EDM Festivals seem to sell themselves these days. The genre dominates every other genre (aside from pop, of course) and people flock to all types of EDM-centric events. The most desired festival occurs in Belgium every summer: the aptly titled TomorrowLand. The festival draws in thousands of people from over one hundred and fifty countries and sets the standards for production, lineup, and overall experience.
An off-shoot festival came to America at Chattahoochee Hills, Georgia in 2013, called TomorowWorld. Many expected this festival to rise to the level of huge EDM fests in America like Ultra and EDC Vegas but it ultimately failed to do so. The festival nears its second iteration this year but the buzz fails to compare to its mighty brethren. Why does TomorrowWorld fall so short of TomorrowLand?
Many factors contribute to TomorrowWorld’s paltry success. While the festival drew in an alleged 140,000 people last year, the event represented a far cry from its Belgium counterpart. TomorrowWorld alienates a large portion of the EDM fan base due to its 21+ policy. While that leads to a more mature crowd, the attendance suffers because many interested fans are not of age.
Another key factor comes from the price to lineup ratio. While not an official ratio, one can derive a festival’s price tag from the lineup it brings. Festivals like Coachella and Bonnaroo cost $400 and $300 respectively but bring top-grade headliners and an almost overwhelming amount of undercard talent. TomorrowWorld costs upwards of $400 and the lineup is significantly weaker than similarly priced festivals like EDC Vegas and Ultra. While the TomorrowWorld price includes camping and an extra event called the Gathering (a pre-party of sorts that takes place the Thursday before the festival), the ultimate lineup turns out much weaker. People pay $400 and expect great and rare acts. With 2014’s lineup arguably weaker than 2013’s, TomorrowWorld’s next iteration may continue to alienate even more people.
In its first year TomorrowWorld experienced a rather depressing phenomenon. A few weeks before the festival, third-party tickets on ticket-selling websites like Stubhub plummeted in price. Many people paid a mere $150 while dedicated fans paid over double that amount for the same experience. With an even less hyped event on the horizon, will TomorrowWorld last much longer? If the festival heads don’t recognize faults and take action, America’s answer to TomorrowLand may just join the ranks of the many defunct festivals.
