The first annual Rockstar Energy Drink Uproar Festival will begin in late summer and feature headliners Avenged Sevenfold and Disturbed, along with Halestorm and Stone Sour.

Set for the Jägermeister second stage are headliners Hellyeah, as well as Airbourne, Hail The Villain, New Medicine and the Jägermeister Battle of The Bands Winner in each city. The 36-date tour launches Aug. 17 in Minneapolis and will play primarily Live Nation amphitheaters before wrapping Oct. 4 in Madison, Wis.

Uproar is produced by John Reese, John Oakes, along with Darryl Eaton and Ryan Harlacher at Creative Artists Agency, and Live Nation’s Perry Lavoisne. This team co-founded and continues to co-produce the Rockstar Taste Of Chaos and the Rockstar Energy Drink Mayhem festivals. All of the amphitheater dates are being produced in conjunction with Live Nation.

Producer John Reese tells Billboard.biz that Uproar is tapping into an active rock/rock niche, where Mayhem (produced with Warped founder Kevin Lyman) remains a metal package. “We have a relationship with Rockstar Energy Drink, we’ve done a couple of festivals with them, and Taste of Chaos had pretty much run its course in America. It’s still a pretty massive tour outside of America,” Reese explains. “We were just kind of running out of bands that fit within the profile of what Taste of Chaos was. So rather than trying to beat that horse, we decided to come up with a whole new concept, make it a later summer or fall festival, bring in some cool components.”

Uproar will be a multi-activity festival tour, offering ancillary attractions like a concourse midway filled with vendors and a daily wrestling tournament featuring the Detroit-based Blue Collar Wrestling Alliance. The 36-event tournament will encompass 245 matches over seven weeks throughout North America. The athlete that perseveres will be named King of the Tournament.

The national on sale for the Rockstar Energy Drink Uproar Festival is Saturday, June 12, and tickets will be available via RockstarUproar.com and LiveNation.com. A special pre-sale will commence Tuesday, June 8. Ticket prices range from $10 to $69.

“The strategy is to have these things where the fan doesn’t feel like he’s getting his ass reamed with ticket prices,” says Reese. “We’d much rather have a property last five to 15 years, make less money yearly, not gouge people, and have it last for a long time.”

Targeting the active rock audience will lead to longevity for Uproar, producers believe. “When you look at radio play lists, sales, and everything, heartland rock is stronger than its been in a long, long time,” Reese says. “It also really broadens the ability we have to book Uproar in the years to come.”

Uproar is designed not to compete with Mayhem, now in its sixth year with sales up 120%, Reese says. “Mayhem is a metal tour, we clearly defined it as a metal tour, and we’ll keep to the core of that,” he says. “Uproar is going to be an active rock/rock leaning, heartland, salt of the earth kind of package.”

Uproar TV launches today at RockstarUproar.com and a new episode will air every Tuesday from May 10 through the end of the tour with exclusive behind the scenes footage and surprises from bands on the tour. In addition, Guitar Player magazine will produce the official festival program which will be distributed free at each show.

For the full set of dates visit RockstarUproar.com and LiveNation.com.