NEW YORK – The fifth #uncapped music series presented by vitaminwater? and The FADER kicked off Tuesday night at Pop14. The #uncapped series is dedicated to “hydrating the hustle” of emerging talent and celebrating the success of some of the program’s most notable hitmakers including Matt and Kim and JoJo, plus talent new to the #uncapped stage including Alessia Cara, Chance the Rapper, Willow Smith and Kehlani. This year’s event spans five consecutive nights, concluding Saturday.

Matt and Kim perform at the #uncapped series kickoff in New York on Tuesday, Sept. 29.

“We are thrilled to be embarking on the fifth anniversary of the #uncapped series with incredible acts who have hydrated their hustle to get to where they are,” said Ryan Robertson, senior brand manager, vitaminwater. “It’s rewarding that #uncapped has come to a point so quickly where we can have this mix of talent, who continue to change the game in music and culture. This is due in large measure to our partnership with The FADER and their ability to create content platforms and experiences that continue to resonate strongly with consumers everywhere.”

Each event will be free to the public and will also feature DJ sets, interactive fan activities and much more. Fans can score opportunities to attend each event by keeping an eye on each artist’s social media pages, the #uncapped website, and via The FADER (@thefader) and vitaminwater (@vitaminwater) on Twitter.

Fans cheer on performers at the first of five #uncapped performances in New York on Sept. 29.

“We came up with the #uncapped program five years ago as a way to connect our brand to consumers in a natural, unique setting,” said Andy Cohn, president and publisher of The FADER. “Since then, #uncapped has evolved into an annual celebration of emerging and established talent, and we’ve been able to share some incredible performances from more than 60 artists, DJs, and special guests with our readers for free. This is a monumental year for The FADER, and for vitaminwater, and we’re looking forward to celebrating with our readers.”

Performance clips, artist interviews, behind the scenes footage and much more will be available on and the vitaminwater YouTube channel (