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UPDATE: Check out UNCVR’s recap of the event.

The Fader has a lot to celebrate during these next few weeks. It’s releasing its momentous 100th issue of its magazine, in addition to kicking off the 5th anniversary of its award winning #uncapped music series. The Fader has always had a good ear for what’s next, so it took this unique instinct and teamed up with vitaminwater to launch the #uncapped events 5 years ago. #uncapped brings together music’s biggest names and rising stars for an intimate show, fueled by  vitaminwater.

The underlying theme of #uncapped is hard work and hustle, and I guess vitaminwater is the ideal refresher for those who are diligently pursuing their musical dreams.  #uncapped is one of my favorite “branded” events because it’s executed so well. Fader is able to leverage its credibility and vitaminwater’s fruitful marketing budget (it’s owned by Coke) to put together great lineups of diverse artists. I’ve attended a couple of #uncapped events in the past. One in LA, featured Zola Jesus, the Dream, and Rick Ross. It was a great event because it was such a small show and we were able to get so close to the artists. Rick Ross is like a gorilla in person.

Another reason why I enjoy #uncapped is because it usually introduces me to a new artists. I attended an #uncapped event last year in New York where Trey Songz headlined, and opening act was Vic Mensa. Some people in the crowed seemed disinterested with this energetic guy singing and rapping his heart out on stage. They were on their phones or giving “who the hell is this guy?” type of looks. It was pretty disrespectful. Forward about 8 months later and Vic Mensa is now collaborating with Kanye West, signed to Roc Nation, and has a serious buzz behind him. I hate concert attendees like that. You should always give artists a chance, but not everyone is a superstar out the gate.


This year, FADER and vitaminwater are hosting 5 consecutive, epic nights in New York City from September 29th to October 3rd. There will be triumphant performances from returning #uncapped artists and thrilling sets from emerging musicians, including Fetty Wap, Alessia Cara, JoJo, Chance the Rapper, Willow Smith, Matt & Kim, Kehlani, and more.

Check out the full lineup below and  make sure you RSVP here. You can also peep past #uncapped events on Fader’s website.

uncapped

Tuesday, September 29
Matt and Kim
Sevyn Streeter
DJ Envy
Hosted by Miss Info

Wednesday, September 30
Alessia Cara
DJ Austin Millz
…And More!

Thursday, October 1
Fetty Wap
JoJo
DJ Diamond Kuts

Friday, October 2
Kehlani
Thundercat
DJ Austin Millz

Saturday, October 3
Chance the Rapper
Willow Smith
Towkio
DJ Envy
Hosted by Miss Info

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.