The New Music Business with Ari Herstand How Outside Lands Music Festival Keeps Its Magic
This week on the New Music Business podcast, Ari sits down with Rick Farman. Farman is an experienced entrepreneur, co-founder, and executive at Superfly, the event production company behind Bonnaroo and San Francisco’s Outside Lands Music & Arts Festival. With roots dating back to Superfly’s founding in 1996, Farman has overseen event operations, business development, and strategic partnerships that have shaped some of the country’s most iconic festivals . As a key architect of Outside Lands since its launch in 2008, he helped build the festival’s signature blend of music, sustainability, and Bay Area culture, emphasizing local food, art, and ecological responsibility. A holder of a BA in anthropology from Tulane University, Farman splits his time between overseeing Superfly’s expanding portfolio and investing in emerging companies across wellness, tech, and entertainment.
Ari and Rick delve into the intricacies of festival creation, exploring everything from the art of booking talent to designing immersive, multidimensional experiences that go far beyond the music. Rick shares valuable insights into the business side of running large-scale events, including sponsorship, logistics, and long-term brand building. He also emphasizes the importance of fostering community, highlighting how festivals can serve as cultural touchstones. Throughout the conversation, Rick reflects on how the festival landscape has evolved over the years, shaped by shifts in technology, audience expectations, and the growing demand for authenticity and purpose-driven programming.
00:00 Introduction – Ari introduces Rick Farman and his festival background.
02:15 Origins of Outside Lands – Rick shares how the festival began and its San Francisco roots.
10:30 Booking Artists – How lineups are built and talent is curated.
20:45 Festival Business – The economics of festivals and artist compensation.
30:00 Immersive Experiences – Rick on designing interactive festival environments.
40:15 Bonnaroo’s Evolution – The rise of Bonnaroo and its industry impact
50:00 Music & Community – Why building community is essential in music today.
55:30 Conclusion – Final thoughts on success in the modern music business.
Edited and mixed by Peter Schrupp
Music by Brassroots District
Produced by the team at Ari’s Take
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