Los Angeles is a city that pulses with creativity, culture, and community. And when it comes to celebrating cannabis, there’s no event quite like LA On Lock’s Underground 420 Festival. This annual gathering is more than just a festival—it’s a movement that brings together music lovers, cannabis enthusiasts, foodies, artists, vendors, and sponsors for an unforgettable experience.

If you’re looking for a festival that embodies the raw, unfiltered energy of LA’s underground scene, this is it. From killer performances to immersive cannabis experiences, the Underground 420 Festival is the place to be on April 20th. In this blog, we’ll dive into what makes this event so special and why attendees, vendors, sponsors, and artists won’t want to miss it.

What is the Underground 420 Festival?

Hosted by LA On Lock, a media platform known for its coverage of underground music & street culture, the Underground 420 Festival is a celebration of all things 420. It’s a day-long event that combines live music, cannabis culture, art, and community in an intimate, immersive setting.

Unlike larger, more commercialized festivals, the Underground 420 Festival stays true to its roots. It’s a grassroots event that prioritizes authenticity, creativity, and connection. Whether you’re there for the music, the cannabis, or the vibes, you’ll leave feeling like part of a community.

Why Attend the Underground 420 Festival?

1. A Lineup That Hits Different

The Underground 420 Festival is known for its incredible lineup of artists. From underground hip-hop legends to rising stars, the stage is always packed with talent that resonates with the culture. Past performers have included names like Skeme, Lil Duece, Compton AV, Pookie F’n Rude, Young Ceno, Pea McGee, Ladyyy, 2ToneTwinss, as well as surprise appearances from other heavy hitters in the game.

The music is loud, the beats are heavy, and the energy is unmatched. It’s a celebration of sound that perfectly complements the 420 festivities.

2. Immersive Cannabis Experiences

At its core, the Underground 420 Festival is a celebration of cannabis culture. The event features pop-up smoke lounges where attendees can sample some of the finest strains from local dispensaries and brands. Whether you’re a fan of flower, concentrates, or edibles, there’s something for everyone.

In addition to the smoke sessions, the festival often includes cannabis education workshops, where experts share insights on everything from cultivation to consumption. It’s a chance to deepen your knowledge of the plant and connect with others who share your passion.

3. Art, Fashion, and Street Culture

The Underground 420 Festival isn’t just about music and cannabis—it’s also a celebration of art and street culture. The event often features live art installations, where local graffiti artists and painters create works in real-time. These pieces often reflect themes of rebellion, freedom, and creativity, adding another layer of depth to the experience.

Fashion also plays a big role, with attendees showing up in their freshest fits. From streetwear brands to custom pieces, the style at the fest is as bold and unique as the people who wear it.

4. A Sense of Community

One of the most special things about the Underground 420 Festival is the sense of community it fosters. It’s a space where people from all walks of life can come together to celebrate their shared love for cannabis, music, and culture. Whether you’re rolling up with friends or flying solo, you’re bound to leave with new connections and memories that last a lifetime.

Why Vendors Should Join the Underground 420 Festival

1. Access to a Targeted Audience

The Underground 420 Festival attracts a highly engaged audience of cannabis enthusiasts, music lovers, and street culture aficionados. For vendors, this is a golden opportunity to connect with a demographic that’s passionate about the plant and the lifestyle that surrounds it.

2. Showcase Your Brand

Whether you’re a cannabis brand, a streetwear label, or a local business, the festival provides a platform to showcase your products and services to a captive audience. With pop-up booths and interactive experiences, you can create a memorable brand presence that resonates with attendees.

3. Networking Opportunities

The festival is a hub for creativity and collaboration. As a vendor, you’ll have the chance to network with other brands, artists, and industry professionals, opening the door to potential partnerships and collaborations.

4. Support the Culture

By participating in the Underground 420 Festival, you’re not just promoting your brand—you’re supporting the culture. This is an event that celebrates the underground scene and gives back to the community, making it a meaningful way to align your brand with a movement that matters.

Why Sponsors Should Partner with the Underground 420 Festival

1. Align with a Growing Movement

Cannabis culture is more than just a trend—it’s a movement. By sponsoring the Underground 420 Festival, you’re aligning your brand with a community that’s passionate, engaged, and growing every year.

2. Reach a Highly Engaged Audience

The festival attracts thousands of attendees who are deeply connected to the culture. As a sponsor, you’ll have the opportunity to reach this audience through branded activations, signage, and exclusive experiences.

3. Build Brand Loyalty

Sponsoring an event like the Underground 420 Festival shows that your brand is invested in the community. This can help build loyalty and trust among consumers who value authenticity and cultural relevance.

4. Exclusive Benefits

Sponsors of the Underground 420 Festival receive a range of benefits, including logo placement, social media shoutouts, and VIP access. It’s a chance to elevate your brand’s visibility and connect with key influencers in the industry.

Why Local Artists Should Perform at the Underground 420 Festival

1. Showcase Your Talent

The Underground 420 Festival is a platform for artists to showcase their talent to a passionate and engaged audience. Whether you’re a rapper, DJ, or live painter, this is your chance to shine.

2. Connect with Industry Professionals

The festival attracts industry professionals, including producers, promoters, and media outlets. Performing at the event can open doors to new opportunities and collaborations.

3. Be Part of a Movement

The Underground 420 Festival is more than just a concert—it’s a celebration of culture and community. By performing at the event, you’re contributing to a movement that values creativity, authenticity, and connection.

4. Build Your Fanbase

With thousands of attendees and a strong social media presence, the festival is a great way to grow your fanbase and connect with new listeners.

What to Expect at the 2024 Underground 420 Festival

While the details of this year’s festival are still under wraps, here’s a sneak peek at what you can expect:

A Killer Lineup: Expect performances from some of the biggest names in underground hip-hop and rap, as well as surprise guests.
Cannabis Lounges: Chill out in designated smoke areas and sample products from top brands.
Art Installations: Experience live art and immersive installations that reflect the spirit of the festival.
Vendor Village: Explore booths from local food businesses, cannabis brands, and streetwear labels.
Good Vibes: Above all, expect an atmosphere of positivity, creativity, and connection.

How to Get Involved

For Attendees

Tickets for the Underground 420 Festival are limited, so don’t wait to secure your spot. Early bird tickets are available now, with discounts for groups and loyal LA On Lock fans. Follow @LAOnLock on Instagram and Twitter for updates on the lineup, vendors, and ticket sales.

For Vendors

Interested in becoming a vendor at the Underground 420 Festival? Spaces are filling up fast, so CLICK HERE to fill out our vendor application. This is your chance to connect with a passionate audience and showcase your brand at one of the most anticipated events of the year.

For Sponsors

Want to align your brand with the Underground 420 Festival? Contact the LA On Lock team to learn more about sponsorship opportunities and how you can get involved.

For Artists

Are you a local artist looking to perform at the Underground 420 Festival? Submit your music or portfolio to the LA On Lock team for consideration. This is your chance to showcase your talent and be part of a movement that celebrates creativity and culture.

Final Thoughts

LA On Lock’s Underground 420 Festival is more than just an event—it’s a celebration of the things that make life vibrant: music, art, cannabis, and community. Whether you’re an attendee, vendor, sponsor, or artist, this is your chance to be part of something special.

Don’t miss your chance to lock in with the best of LA’s underground. Grab your tickets, reserve your vendor booth, explore sponsorship opportunities, or submit your artist application today.

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