iHeart Launches Alternative Celebration

Mumford & Sons, Cage The Elephant, Beck, and Spoon have all signed on for iHeartMedia’s inaugural ALTer EGO event in Los Angeles.

Marcus Mumford of Mumford & Sons
Chris McKay / GettyImages.com
– Marcus Mumford of Mumford & Sons
Infinite Energy Center, Duluth, Ga.

The shindig, billed as a celebration of all things alternative rock, will be held at the

Additional performers at the event include Walk The Moon, The National, and Dashboard Confessional, with more being promised at a later date.

ALTer EGO is the latest entry in iHeart’s ever-growing portfolio of festivals and events. The company also puts on the iHeartRadio Music Festival; iHeartRadio Jingle Ball Concert Tour; iHeartRadio Country Festival; iHeartRadio Fiesta Latina; the iHeartRadio Music Awards; and

This year’s iHeartRadio Music Festival seems to have done well, reporting 27,437 tickets sold to see the likes of Coldplay, The Weeknd, Chris Stapleton, Pink, and Thirty Seconds To Mars. Considering prices ranged from $86.75 to $822.50, the total gross of more than $5.3 million is understandable.

For the latest on ALTer EGO, check out the Pollstar artist page.