Shifting the music festival model

Having started Virgin in music, I’m always thrilled when our brand makes new strides in the industry. Having recently shared the exciting revamp of V Festival, I’m pleased to be bringing back the live music experience to the US with Virgin Produced’s partnership with KAABOO.

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I may be a grand-dude now, but that doesn’t mean my love for live music experiences has slowed down. After bringing the Virgin brand values to life in the US through Virgin Mobile’s FreeFest in the DC/Baltimore area until 2013, it’s great to get back into US festivals with Virgin Produced’s at KAABOO Del Mar in San Diego.

I’ve lived my life and grown our brand by embracing the new, focusing on customer experience and always seeking fresh adventures. I’ve learned that none of us should ever turn down the opportunity to learn or embark upon a new journey.

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We should also seize opportunities to do things differently. At KAABOO, guests will immersed be not just in world-class music, but comedy, cutting edge contemporary art (my favorite is Ron Wood), delicious cuisine and luxury hospitality – even flushing loos! I love how KAABOO is built around customer service and hospitality, a premise we hold dear at Virgin. A customer shouldn’t have to sacrifice great service just because they’re at a festival. This isn’t just for your typical festival-goer.

The best ideas, products and events are created with one common ingredient: passion. KAABOO and Virgin Produced are music lovers building the festival with fellow music lovers. In true Virgin style, the KAABOO lineup was literally dropped today from the sky as four Navy Seal Valor Skydivers sailed through the air. Each aerial artist unveiled a banner with the name of a KAABOO headliner while flying over the San Diego skyline. It's great to see P!NK topping the bill alongside her starring slot at V Festival, as well as Virgin Records artists like David Guetta and my fellow Ocean Elder Jackson Browne.

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Festivals should be spaces to build memories, let your hair down and escape from the busy day to day. Head over to KAABOO to see the full lineup and we hope to see you in Del Mar/San Diego on September 15-17th.

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