Richard Branson Explains Why He's Founding a New Festival and What It Will Do for the Virgin Brand

The event will debut in 2019

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Earlier this week, Virgin founder Richard Branson announced a new festival to debut in 2019. Pitched as a “multi-experiential music festival series,” Virgin Fest will feature a “mixture of diverse music acts, cutting edge technological experiences, exclusive content and a commitment to sustainability,” according to a statement. Adweek caught up with Branson and his Virgin Fest co-founder and managing director Jason Felts to find out why they wanted to get into the crowed music festival space.

The following has been edited for length and clarity.

Adweek: What does this do for the Virgin brand?

Branson: It will be another wonderful way to experience the Virgin brand.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in