The upcoming comedy Rolling Loud, starring Owen Wilson and Atlanta-hating comedian Matt Rife, is currently filming in Georgia. Written and directed by Jeremy Garelick (American High), the film takes place at the world-famous Rolling Loud hip-hop festival, which is celebrating its 10th anniversary. While production initially kicked off in Miami, filming has now shifted to Georgia, where key scenes are being shot.
What is Rolling Loud About?
Inspired by a true story, Rolling Loud follows an overprotective father (Wilson) who sneaks his 13-year-old son into the world’s largest hip-hop festival, leading to a chaotic adventure filled with wild crowds, tight security, and unexpected challenges. Rife plays the father’s reckless co-worker, who joins in on the misadventure alongside an eccentric festival volunteer. The film is produced by Live Nation Productions, American High, and Five All in the Fifth, with a release planned for next year.
Why Does Matt Rife Hate Atlanta?
While working on the film, Rife has also been performing a series of stand-up shows at smaller venues around Atlanta, including The Buckhead Theatre and The Sandy Springs Performing Arts Center (check for tickets here). This comes as a bit of a surprise, considering Rife has previously expressed his dislike for Atlanta…actually he said “I fucking hate” Atlanta.
@cancelledpod Matt Rife Does Not Like Atlanta #cancelledpodcast @Matt Rife @Tana Mongeau @Brooke Schofield ♬ original sound - cancelledpod
@mattdarife Matt rife complains about how much he hates atlanta #atlanta #mattrifecomedy #comedy #viralvideo #xyzbca #trending #msdhoni #bdtiktok #kids #marvel ♬ original sound - MaTTdaRife fan
However, with multiple sold-out shows around the city,maybe he’s changing his mind a little as seen in this video from one of his recent pop-up shows in Atlanta.
@matt_rife Atlanta is full of art! These shows changed my mind 😏🥰😂😂🎨 #comedy #standup #standupcomedy #funny #mattrife #crowdwork #atlanta #roast #art ♬ original sound - Matt Rife
Does Owen Wilson Hate Atlanta?
With Rolling Loud now in production in Georgia, it is a welcome addition to the recently sagging film industry in Georgia. Rolling Loud is scheduled to be released sometime in 2026.
