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How Electric Forest Keeps Shining in a Packed Festival Market: ‘It’s Kind of a Choose Your Own Adventure’
Electric Forest, a festival in remote Michigan, continues to shine in a crowded music festival market thanks to fan loyalty and a sense of community.
In the 12-month span between Electric Forest 2023 and 2024, which ran June 20-23, Samantha (not her real name) left a “toxic” relationship and was involved in a serious car accident that required intensive physical therapy making it very difficult to walk or stand for long periods of time. Produced by AEG and Insomniac on the grounds of the Double JJ Ranch, the 13-year-old event has remained the largest camping festival in the jam and electronic music scene, an impressive feat in a market saturated with smaller, low-cost options targeted at casual fans. “It’s kind of a choose your own adventure,” explains Down, who welcomes visitors to the Dream Emporium into a small lounge set up for UFO karaoke into a mirrored infinity tunnel designed to look like a 1970s car wash.
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