Singer-songwriter Justin Vernon of American indie folk band Bon Iver is starting his own festival next summer in his hometown of Eau Claire, in Wisconsin.
Vernon follows in the footsteps of acts such as Janes Addiction, Levellers, Blyth Power, Phish, Metallica, Kate Rusby, and The National in starting his very own music festival.
The permit application, for the festival which passed through its final round of approvals last night, reveals that the Eaux Claire Music and Arts Festival will take place Friday 17th and Saturday 18th July at the Foster Farm in Eau Claire.
The two-day festival hopes to bring a mixture of music, visual art, sound and light installation, dance, film, and even culinary art with three performances spaces — two stages and one 6,000-person capacity tent, featuring artists personally curated by Vernon.
The line-up is being kept under wraps, but Vernon has revealed a notable aspect of the festival will be its art installations and its experiential aesthetics. He's worked with lighting and stage designer Michael Brown on stage-based art installations and lighting, and other acts he's designed stage 'sets' for alongside Bon Iver include The National, Grizzly Bear, Volcano Choir, and Tom Petty and the Heartbreakers.
The location is in a vast, remote, wooded setting, in the Chippewa Valley and the festival will also offer attendees on-site camping. The application notes that 25,000 people are expected to attend each day
Though the target audience is roughly in the 21-45 age range, the permit application states a distinct aspect of the festival will be its appeal to both older music fans and families with young children.
The event merchandise will have a unique twist as well, with local and national designers commissioned to design one-of-a-kind apparel, artwork, souvenirs, etc. Additionally, some limited edition items will be signed and auctioned by artists, the proceeds from which will benefit local charitable organizations.
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