Sweetlife Festival line-up announced
Avicii, Kid Cudi, The Shins, Explosions in the Sky, Fitz and the Tantrums, ASAP Rocky to play
The crowd at last year's Sweetlife Music Festival (Brian Krista)
Scheduled for April 28, the one-day festival is in its third year and its second at Merriweather Post Pavilion. The Strokes and Lupe Fiasco headlined last year.
It is the largest edition of the festival yet, featuring twice as many performers. Rockers Explosions in the Sky, soul-pop act Fitz and the Tantrums, the rapper ASAP Rocky, and the indie pop band Fun will also perform. A new second stage, the Treehouse, will feature newer performers who've yet to be announced.
The line-up is in keeping with Sweetlife's mission to appeal to millenials; like last year, none of the performers have released albums before the 2000s.
And the DJ Avicii, like Girl Talk last year and Deadmau5 at Virgin Mobile FreeFest, has in recent years become a commercial juggernaut in electronic and dance music.
Sweetlife has been expanding rapidly since its debut three years ago at a tent in Dupont Circle, where the most high profile performer was Hot Chip.
Organizers upped the star power on the bill for the second edition, booking Crystal Castles, Theophilus London and U.S. Royalty, in addition to Girl Talk and The Strokes.
Last year's event, which famously ended as news of Osama bin Laden's death spread through social media, leading to exclamations like, "#sweetlife was amazing and now Osama is dead. USA! USA!" on Twitter, sold out, according to organizers.
The festival was created three years by the yogurt and restaurant group Sweetgreen as a well-intentioned alternative to other music festivals. Last year, organizers promoted sustainability and green living, put up compost trash bins and scattered the festival grounds with vendors of organic pit beef and turkey.
This year is no different: organizers are partnering with the food blog Serious Eats on something it's calling the Food Forest, where brands like Jose Andres’s Pepe Truck, Shake Shack, Roberta’s Pizza and Smucker Farms will be showcased.
"Our vision is to extend Sweetgreen’s hip and eco-conscious ethos from the table to all facets of the Sweetlife – including the festival fare," the company said in Wednesday's announcement.
Tickets, starting at $75, go on sale March 9. Fans of the festival on Facebook have access to a pre-sale the day before.
Here's some video captured at last year's festival:
Ra Ra Riot on touring, mainstream festivals, and carbon foot prints
Theophilus London on his performance, his new album, and hats
U.S. Royalty on kicking-off Sweetlife, their career, and their fans