Drake, the Strokes and alt-J will headline the first Landmark Music Festival at West Potomac Park in Washington, D.C. on September 26-27.
C3 Presents will produce the event in partnership with the Trust for the National Mall, with the Landmark Music Festival being the first event held to support the Trust's Landmark Campaign for the National Mall, which will establish various events and promotions to raise awareness, participation and fundraising to restore the most visited national park in America, the National Mall.
Also on the bill are CHVRCHES, Ben Howard, Chromeo, Band of Horses, The War on Drugs, Nate Ruess, Lord Huron, Wale, The Kills, Albert Hammond Jr., George Ezra, Twin Shadow, The Lone Bellow, Houndmouth, The Joy Formidable, The Mowgli's, Rhiannon Giddens and boots. Local area talent will be represented by Dan Deacon, Ex Hex, U.S. Royalty, Vandaveer and other acts. Dr. John & The Nite Trippers and Rebirth Brass Band round out the entertainment, which was booked by C3 talent buyer Amy Corbin.
The Landmark Music Festival will also serve as an educational event, highlighting the historic and cultural significance of the National Mall and as a vehicle for increasing volunteerism and grassroots funding to help restore the park. The festival will be part of the Trust's new grassroots campaign, which aims to increase stewardship of the National Mall nationwide and particularly among young adults.
C3's history with the National Park Service, which dates back to the Obama Administration's first inauguration and includes multiple White House Easter Egg Rolls and other events, "has given us a great working relationship with the National Park Service and their non-profit arm, the Trust of the National Mall," C3 partner Charlie Jones tells Billboard. Jones also points out that C3's experience producing such events as Lollapalooza in Grant Park in Chicago and the Austin City Limits Music Festival in Austin's Zilker Park is also a plus in C3 putting the Landmark Music Festival together.
"Our production partner C3 Presents was selected because of their great track record creating exciting and safe events in iconic urban parks – including on the National Mall -- and we're thrilled to see them bring their professionalism and passion to our cause," says Trust President Caroline Cunningham in a statement.
"We have a long history of understanding the sensitivities of working in America's best parks and preserving them, putting them back like we found them and, ultimately, giving back," Jones says. He adds that, while D.C. is a viable festival market, "the reason we're here is for the opportunity to be part of this awareness and fundraising campaign for the National Park Service to restore the National Mall."
"[Landmark] is our first commercial venture into this area," Jones continues, "but it wouldn't be happening if it weren't for this campaign for the National Park Service. This is a first-time, unique event and opportunity for us and we could not be more honored to be selected to produce it on behalf of the National Park Service and Trust of the Mall."
The West Potomac Park site is, "beautifully positioned next to the Lincoln Memorial, the Jefferson Memorial and the MLK Memorial," Jones says. Billed as a "family friendly" event, children 10 and under will be admitted free with a ticketed adult. Landmark will be the first C3 event launched since the Austin-based firm sold a 51 percent stake to Live Nation.
The Live Nation Channel on Yahoo Screen will showcase the festival and its cause to a global audience free by hosting the official two-day festival livestream, broadcasting select performances and unique looks at the event all weekend long. Additionally, free entertainment will be staged at various sites in the area, along with "other activations around the city which are yet to be announced," Jones says
The National Mall grounds, which were built to honor America's brightest leaders and bravest heroes, is suffering from a growing amount of deferred maintenance and needed upgrades to the infrastructure of the park, which has not seen a major renovation in 40 years. Through events such as Landmark Music Festival, the Landmark Campaign plans to educate young people about the rich history and significance of the National Mall to ensure the iconic park will remain standing for future generations.
Jones admits that the unique site and the cause it supports, make Landmark different from a traditional music festival. "Because of the history of the National Mall and it being a place for First Amendment speeches and this being a first-time ticketed event, the focus is on making sure that that is protected and the park is protected, the policies around producing events there are protected and elevated and that this event ultimately runs safely and smoothly and educates a lot of Americans about the Mall and the need to restore it," he says, "and, when it's all said and done, we add to that restoration and put the park back in better condition than we got it."
A limited supply of First-In 2-Day Passes are available now for $100 through tomorrow morning, Wednesday, April 29. Early bird two-day Passes will be available for $150 starting at 10 a.m. EST, along with VIP, platinum and travel packages.