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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.
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