Nestled in the Forest Hills neighborhood of Queens, a bowl-shaped stadium reverberated with cheers as (G)I-DLE, the five-member South Korean girl group with nearly 13 million Instagram followers, strutted onto the stage at Head in the Clouds Festival, touted as the biggest music festival centering the Asian diaspora.
A supporting dance crew moved synchronously to the beat, switching effortlessly from upbeat pop jams to fast-moving electronic tunes, and the crowd was aglow with (G)I–DLE-branded light sticks. The international pop stars have clearly made their mark in the American music scene, a fact surely not lost on Sean Miyashiro, the founder and CEO of 88rising, the media company behind the annual festival.
A media collective representing Asian and Asian-American talent, 88rising has a mission rooted in elevating the presence of emerging artists, from the United States to South Korea and Indonesia, in genres like hip-hop, J-Pop, and electronic dance. It works to highlight underrepresented artists and create a platform where performers and fans can unite and celebrate Asian culture and music.
“Head in the Clouds isn’t just about the music—it’s a celebration of Asian identity, creativity, and unity, Miyashiro told Fast Company in an email interview. “Our festival-goers come together to connect, share experiences, immerse themselves in the cuisine, and embrace the unique blend of sounds and styles that make up the Asian music landscape.”
The label has signed artists like Rich Brian and Warren Hue—Indonesian rappers making their mark in the American hip-hop scene—as well as ATARASHII GAKKO!, a Japanese girl group known for their eclectic-pop tracks, idiosyncratic choreography, and sailor schoolgirl aesthetic. (They describe their music as “one part music, one part dance, all park Tokyo Thrash.”)
The prominence of ATARASHII GAKKO!’s American fanbase was made evident by deafening cheers from the audience during their performance on Sunday afternoon. The group made their U.S. TV debut on Jimmy Kimmel Live! last winter, followed by a show at this year’s Coachella during 88rising’s curated set—a hallmark of the company’s mission to uplift and introduce “the breadth and depth” Asian diasporic talent to the broader music scene, according to Miyashiro.
“We intentionally curate a lineup that isn’t boxed into one genre—spanning between hip-hop and R&B to pop, rock, electronic, and beyond,” he said.
Over the course of two days, Head in the Clouds artists dominated the mainstage at Forest Hills Stadium in Queens—home to the largest Asian diaspora in New York City—which is notably held during Asian-American-Pacific Islander (AAPI) Heritage Month.
The timing was not lost on some performers.
“Everybody is showing up for each other, and everybody in the crowd is so supportive,” said artist Thuy in an on-site interview with Fast Company following her performance on Saturday afternoon. “I feel like my people are here, they look like me—whether they’re Vietnamese or not, we all share the same experiences.”
The California-raised Vietnamese singer also performed at Coachella this year—the first Vietnamese American solo artist to do so.
South Korean girl group Young Posse is a new addition to the music scene. Their style of K-pop, influenced by elements of hip-hop, emphasized how deeply the music scene in Asia has been globalized.
“Our music includes different genres—some originating from New York and having influence of the American culture. We have listened to and studied many styles, and as a group, have practiced and tried different genres,” Young Posse member Sunhe told Fast Company through a translator.
“To be able to share and experience these different cultures through our music with our fans . . . and receive so much love from not only the Korean fans but also from the American fans, we think we are on the right path.”
In addition to sounds, Head in the Clouds festival spotlights trendy New York City-based Asian restaurants: the lines at vendors like Potluck Club stretched down the lawn, and Gai Chicken and Rice quickly ran out of rice, opting to offer its remaining Hainanese chicken—a popular Southeast Asian dish—at half price instead.
And if the sheer number of folks who showed up to the festival beneath overcast skies and dressed to the nines is any indication, 88rising’s determination to unite culture with music proved to be a success in this second iteration of the festival in New York City.
“By showcasing diverse Asian talent, we’re challenging stereotypes, breaking down barriers, and reshaping perceptions of what Asian music can be, which hopefully can make a difference in spaces beyond the entertainment and music industry,” said Miyashiro.