The Up & Up Festival is the largest college music marketing platform in the United States, a first-of-its-kind model where students compete to bring major artists to their campus, and the winning schools earn the show. Built with flagship partner Monster Energy and produced by Idol Roc, each semester runs a 48-hour pre-sale competition across 100-plus campuses nationwide, with the top 5 schools winning the headliner. Since launching in 2016, Up & Up has grown into 18 live festivals annually alongside 100-plus bar nights and 1,000-plus cultural tie-ins, reaching 3 million students through 1,000-plus campus ambassadors and 5,000 college creators. The audience is 92% ages 18-24, skewing 55% female, spanning SEC schools, the West Coast, and the Northeast. Past headliners include Alan Walker, Gryffin, Kaskade, and NGHTMRE, giving brands demand-driven, student-powered live entertainment with national campus reach and no risk of overexposure at any single show.