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Who actually goes to Prime Festival?

A review of the branded experience, the festival-goers and their preferred trends


SATURDAY, Sept. 21 — Apparently, a lot of young people cleared their Friday night plans to see rapper DaBaby and EDM DJ RL Grime Friday night at the Lou Adado Riverfront Park in Lansing. Packs of youth marched down North Grand Avenue, one pack rushing from inside the Radisson, in fishnets and bucket hats to the fairgrounds.

The second day ($55 per ticket) started at 3 p.m. Saturday and will feature a dense lineup of hip-hop and EDM chart-toppers such as Rae Sremmurd, Galantis and Lil Mosey.

Prime Music Festival, is the brainchild of Mi Entertainment and Prime Social Group. The mitten-based promotion company is responsible for Common Ground and the concert portion at Silver Bells in the City.

In an interview with marketing director Jenna Myer, the daughter of Kevin Myer and founder of Mi Entertainment Group, she said the group has stakes in Atlantic Canada (Cavendish Beach Music Festival) as well, and are working on a new project with Whitecap Entertainment in Prince Edward Island, Canada.

 Prime Social Group's website describes its business as a concert-festival promotion company that provides “branded experiences” and focuses on “major college markets.”

The median age of individuals interviewed was 21. Ninety percent were white and the majority were MSU students or “from Grand Rapids.” However, as a young man boldly pointed out during DaBaby’s set, “moms” were also present.

Yesterday reached a scorching 81 degrees, encouraging a festival fashion frenzy incorporating fishnets, Hawaiian shirts, handmade bedazzled swimsuits and a sizable number of Space Age boots and sunglasses. Urban Outfitters seemed to be the most favored festival fashion retailer for men and women.

The branded experiences offered at the festival started with LED jewelry from Aloha Glow and halted at luxury alcohol companies. Like most music festivals, the production was sponsored largely by corporations such as Four Loko, Hard Frescos Brewing Co. and Monaco. Electric Standard Co., a mobile charger retailer, had a tent as well which was staffed by one individual with little merchandise on display. A regular at Mi Entertainment festival, Cascade Blonde, served a free sample of their signature “blonde,” triple-distilled whiskey.

There were three food trucks set up along North Grand Avenue. One was a carnie food truck, the others were Shake It Up BBQ & Catering from the Northern Michigan area and Lansing’s Eastside Fish Fry. Apparently, whoever handled catering picked up that this demographic enjoyed munching on saucy barbecue and fried chicken while bobbing to heavy bass beats. But based on attendees’ responses, “vegan” mac & cheese and sandwiches might’ve also been a hit.

A repeated message shared from women interviewed was that the festival offered a safe space for self-expression. Leann, 26, chose head-to-toe crystals for her evening attire and said if she dressed like that to a club “someone is going to harass you, but here it’s all acceptance.”

Two women said their inspiration for their fire-themed apparel was inspired by “being a thot,” a term popularized online meaning “that ho over there.” They added that terms that carry derogatory meanings in the street practically become terms of endearment when in certain scenes, especially hip-hop.

Embracing fuller figures was as an aspect of festival fashion that Brandi, 23, said she’s glad is being “promoted.”

“Everyone is doing it, it doesn’t matter if you’re thick,” she said.

Prime Music Festival

Saturday, Sept. 21

Ends at 11 p.m.

All ages, $55

Adado Riverfront Park

201 E. Shiawassee St.



Saturday Set Times

3-3:30 PM Black Magic

3:30-4 PM Ollie Joseph

4-4:30 PM Mando

4:40-5:25 PM Dr. Fresch

5:35-6:05 PM Valee

6:20-7:20 PM What So Not

7:20-7:30  PM Andre Drummond

7:35-8:20 PM Lil Mosey

8:35-9:45 PM Galantis

10-11 PM Rae Sremmurd


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