Rich Brian, Masiwei Coming to NYC for 88rising’s Head in the Clouds Festival

88rising, an American record label known for promoting Asian American artists and performers of Asian descent like Jackson Wang and Joji, announced the lineup for its annual Head In The Clouds (HITC) festival on March 13.

The announcement comes after a teaser video showing ‘Clo,’ the festival’s mascot, floating over New York City’s buildings to a clip from ‘La La Lost You,’ a song by the label’s artist Niki that references New York.

The festival will take place on May 20 and 21 — during Asian American and Pacific Islander (AAPI) History Month — at the Forest Hills Stadium in Queens, coinciding with the stadium’s 100th anniversary.

Headliners include big names like Rich Brian, Niki, and Higher Brothers’ Masiwei, as well as first-timers like K-pop group Itzy. Many Chinese artists, including experimental dream pop artists Akini Jang and Fifi Zhang, will also make appearances at the festival.

Since 88rising’s inaugural installment at the Los Angeles State Historic Park in 2018, the festival has traditionally been held in the ‘City of Angels’ and the surrounding area. The label successfully brought the festival to Asia last year, hosting events in Jakarta and Manila.

This year will be the first time the festival takes place on the East Coast.

Head in the Clouds’ expansion across the country signals the label’s growth and the increasing global interest in Asian media. Moreover, the move to the East Coast represents a journey back to the company’s roots, as founder Sean Miyashiro told Billboard in an interview that 88rising started in New York City from a parking garage in the Bronx.

“All of this happened in New York City, winter, spring, summer, fall — through the seasons, it’s where 88rising took shape, and I’m beyond proud, and to me, it’s only fitting that this was all born there. It’s especially meaningful to be able to do it at an iconic venue like Forest Hills Stadium during its 100th anniversary,” said Miyashiro.

A portion of the proceeds from the festival will also be going to a good cause.

The record label will donate 1 USD per ticket to Heart of Dinner, a local non-profit that fights food insecurity and isolation amongst older Asian people in New York City. They deliver culturally competent food and groceries to homebound Asian elderlies with handwritten notes and decorated grocery bags.

Presale for 88rising’s Head in the Clouds Festival starts on Friday, March 17, while the general sale begins on Monday, March 20.

Cover image via the official Twitter of 88rising