Live Nation Country to Launch Faster Horses Country Fest in Michigan

Faster Horses festival field

(Billboard.biz, February 11, 2013) Country President of Live Nation, Brian O’Connell, has announced the launch of the inaugural Faster Horses camping and country music festival. The “three-day hillbilly sleepover” will take place in a field by the Michigan International Speedway in Brooklyn, Michigan, July 19-21. The talent has not yet been announced but will be posted in one week at the Faster Horses festival official website. This is the second major country music festival produced by Live Nation. The first festival, Watershed, was launched in 2012 at the Gorge amphitheater, and drew in a crowd of over 60,000 people in only 3 days.

Faster Horses differs from Watershed in that, “with Faster Horses I have no infrastructure, but high concept,” says O’Connell. The Live Nation Country President says he tried to make this festival stand out from over and have a unique look and sound, “The idea of throwing a stage up in a field is boring to me … It took me a year to get it right, or at least I think it’s right. It’s petrifying and exhilarating all at once.”

The speedway, which is adjacent to the field ground, is not being used at all for the festival. The festival site will be built from the ground up but currently has nothing, not even an electrical outlet. The Michigan field served as a stage coach junction between Detroit and Chicago back in the 1800s. When O’Connell was searching for a name and theme for the festival, he found inspiration from a quote from automobile icon Henry Ford, “If I would have asked the people what they wanted, they would have told me faster horses,” and thus the name Faster Horses was born.

No sponsors are signed on to the festival yet and O’Connell is only interested in working with sponsors who fit the theme and give value to fans. Festivals are exploding in North America and although country is one of the least represented music genres in the industry when it comes to festivals, the tickets to the Faster Horses are expected to be “very economical.”