Lineup: Kaskade, Pretty Lights, Rusko, Steve Aoki, Disco Biscuits, DJ Shadow, Skrillex, Crystal Method
Dates: August 11 - September 10
Price: $50 - $120
This electronic music festival is taking a small but growing genre into the big venues. About 20 shows are booked, with top-tier artists performing on multiple stages starting in the afternoon and into the night. The lineup includes Kaskade, Pretty Lights, Rusko, Avicii, Steve Aoki, Disco Biscuits, DJ Shadow, Skrillex, Pete Tong, Chuckie, Booka Shade, Modeselektor and the Crystal Method. Identity is priced affordably; markets are strategically chosen, as is the lineup. And the fact that Identity is playing major venues-and posting massive numbers at one-off festivals worldwide-provides further evidence that the genre is taking off. "The festival is marrying electronic promoters with mainstream concert promoters and staying true to the fabric that has driven the scene, while opening up the marketplace to a wider audience," says Joel Zimmerman, the agent responsible for Identity at WME. "The timing is now, shown by the growth of mainstream festivals since bringing in electronic music programming-Coachella, Lollapalooza, Voodoo, Bonnaroo, Austin City Limits and Virgin Festival-rampant fan development in the colleges, electronic music acts breaking and becoming concert attractions like Deadmau5, Kaskade and David Guetta, and electronic music festivals becoming international destinations."