Connecting brands with college culture at scale.

100+ campuses. 3M+ students. One platform.

Tell us what you’re trying to win on campus. We’ll come back with the full plan.

Up & Up Collective
Monster EnergyThe Beast UnleashedReign StormRehab MonsterGin & Juice by Dre and SnoopFragranceNet.comStella Rosa WinesNumbskull WhiskeyBeatbox BeveragesBlind LemonSmackTokPair of ThievesLVINWebullInsomniac Events Monster EnergyThe Beast UnleashedReign StormRehab MonsterGin & Juice by Dre and SnoopFragranceNet.comStella Rosa WinesNumbskull WhiskeyBeatbox BeveragesBlind LemonSmackTokPair of ThievesLVINWebullInsomniac Events
100+
Campuses nationwide
5,000
College creators
3M
Students reached annually
10+
A decade of building this

The Up & Up Engine

01

Campus network

1,000+ ambassadors embedded across 100+ schools. Greek life officers, DJs, social chairs, promoters — the students who actually move things.

02

Creator distribution

5,000 vetted college creators on TikTok, Instagram, and Reels. Authentic content that reaches the students brands are trying to win.

03

Live events

18 owned festivals per year. 100+ bar nights. 1,000+ cultural events. We don’t buy space at other people’s events — we own the room.

04

Brand integration

Your brand woven into all of it — sampling, sponsorship, content, events. End-to-end execution. One partner, zero complexity.

Up & Up Festival

We don’t rent attention. We own distribution inside college culture.

Any agency can find influencers. We built the network. Ten years of real relationships with the students who move culture on every major campus in the country.

Any agency can find influencers. We built the network.

Influencer Campaigns · Content Production · Sampling
Campus Activations · Live Events · Ambassador Programs

Ways to work together

From plug-and-play to fully custom. Shaped around your objective.

Start here

Single market activation

Festival & event integration

Powered by Up & Up Festival

Custom music tour

Your brand. Your tour.

Full custom infrastructure

Built for you

Brands we have worked with

Monster Energy
Monster Energy · Our Flagship

The Up & Up became the cornerstone of Monster Energy’s college strategy, establishing dominance in EDM culture through festivals, ambassadors, and cultural alignment with Dom Dolla, Loud Luxury, and Disco Lines.

Sip Margs
Sip Margs

Launched Alix Earle’s Sip Margs across FL, NJ, CA, and Boston in a crowded celebrity RTD market. High-engagement influencer content powered the brand’s social channels and built a strong association with nightlife.

Webull
Webull

Drove awareness and user signups for the FinTech app across college markets. Launched with a campus rep program, seminars, influencer content, and on-the-ground events.

Gin & Juice
Gin & Juice by Snoop & Dre

Built a credible music-culture presence in the college market through thousands of influencer posts and hundreds of events, including NCAA football tailgates at major campuses nationwide.

Reign Clean Storm x Maren Morris
Reign Clean Storm × Maren Morris

Ran a custom campaign with Maren Morris that drove social conversation for Reign Clean Storm. Three winning musicians earned a studio session in Nashville with her, producing content the brand continues to lean on.

Fragrance.com
Fragrance.com

Built brand awareness and engagement for a growing online beauty retailer. Sisterhood spa nights and campus influencer content made the brand feel native to sorority culture.

Want to connect with college culture? Reach out today.