ATHLEISURE MAG #89 MAY ISSUE | WELCOME HOME!

We love attending music festivals and here in NYC, Govenors Ball kicks off our summer season! This 3 day festival has a number of the hottest artists across 3 stages and a number of genres! Over the past few years, we've attendend this event on Governors Island, Randall's Island and Citi Field. This year, it settles into its new home in its 12th year at Flushing Meadow Corona Park in Queens from June 9th - 11th! This year's acts include Lizzo, Lil Nas X, Diplo, Kendrick Lamar, SOFI TUKKER and Kim Petras to name a few! Over the 3 days, people can celebrate their favorite artists, have Instagram worthy pictures, enjoy fabulous food and beverages and more!

We caught up Tom Russell, Co-Founder and Partner of Founders Entertainment who puts on Gov Ball from his vision of creating a music festival that also honors the spirit and diversity of NY! We wanted to find out how Tom got into the music festival industry, his passion for music, how Gov Ball was created and what first timers and veterans can expect when they come to the show this year! We delve into partnerships and the future of this festival. Make sure you read next month's JUN ISSUE #90 which will have our recap of this 3 days of music!

ATHLEISURE MAG: Before we delve into Governors Ball, how did you get into the business of music festivals?

TOM RUSSELL: I grew up in NYC and was obsessed with music from a young age and I was going to concerts at a young age starting in middle school. I got really into punk rock going to concerts on St. Marks Place. As I got older, I went to high school, got really into jam bands, went to New Orleans for college and got really into funk music and world music and all of that of course Hip-Hop since I was young.

I went to a festival called Bonnaroo and had the time of my life and I had the best time ever! I said to myself after that weekend, “I need to work in music festivals." This was my passion. I was living in New Orleans going to Tulane and I discovered that the company that did Bonnaroo was

based in New Orleans. So, I wrote them an email, wrote them another email, and another one and they finally wrote me back.

I somehow managed to wiggle my way into there and get an internship. I did it for a semester and then they offered me another internship and then Hurricane Katrina happened and they evacuated their offices to NYC which is where I was born and raised. I was in NYC for that semester as well. They offered me a full-time job and I had to make a decision at that time. Did I want to go back to college, or did I want to take a job with the company that I wanted to do more than anything? I decided to drop out of school, drop out of college with 1 semester to go and take a job with Superfly. I worked with them for 6 years until I hit my ceiling at Superfly, and I decided that it was time for me to leave to pursue my long life goal of bringing my hometown and beloved city a music festival they they could call it's own.

At that time, you had Lollapalooza in Chicago, Austin City Limits in Austin, Outside Lands in San Francisco, but there was no cultural institution in NY and I felt that that was just wrong and it didn’t make sense to me. So I left Superfly to start Gov Ball with a couple of friends of mine. It was good timing and we really hit the nail on the head with our programming and we really tapped into this growing festival culture and this demand for really good live music in NYC. It was kind of off to the races from there!

AM: I love that and that is such a great story!

What I love about Governors Ball is that you have different types of genres that are playing in the same space across 3 different stages. You can obviously see artists that you enjoy that you're already fans of as well as other genres and artists that you weren't familiar with and you always leave adding more to your

playlist after going which I think is really cool.

TR: Well that was a huge thing for us. We all looked at our Spotify, Apple playlist, iTunes what have you and we saw that we weren’t just listening to Hip-Hop, rock, or pop, we were listening to everything and it was important to us to put together lineups that had artists that we loved and that we knew were amazing live musicians, but also we had something for everybody. People just have tons of different tastes. We carry that on to this day where we’ll have an EDM headliner, a Hip-Hop headliner, and we’ll have a pop headliner, and everything in between. I think that it just speaks to the variety of tastes that not just music lovers have, but also New Yorkers because it’s such a diverse city.

AM: Absolutely.

What is your process like when you’re sketching out a year ahead or whatever in terms of the different types of artists that you’re bringing in?

TR: So we’re always looking for the biggest and the best. We certainly know what bands have new records coming out. We certainly know what bands have a desire to tour around the Gov Ball time. We know what bands we would love to have, but they’re definitely not touring and we kind of go for all of it and see what sticks. We start out with the headliners and there are artists that we have made offers to every single year in the hopes that it will pique their interests and sometimes we just throw something crazy out there and they come back to us and say yes. Other times, it goes nowhere and we just fall back on artists that really want to play the festival and are releasing a record around that time of year. But for us, it’s important to have the biggest and best things. Because one of the beautiful things about NYC is that New Yorkers have access to the best of everything. We have access to the best food, the best music, the best parks, and there’s so much to do, that it's essential for us to put together a

lineup that is the best and that people just can’t say no to because there are so many other things to do in this city. We have to stand out. So, it’s always, how do we put together the biggest and best lineup that will get people to have a double take and say, fuck, there’s no way that I am missing that.

AM: Well this year, it’s going to be at Flushing Meadows, Corona Park. What is the thought process behind finding the ideal space because it is 3 massive stages, plus all of these other activations that are also on site?

TR: I would say that for any great music festival, the venue is almost as important as the artist. It really defines the vibe of the overall event and for Gov Ball over the years, we’ve struggled to be honest. We’ve moved. We started out as a 1 day festival on Governors Island, we moved to Randall’s Island where we grew to a 3 day festival, and we moved over to Citi Field coming out of the pandemic. But we never really had a large greenspace venue that is iconic and lent itself well to live events and that led us to Flushing Meadows at Corona Park. A park that was built and designed for events many many decades ago. It’s easily accessible by subway and LIRR . It is full of iconic structures, museums, and tons of trees. It’s such a unique greenspace. We’re so excited for this year and for our fans to see it because the festival will take on a whole new life and a whole new vibe and one that we have really wanted to have since our start. You look at Lollapalooza, they’re in Grant Park. Austin City Limits is in Zilker Metropolitan Park. With Gov Ball, we haven’t had that yet. Flushing Meadows is truly an incredible and special place that we just can’t wait to bring it alive!

AM: I’m excited and looking forward to it!

Food is always a huge component of music festivals as well and you guys have incredible vendors such as our favorites:

The Halal Guys, Taqueria Diana as well as food partnerships by bringing in the Queens Night Market . Why was this important to have such a diverse series of foods?

TR: So for us, we wanted to have the best of everything! The best music lineup and of course, the best food. People need to be able to eat and drink and to listen to great music. With us being in Queens, we couldn’t not think of the Queens Night Market which is such an institution. It has such an amazing collection of vendors from all over the world. We reached out to John Wang, founder of Queens Night Market and he’s so brilliant and what he created there and it’s so special. So we said, “look, we’re coming to Flushing Meadows and you’ve been there for so long and we have created this amazing amazing event, we would love for you to be able to help us curate some vendors that really speak to Queens and speak to what you have built and to help us give more variety to what we are offering.” He was kind enough to make a number of introductions and help us to feature food that will really be additive to the festival and to get people super super excited to have food from around the world. From Mao's Bao to Twisted Potato, La Brasa for those folks that go to Queens Night Market like myself, it’s really going to be great. So they’re going to go from seeing one amazing act, to having an amazing meal, to seeing another amazing act to having another amazing meal. What do people want in life? Good food, good music, and good drink. That’s all that you need.

AM: It’s a full experiential opportunity to have all of these things together. What are some things that are being added to this year’s event that may be different from last year? For those who go every year or may have missed a few, what can they expect?

TR: I think that the biggest thing this year is our new venue. I mean, this is going to be a Gov Ball experience that’s unlike any other because it's a brand new site which

is full of lush trees and iconic elements like the Unisphere. How we’re bringing the park to life with lighting and décor and art installations. What we’re doing to enhance the trees, it’s really going to be super duper special and for those folks that have been to Gov Ball once, twice, 5 times or 10, they truly have no idea what they are in store for because this venue is a whole new ballgame and it’s so exciting. We just can’t wait for people to be able to see it and to experience what Gov Ball has wanted to be since it’s iteration.

AM: In addition to all of the things that take place on Gov Ball’s festival site, it’s great that you also have After Dark. We love the idea of people being able to continue the party and to see a number of the artists that are performing at other venues around the city and to expand your footprint. Why is this an element that you love including with Governors Ball?

TR: Well look, the festival ends at 10pm because the NYC Parks tell us we have to end at 10pm and I don’t want to go to bed at 10pm! It’s way too early, it’s summertime in the city on a Fri., Sat., and Sun. night. So we reach out to the artists that are playing the festival and we tell them that we want to work with them some more, feature them in an After Dark show, keep the party going and we know the fans will like it. So we have events with Saba, Metro Boomin’, SOFI TUKKER, and tons more. So, for us, it’s giving the people the opportunity to keep the party going. We’re predominantly a NY festival because most if the people going are from NYC and the tristate area. But there are tons of people that come in from around the country and around the world. So we want to give people the opportunity to see the festival at the park, but also to experience these great venues in Manhattan and in Brooklyn and elsewhere.

AM: That’s smart!

TR: Yeah. We just want to be able to have something to fill out there whole weekend.

AM: For those that won’t be able to attend the festival themselves, is there a way that they would be able to listen to the lineup whether you partnered with a streaming platform or anything else like that?

TR: So we aren’t livestreaming the event this year. If you want to get a take on this year’s music, you can hop onto Spotify and look at our official playlist. But that’s what we have in store for this year and I can’t say enough about this venue and what we are doing there. For those folks that are on the fence for going this year, I can’t sell it enough. It’s going to be super special and super new and Gov Ball unlike any other.

AM: You also have an entire philanthropic component to Gov Ball that involves the community which is amazing. Can you tell us more about that and how you’re supporting these particular initiatives?

TR: Since we started the festival, we’ve always wanted to give back to the local community. When we were in Randall’s Island for years in East Harlem, it was important for us to work with local East Harlem institutions because we were impacting that community the most. The flow traffic from the festival was going right through the East Harlem neighborhood. We started to build these relationships with local non-profit partners.

When we moved over to Queens, we brought that same goal in mind. This year, working with super local organizations such as Chhaya and ECRC (Elmhurst/Corona Recovery Collective) we’re giving them the opportunity to expose their amazing causes to a brand new audience and we’re also giving our audience an opportunity to work towards tickets to the festival by volunteering at those organizations. So for a few hours of work and volunteering, you can get a Gov Ball ticket and we’re fundraising for these organiza -

tions. These are super small and local that truly need exposure. They truly need funding so for us to be able to give back to them, it’s a really important initiative of ours. Over the years, we have worked with really large organizations too such as Everytown and Planned Parenthood and we’ll continue to work with those bigger organizations, but it is always important for us to be hyperlocal and to help these smaller organizations that have these great causes who have less awareness and to give them a means to benefit.

AM: Just looking at the future, do you ever see Gov Ball to be the same as a Lollapalooza, an EDC or a Tomorrowland that pops up in other cities around the world? Do you ever think that that would be a journey that Gov Ball will take at some point?

TR: I don’t. I think that Gov Ball is NYC born and bread. I think that the ethos of the event is NYC, we feature NYC artists, it’s NYC food vendors, NYC graffiti artists, NYC contractors and vendors and non-profits. The whole vibe of the event is NYC and we don’t really have the desire to stray from that. I think that the NYC works in NYC. I don’t think that you could plop that down anywhere else and we just want to continue to be able to make Gov Ball the best that it can be and now with us at Flushing Meadows Corona Park. I think this is only the beginning and we’re just super excited to go down this path of this incredible new home and new venue that we’re bringing to life and to just continue to bring NYC the very best in lineups whether it’s food, music, or what have you that we can!