Charles Attal, Charlie Jones & Charlie Walker: The 2014 Billboard Power 100
NO. 28

Charles Attal, Charlie Jones & Charlie Walker

Partners, C3

Expanded Austin City Limits festival to two weekends, resulting in a No. 2 ranking on Billboard’s top festivals tally of 2013

Under the leadership and guidance of the “three C’s”—Charles Attal, Charlie Jones and Charlie Walker—C3 Presents has enjoyed a steady rise on Billboard’s year-end chart of the top 25 highest-grossing promoters in the world.

In 2013, the Austin-based independent concert promotion, event production and artist management company ranked fifth on the top 25 promoters list, earning $124.3 million from 818 shows, according to Billboard Boxscore. That was a three-spot jump from the prior year, when C3 grossed $79 million from a reported 564 shows.

In addition to booking and promoting concerts in arenas, theaters, casinos and clubs across the United States, C3 has a stake in about 20 festivals around the world. Two of those events—the Austin City Limits Music Festival in Texas and Lollapalooza in Chicago—ranked second and third, respectively, on Billboard’s top-grossing festivals chart in 2013. The two-weekend ACL fest pulled in $32.1 million across five days (the sixth day was canceled following heavy rains) and the three-day Lollapalooza event grossed $26.5 million.

C3 partner Walker cites the first-time expansion of ACL to two weekends in October as a highlight of 2013.

“It was selling out so quickly and there so many disgruntled people, particularly in Austin, who couldn’t get tickets,” he says. “The scalpers were selling tickets at such ridiculous prices and we wanted to alleviate all of that.”

Another highlight, he says, was C3’s partnership with Latin-American promoter Fenix Entertainment Group to expand Lollapalooza into Buenos Aires later this year. Lollapalooza first landed in South America in 2011 in Santiago, Chile, and the following year expanded to São Paulo. C3 partners on Lolla with Time 4 Fun in Brazil and Lotus Producciones in Chile.

Walker says C3 is looking to expand the Lolla brand into other parts of the world as well.