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Photo assets for the announcement of the Fall 2021 Up and Up festival with Loud Luxury

Monster Energy Up & Up Fall College Festival: Loud Luxury

Aug 162021

Monster Energy Up & Up, the number one national college festival brand, has announced platinum artist Loud Luxury as their Fall 2021 headliner. Student ambassadors representing more than 40 U.S. colleges will lead over-the-top marketing and influencer campaigns to rally their school to win. College students seeking the music industry experience and internship credit can apply at
"College gave us our start and is where it all began for us as DJ,” said Loud Luxury. “The Up & Up festival is an opportunity to get back on those stages and play all those parties we grew up being a part of.”

The Monster Energy Up & Up concept is like the Final Four of College Music Festivals: Up & Up ambassadors rally their student bodies in an intense 48-hour campaign to generate the most ticket pre-sales to a festival that they will co-produce — but only if their school wins. The festival uses an innovative ticketing system that only processes credit card charges for ticket purchases from the winning schools. 


Once the competition is over, the winning colleges work with the Up & Up Festival producers to bring premium national headliners to their campuses at no cost to the school. The top four with schools with the most pre-sale tickets after 48 hours will win.  The competition kicks off on September 14th at 4 p.m. EST. The four winning festivals will take place in October and November.

“The Up & Up Festival was the best thing I’ve ever signed up for,” says Andrew Buelow, a senior at UW La Crosse and an Up & Up college ambassador. “They have provided me with the tools and knowledge needed to be a successful event producer both virtually and in person. Since joining the Up & Up movement, I have been able to bring three major headliners to my small college town in Wisconsin. We started a movement here in La Crosse, Wisconsin!” 

Since Fall 2016, the Monster Energy Up & Up has challenged the traditional, outdated music festival experience. It has sparked student body movements by creating a platform for college students to bring artists they demand to their campuses. 


The collegiate programming doesn’t stop there. 


Club 100, a monthly virtual event which has drawn thousands of attendees representing over 200 universities, will continue this summer into the fall. It features surprise performances from national artists, notable industry guest speakers, educational opportunities, games, and giveaways. 


Monster Energy Up & Up also plans to launch a revamped Remix Challenge, where student DJs/producers across the US compete by remixing a track from a top artist to win notable prizes and a chance to land an official Spotify remix. Previous challenges included tracks from Subtronics, San Holo, Ghastly, and Two Friends, yielding over 600 total entries.


Lastly, there will be a Greek Challenge where chapters vie to win their own parties to stimulate fundraising to numerous causes. 


To learn more about the Monster Energy Up & Up Festival opportunities and its collegiate network, visit