Pollstar (08/31/22) Gottfried, Gideon

Many music festivals envision resurging after two quiet years with plans to expand globally. C3 Presents' expansion strategy for Lollapalooza includes partnering with different cities around the world that align with the Lollapalooza identity, and C3's Charles Attal explains, "There's always going to be a regional, local and national flair to each festival. There's no cookie-cutter going on anywhere because you can't do the same types of activations, food, music or art, because every country is different. That's the beauty of Lollapalooza, we're able to come in and create something different in every market." Other promoters are following this model, with the Rolling Loud festival making its debut in Toronto this month, following the festival's European premiere earlier this year. In August, Rolling Loud announced its first foray into Asia for next year. "Shows in new territories require a local demand," says Rolling Loud co-founder Matt Zingler. "That's the first step. Once we have determined there's a demand, we look into what the fans want to hear." September also marks the U.S. premiere of Barcelona, Spain's Primavera Sound festival in Los Angeles, while Chilean, Brazilian and Argentinean editions are scheduled as well. "We like to think that the best way to think and act internationally is to think and act locally, [and] the better you do things from a local perspective the more universal you will be," says Primavera Sound co-director Alfonso Lanza.

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