“An institution of higher learning, one of the greatest institutions in this great country … versus some high school across town.” The crowd roared with laughter as Trojan Marching Band Director Jacob Vogel kicked off Conquest with a typically petty jab against rival school UCLA. The annual concert and pep rally took place at McCarthy Quad Thursday as part of the buildup for Saturday’s rivalry football game, and this year’s bash featured a slew of unique twists and surprises.

The festivities kicked off with a passionate pep rally led by the Trojan Marching Band. Among the special guest stars at this pep rally were members of the football team led by freshman wide receiver Duce Robinson, who called UCLA the “Booins” in a charming hype-up speech. When asked who would hit the Westwood-based squad the hardest, fellow freshman wide receiver Zachariah Branch immediately volunteered to do the honors as the crowd’s mischievous excitement for the game ramped up.

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This year, nonprofit vendors joined Conquest’s flashier inclusions such as the Ferris wheel, carnival games and food trucks. Jordan Rosen, a sophomore majoring in public relations and advertising, spoke about his role organizing these new booths as the Concerts Committee’s director of community outreach — a brand new role for Conquest’s organizing body.

“I’ve been looking forward to this show for a bunch of months, because it’s the first time that all these ideas that I’ve had and all these ideas that were brought to me can be manifested and brought to real life,” Rosen said.

Posted directly next to more traditional sponsors like Amazon and Postmates were advocacy organizations such as Planned Parenthood and TACO, an educational organization that works to combat drug overdoses.

“I hand-selected the ones that not only are awesome causes, but also ones that can apply to this audience,” Rosen said.

Also among the nonprofit vendors was the Los Angeles County Department of Public Health, who attended as part of a larger campaign to teach the Los Angeles community how to do hands-only CPR.

“We feel like we can engage not only students, but fans and alumni, in how to do this,” said Shamika Ossey, an emergency preparedness public health nurse with the department. “I’m passionate about the community that I serve, and USC is in that community. So we’re happy to be here and glad that we’re able to offer hands-only CPR to the students.”

After performances from various student organizations, pop artist BabyJake took to the stage for an energetic and passionate set. In an attempt to get the crowd ready for the big game, BabyJake and his band began an impromptu chant of “Eff UCLA.”  Once the rollicking set got in motion, his performance gradually hooked the crowd. In between songs and tirelessly animated dances, exuberant gratitude and positivity flowed from the frontman.

“I’m very thankful for music, I’m very thankful for all my friends up here playing it with me,  I’m thankful for you guys for being here and listening to me,” BabyJake said. I hope it changes a lot of your lives and makes a huge difference, because it really did in mine,” he said.

As BabyJake crooned “People tell me I’m nobody …  I just want to be somebody” during his pop hit “Do I Fit In Your Shoes?,” the crowd clapped affirmingly as he inched toward “somebody” status in their eyes.

Icona Pop’s headlining DJ set took place soon after, as pulsating electronic beats and flashing lights compelled the audience to jump all over the quad. Their electrifying performance consisted of various original beats and remixes before they finally performed their 2012 smash hit “I Love It” to wrap up the night’s music.

“I saw Icona Pop in 2013 when I was a little kid at Lollapalooza,” Rosen said, “And now I’m seeing them on campus and helping throw the show, which is pretty awesome.”

The crowd devolved into chaos immediately after the song’s first notes played, ending the concert with a wave of deafening excitement. Fireworks ignited the final moments of a jam-packed evening of entertainment — and advocacy — as the crowd slowly shuffled out, now prepared to “beat the Bruins.”