LA3C sounds like L.A.'s data LA3C FESTIVAL
The fest crunches numbers to create a lineup and comes up with Lil Baby, Snoop Dogg and many more
Penske Media's inaugural music, food and arts festival — LA3C — will hit Los Angeles Historic State Park on Dec. 10-11 to celebrate the rich artistic melting pot the city is known for.
The festival will have performances by Lil Baby, Maluma, Snoop Dogg, Seventeen and Cuco, among others. Rapper Megan Thee Stallion was scheduled to headline but was replaced by Lil Baby on Nov. 30 “due to unforeseen circumstances,” according to the LA3C Instagram page.
Though the lineup includes only a small number of Los Angeles-bred artists — which seems puzzling, considering the intent to celebrate Angeleno culture — it does reflect L.A. in other facets.
As Juan Mora, CEO of LA3C, put it, the festival represents Los Angeles by presenting a range of genres and ethnic backgrounds on the bill and, most importantly, accumulating data on what those in the city listen to most.
“The process of putting together the lineup came from a lot of research,” Mora shared in a recent phone interview. “Through a platform called Luminate, which does the charts for Billboard, we worked with them to really understand the fabric and what people listen to most in the city. But we also wanted to research the bands and genres that were more listened to overall. We always had in mind that we wanted to create a diverse lineup of artists from around the world, but we also wanted to ensure that even if every artist is not born and raised here, they make the city a big component of their careers.”
Joining Lil Baby and Snoop Dogg on Dec. 10, K-pop superstar act Seventeen will put together a one-hour set for fans who couldn't catch the show during its Be the Sun Tour, which stopped at Kia Forum in Inglewood back in August. Other artists that day include Free Nationals, Shawn Wasabi and Kyle. Over on the Hot Import Nights Stage, Mustard will headline with support from AJ Hernz, Cuco, Freya Fox and more.
Dec. 11 will see sets by Maluma, Piso 21, Gerardo Ortiz, Fonseca, Chesca, Marc Segui and Monogem. The Hot Import Nights Stage will be led by Tokimonsta with sets from Accia, Arius, Cam Girl, Kromi, Lolo and more.
Ticketholders can experience a range of other events: National Geographic Documentary Short Film Showcase, IndieWire, Shorts TV, SHE Media's Meaningful Marketplace and Variety's Music for Screens, which will also host guest Cate Blanchett.
“The idea was to consider opening these events to a larger part of the community attending the festival,” Mora said. “The different brands have been putting together some amazing events over the years and we wanted to include that content in the offering we have created.
“One of the exhibitions, SHE Media, brings the possibility of something that's usually written for editorial into life,” he said. “SHE Media will host Meaningful Marketplace, bringing together some of the country's best BIPOC vendors and women entrepreneurs. So we wanted to make that come to life for people to experience. That's only one of many activations that will add value for anyone wanting to learn more about it at the festival.”
Mora notes that brand activations
When: 1-11 p.m. Dec. 10, noon-10 p.m. Dec. 11 Where:
Tickets:
Los Angeles State Historic Park, 1245 N. Spring St., Los Angeles
$99single-day general admission, $179 weekend general admission, $149 single-day general admission plus, $239 weekend general admission plus, $349single-day VIP, $579 weekend VIP. All tickets are available at la3c.com.
have gradually evolved as a vital addition for Penske-owned properties such as the multiday music and arts festivals South by Southwest in Austin, Texas, and Life Is Beautiful in Las Vegas, making it an easy choice to include them at LA3C.
Coming out of a rough few years due to the pandemic, it was important for Penske CEO Jay Penske to also give back to the community with events like LA3C, Mora said.
As for food, the selection was chosen to highlight the medley of cultures and L.A.'s vibrant scene.
The more than 20 food and beverage vendors represent local restaurants and some of the city's favored food trucks. Mora notes that the goal is to serve the best vendors creating economic and social development within their communities.
Appearances from Lil' Bobacita, All Dat Dim Sum, Ramen Hood, Tepito Coffee and Ridges Churro Bar will offer flavors galore all weekend long.
With LA3C's debut this year, Mora said that this is only the beginning. The intent of LA3C is to stand as a staple in the world's creative capital for years to come.
“We certainly hope to be a catalyzer for many organizations around the city, to be excited and proud of the city that we have and live in and showing the world what an amazing place this is,” he said.