Preview: U-Nite featuring Wallpaper.

Chris DeVille, Columbus Alive

The new fall festival Via Columbus kicks off Friday with U-Nite, a concert designed specifically to get college students off campus and about town. After sets from local powers Downplay and Fly.Union, Cincinnati's Foxy Shazam will bathe the stage in glammed-up party-rock glory.

Then comes the headliner, an MTV-sponsored hip-hop white boy named Wallpaper. (with a period on the end, yes). The Bay Area broseph and self-proclaimed sleazeball, better known to his parents as Ricky Reed, is a multi-instrumentalist, producer and rapper with a taste for electro. His bass-booming single, "#STUPiDFACEDD," feels like Das Racist blacked out on Natty Light, still spitting clever but nearly incoherent party babble.

Admission is free with a college ID.

Genoa Park

5 p.m. Friday, Sept. 30

303 W. Broad St., Franklinton