Fuji Rock Festival is an annual rock festival held in Naeba Ski Resort, in Niigata Prefecture, Japan. The three-day event is organised by Smash Japan. 2018’s Fuji Rock Festival lineup featured UM artists like Post Malone, Kendrick Lamar and James Bay.

UM wanted to promote and increase followers for their Hip Hop Spotify playlist ‘RAP FAM’, so they ran a campaign to give away a pair of flyaway passes to attend the music festival in Japan.