About THE MONSTER ENERGY
Up & Up FESTIVAL

Up & Up is a youth culture agency and music promoter powered by the most passionate college students in the country. We produce music festivals by empowering student communities to rally, compete, and win them.

Each semester, we host a 48-hour pre-sale competition across 100+ campuses — and the top schools with the most pre-sales bring a major artist to perform at or near their campus.It’s a first-of-its-kind model built on crowdsourced demand. Students lead the charge, generate hype, and earn the show — while we provide the tools, mentorship, and national production support to bring the festival to life.

Since launching in 2016, the Monster Energy Up & Up Festival has grown into the largest and longest-running college music tour in the country — launching top-tier acts like Alan Walker, Gryffin, Two Friends, Loud Luxury, Dom Dolla, Disco Lines, and Matroda into college towns across the USA.

We’re more than a concert series — we’re a platform that fuses music, marketing, and student-powered energy to help brands build credibility and community on college campuses nationwide. For students, it's more than a concert — it's a chance to be part of something bigger, take ownership of the experience, and shape culture at their school.ownership.