Virtual Lollapalooza was ‘a massive undertaking,’ Perry Farrell says

While it may not have the familiar swarms of sweaty shoulder-to-shoulder people, softball-field dust clouds hazing the bright stage lights and lines of people trying to refill water bottles, Lollapalooza still lives on this weekend — virtually at least.

Earlier this week, organizers announced a breathtaking schedule of online events to fill up all four days (July 30-August 2) originally planned for live music before COVID-19 sidelined the event in Grant Park.

Kicking off with a conversation between Mayor Lori Lightfoot and Lollapalooza creator Perry Farrell at 5 p.m. on Thursday and wrapping up with Perry’s Stage perennial favorite DJ Kaskade burning the midnight oil late on Sunday night, the four days each have about eight full hours of programming that will be broadcast free on YouTube. The lineup includes some of the festival’s best archival footage from the past three decades from acts like Arcade Fire and Metallica, brand-new recorded performances including a live set from Alison Wonderland, in-depth conversations (see Lightfoot and LL Cool J hash it out Sunday night) and civic activities that mirror the intensity of the in-person event.

“It was a massive undertaking,” admitted Farrell, who founded the festival in 1991 as a touring operation before it laid roots as a yearly annual event in Chicago. “We have been working ‘round the clock, 2 to 3 in the morning most nights, because we didn’t want to just throw up archival footage and leave it at that. There’s a little bit of everything to see and unannounced surprises will pop up throughout the weekend.”

Meeno

Although Farrell admits he and his Lollapalooza partners, which also includes promotion/production company C3 Presents, “never lost so much money in my life,” it was a no-brainer that the show must go on in what capacity it could.

“We are in a crisis, and people are suffering, but through suffering if you can find your purpose, you can get through situations,” he said Wednesday. “The purpose, for us, this year was to have music and art regardless. Right now the world needs music so badly — protest music and love music and healing music. It’s so important that we keep the sound of music in the air, and I’m inspired by my team and my colleagues with what we ended up presenting to the fans.”

Farrell (who will participate in a number of sets, including reuniting with his band Porno For Pyros for the first time in 24 years on Thursday night) says “it wasn’t that easy to get all these artists together.” Some that they initially approached didn’t want to be involved in the virtual model, which asked for donated footage.

“We were running into headwinds because we couldn’t pay people. I have been more active than I have been in years to program this year’s event,” he adds, nothing he called up friends and colleagues like Queens of the Stone Age’s Josh Homme, Foo Fighters’ Taylor Hawkins, rapper Chuck D and Rage Against the Machine’s Tom Morello, many of whom were further inspired to participate given the strong charity missions and civic engagement the festival has aligned itself with more than ever in a year of heightened social consciousness and ongoing unrest.

Lollapalooza 2020 will be partnering with Michelle Obama’s When We All Vote nonprofit to increase participation in the upcoming election, as well as the Equal Justice Initiative that challenges racial and economic injustice and the Arts For Illinois Relief Fund providing financial relief to venues, organizations and workers in the creative industries.

The latter commitment included partnering up with the City of Chicago Department of Cultural Affairs and Special Events (DCASE) to program performances from local talent in addition to the virtual sets from Chicago-bred heavy hitters like Chance the Rapper (his full 2017 performance) and Vic Mensa. Over the weekend, there also will be a stage for singer-songwriter-poet Jamila Woods, singer-songwriter KAINA, producer/gospel enthusiast Peter CottonTale, poets from the Rebirth Poetry Ensemble and spoken-word artists Emon Fowler and Linda Sol, as well as dance and footwork from the Heavy Steppers with Jamal Smallz and The Era Footwork.

Bradley Murray

“The audience that will be watching Lollapalooza’s virtual event is international, which is really exciting as it will be an opportunity for people of all backgrounds to see these sets that are really Chicago-centric,” says Mariam Thiam, DCASE Program Director for Performing Arts, who was intent on putting together a lineup that was diverse and included emerging local talent. “Chicago is a trendsetter on a global level, so this is another opportunity for international audience to appreciate our work.”

Prior to the cancellation, C3 Presents and Lollapalooza had already been talking about ways that the festival could support the city-branded Year of Chicago Music (now extended into 2021). As the festival shifted to reimagined online activities, the collaboration continued with an effort to feature local programming.

It’s the first time DCASE has partnered with Lollapalooza in this capacity, and the team has been working diligently over the past few weeks. “It’s been rapid-fire work” to bring it together, says Thiam, which included filming the performances at local venues Thalia Hall and The Promontory. But she adds, “Lollapalooza has been a great partner. The venues were eager to support this initiative, the artists are all very excited, and this really was a seamless programming opportunity.”

Whether or not Lollapalooza aims to extend these hyperlocal activities once the traditional event returns in the years to come is yet to be seen, but Thiam says the team will be ready and has gleaned positives from the experience. “This really was an opportunity to venture more into the virtual space. We see a lot of artists that pivoted really quickly and are staying active in that way. COVID has been devastating for artists that are the heartbeat of our culture, our community and our city, and so any opportunity we have to shine a spotlight on them and bring more funds is for the better.”

Farrell admits pivoting to programming an online event has also provided some lightbulbs for the Lollapalooza team. “It’s opened everybody’s eyes to the possibilities and widened our musical tastes and I think it will absolutely impact Lollapalooza in the future.”

Anticipation remains high for this weekend, even with the new model. Executives at YouTube have told Farrell that they anticipate it to be one of the biggest events of the year for them. “But the way I look at it, just by the fact of doing something like this, even if three people saw it, it would be successful,” says Farrell. “As musicians we are messengers. Everybody can add to the conversation of the world’s discussion of where do we go from here, what do we do now. It’s time for us to be fearless and active. I have this vehicle with Lollapalooza and I see what it’s purpose is right now.”