The tour model relies on student ambassador teams who manage marketing, bar takeovers, and influencer campaigns to secure a date on their campus. Only the four universities that generate the highest volume of pre-sales earn the right to host the event. This decentralized approach has historically resulted in sold-out shows before venues or dates are even publicized, turning the festival into a semester-defining event for winning schools.
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OMNOM Tapped to Headline Monster Energy Up & Up Festival Fall Tour
House music producer OMNOM will headline the tenth anniversary of the Monster Energy Up & Up Festival, a national college circuit where the performance locations are decided not by promoters, but by the students themselves through a high-stakes, 48-hour grassroots ticket competition.
For OMNOM, the booking represents a return to the college circuit he bypassed as a student. The competition for the Fall 2026 tour begins September 15 at 4 p.m. EST. Students who lead the winning teams gain more than just a concert; they secure internship credit and hands-on experience in live event production and music marketing. This structure has previously brought artists like Dom Dolla and Disco Lines to campuses ranging from the University of Georgia to San Diego State, reinforcing a decade-long trend of elite EDM acts performing in markets that prioritize fan-driven demand.
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