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THE ICONIC LINEUP FEATURED PERFORMANCES FROM 2NE1, G-DRAGON, RICH BRIAN, PORTER ROBINSON, DPR IAN, AND HIGHER BROTHERS REUNION
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This past weekend, Head in the Clouds celebrated the 2025 edition of their Los Angeles festival at the Rose Bowl in Pasadena, CA. In partnership with 88rising and Goldenvoice, the festival hosted some of the biggest and most groundbreaking artists in Asian music and culture. The lineup consisted of performances from G-Dragon, his exclusive 2025 North American Festival performance, 2NE1, the pioneering and highly influential K-pop girl group, Dean, the Korean R&B phenomenon, DPR Ian, Rich Brian, Porter Robinson (DJ Set), as well as a highly anticipated Higher Brothers reunion, and the grand finale which has become a unique staple of HITC bringing together numerous artists from across the lineup in one mega-performance.
With over 75,000 people in attendance throughout the two-day affair, the festival offered a glimpse into Rich Brian’s upcoming album WHERE IS MY HEAD?, his first full-length album in six years, through his performance that featured a surprise appearance by Ski Mask the Slump God to perform their new single “Jumpy.” Rapper, singer and songwriter Jackson Wang who was billed as The Magic Show!?!, linked up with Higher Brothers, JASONTHEWEEN, Number_i, Warren Hue, Milli, YOUHA and Seiji Oda, alongside No Na, KUN, Sunkis and Yung Kai for an epic grand finale performance to celebrate the 10th anniversary of both the festival and 88rising.
Fans from around the world were able to witness Head in the Clouds exclusively through a livestream on 88rising’s YouTube channel in partnership with Honda, Netflix, Tide, VIKI and Johnnie Walker. Each brand partner contributed to the festival as a means to uplift the Asian artistic community and Asian culture through activations on the festival grounds. Honda returned to HITC LA as one of 88rising’s premier festival partners, sponsoring the Double Happiness Stage. The automobile company contributed an immersive experience to the Honda Stage Lounge with bespoke vinyl record listening stations and retro arcade games. In alignment with the festival’s K-Pop-heavy lineup, Netflix promoted their new anime film K-Pop: Demon Hunters, which is premiering June 20th, via a branded food truck and giveaways. Festival goers also enjoyed original Johnnie Walker cocktails inspired by Youha and 88rising’s latest projects, as well as Rich Brian’s first album in six years, due August 15th. The livestream has also received sponsorship from Rakuten Viki, the leading global destination for Asian entertainment with over 100 million registered users that continues to connect K-Drama fans around the world.
In addition to the music, food curation was led by MAMA’S NIGHTMARKET, who showcased a variety of Asian food vendors from across the diaspora. Vendors included Bang Bang Noodles, Good Alley, Banh Khot Lady, Heng Heng Chicken Rice, Iki Ramen x Iki Nori, Jilli, and many more. The food vendors were joined by local Boba & Tea favorites Sunright Tea Studio, Odd One Out Tea, Bluey & Co., and others.
See all food, beverage and music programming at this year’s Head in the Clouds below.
HITC LA HEADLINERS – IN BILLING ORDER
G-Dragon
2NE1
Dean
DPR Ian
Rich Brian
Porter Robinson
Higher Brothers
THE MAGIC SHOW?!?
88rising’s 10-year Anniversary Finale
HITC LA SUBHEADLINERS – IN ALPHABETICAL ORDER
4EVE
ARMNHMR
BABEBEE
Bixby
DPR Artic & DPR Cream
Jonah Love
Karri
Milli
Miso
Number_i
no na
PIAO
PISCEE
Seiji Oda
SF4AM
Stephanie Poetri
Sunkis
Tabber
WANG OK
Warren Hue
Xin Liu
Youha
Yung Kai
YY
HITC LA F&B LINEUP – IN ALPHABETICAL ORDER
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Bang Bang Noodles
Banh Khot Lady
Beatbox
Bluey & Co.
Bobapop Tea Bar
The Boiling Crab x King’s Hawaiian
Casamigos
Citeadrinks 西風
Coca-Cola
Drip
Forever Pie
Golden Leaf
The Golden Skewer x Sweet Grass
Good Alley
Heng Heng Chicken Rice
Iki Ramen x Iki Nori
JA Jiaozi
Jilli
Jinro
Johnnie Walker
Jongga
Kogi
Kuramoto Shavery
Maneatingplant
Maru-Hi
Melona
Monty’s Good Burger
Odd One Out Tea
Pho Ever
Rokstar Chicken
Seoul Market Eatery
Shlap Muan
Smoking Tiger
Sunright Tea Studio
Tacos Por Vida by Kogi
Takoyaki The Crispy
Unreal Poke
Yifang Fruit Tea
ABOUT 88RISING
88rising is a pioneering global music and media company representing the best of Asian talent. Since its inception, 88rising has paved the way for many music industry firsts: the first to have an Asian artist top the Billboard R&B/Hip-Hop charts, Spotify’s Weekly Global Albums chart and enter the top 10 on Mediabase’s Top 40 chart, the first to launch an all-Asian radio channel in North America, and the first and only record label to have a main stage slot at Coachella. 88rising is also most notably the first company to launch an Asian-centric music festival in the United States, Head in the Clouds Music & Arts Festival, in partnership with powerhouse promoter Goldenvoice. The flagship festival expanded globally for the first time to Jakarta, Indonesia and Manila, Philippines in 2022. In 2021, 88rising executive produced and curated the soundtrack to Shang-Chi and the Legend of the Ten Rings – Marvel Studios’ first Asian-American superhero. 88rising continues its film endeavors with Jamojaya which premiered at the 2023 Sundance Film Festival, and stars multi-hyphenate Rich Brian and is executive produced by 88rising founder & CEO Sean Miyashiro. Previously, in 2019, 88rising was awarded Label of the Year by NetEase, one of the largest music streaming platforms in China. With over 160 million followers across global social media platforms and over 50 billion total streams and views, 88rising’s global influence is undeniable.
ABOUT GOLDENVOICE
Goldenvoice, creators of Coachella Valley Music & Arts Festival and Stagecoach: California’s Country Music Festival, operates successful Los Angeles and Bay Area music venues including the Fonda Theatre, The Roxy Theatre, El Rey Theatre, The Novo, Shrine Auditorium & Expo Hall, The Regency Ballroom and The Warfield. Goldenvoice holds exclusive booking deals at Brookside at The Rose Bowl, Santa Barbara Bowl, Mountain Winery, Great American Music Hall and Frost Amphitheatre. They also have produced events such as Desert Trip, Camp Flog Gnaw Carnival, Day N Vegas, Porter Robinson’s Second Sky Festival, Just Like Heaven and many more. Beginning as an independent punk rock promoter in the early 1980s, Goldenvoice grew to be the preeminent alternative promoter in Southern California by forging strong relationships with both bands and music fans. Currently, Goldenvoice promotes over 1,600 concerts a year in California, Arizona, Nevada, Hawaii, Alaska and Canada plus recently adding North American tours to their growing list of accomplishments. For additional info, please visit www.Goldenvoice.com.
ABOUT THE ROSE BOWL STADIUM
The Rose Bowl Stadium is a National Historic Landmark built in 1922 and known around the world. The Rose Bowl has earned its world-class reputation by hosting five NFL Super Bowl games, the 1984 Olympic Soccer matches, the 1994 Men’s World Cup, the 1999 Women’s World Cup, four BCS National College Football Championship Games, and the College Football Playoff Semifinal Game. The Rose Bowl is the proud home of the annual Rose Bowl Game®, UCLA Bruins Football, world-class concerts, International and Premier League soccer matches, music festivals, AmericaFest 4th of July Celebration, and the World’s Largest Flea Market.
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