YOLO Season Ⅰ
YOLO is the acronym for You Only Live Once, very similar to the famous Latin Carpe Diem meaning ‘seize the day’. YOLO encourages people to enjoy life and even take risks. Life is short–just enjoy it–for you only live once.
According to internet resources, American actress Mae West is the originator of YOLO. Her “You only live once, but if you do it right, once is enough” was soon to be adopted and spread by Canadian rapper Drake, who, in his music work The Motto (2011), made YOLO famous and well accepted in both everyday life use and on the internet.
Jiangxiaobai YOLO Music Festival is an event based entirely on the subculture of hip-hop, advocating: I choose my way, I live my attitude, which has become another extensive brand message alongside I’m Jiangxiaobai, life is simple.
In 2016, Jiangxiaobai YOLO Music Festival Season 1 toured in Changsha, Wuhan, Chongqing and Chengdu. Many artists in the scene followed the call, attracting masses of followers, and initiating a revival of domestic hip-hop culture.