Bucking tradition
Summerfest’s Independence Day lineup has been designed for millennials
From its inception 50 years ago, Summerfest was designed to be the people’s festival with a diverse array of daily entertainment. On July 4, that won’t be the case. For the first time, Summerfest’s talent buying team has designed a day’s lineup largely for millennials.
There’ll still be family entertainment at the Gruber, Kohl’s and Northwestern Mutual stages. There’ll be cover bands in the early afternoon, and through the night at JoJo’s Martini Lounge. One group playing the BMO Harris Pavilion is even called Boomer Nation.
But Summerfest will definitely look a little different on Independence Day. From 2 to 7 p.m., 10 EDM acts will take over most of the grounds stages. Beginning at 5 p.m., the Briggs & Stratton Big Backyard will host rising hip-hop stars from Chicago and Milwaukee, including recurring Chance the Rapper collaborator Saba and local scene leader WebsterX.
And the headliner lineup that day looks more like something you’d see at hip mega festival Lollapalooza in Chicago than at Summerfest. Third Eye Blind is the oldest act, but the veteran alt-rock band was still relevant enough to play Lolla last year. The other star attractions include 20-year-old budding pop star Alessia Cara; fraternal country-pop duo High Valley; and EDM act the Chainsmokers headlining the American Family Insurance Amphitheater.
“It’s hard to get through a day and not hear the word ‘millennial’ before noon,” said Don Smiley, CEO of Summerfest’s parent company, Milwaukee World Festival Inc. “Our lineup offers something for everyone, that’s true. However, the biggest piece of the pie is millennial, and I see that continuing going forward.”
Numbering around 75.4 million, millennials have eclipsed boomers in size, according to U.S. Census Bureau data released in April 2016.
The North American concert industry is also growing, reaching $7.3 billion in ticket sales in 2016, the fifth consecutive record year. The festival boom is a major part of that increase, and that’s significantly driven by experience-starved millennials, particularly women.
About 32 million Americans attended at least one festival in 2015, according to Billboard; of those, 14.7 million were between the ages of 18 and 34.
According to New Berlin-based GMR Marketing, about 76% of millennial women attend more than one festival a year.
About 66% of millennial women surveyed are more likely to attend a festival because of a specific lineup, according to GMR.
A little help from Chainsmokers
In terms of millennial appeal, Summerfest’s annual roster has been inconsistent.
It landed two of music’s hottest young stars, Ed Sheeran and Kendrick Lamar, in 2015.
But last year’s headlining rappers were older — acts like the Roots and Common — even though hip-hop is the most popular genre on millennialdominated streaming service Spotify.
“I definitely don’t go as much as I once did because of the lineup,” Veronica DeMore, a 20-yearold incoming junior at the University of WisconsinMilwaukee, said of Summerfest following a Rave show with rapper Travis Scott in May.
“My mom and her friends and my dad and his friends are in their late 40s and early 50s (and) really enjoy going,” DeMore said.
“There are more music styles they enjoy vs. what people my age or those still in high school listen to.”
Summerfest’s talentbuying team made a more concerted effort for millennial-friendly headliners, from EDM stars Flume and Steve Aoki, to booking three of hip-hop’s hottest acts right now — Future, Big Sean and Migos — for the amphitheater July 8.
But the youthful side of Summerfest’s lineup is most apparent on the Fourth of July.
The concept first took shape after Bob Babisch, Summerfest’s lead talent buyer since 1978, locked in the Chainsmokers, the fourth most-streamed artist in the world on Spotify, in October.
“We gave them the added value idea of, ‘Why don’t you guys curate five of our stages with EDM acts that are up-and-coming and have a buzz, as a
way to really kick off your show,’ ” said Summerfest’s Associate Booking Director Scott Ziel.
“That intrigued them enough to give one more reason to play here on the Fourth.”
The Chainsmokers-curated EDM roster includes Shaun Frank, who co-wrote the Chainsmokers’ biggest hit “Closer,” and Elephante, who’s remixed tracks for Lorde and Calvin Harris.
To round out the rest of the day, “we thought, let’s go after the 21- to 28-yearolds,” Babisch said.
“People who are 50 and 60 remember when they used to come down here when they were 25, and we want people who are 25 now to come to the festival and remember coming down here (when they are older).”
Star-spangled dilemma
Not only could a “millennial day” appeal to a growing audience sector, it might also be a solution to a recurring problem: July 4 Summerfest sales are often soft.
Two years ago, Babisch notably struggled to find an act for the amphitheater on Independence Day.
He went with the Avett Brothers and Brandi Carlile, who ended up playing for a sea of empty seats.
“The older demo on the Fourth of July usually wants to stay home with their families and have picnics and be in the parks and watch fireworks,” Babisch said.
“A lot of them stay in their own little communities, but (millennials) may want to go out and see live music.”
Fest officials will wait to see how Fourth attendance fares before committing to a similar approach for 2018.
Local concert promoter Peter Jest, owner of Shank Hall and Babisch’s assistant in 1984 and ’85, said the concept is a “good idea.”
“It’s good for them to try something different and not stay stagnant,” Jest said. “Not everyone can afford to get to Lollapalooza, and it sells out in 12 minutes.”
A single-day Lollapalooza ticket goes for $120 before fees.
Summerfest’s daily general admission is $20 after 4 p.m., although free admission is possible through a variety of promotions. There was another strong signal last year that a millennial day might pack people in, when local rapper IshDARR attracted several thousand fans to his 6 p.m. Tuesday slot.
This year, he’ll play the Briggs stage at 10 p.m.
“Inch by inch, I feel like (the festival) is becoming more dope for millennials,” IshDARR, 20, said. “This one freaking night can start a whole movement for Summerfest.”