SOUNDSET

TRUE TO IT, NOT NEW TO IT

Lowrider - - LOWRIDER - STORY & PHO­TOS BY PHIL GOR­DON

Decades ago, lowrid­ers were looked down upon by the ma­jor­ity. In fact, en­ter­ing a lowrider into a car show was just about nonex­is­tent be­cause they ei­ther didn’t have a clas­si­fi­ca­tion for it or they just didn’t want them there. Yet as time passed so have all the neg­a­tive stereotypes as­so­ci­ated with it, and now more than ever peo­ple are fi­nally ap­pre­ci­at­ing the lifestyle. So when Soundset de­cided to open up a lowrider show as part of their venue, it was not only an achieve­ment for lowrid­ing his­tory but also an honor.

Lo­cated in St Paul, Min­nesota, Soundset holds the crown for be­ing the king of rap fes­ti­val. Ini­tially launched as a hip-hop party in the mid ’90s, Soundset grew in pop­u­lar­ity and through­out the years they’ve con­tin­u­ally ex­panded the size of their venues.

Now in its 10th year of pro­duc­tion, Soundset 2017 set stage at the Min­nesota State Fairgrounds and the show in­cluded four stages with more than 40 artists per­form­ing. From b‐boy bat­tles to

live DJs, artists paint­ing live, and skate­board demos, the show was already a hit, but the ad­di­tion of a lowrider show added even more va­ri­ety to their fa­mous name­sake.

Much in thanks to Rhymesay­ers O.G. and co­founder of Los Na­tivos Phillip Espinoza-Day, the pair had sug­gested ad­ding a cus­tom lowrider show to Soundset. The first year show­cased about 30 ve­hi­cles and in 2017 the num­bers cat­a­pulted to well over 150 cus­tom ve­hi­cles.

With over 35,000 spec­ta­tors on hand, the crowd at Soundset was treated to the smash hits of some heavy hit­ters, in­clud­ing Lau­ryn Hill, T.I., Gucci Mane, Brother Ali, E-40, and At­mos­phere, just to name a few.

“I’m hon­ored and proud to be able to bring the Lowrider com­mu­nity to this hip-hop fes­ti­val,” Espinoza-Day tells LRM. “It’s a good way to in­tro­duce the Lowrider lifestyle to peo­ple who nor­mally would never see it.”

For more in­for­ma­tion, visit: www.sound­set­fes­ti­val.com.

Min­nesota mad­ness at the fairgrounds.

150 lowrid­ers and 35,000 peo­ple were treated to some smash hits on the ground as well!

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