held at Rose Bowl, Pasadena, reaffirmed 88rising’s vision, with stages hosting artists from Japanese Breakfast to DPR Ian.
Springboard and 88rising are committed to supporting Asian artists through Head In The Clouds, creating a festival where music, culture, and community come together. Stay tuned for the next edition of Head In The Clouds as 88rising continues to inspire fans worldwide.
