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California Roots at 15: How the Reggae Festival Has Persevered in a Tough Market

Here's how the California Roots Festival has survived in a tough market, according to founder Dan Sheehan in a new interview. Get the details.

Launched in Monterey, Calif., in 2010, the California Roots Music and Arts festival celebrates its 15th anniversary this summer with a packed lineup that includes Jamaican artist Buju Banton ’s first performance in the United States in more than a decade. When it comes to California Roots’ longevity in the festival space, Sheehan says part of its success stems from its longtime home at the Monterey County fairgrounds. “Knowing the history of this site and the energy here — it’s very special,” says Sheehan, adding, “I think there’s a lot of similarities between California Roots and Monterey Pops…each have their own approach to counterculture and going against the grain.”

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