The event, which took place on March 18 and 19 on a 42-acre ranch, boasted performances from Alan Parsons, The Kills, Cat Power, The Dandy Warhols, She Wants Revenge, and over 30 other artists. Thousands of fans attended the festival, which was created by Kerry Brown and Tommy Dietrick and presented by Desert Stars Festival, Starry Records, and Shiny Penny Productions.
In the on-site Roland/BOSS/V-MODA interactive gear lounge, concertgoers could check out an array of gear from the sponsors, including Roland synths, V-Drums and percussion products and BOSS pedals and amps, all running through V-MODA headphones. Roland also provided keyboards and percussion products for some artists as a backline sponsor. Behind the scenes, some of the festival performers connect with each other and fans by jamming on the gear.
“The uniqueness of a micro-festival community like this was definitely a draw for Roland. The intermingling of artists and concert-goers onsite was casual and natural,” Roland VP of Artist Relations Brian Alli said. “At one point, I walked into our interactive gear lounge and saw members of Strawberry Alarm Clock and The Dandy Warhols jamming on our new gear alongside a group of kids. The Roland, BOSS, and V-MODA teams took great pleasure in hosting the fans and artists in a space that inspired musical exploration in between the scheduled performances.”
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