Pacsun expanded its presence in youth culture through multiplatform content initiatives at Rolling Loud California 2025, which featured performances by A$AP Rocky, Peso Pluma, and Playboi Carti.

The fashion retailer created live stream content across YouTube, Twitch, and TikTok platforms, providing audiences with exclusive access to festival experiences. 

The brand’s backstage VIP gifting suite served dual purposes as both a networking space for artists and a content-production hub for digital distribution.

Pacsun partnered with TikTok creators to extend the festival experience beyond physical attendance, delivering live streams, artist interviews, and real-time updates across digital platforms.

Artist Participation and Merchandise Integration

The backstage livestream activation attracted numerous artists and content creators, including BossMan Dlow, N3on, 1900Rugrat, Lazer Dim 700, Cash Cobain, Xavier Wulf, and Tiacorine. Rolling Loud co-founders Tariq Cherif and Matt Zingler also participated in the activation.

Influencers Shea Durazzo and Colin Cox collaborated with Pacsun, sharing their Rolling Loud perspectives to amplify the brand’s digital presence.

Pacsun incorporated product placement by gifting live stream viewers exclusive Pacsun x Rolling Loud merchandise, including t-shirts, hats, tote bags, and Pacsun denim, throughout the weekend broadcasts.

Festival Season Strategy

This activation marked the beginning of Pacsun’s 2025 festival programming, building on its 2024 Festival Campaign that featured collaborations with emerging artists. The company plans to expand its presence at major festivals throughout the year.

“Music is a driving force in culture, and festivals are where communities come together to celebrate creativity and self-expression,” Richard Cox, Chief Merchandising Officer at Pacsun, said in a press release. “We’re dedicated to more than just being present, we’re actively shaping the experiences that matter to the next generation.”

After years of activations during major events, the creator economy is becoming more prominent, with the industry now organizing its own dedicated gatherings and summits. 

Check out the list of high-profile creator economy events taking place in April.