Modelo on the wall.
Two coasts.
One festival year.

Modelo partnered with Graffiti+ to put a custom-branded wall at the world's biggest hip-hop festival — twice in one year.

In 2024, Rolling Loud staged its California and Miami flagship festivals six months apart. The California edition ran March 15–17 at Hollywood Park in Inglewood, next door to SoFi Stadium, with Kanye West & Ty Dolla $ign, Nicki Minaj, Post Malone and Future × Metro Boomin headlining. The Miami edition returned in December 13–15 to Hard Rock Stadium for the festival's 10th anniversary — its first time moving from the summer to December — with Future, Travis Scott and Playboi Carti up top.

Modelo brought us in for both. We built a custom-branded LED wall that pulled directly from the brand's visual language — Modelo lion, the gold-blue colour palette, "Tag @ModeloUSA" call-outs alongside the Rolling Loud lockup. Festivalgoers stepped up, picked colours, and painted live pieces inside the brand world. Every piece was shareable, which extended the activation well past the festival gates into social feeds.

The Miami leg added another layer: a live mural session from an in-house artist working in parallel with the wall — two things happening at once, both pulling crowds. Read the deeper Miami story →

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms festival grounds into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Modelo, Espolón, Hennessy, Nike, Louis Vuitton and Chanel to bring authentic, participatory experiences to audiences everywhere.

A hip-hop festival, a Modelo wall, and a piece on social before the headliner started.