LA3C
Amid the offerings at the LA3C festival that took place in downtown L.A. this past weekend (Nov. 11-12), a presentation from the Saudi Arabia Music Commission put forth a broad view of the music industry currently being developed in the country.
Hosted by VIBE editor-in-chief Datwon Thomas, panelists included Paul Pacifico, CEO of the Saudi Music Commission; Ahmad Alammary, chief creative officer for the Saudi electronic music festival Soundstorm; Gigi Arabia, the founder/CEO of Saudi heavy metal organization Heavy Arabia; Mexican-American songwriter, producer and academic Fernando Garibay, who has worked in the Kingdom; and Saudi singer-songwriter Tamtam.
Saudi Arabia has seen significant social changes in the last decade, as the government has eased restrictions around formerly prohibited activities like playing music in public and co-ed gatherings. These new freedoms have helped lay the groundwork for the formation of a music industry, with the bulk of the panel discussion focused on how this industry is currently being built from scratch.
“We have huge pent-up supply of creativity and music,” said Pacifico, a Brit who joined the Music Commission as CEO in January 2023. “We have huge pent-up demand among audiences that have grown up wanting to go to festivals, concerts, events, to listen to music and enjoy themselves.”
“But we lack enablers,” Pacifico continued. “So over the next one year, three years, five years, it’s going to be all about building the structures that connect those dots that allow people to express themselves creatively and to build platforms that will enable Saudi artists to tell their stories in a way that will be heard around the world.”
“A lot of people working in the [global music] industry ask how we can fix our industry, or how we can rethink our industry,” added Garibay, “but I don’t think we’ve ever had in the history over the past 100 years a chance to think about, ‘How would you start over? How would you start from a new perspective?’”
The discussion emphasized that while Saudi Arabia does not yet have venues, a collecting society and other essential infrastructure, this clean canvas is allowing key players to, Alammary said, “shape it the way we want to learn from the lessons around the world and actually serve artists.”
Pacifico cited the major opportunities for artists in Saudi Arabia with respect to the country’s demographics, saying that “70% of the people are under 35 years old, and the country has 98% Internet penetration. So you have a young, connected, dynamic and unbelievably energized population.”
The panelists agreed that this audience and the emerging industry combined are creating huge opportunities for Saudi artists, as formerly underground scenes are coalesced and, as Alammary said, “unveiled.” These formerly underground scenes include those around genres like electronic music, the focus of the Saudi mega-festival Soundstorm that launched in 2019, along with hip-hop, heavy metal and more.
“All of the events took place in super unconventional places,” Arabia said of the Saudi metal scene before music-related restrictions were lifted. “We have something in Saudi called rest houses, little houses in the middle of nowhere for people to rest in if they’re going on a road trip, where events took place.”
“We’re still growing it event by event,” Arabia added in regard to the country’s current aboveground metal scene. “With the help of the Music Commission and its leadership, now we have been able to go and represent it in the genre globally.” She foresees Saudi Arabia becoming a “hotspot for metal heads” in a fashion similar to the Nordic region.
The Music Commission exists under the Saudi Ministry of Culture, a government entity focused on expanding the country’s entertainment sector through endeavors into music, sports, film and more. These entities exist as part of Vision 2030, the Saudi government’s plan, it says, to diversify the country’s economy, society and culture. (The LA3C panel did not touch on the challenges of building an industry amid the still-existing restrictions of the Saudi government, which does not protect freedom of speech and which, despite some recent advancements, still imposes myriad restrictions on women.)
“There’s an incomplete picture. It’s like a jigsaw puzzle with pieces missing,” Pacifico said of the country’s current industry, “But we see record labels coming up, we see management companies growing. The most amazing thing is the whole music industry is going through an accelerated time of massive change, and Saudi Arabia as a country is going through a massively accelerated time of change. So nothing’s taken for granted… and we can just think again about how to do things better, quicker, more efficiently.”
The presentation also included performances from Tamtam, Saudi pop artist Mishaal Tamer — who released his debut EP in 2020 via RCA Records and opened for OneRepublic on tour this past summer — and Riyadh-based producer and songwriter NTITLED.
LA3C was built to highlight communities creating culture around the world. LA3C created a paid partnership with the Saudi Music Commission to highlight the cultural shift in the commercial entertainment sector and with regional artists that have a presence in the United States and Saudi Arabia. LA3C is owned by Penske Media Corporation which is also the parent company of Billboard.
Erykah Badu & Herbie Hancock are headlining the music & food fest this weekend, taking place Nov. 10-12 across downtown Los Angeles.
On Tuesday (Sept. 19), LA3C announced its return for year two along with music and food lineups for the three-day, all-ages festival, coming to downtown Los Angeles, Nov. 10-12.
Erykah Badu and Herbie Hancock will headline, playing intimate shows at the Orpheum Theatre and Theatre at the Ace Hotel, respectively. Flying Lotus and LA jazz legends Robert Glasper and Terrace Martin will take over the Theatre at the Ace Hotel as well, and Nick Hakim, Julie Byrne and John Carroll Kirby will take over the Palace Theatre.
Additional performers include Kamasi Washington, Marc Rebillet, Sudan Archives, Fred Armisen, Lonnie Holley, Aja Monet, Pauli the PSM, Novena Carmel, Shabazz Palaces, Yrsa Daley-Ward with The Josh Craig, Acyde, Siobhan Bell, Kilo Kish, Salami Rose Joe Louis and Def Rain, as well as pop-up performances by Feels Like Floating.
In addition to the Orpheum, Ace and Palace and surrounding lots, Los Angeles Theatre will also host performers throughout the weekend.
For more information about the festival — including more music, food and film events — visit LA3C.com. Tickets are available for purchase starting Friday (Sept. 22) at 9 a.m. PT.
Penske Media’s LA3C launched last December as a two-day festival at LA State Historic Park with performances from Maluma, Lil Baby, Snoop Dogg and Seventeen.
Penske Media Corporation is the parent company of Billboard.
SEVENTEEN performed at Penske Media’s LA3C festival last weekend, and while they were there, Joshua, Dino and Mingyu chatted exclusively with Billboard News about their love for the holidays and what fans can expect from the group in 2023.
Speaking to Billboard‘s Tetris Kelly, the trio dished on their recent world tour, winning best dance performance male at the 2022 MAMAs, and releasing their new calendar for fans just in time for the holiday season.
“Favorite part of the holidays for me, personally, like, Christmas, I just love the energy, the music that plays and just, like, the overall vibe of Christmas,” Joshua said, while Dino added, “There are lots of festivals and year-end shows like LA3C that happen during the holiday season, and performing as a part of those events is one of my favorite things during the holidays.”
And while Christmas is still more than a week away, the K-pop idols are already looking forward to a bright and busy new year. “I just want all of us to be healthy, I think that’s the most important,” Joshua said after he and several of his bandmates each missed different tour stops due to COVID. “And we want to meet as much CARATs as possible.”
“Just like we did this year, we will come back with fresh music and, how should I put it? Music and performances that are more truthful to who we are,” Dino jumped in, while Mingyu was quick to add, “Please let everyone know they can look forward to everything we’re doing next year!”
LA3C is Penske Media Corporation’s new music, art and food festival celebrating Los Angeles’ culture and diversity, which took place Dec. 10-11 at Los Angeles State Historic Park. PMC is the parent company of Billboard.
Watch Joshua, Mingyu and Dino’s chat with Billboard at LA3C above.
Penske Media Corporation’s new music, art and food festival LA3C took over Los Angeles State Historic Park over the weekend, bringing together some of today’s most exciting music stars to celebrate the rich culture and diverse communities in the City of Angels.
Maluma and Lil Baby headlined the two-day event, which also featured some incredible performances from SEVENTEEN, Snoop Dogg, Free Nationals, Gerardo Ortiz, Fonseca, Marc Segui, Shawn Wasabi, Monogem, Shea Diamond, Chicocurlyhead and more.
The celebration extended beyond music as well, and featured a series of activities at the festival, including a range of multicultural food, bold art on display, a marketplace and interactive experiences.
Legendary anthropologist Dr. Jane Goodall was also at the event, as she was honored with one of the inaugural LA3C Awards, which was given to people and organizations that celebrate the culture, creativity and global diversity found in Los Angeles.
Check out some of the portraits that were taken at LA3C below.
Penske Media Corporation’s music, art and food festival LA3C closed its inaugural edition on Sunday (Dec. 11) with a Latin music-centered lineup, a nod to Los Angeles County’s’ Hispanic population, where more than 4.8 million Hispanics live, accounting for almost half of the county’s population.
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The second day of LA3C — which started off gloomy and rainy — included performances by Colombian hitmaker Maluma, regional Mexican star Gerardo Ortiz and Mexican-American rapper Snow tha Product.
Check out Sunday’s best moments below.
El Pana Con Más Flow Just as the sun peeked through the clouds for some much needed sunshine, Panamanian artist Chicocurlyhead marked his first main stage performance at a festival in the U.S. Wearing a monochromatic military green outfit and black sunglasses, Chico effortlessly zigzagged through R&B, trap and rock showcasing his versatility. “For those that don’t know me, I’m Chicocurlyhead. I was born in Panama and raised in Atlanta,” he told a small but mighty crowd. “That’s what you hear in my music. Spanglish. The real deal. I’m ‘El Pana con Flow.’”
Welcome to my paradiseMexican-American singer-songwriter Monogem delivered a soulful performance. With a set that began 50 minutes late, the crowd was forgiving offering her a warm L.A. welcome. One fan ran towards the stage holding a vinyl of the artist’s Gardenia, her first Spanish-language album. “I see you,” Monogem acknowledged the fan. “I’m so happy to be here. Soy mitad mexicana (I’m half Mexican) and it’s an honor to celebrate my Latin roots.” Mid-set, she welcomed fans to her paraíso and proceded to ask fans: “Is it ok if I get high with you guys? I mean we’re in L.A. My hometown.” However, she couldn’t light her joint due to the wind.
Os prometo que hemos ensayadoFrom Spain to L.A.! Marc Seguí and his band — who all wore bright colored t-shirts (red, yellow, blue and pink — one that had “we promise we rehearsed” written across it) — delivered a breezy performance paired with groovy visuals from outer space, the ocean and flowers. In the middle of his 30-minute set, the Spaniard brought a friend out to join him onstage. “I haven’t come alone. A big round of applause for Xavibo.” The pair were like best friends onstage enjoying every second of the performance — which included Segui’s “360” and his and Xavibo’s “Contigo Loca” — jumping up and down to pump up the crowd.
PR In the House“Hace un frío cabron aquí afuera,” Chesca said at the top of her performance,acknowledging the colder temperatures. The Puerto Rican artist delivered a high-energy performance with a troupe of dancers. “I feel so proud to be here with all of you,” she said just minutes before introducing her special guest, who flew in from Mexico just to join her onstage. It was none other than her fellow Puerto Rican hitmaker Villano Antillano, marking the first time she performs in L.A. “Thank you LA3C for having me. Latinos to the top. You should all feel so proud.”
Music of todayColombian singer-songwriter Fonseca got everyone dancing with his vallenato anthems. He kicked off with “Vine a Buscarte” and then got emotional with a heartfelt speech. “We’re very happy to be here tonight. It feels amazing to be back in L.A. We’re proud to be part of a festival that is featuring so many genres from all over the world. It represents the music of today.” The artist, who’s celebrating 20 years in music, went on to sing “Volvámonos a Enamorar” and of course the highly-anticipated “Te Mando Flores.” “Thank you for being part of this dream. Cheers to 2023, I hope it’s filled with good health, friends and family.”
Long live regional Mexican musicRegional Mexican star Gerardo Ortiz, who was born in Pasadena, Calif., enjoyed a homecoming with a set that proved to be a highlight of the night. Transforming the stage into a Mexican party — with a banda and norteño group in tow — Ortiz didn’t waste any minute belting out anthems such as “Quién Se Anima,” “Tranquilito,” “Por Qué Terminamos” and “Recordando a Manuel.” Wearing black jeans, a leather jacket with blue patches and silver studs styled with a cowboy hat and pointy boots, Ortiz, a much-experienced artist whose dynamic and interaction with his fans throughout proved to pull in not only fans who were there to see him, but also new ones who were just discovering him. Never too late to join the Gerardo Ortiz club.
“My favorite thing is women supporting women”Snow Tha Product meant business when she took the stage at LA3C. The Mexican-American rapper performed a riveting one-hour set where she showed off her slick verses and rapping skills. Her performance also included shots straight from a tequila and champagne bottle, a sea of women twerking onstage and Snow’s proud mom. She started off with a quick homage to Vicente Fernandez, who passed away one year ago. She took a shot in his memory. She then brought her mom onstage to take a shot with her and celebrate her success. “I didn’t go to college and I’m doing pretty good,” Snow said. “I told my mom I’d be the most famous lesbian Mexican rapper that ever existed. Mom, say a few things while I take a shot.” Her mom took the mic and started with, “Cómo estan todos (how is everyone doing)? I love you all so much for loving and respecting my daughter. God bless you all.”
She also invited multiple women to join her onstage and dance up there for the remainder of her show. “My favorite thing is women supporting women,” she declared. During her performance, she made sure she got what she paid for and give fans the best performance she could. After production wouldn’t light the fire effect onstage because the dancers “weren’t behind an orange line,” she protested. “I paid $5,000 to have the fire, I should have the fire. The apply rules to a woman that they wouldn’t to a man. If I don’t get fire in this next song, return my money.” She left her fans with advice: “In 2023, go where you’re loved and appreciated.”
Maluma BabyBefore the Colombian hitmaker took the stage, a short video played in front of a crowd that gathered to see Maluma front and center. “Today, my heart stops like if it was the first time [performing],” he said in the video. “Now, I give you my heart.” Then, the man of the hour appeared. Wearing black leather pants, a Supreme biker jacket and red leather gloves, he kicked off his one-hour set with the smash hit “Hawái.” “Good night, L.A. I’m Papi Juancho,” he greeted the audience. In a span of 60 minutes, Maluma delivered a show-stopping performance powered by fireworks and back-to-back hits including “Borró Cassette,” “Felices Los 4,” “Sobrio,” “Chantaje,” “Vente Pa’ Acá,” “11PM” and “Corazón.”
“Where are my Latinos?” he asked. “Los Angeles are you ready? It’s good to be back in one of my favorite cities.” Toward the end of his set, he reflected on his trajectory. “How cool that we’re all here. Is everyone drinking here because I am definitely drinking tonight. We’re ending the year and I want to thank you for the love you give me every single day. Without it, I wouldn’t be anyone. It’s been 11 years since I began my career but we’re just starting. There’s Maluma for many more years. Cheers.”
Penske Media Corporation is the parent company of Billboard.
Penske Media Corporation’s new music, art and food festival LA3C launched on Saturday (Dec. 10) at Los Angeles State Historic Park, bringing some of the top stars from every musical genre together for a day that shined bright despite the gloomy weather.
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From SEVENTEEN‘s fiery hour-long set to Snoop Dogg‘s breezy performance and Lil Baby‘s headlining moment, the inaugural LA3C sent fans back to their own homes more than happy — and ready for day two.
See day one’s best moments below.
Shawn Wasabi’s Colorful Visuals
Besides being a creative producer who makes tracks by using his own curated sounds as well as samples from everything — yes, everything, including iPhone alarms, games, doors closing and more — Wasabi is also a pro at cultivating the perfect aesthetic to accompany his kawaii yet heavily electronic set. From Super Mario challenges to Animal Crossing scenes bursting on the screen behind him, the 27-year-old’s set feels like living in a real-life video game, all while enjoying some really awesome, unique music.
#LA3C with Shawn Wasabi and Carats! Lol!!! pic.twitter.com/ya9XW6hJz5
— ⑰ Carmy 💎 LA3C today!!!! (@carmycarmyesq) December 10, 2022
Kyle Crowd Surfing (Literally)
During his jam-packed set, in which he performed some of his top hits like “Playinwitme” and “iSpy,” Kyle took crowd surfing to the next level when he jumped on an actual surfboard in the crowd as fans carried him across the audience.
SEVENTEEN Takes On the “Bloody Mary” Challenge
Before stepping onstage, SEVENTEEN’s Joshua, Mingyu and Dino chatted with Billboard‘s Tetris Kelly before flawlessly executing the dance challenge inspired by Netflix’s Wednesday, nailing the viral choreography to the tune of Lady Gaga‘s “Bloody Mary.” The clip even got reposted by Emma Myers, who plays Enid in the series.
India Shawn’s Vocals
One thing about the Free Nationals, is that they are masters of their craft. They certainly didn’t need any guests to make their set great, but adding India Shawn amplified the performance thanks to her effortlessly smooth vocal ability and charming stage presence. She even stepped in for Anderson .Paak
SEVENTEEN’s Entire Set
All thirteen members of SEVENTEEN took the stage too the sound of cheers from Carat, who had been waiting at the LA3C stage since doors opened to see their favorite guys — and they didn’t disappoint. From precisely synchronized dances and bursting onstage pyrotechnics to harmonized vocals and sleek outfits, the K-pop group kept the energy high with hits like “HOT,” “Left & Right” and “Aju Nice,” which they repeated six times due to audience demand.
Snoop Dogg’s “The Next Episode” Performance
While Snoop performed a slew of hits during his set, including “Drop It Like It’s Hot,” “All I Do Is Win,” “Nuthin’ But a ‘G’ Thang,” and “I Wanna Love You,” there’s nothing quite like hearing the King of LA perform his ultimate Dr. Dre collab, “The Next Episode,” at a Los Angeles festival celebrating everything abou the City of Angels.
Lil Baby’s Headlining Set
While Lil Baby stepped in for Megan Thee Stallion as the LA3C day one headliner, the rapper still brought the heat. The star pulled out all his top tracks, keeping the crowd just as pumped as he was with songs like “Drip Too Hard” and “Freestyle.”
Lil Baby has been added to the LA3C lineup, joining Maluma as headliner for the two-day festival. Originally announced headliner Megan Thee Stallion can no longer perform at the event due to “unforeseen circumstances,” so the “California Breeze” rapper will step in atop the Saturday night, Dec. 10, bill.
“We are excited to share that Lil Baby will be headlining #LA3C on Saturday, December 10,” the festival shared on Instagram. “Due to unforeseen circumstances, Megan @TheeStallion will no longer be performing at this year’s festival. She sends her sincerest apologies to all her fans.”
LA3C — Penske Media Corporation’s new music, art and food festival — will take place Saturday and Sunday, Dec. 10-11, at Los Angeles State Historic Park. SEVENTEEN and Snoop Dogg also lead the performance lineup, along with additional acts including R&B band Free Nationals, Regional Mexican star Gerardo Ortiz, Colombian singer Fonseca, Spanish artist Marc Segui, producer Shawn Wasabi, Mexican-American singer Monogem, R&B singer Shea Diamond, hip-hop artist Chicocurlyhead and more.
The “Savage” rapper was announced as an original LA3C headliner back in September, alongside Sunday headliner Maluma. In a statement from PMC, Megan Thee Stallion sent her “sincerest apologies” to fans for the cancellation.
The LA3C festival, with headliners Lil Baby and Maluma, is slated to run from 1 to 10 p.m. PT on Saturday, Dec. 10, and noon to 9 p.m. PT on Sunday, Dec. 11. All attendees must be 21+. See everything you need to know about the inaugural event, including how to get tickets, here.
Penske Media Corporation is the parent company of Billboard.
SEVENTEEN will soon return to Los Angeles as one of the top-billed superstars performing at Penske Media Corporation’s first-ever culture and creativity festival LA3C, and Billboard has exclusive details on the K-pop superstar’s set.
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LA3C is excited to host SEVENTEEN for an hourlong performance at the forthcoming festival that includes Megan Thee Stallion and Maluma as headliners. The group describes the hour as a “mini concert” and that it will be perfect for anyone who couldn’t catch the guys this summer on their Be the Sun Tour, including a stop at LA’s Kia Forum.
While fans did get the chance to see performances from SEVENTEEN’s famous hip-hop, vocal and performance units during the Be the Sun Tour, SEVENTEEN also share that LA3C attendees will get another beloved unit from the band not seen on tour. The only hint they can share about the unit is that fans have been hoping to see the group back onstage all year, and next month’s LA3C will finally mark their return.
Overall, the “_WORLD” singers promise that their LA3C set will be a chance to see the diversity and collective concert experience that the noted K-pop powerhouses bring to the stage, both as their full 13 members and in units.
LA3C will take over Los Angeles State Historic Park on Dec. 10-11. Tickets for LA3C are available to purchase here. For up-to-date news on LA3C, follow the festival on Facebook, Twitter and Instagram.
Penske Media Corporation is the parent company of Billboard.
Penske Media Corporation’s new music, art and food festival LA3C is just weeks away, aiming to celebrate the rich culture and diverse communities in the metropolis over a star-studded two-day event.
“This will be the first festival of its kind to fortify a city that combines talent, diversity and culture like no other while engaging with organizations solving some of the city’s pressing challenges,” said LA3C Chief Executive Juan Mora of the upcoming festival in an official statement. “[PMC CEO] Jay [Penske]’s vision and the commitment to positively impact the city of Los Angeles is inspiring. I plan to leverage the expertise of Penske Media’s iconic brands to create an experience for all visitors, and we invite creatives, musicians, and artists to join in our mission.”
Besides performances from Maluma, Megan Thee Stallion, Snoop Dogg, SEVENTEEN and more, LA3C will support the next generations of creative talent in Los Angeles through partnerships with nonprofit arts organizations Heart of Los Angeles (HOLA) and Film Independent.
See below for everything you need to know about the festival celebrating the city of Los Angeles.
Penske Media Corporation is the parent company of Billboard.