Kevin Wall, the founder of Live Earth and producer of Live 8 and many other mega-events, has joined on as a partner of the inaugural Tadasana Festival, a yoga and music festival to be held April 20-22 on the Santa Monica (Calif.) beachfront.
The Earth Day Weekend festival -- conceived by Fabian Alsultany and Tommy Rosen -- will feature 50 yoga instructors and 100-plus classes/workshops with in-class music performances from artists across the globe. Taking place at the edge of the beach facing the Pacific Ocean, the event will also include lectures, eco-conscious shopping, themed yoga tents, artwork, chill zones, an organic food court and more than 60 booths.
"I felt there was room in the market to create a series of very top-end yoga festivals," Wall tells Billboard.biz, noting that he hopes to expand Tadasana into other stateside and international in the coming years.
"When Tommy and Fabian came to me with this project, which they had worked on for probably about a year, I decided to step in and finance it and become a partner in it with the view toward the world and what's going to happen next," he continues.
Yoga instructors who've been tapped for Tadasana include Shiva Rea, Seane Corn, Elena Brower and Kathyrn Budig. The musical lineup includes Karsh Kale, Hassan Hakmoun, Cheb i Sabbah and Vishal Vaid.
"If you know about yoga, the people teaching are the rock stars of that genre," says Wall, who practices yoga and invests in other eco-conscious companies. "We're brining in a lot of world music artists who are playing live in the yoga sessions. And then those world music artists will be put in clubs and bars at night in Santa Monica."
Three-day, general admission passes to the festival are currently on sale for $345. Wall estimates that the first year of the event will attract about 2,000 people. "We'd stay in Santa Monica and do it every year, but I'm certainly looking on the globe for places we can plant this," he says. "For me, to just do a 2,000 person thing isn't what I really do."
In addition to Live Earth and Live 8, Wall has produced more than 300 concerts, including Bob Dylan's 30th-anniversary concert and the 2010 World Cup Kick-Off Celebration.
Sponsors of the event include YogaWorks, Namaste Light, The Daily Love, GlobeSonic, Gaiam and others. For more information about Tadasana, visit www.tadasanafestival.com.