GKUA, the cannabis and lifestyle brand founded by hip-hop star Lil Wayne, announced on Wednesday that it has entered into an exclusive agreement with the Los Angeles Memorial Coliseum to host 4/20 celebrations at the famed venue for the foreseeable future. Widely celebrated as the cannabis community’s ‘high holiday,’ April 20 (4/20) has become known the world over for activism, marijuana-fueled parties and other events held to pay homage to the herb.

With the Covid-19 pandemic still putting a damper on in-person gatherings, Lil Wayne and GKUA’s inaugural event at the L.A. Coliseum will take place on August 13. Dubbed Uproar, the celebration will feature a VIP party and performances by Lil Wayne, hip-hop group Young Money and friends at The Torch, a scaled-down capacity, general admission venue located in the Coliseum’s landmark Peristyle plaza entrance.

“GKUA is about feeling inspired,” Lil Wayne said in a press release. “I’m looking forward to sharing that GKUA inspiration from the L.A. Coliseum. It is time to celebrate with friends.”

In addition to Lil Wayne, who claimed the #69 spot on the 2012 Forbes Celebrity 100, fans can expect Uproar to deliver a lineup that reflects the collaborations and relationships of the hip-hop icon’s decades-long career, according to a statement from GKUA. The event will also include a selection of interactive experiences for both in-person attendees and a worldwide streaming audience.

“We are creating an experience that will allow you to party with some of the greatest hip-hop artists of our times and all your best friends,” said GKUA creative director Baqi Kopelman. “Whether you are able to attend in-person and be part of the celebration or you are viewing the event at home, this will be an intimate party and show in a fully immersive environment that will provide direct interaction with the artists and the designed experiences at the venue.”

Uproar Promises Immersive Experience For Fans

Uproar will include exclusive areas and all-access environments including a VIP club, dance floor, backstage spots, vendor tents and nightclub-like spaces, allowing attendees to party with fellow fans and their favorite artists. Barry Herzberg and Joshua Caruso of cannabis competition and event producer the San Diego Cannabis Farmers Market have an agreement with GKUA to book cannabis companies for the premiere event. In an exclusive virtual interview, they said that they are “flattered to be offered the opportunity to expand into LA and work the iconic Los Angeles Coliseum.”

“We plan to pack the place with the top cannabis brands from all over California,” says Herzberg. “We’ve got some amazing plans for this event!”

In addition to this year’s Uproar, GKUA has entered into an exclusive agreement to hold 4/20 in-person and worldwide streaming events at The Torch on April 20 for the next five years, with an option to renew the deal. 

“GKUA’s multi-year agreement with the L.A. Memorial Coliseum is historic; it epitomizes the intersection between hip-hop and the nightlife culture that defines L.A.,” said GKUA co-founder and president Beau Golob. “GKUA aims to curate immersive activations that go above and beyond to celebrate 4/20 lifestyles. Uproar at The Torch will be truly experiential; it will be like going to the world’s largest nightclub, where you dance and party with your friends, not sit in a seat. And this is just the beginning of GKUA parties across America.”

Tickets for Uproar in August will go on sale to the public on April 20, 2021 via Ticketmaster. Uproar at the Torch will follow all health and safety guidelines recommended by state and local officials. Information for streaming the event will be announced at later date. Early access ticketing, more information and updates for the event are available online.