How Two 23-Year-Olds Built Canada’s Biggest Underground Rap Fest
- First Class Fest has emerged as one of North America’s premiere rap festivals, built entirely over the course of four short years by co-founders Leo Strang and Jake...
- The festival's rapid scaling reflects a broader shift in how regional underground scenes capture national audiences without relying on traditional major-label gatekeepers.
- Industry observers note that independent festivals of this scale typically require decades of corporate backing to achieve steady multi-day attendance and high-tier artist bookings.
First Class Fest has emerged as one of North America’s premiere rap festivals, built entirely over the course of four short years by co-founders Leo Strang and Jake Pretorious, according to reporting from The FADER. Launched when both organizers were just 23 years old, the event has quickly established itself as Canada’s biggest underground rap festival, drawing major attention to the country’s independent hip-hop touring landscape.
The festival’s rapid scaling reflects a broader shift in how regional underground scenes capture national audiences without relying on traditional major-label gatekeepers. According to The FADER, Strang and Pretorious focused their efforts on creating a dedicated platform for underground talent, turning a localized concert series into a major destination event. That hyper-focused curation has allowed the gathering to expand its footprint significantly since its inception.
Industry observers note that independent festivals of this scale typically require decades of corporate backing to achieve steady multi-day attendance and high-tier artist bookings. By contrast, First Class Fest scaled rapidly through direct community engagement and an ear for emerging regional sounds. The event highlights how independent promoters can build viable alternatives to corporate-dominated festival circuits by anchoring their brands firmly in local culture.
As First Class Fest looks beyond its initial four-year growth phase, the founders face the ongoing challenge of maintaining their underground roots while scaling operations to accommodate larger crowds and heightened industry scrutiny. According to The FADER, the team’s ability to retain its distinct curatorial identity will dictate whether the festival can sustain its trajectory as a fixture on the North American live music calendar.