Releasing the hottest hip-hop brand in the world Down Under

Rolling Loud is a music festival that started in Miami and is now the biggest hip hop festival in the world. In 2019 Rolling Loud came to Australia for the first time, the festival brand’s first foray outside of the Northern Hemisphere. Being the ‘new kid on the block’ and competing with a jam-packed calendar of other Australian music festivals, the HSU Events team (the event’s Australian promoters) knew that they had to be strategic with the brand’s Sydney launch in order to succeed. 

Rolling Loud Artist

Example was engaged to announce the festival’s arrival in Australia, drive continued momentum via public relations and paid marketing activity in the lead-up to tickets going on sale, and to manage media relations during the festival itself. Ultimately, the objective was to sell as many tickets as possible to make Rolling Loud’s Sydney festival a success.


With little to no brand awareness in the Australian market, as well as an incredible amount of competition from other summer festivals taking place within the same month, Example knew that a strong communications strategy would be needed to grab instant attention and stand-out. 

A three-phase-approach was taken across a three month period, starting with announcing the festival’s arrival on Australian shores, strategically timing line-up reveals to maintain interest and momentum, promoting tickets going on-sale and managing crisis media when two headline acts cancelled last minute due to visa entry issues. 

While public relations efforts were underway, Example also developed and managed a paid media digital marketing campaign to promote the line-up and drive ticket sales. Not only was the festival a huge success, with plans to bring it back to Australia in future years, but tickets sold-out within a record 40 minutes from going on sale.

Rolling Loud Artist
Rolling Loud Artist
Rolling Loud Artist
Rolling Loud Artist
Rolling Loud Artist

“So in 2019 an Australian festival dedicated to the genre, hosted by an established brand, makes a lot of sense. The sales reflected this demand: Rolling Loud sold all 20,000 of its tickets in a single day.”

– The Guardian

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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