88rising’s Head in the Clouds Music & Arts Festival (HITC) returned to Pasadena, California for its fourth year, taking place at the Brookside at the Rose Bowl from May 31 to June 1. The two-day festival not only marked the label’s 10th anniversary but also featured an impressive lineup, including K-pop icons G-Dragon and 2NE1, EDM stars Porter Robinson and ARMNHMR, the long-awaited reunion of the Higher Brothers, and a memorable 10-year Magic Show Party finale with special appearances from Jackson Wang, KUN, and more.
Founded a decade ago, 88rising has become a prominent platform for Asian artists, launching the careers of stars like NIKI, Joji, and Rich Brian. The label has also made waves with exclusive artist medleys at Coachella and the soundtrack for Marvel’s Shang-Chi and the Legend of the Ten Rings.
With over 30 performers across two stages, the festival showcased talent from the Asian diaspora spanning genres like R&B, hip-hop, K-pop, and EDM.
PIAO Reflects on Her Unexpected Journey to the Stage
Chinese-Canadian pop/R&B artist PIAO, who performed at the festival, shared her unexpected rise to fame. Initially focused on earning a degree at Berklee College of Music to work behind the scenes in the industry, PIAO’s career took a sudden turn in 2019. After posting a viral cover of T-Pain’s “Buy U a Drank (Shawty Snappin’)” at the suggestion of her agency, PIAO soon found herself signed to T-Pain’s Nappy Boy Entertainment.
At HITC, PIAO expressed her gratitude and disbelief at performing at such a major festival. “When I first heard about HITC in high school, it felt like such an unattainable dream. Now, performing here, it’s surreal,” she said.
PIAO’s music, which often touches on themes of grief and personal growth, reflects her own emotional journey. “With my EP IMYSM, I explored the pain of losing loved ones, particularly my mom,” she explained. Looking ahead, PIAO plans to focus on lighter, more feminine themes in her music, hoping to balance the emotional depth of her earlier work with fun, carefree tunes.
Her collaboration with Stephanie Poetri, “just a girl,” exemplifies her evolving sound. “Stephanie and I are best friends, and making music together comes naturally,” PIAO shared.
Youha Debuts at U.S. Festival
South Korean artist Youha also made her U.S. festival debut at HITC, following a career that began in 2012 as part of the pre-debut group “Future 2NE1.” After pursuing a solo career, Youha gained recognition with songs like “Island” and her 2022 EP love you more.
Reflecting on her first performance in the U.S., Youha said, “It feels unreal. I was so nervous before going on stage, but now I just want to do it again!” She also spoke about her collaboration with fellow 88rising artist yy on the track “skippy,” calling the process “magical” due to their close friendship.
Looking forward, Youha aims to continue expanding her artistic horizons. “I want to be a headliner like G-Dragon or 2NE1,” she said, citing the K-pop legends as major influences on her own career.
yy’s Rise and Her Viral Hit “Laundry”
Newcomer yy, who released her debut song “Laundry” in February, also performed at the festival. The song was featured in the festival’s promotional video, a moment that left her in awe. “When my mom heard it on the promo, she was so proud. It was a dream come true,” yy said.
Her collaboration with Youha on “skippy” was another highlight. “Working with Youha was amazing. We’re both signed to 88rising, so we became close friends before making music together,” she explained.
As an up-and-coming artist, yy is eager to experiment with new genres, including trap music, as she continues her musical journey.
KUN Reflects on His 10th Anniversary Performance
Chinese singer, songwriter, and producer KUN, a former member of NINE PERCENT, also made a surprise appearance at HITC. Known for hits like “Wait Wait Wait” and “Rebirth” with DJ KSHMR, KUN has become one of the most influential artists in Chinese pop music.
Ahead of his performance, KUN shared his excitement about debuting his new track “Deadman” live. “This song is like my baby. I’m so excited for people to finally hear it,” he said. He also revealed another unreleased track, “Washed Away,” calling it a deeply personal song about moving on from the past.
Reflecting on his career, KUN expressed gratitude for the opportunity to perform at a major U.S. festival. “This is a new chapter for me,” he said. “It’s my first time performing at a festival, and I’m ready to share my music with the world.”
A Landmark Festival for Asian Representation
The festival’s success highlighted the growing presence of Asian artists in mainstream music. For PIAO, seeing so many Asian acts represented was especially meaningful. “When I first moved from Shanghai to Toronto, I didn’t see anyone who looked like me on TV. To see a festival like this, celebrating Asian talent, is so important for young people who are dreaming of a career in music,” she said.
With its star-studded lineup and celebration of diverse Asian talent, HITC’s 10th anniversary marked a significant moment for the music industry.
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