Monster Energy Up & Up Festival

About

Up & Up Festival is a student-powered music and culture platform built in partnership with Monster Energy and a select group of brands across youth culture, bringng major artists to college campuses through competition, community, and demand-driven momentum.

The platform lives at the intersection of campus culture and national-scale execution—giving students a real role in shaping the music experiences at their schools.Each semester, we host a 48-hour pre-sale competition across 100+ campuses nationwide. Schools rally their communities, activate campus networks, and compete to climb the leaderboard. The top-performing campuses earn the opportunity to host a major artist performance at or near their school. It’s a first-of-its-kind model rooted in crowdsourced demand, where students lead the charge and the energy starts on campus.

Since launching in 2016, we've grown into one of the longest-running and most expansive college music platforms in the country. Over the past decade, the platform has helped bring top-tier artists into college towns across the U.S., including Alan Walker, Gryffin, Two Friends, Loud Luxury, Dom Dolla, Disco Lines, Matroda, SIDEPIECE, and most recently, Odd Mob.Up & Up is more than a concert series.

It’s a platform that fuses music, marketing, and competition to give students real ownership, give brands meaningful access to campus culture, and deliver live events and spring break travel experiences that shape the moments students remember most.