Like the deceptive metal from which it takes its name, Fool's Gold sounds more like a country record label than one headed by a pair of electronic dance music DJs.
But no one's questioning A-Trak, Nick Catchdubs or their Fool's Gold Day Off festival anymore. What began as a party in New York's SoHo neighborhood in 2010 has not only become an annual tradition, it's also expanded to include concerts in four additional cities.
This year's festival, which begins Aug. 29 at Los Angeles' Shrine Expo Hall & Grounds, brings together some of the biggest names in hip-hop and DJ culture.
The Atlanta lineup (Sept. 5 at Turner Field) includes Rich Homie Quan, A-Trak, What So Not, Father, Rome Fortune, Post Malone, Bankroll Fresh, Towkio, D.R.A.M., Nick Catchdubs, TM88, Shash'U, ManMan Savage, Bosco, GrandeMarshall and Speakerfoxxx.
The New York lineup (Sept. 7 at Brooklyn Live @ The Inlet) includes Meek Mill, A-Trak, Flatbush Zombies, Skepta, Post Malone, Gladiator, Towkio, Brenmar, D.R.A.M., Falcons, Nick Catchdubs, Leaf, Bosco and Fame School.
The Miami lineup (Sept. 13 at Mana Wynwood) includes Flosstradamus, A-Trak, Vic Mensa, Laidback Luke, Alison Wonderland, Rome Fortune, Post Malone, Denzel Curry, Towkio, Nick Catchdubs, Sleepy Tom, Shash'U, ManMan Savage and Bosco.
"Day Off is our culture," said A-Trak in a press release. "It's where the full scope of Fool's Gold comes together, it's everything we represent. It doesn't belong to one scene or another. Day Off is generational."
Last year's Day Off festival featured a number of surprise appearances, including the first post-incarceration performance by Bronx rapper Remy Ma and a guest spot by Bobby Shmurda during French Montana's headlining set.
Such "gets" were hardly imaginable five years ago, when Fool's Gold turned City Winery's backyard into an free Labor Day party with help from Yelawolf, Pill, Just Blaze and other artists.
Now, expectations await A-Trak and his flourishing festival.
"We've watched it grow, step by step, with pride," he said. "I can't wait to pull some more surprises this year.
Tickets to all Fool's Gold Day Off events can be purchased here.