The Tough Mudder-style charity event, in aid of Nordoff Robbins, will return next September, with teams drawn from across the UK music industry
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Virgin founder Branson and CEO Felts announce Virgin Fest, which debuts in Los Angeles in summer 2020, on the 50th anniversary of the Virgin brand
By Anna Grace on 12 Dec 2019
Marking the 50 year anniversary of the Virgin brand, the inaugural Virgin Fest will take place on 6 and 7 June 2020 at the Banc of California Stadium and Exposition Park in Los Angeles, California.
Virgin founder Sir Richard Branson and CEO Jason Felts confirmed the venue and date of the weekend event yesterday (11 December).
The announcement follows Felts’ September acquisition of US festival brand Kaaboo.
The LA festival will take place across multiple stages throughout the 160-acre outdoor space of Exposition Park and 22,000-capacity indoor California Stadium. The line-up is due to be announced in early 2020, along with ticket sales.
“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,” comments Branson. “We look forward to bringing Virgin’s expertise in customer experience, innovation and entertainment to our festival in Los Angeles, a place that has always been very near and dear to my heart.”
“I’m thrilled that Virgin’s musical heritage lives on through Virgin Fest”
Virgin was formerly involved with the UK’s V Festival, promoted by Live Nation, Metropolis Music, MCD Productions and SJM Concerts. The brand ended its partnership with the event in 2017.
The year after V’s end, Branson revealed plans for a US festival, “an innovative, multi-experiential” event which would focus on “music, exploration, innovation and generosity”.
Environmental initiatives also form a major part of Virgin Fest, which will include a ban on single-use plastics, a reusable cup deposit scheme and the use of renewable energy sources such as biofuels and solar power.
“With a focus purely on people and planet, I am proud to launch a first of its kind music and tech experience built upon a foundation of positivity, equality and unmatched hospitality,” says Felts.
“We hope to uplift our shared humanity by igniting a spirit of community for all, so that our fans feel welcomed, safe and free to enjoy the experience through music and forward thinking regardless of gender, race, sexual preference, religion, political party or disability.”
More information on the line-up, ticket sales and VIP offerings will be available here.
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