Virgin To Launch New Music Festival In LA In June

Category: 
Virgin To Launch New Music Festival In LA In June
December 28, 2019
Richard Branson, founder of the Virgin Group, will launch Virgin Fest in L.A. on June 6-7. (File Photo, Scott Varley, Daily Breeze/SCNG)

 

Los Angeles has landed another new festival for 2020 and this time, the businessman behind it has owned everything from record labels to airlines.

 

In honor of the 50th anniversary of his company, Richard Branson’s international conglomerate the Virgin Group is jumping onto the music festival bandwagon, again, with the new Virgin Fest, scheduled for Banc of California Stadium and Exposition Park in June.

 

With the goal of appealing to fans of all kinds of music, the festival will feature three stages, and a capacity of 30,000 people with the two-day event set for June 6-7.

 

“Our focus is to take the diversity that is Los Angeles and create one gigantic weekend celebration where all are welcome,” said Jason Felts, co-founder and CEO of Virgin Fest. “We’re focused on uniting an entire community, versus one single group of people with one genre of music and one age demographic,” he added.

 

The lineup will be announced early next year, but Felts said people can expect a mix of mainstream acts with up-and-coming bands meant to appeal to as many people as possible.

 

So expect a bit of rock, hip-hop, pop and other genres.

 

“Don’t be surprised if you see Latin acts; don’t be surprised if you see K-pop acts; don’t be surprised if you see rock; don’t be surprised if you see pop with a lot of top 40. Top 40 will be the focus,” he said.

 

Virgin Fest will take place on the Exposition Park grounds and the interior and exterior of the Banc of California Stadium. Ticket details have not yet been announced for the festival.

 

The festival was first announced by Branson back in Oct. 2018 at the unveiling of his Hollywood Walk of Fame star.

 

“My love of music led me to start Virgin Records nearly five decades ago. I’m thrilled that Virgin’s musical heritage lives on through Virgin Fest,” Branson said in a press release about the festival.

 

Branson previously launched the V Festival in the United Kingdom in 1996 before announcing its end in 2017. The company also previously produced other namesake festivals in Canada and Baltimore, Maryland.

 

The Los Angeles version of the festival is expected to attract people with a mix of music and technology.

 

“We built what we feel is the music festival of the future. We’re very excited…it’s a music festival at its core but it’s going to have a technology innovation overlay and a focus inclusiveness and equality. So it’s a festival where all are welcomed,” Felts said.

 

When it comes technology, festival goers can expect things Felts described as “five minutes in the future.”

 

That means virtual reality experiences and the unveiling of new household and commercial products.

 

“We’re going to be unveiling more details on that at the beginning of the year,” he said.

 

With a couple of Virgin companies based in the area, including Virgin Galactic and Virgin Orbit in Long Beach, for Felts L.A. was a no-brainer when it came to choosing a city to hold the festival, which is expected to become an annual event.

 

“We as a brand love L.A. and we also celebrate its diversity,” he said.

 

The festival will also include a focus on sustainability.

 

There will be no single use plastic items allowed and there will be no parking at the venue to encourage public transportation.

 

And besides the L.A. Virgin Fest, the company recently purchased the Kaaboo festival and entered into a multiyear partnership with the San Diego Padres to move the festival from Del Mar to Petco Park.

 

“Virgin is aggressively focused on the production of big large scale multi-day live experiences music festivals. Virgin Fest is going to kick that off in June,” Felts said.

Related articles

VRrOOm Wechat