Graham Williams

still for a fairly niche audience.

So it is a lot of social media.

It is a lot of non-traditional marketing, which isn't quite as expensive as the full-page ads in the daily paper and things like that that kind of push you over the top.

I think the uniqueness of the festival.

I mean, we're still boutique compared to the big dogs.

I mean, you know, Coachella's of the world are 80,000 people, and some of those are two weekends.

We're talking 150,000, 160,000 over two weekends.

But when it comes to the other 1,000 festivals out there, yeah, we're definitely on the top scale of those.

Us, Pitchfork, some of the festivals in that range.

I think those kind of festivals tend to find their audience and respect that audience by...

Booking, promoting, marketing the way they want to be booked and promoted and marketed to.

It's the artist they want to see.

It's having a voice they understand.

Ours is sort of genre-based, so every stage is kind of broken into genres.

The more dance and hip-hop stage, you had Wu-Tang, you had Grimes, you had acts like that.

The more indie-centric stage, you had Jane's Addiction, Churches, Lauryn Hill replaced D'Angelo, who canceled Last Minute.

We have a stage that's a little bit heavier.

It's kind of heavier music, and there were more punk and metal bands on that stage.

It's essentially one big pot that it all goes into, but ticket sales are the bulk of it, obviously.

Then I would say sponsorship and bar because if you're self-producing, if you know what you're doing, you're doing it in the right location, you are selling the alcohol as well, so you're handling the vendor and beverage sales.