When Sir Richard Branson announced the end of his UK-based V Festival last year, the Virgin Group founder ended a fest run that was more than two decades long. The festival’s creation in 1996 arrived in an entirely different landscape. Today, there’s a festival for every genre and atmosphere, and enough can’t-miss lineups to give fans year-long FOMO. In an effort to cut through the festival clutter, Branson and a select team will bring an entirely new concept stateside in 2019.
Virgin has been tight-lipped so far on specific details, but the event will reportedly take place over two days on the east coast. “Having a festival out in the middle of a field with dust and mud is something we’re steering away from,” said Virgin Produced CEO Jason Felts. “We’ll be announcing our first venue, which is world-class, with appropriate facilities versus just sort of putting up stages in the middle of a field.”
No matter how the details shake out, music fans should expect the unexpected from Branson and his team.
H/T: Rolling Stone