Arizona-raised alternative-pop artist Zella Day and Aussie singer-songwriter Conrad Sewell have been added to the lineup for the Billboard Hot 100 Music Festival, which is set to take place Aug. 22 and 23 at Nikon at Jones Beach Theater in New York.
Day and Sewell take their place on the artist bill through a new pact between Billboard and The Patch, a program created by Sour Patch Kids that supports musicians who are on the road and on the rise by immersing them into a community of like-minded creatives, amplifying their voice, and providing them with a house that fuels inspiration. The partnership promises to shine a light on these two breakthrough acts and there are plans for both parties to become more active together as the year moves on.
Day’s talent for ethereal alt-pop is drawing glowing reviews and she’s earned favorable comparisons with the likes of Lana Del Rey and Tove Lo. Her hit “Hypnotic,” lifted from the album Kicker, has had more than two million hits on YouTube.
Sewell is well on the way to becoming a star in his homeland. His single “Start Again” climbed to No. 1 on the ARIA Singles Chart in June, giving the young artist a stake in chart history: he and his sister Grace became the first Australian-born artists to have No. 1 singles on the Aussie chart (she topped the list with “You Don’t Own Me” in May).
In the lead up to the festival, Billboard will document Day’s and Sewell’s experiences on the road, including their stays at The Patch locations in Austin, TX and Brooklyn, NY. The music title will, naturally, capture the climax of their experience as they perform at the Billboard Hot 100 Music Festival.
“The Patch is really excited to partner with Billboard on this festival to provide these musicians with the opportunity to share the stage with chart-topping artists,” comments Farrah Bezner, marketing director, Candy and HALLS at Mondel?z International. “Life on the road can be tough, especially for artists on the rise, so we’re helping out not only by giving them an inspiring place to stay, but also by amplifying their voices online and onstage.”
The new partnership runs deeper still. The Patch will sponsor Billboard’s annual Touring Awards this November in New York, and will host an exclusive panel featuring members of The Patch community discussing what life is like on the road for artists on the up.
“In a time when many brands are trying to find their space in music, Sour Patch Kids have set themselves apart by supporting artists with a truly unique and valuable experience,” said Julian Holguin, head of brand partnerships at Billboard and The Hollywood Reporter. “A collaboration between Billboard and The Patch is a natural one, as Billboard can help deliver on Sour Patch Kids’ goal of supporting emerging musicians. Billboard will utilize its national media platforms to build additional buzz around these artists, as well as offer paid gigs on one of the biggest stages of the year.”
Tickets to Billboard Hot 100 Music Festival are available for purchase here.