Cold Tea Collective recently traveled to Los Angeles to celebrate the fifth anniversary of the Head in the Clouds Music Festival by 88Rising (HiTC), courtesy of our friends at Honda. It was an amazing celebration of global Asian music artists that gave me all the feels.
As someone on the older end of the millennial age range, I grew up in the era of bleach blonde, spikey haired boy bands and girl groups whose stockings were knee-high. When I was in high school days, I expanded my musical horizons when I hung out with the Chinese kids at school who introduced me to the likes of Jay Chou, David Tao, and eventually Big Bang after graduating.
These jams were best experienced through a car speaker on the way to the mall or cruising aimlessly across town. Are you feeling nostalgic now?
The cross-cultural influences between music, film and the automotive scene defined the 90s and early 2000s era. In 2001, we had the first Fast and Furious film. 2002 was Better Luck Tomorrow. 2004 was when MTV’s Pimp My Ride first aired. 2005 was when Initial D was released.
It was also when the car tuner culture was really big for high school students; it was a time when it was less about how expensive your car was, but how much of a reflection it was of your personality through the detailed customizations.
Growing up, I remember the Honda Civic as a car all the cool kids drove to school. The custom paint jobs, specialty rims, and super tall spoilers. And, of course, the very specific air fresheners scents from a handful of local Asian malls.
It’s been over 20 years since that influential era in my life, and attending the Head in the Clouds Festival with Honda at a time when it’s cooler than ever to be Asian made it all the more special.
Arriving in style in our bold blue Honda Civic Hatchback Sedan with Sport Touring features, I felt like one of the cool kids.
Honda partners with 88Rising supporting music artists
To get ready for the festival, the Cold Tea Collective team packed up our Honda Civic Hatchback with our special edition 88Rising and Honda collaboration swag. Immediately upon arrival, we hit up the Honda Double Happiness Stage.
The Honda Double Happiness Stage included performances by Vietnamese-Chinese American rapper Spence Lee, Indonesian singer-songwriter Stephanie Poetri, Thai singer-songwriter Phum Viphurit, Indian-Singaporean American singer Dhruv, South Korean rapper Keith Ape, and more.
Honda’s creative partnerships collide at Head in the Clouds
When I attended concerts in my youth, I can’t recall any specific brands that sponsored or supported my favorite music artists. So, as a self-proclaimed pop culture and marketing nerd, I geeked out when I learned Honda has a long history of immersing its motor vehicles ranging from cars to motorcycles and more, into pop culture. In some cases, Honda vehicles influenced what would be considered cool or trendy at the time.
Since 2013, Honda has been providing a platform for rising artists to share their stories of imagination and determination through unique content and live events. The 2022 program with 88rising became Honda’s very first big partnership with an Asian artist collective in America.
Honda and 88rising partnered to tell the stories of 88rising artists and Head in the Clouds performers. NIKI, Warren Hue, and independent artist mxmtoon were featured in a mini docuseries highlighting their challenges and experiences of not feeling heard or being misunderstood.
Hue’s story of moving from Indonesia to Los Angeles to pursue his work and passion as a rapper is captured in a moving docu-featurette by 88rising and Honda – and it won “Gold Honor in Music & Dance” in The Shorty Awards.
Leaning into this history and nostalgia, Honda partnered with 88Rising to create the “88 Type R Honda Customs Shop” at the festival. The special installation celebrated the late 90s era of the Civic with a special display of a Hot Wheels-branded 1999 Civic Si, along with the latest Civic Type R. Today, the Honda Civic remains the number one vehicle in the industry with first-time Gen Z and multicultural buyers.
Seeing the special edition Honda Civics with the throwback swag reminded me of how much time I spent in my car during my youth; with friends, playing music, and socializing beyond getting from point A to point B. With the right soundtrack and driving partner, my car was where I gained newfound independence in my teen years, and the possibilities of where we headed next were endless.
The journey and the destination
The trip from Vancouver to LA was fairly standard. And having visited numerous times in the past year, I’d already racked up several miles of LA highway driving experience.
But this time it was different. I had my friend Melissa with me – a fellow music lover slash co-driver.
Between meetings and errands to prepare for our coverage at the festival, we shared stories of our experiences with the Civic. Melissa still drives her 2009 Honda Civic hatchback even though her parents often suggest she get a newer vehicle. “But why? My Civic is in perfect driving condition still after all these years,” she says.
Our fully decked out 2022 Civic was also equipped with Bose speakers to bump our HiTC playlist for any mood we were in. With the car’s Apple CarPlay features, we drove to Rich Brian, NIKI, Dhruv and more while easily navigating LA highways (especially important for two Canadians driving in America).
Driving down memory lane
I usually drive an SUV at home with a dog and a toddler in the back seat, so it was nice to feel more connected to the road as we drove through Los Angeles and the surrounding areas. The traction, handling and comfort were top-notch.
The sporty-looking air conditioning console was an essential feature that kept us cool on the hot summer days and nights. The safety features, including the backup camera with a visibility range wider than any other vehicle I’ve driven, also came in handy a few times.
I keep saying this, but I truly felt like a cool Asian kid, but now grown up.
Driving a Civic again made me realize how much I’ve grown up since my high school and that the car has grown up with me too. It was the perfect ride to get us to and from at Head in the Clouds and celebrate global Asian music artists and culture.
What drives you?
To be at a music festival in my mid-30s that centers on the talent of the Asian diaspora with a diverse and largely Asian audience, I experienced a sense of relief paired with grief. Relief in that there is now immense cross-cultural appreciation for Asian music artists, along with the grief that I wish this could’ve been my experience growing up.
In a space where creative collaboration is critical in influencing culture, it gives me hope that the future is bright. The next generation of the Asian diaspora has artists like NIKI and more to gleam inspiration from, get them through challenging moments, or simply to sing along to in the car.
Celebrating the event with Honda at Head in the Clouds, we asked fellow festivalgoers what drives them:
“Community,” says Tristan Paule, a technology executive by day and a tireless advocate against anti-Asian hate by night.
Jane says, “knowing that there is a better version of myself that I could be is what drives me.”
So as we grow into this next generation of the Asian diaspora, Cold Tea Collective wants to know: what drives YOU?
Thanks again to Honda at Head in the Clouds for helping us get around Los Angeles in our Honda Civic.
See also: How embracing identity helped Jason Ve land jobs at Google, Disney, and 88rising
