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Your New Summer ‘Identity’

12:01 PM Thursday 4/28/11 | |

Billed as the “first-ever touring electronic only music festival,” Identity features the cream of the genre’s crop and will play 20 or so markets this year. More after the jump.

Although no dates have been announced for the August-September run, Identity will feature a who’s who of electronic music artists, including Kaskade, Pretty Lights, Avicii, Steve Aoki, Disco Biscuits, DJ Shadow, Skrillex, Pete Tong, Chuckie, Booka Shade, Modeselektor, The Crystal Method, Holy Ghost!, Nero, Datsik, Erol Alkan, Chad Hugo of N.E.R.D, Aeroplane, LA Riots, Doorly, Nervo, White Shadow, Jessie and The Toy Boys, The Eye and more to be announced. Individual lineups per city may vary slightly.

Identity’s initial announcement says the tour has formed a “unique relationship” with online electronic music / DJ store Beatport. Expect more music / corporate hookups to be announced in the weeks to come.

Dates will be announced in May. In the meantime you can feast your eyes on the tour’s website. Just click here.


Comments

  1. Mo Fell wrote:

    02:12 PM, Apr 28, 2011

    Another wannabe electronica promoter claiming to be the "first-ever" - only your 14 years to late. I was the producer of the Electric Highway Tour in 1997. We played 15 major cities, was headlined by The Crystal Method, featured multiple stages a huge lighting, sound, laser and special effects production, featured 10-15 acts a day and took place at such high-profile venues as San Francisco's Pier 45, Chicago's Navy Pier and Boston's Convention Center. We had national advertising and corporate sponsorship and also partnered with local rave promoters. "First ever" is badly abused in our business. It wouldn't take much work to research this - Spin magazine was one of the sponsors, but I guess 1997 was pre-history for the blog-o-sphere. I expect a bit more cred from Pollstar.

  2. Mo Fell wrote:

    02:03 PM, Apr 28, 2011

    Sorry, you're 14 years too late to claim "first-ever touring electronic only music festival". I was the producer of the Electric Highway Tour in August/September 1997 - a 15 city coast-to-coast touring festival, headlined by The Crystal Method. We had multiple stages/rooms with a variety of top talent (10-15 acts) and it played high-profile venues like San Francisco's Pier 45, Chicago's Navy Pier, Boston's Convention Center -- amazing locations for a giant "rave". The tour included huge stage production with lights by Morpheus, sound by Electrotec ( the most subs they had toured with), a massive laser rig, film and video projectors, a touring sculpture gallery - I could go on. Anyway, "first ever" gets abused a lot in this business. Reporters should do their homework. We had major sponsorship, national advertising, feature in Spin magazine which was one of our sponsors. We even had corporate sponsorship from BF Goodrich tires who ran a national ad campaign tied to the tour. I wish the producers of this tour luck with finding venues, maintaining any street cred with the local rave promoters and particularly in avoiding OD's or worse among the tripping attendees.