Column: Listen to will.i.am, go to Friday's East LA Classic between Roosevelt, Garfield

High school football halftime shows aren't typical performing venues for pop stars.

But on Friday night, there's no place that William James Adams Jr. — better known as Black Eyed Peas frontman will.i.am — would rather be. 

Along with bandmates, Taboo and APL.DE.AP, Adams will headline the East LA Classic halftime show inside the LA Coliseum incorporating the bands and cheerleaders from Garfield and Roosevelt high schools. 

Adams grew up in Boyle Heights and his East LA roots mean a great deal to him. He cares so deeply about the community that in addition to the halftime show, his foundation has also partnered with the Los Angeles Unified School District to add 84 new robotics labs to schools in the area.

"The Black Eyed Peas, we come from Boyle Heights," Adams said loudly after LAUSD Superintendent Alberto M. Carvalho announced the agreement during Wednesday's annual press conference ahead of the rivalry. 

Adams' East LA pride makes him the perfect promoter of the Classic. He described the rivalry as being "for the heart" on Wednesday. 

"There are things that you pay attention to because of hype and financial reasons and then there are things that you should pay attention to that are for the heart," he said. "We're not trying to sell you anything. When you watch big sporting events, a lot of times, they're trying to sell you stuff. They want you to buy something. We want you to feel something. We want you to be a part of love and tradition."

Adams nailed it (listen to his entire 'pitch' above in video clip). At its core, that's what the Classic is all about.

“This game brings together two communities that share identical identities," Roosevelt's senior captain Alexander Arroyo said. "We are both from hard working families. We are both communities that respect tradition. The only thing that separates us is the blue and gold.” 

87TH EAST LA CLASSIC
WHAT: Eastern Athletic League football game
TEAMS: Roosevelt-Los Angeles (8-0, 4-0) vs. Garfield-Los Angeles (6-2, 4-0)
WHEN: Friday, 7:30 p.m.
WHERE: Los Angeles Memorial Coliseum at Exposition Park (3911 Figueroa St.)
TICKETS: Ticketmaster
PROCEEDS: I.AM.ANGEL FOUNDATION

There won't be any Division 1 college football prospects playing on Friday night. There won't be any players with NIL deals or head coaches who make more than their $5,622 LAUSD stipends to lead their teams. 

But dreams will come true and memories will be made that last a lifetime. The game will attract more than 30,000 fans and there will be a halftime performance that resembles a Super Bowl halftime show, according to Adams. 

And that's fitting because this is the East LA Super Bowl. 

It's not just a big deal for the players and coaches. It's a big deal for the bands and color guards from both schools. It's a big deal for the Garfield and Roosevelt alums who journey back to LA to root on their alma maters and connect with old friends. 

It's a big deal, period. 

“Every kid in both communities dreams big about playing in this game," Garfield's senior captain Jayden Barnes said. 

Perhaps the most beautiful part of Friday night's game is that it's all about the right now. The players aren't thinking about improving their recruiting rankings for the future. The coaches aren't holding their best play calls back with a potential playoff matchup on the horizon. Both teams will give this game everything they've got because winning this community rivalry means so much. There's no other motivation. 

If you're on the fence about going to this game, go. 

On paper, this is the best Garfield and Roosevelt matchup of the last decade. Roosevelt is 8-0 and Garfield is 6-2. Roosevelt won for the first time in 10 years last season and Garfield is desperate for revenge. 

The atmosphere will be second to none.

Even if you aren't a football fan, go. 

Go for the Black Eyed Peas halftime show. Go to experience East LA culture for yourself. Go for the spectacle.

You'll be glad you did.