The Rolling Loud music festival in Miami drew over 180,000 guests and nearly 200 million eager hip-hop fans in May 2018. In less than half a decade, it has seen massive growth and a surge in popularity. Their marketing formula seems simple: build a brand name and bring in big performers and partners to continue to build said brand name. Business Today writer Reade Ben analyzes how Rolling Loud caters its marketing strategy to a diverse crowd.

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