Kevin Lyman's 4Fini is among the most successful event production companies, notably producing music festivals like Rockstar Mayhem Festival and the Warped Tour. Now, the organization is partnering with multi-channel network (MCN) Fullscreen to present Intour, a festival featuring top online content creators.
"YouTube is the wild wild West," Lyman told Adweek. "Everyone is trying to reign it in. At this moment and time, it is like this underground society where people are trying out how to figure out how to spread discovery, just like early punk was."
The first-ever Intour will be held on Sept. 13 at the Pasadena Convention Center, and will feature Fullscreen's online notables Connor Franta, Ricky Dillon, Jc Caylen, Sam Tsui, JennXPenn, Alx James, Brent Rivera, Crawford Collins, WeeklyChris, Dylan Dauzat, Charity Vance and FreshBigMouf. Brand partners have yet to be announced.
While it isn't the first online influencer-centric festival, Intour holds the distinction of being the first helmed by an MCN itself. Both organizations want to increase the production value from what is usually featured at these events, including adding digital wristbands to manage how crowds enter the venue and text to screen integration. Stage director Marc Warzecha of Second City is helping performers structure their stage show and create a performance that goes past standing on stage and waving to the crowd.
"We're going to try and make this entertaining," Lyman said. "No offense, but when I saw these early gatherings they reminded more of a high school talent show."
Lyman had already looked into getting into the online star space when he met up with Fullscreen. "That’s where kids live," Lyman explained. "You have to be able to communicate with them in their space."
Currently, Intour is only confirmed for one date, but Lyman said if all goes well, he can potentially see a national tour developing perhaps in the winter. And, in his capable hands, it could potentially become a behemoth presence in the concert scene, similar to the 20-year-old Warped Tour which sold 500,000 tickets this year.
"Kevin brings a lot of experience to this festival that quite frankly we don’t have at Fullscreen," said Daniel Rosen, senior talent manager at Fullscreen. "He really understands the teen market."