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Insomniac Partners On Life Is Beautiful
The Life Is Beautiful music festival in Las Vegas has a new partner in Insomniac Events, which joins promoter Another Planet Entertainment as a partner in the event that takes place Sept. 25-27.
Wendoh Media has bought a 50 percent stake in the Life Is Beautiful Festival in Las Vegas. The company bought its shares from Life Is Beautiful LLC, and Another Planet Entertainment’s participation and investment in the fest remains unchanged. The next edition Sept. 25-27.
Earlier in the year, Wendohy Media bought a 50 percent stake in the downtown Vegas fest that was originally financed by the Downtown Project. Another Planet was brought in to promote it, and remains with the festival.
“To expand the festival’s dance music platform, Insomniac will curate a stage that will incorporate the company’s signature over-the-top production, pyrotechnics and creative displays,” Insomniac said in a statement. “This unique stage, one of the four on the festival grounds, will be home to amazing displays of lasers and light alongside some of the biggest names in dance music.” It will certainly be familiar territory for Insomniac, which stages the massive Electric Daisy Carnival in Sin City every year.
And it could mark a leap to the next level for Life Is Beautiful, which drew about 90,000 in three days last year and roughly 60,000 in its inaugural run.
It certainly may push Life Is Beautiful, which has primarily live acts on two main stages, into a more EDM direction – Skrillex did play there last year, but lineups have featured artists more along the lines of Foo Fighters, Kanye West, Lionel Richie and The Killers.
The festival promises more than 75 music acts with an initial lineup expected to be released in late May.
“After two years of enjoying the festival as a fan, I am excited to announce that Insomniac is partnering with Life is Beautiful to bring an amazing dance music experience to this already impressive show,” Insomniac CEO Pasquale Rotella said.