Louder Than Life and Bourbon & Beyond Fests Are Back
Writer / Gavin LaPaille
Photography Provided
Eight big days of music are coming to Louisville this summer. Outdoor festivals Louder Than Life and Bourbon & Beyond are back on the Highland Festival Grounds at the Kentucky Exposition Center this September, showcasing some of today’s top artists from a range of genres.
“We are really excited this year because both of our lineups are spectacular,” says Chamie McCurry, chief marketing officer for Danny Wimmer Presents, the producer of both fests. “They are the biggest lineups we’ve ever had for each festival. It truly is the eight biggest days of music in the United States. You will not find eight bigger days back to back with this kind of fire power and affordability.”
Known as a “love letter” to Louisville, Bourbon & Beyond is September 14 through 17 and features more than 65 musical acts across rock, pop, folk, blues and country. Each day has different headliners while emphasizing the Kentucky bourbon and culinary scene throughout the festival.
After receiving high praise for her performance last year, Brandi Carlile returns to Bourbon & Beyond on opening day, joining Billy Strings and Train. The Killers, Duran Duran and Hozier take over for the second day, while the Black Keys, the Black Crowes and the Avett Brothers follow on day three. Fifteen-time Grammy Award winner Bruno Mars will help close out Bourbon & Beyond, along with Blondie, Jon Batiste and Ryan Bingham.
“We are excited to end the weekend with Bruno Mars,” McCurry says. “He’s one of the best live performers of the last 20 years. This is one of the only places outside Las Vegas that fans are able to see him in the United States. We know he will put on an unbelievable show, to put a cap on a magical weekend.”
Living up to its name as the world’s biggest bourbon and music festival, Bourbon & Beyond will host daily workshops and demonstrations at the Team Kentucky Bourbon Stage Presented by Kentucky Proud, and the Kentucky Venue Culinary Stage Presented by GE Appliances. Amanda Freitag, Chris Santos, Ed Lee and Chris Blandford will lead the programming featuring world-renowned master distillers and celebrity chefs, including Blind Bourbon Live with Fred Minnick. The Kroger Big Bourbon Bar returns with bluegrass music, line dancing and a menu of the nation’s top whiskey, while fans can stop by a number of other experiences that feature cocktails curated specifically for the event.
“Beyond the music, the festival has so many great experiences,” McCurry says. “There is something for everyone there. We will have some special programming and great partnership activations throughout the event. It’s an amazing festival experience from beginning to end.”
Louder Than Life, a hard rock and metal festival, follows with more than 100 acts on five stages, and Louisville’s finest spirits and cuisine, from September 21 through 24. Foo Fighters, Weezer and Rancid open the festival, with Tool, Godsmack and Limp Bizkit headlining the following day. The weekend lineup sees Avenged Sevenfold, Pantera and Falling in Reverse on Saturday, with the final day featuring Green Day, Queens of the Stone Age and Turnstile.
Last year, Louder Than Life set the record as the biggest rock festival in the U.S. with more than 170,000 in attendance over the four-day event. McCurry says this year should be even bigger.
“We’re going to beat that record,” McCurry says. “Everything points to this remaining the biggest rock festival in the United States and then some. It’s such a great festival experience with so many things to do. It’s a wonderful weekend.”
Tickets for both festivals can be purchased online, including a specially priced Exacta Pass package that includes all eight days. While the layout is similar, McCurry says Louder Than Life and Bourbon & Beyond offer unique experiences.
“They’re very different, genre-wise,” McCurry says. “Both festivals are uniquely curated to that festival’s brand. Bourbon & Beyond is rooted in the bourbon and local Kentucky scene. Louder Than Life has several more stages and is very musically driven with multiple performers playing at the same time. The layout is the same but we customize each within the grounds to be unique for each festival.”
They are two of eight music festivals produced by Los Angeles-based Danny Wimmer Presents (DWP) this year. With a history in Louisville dating back to 2014, both festivals have seen rapid growth and continue to attract some of the biggest acts in music. The festivals moved to the Exposition Center in 2019 after initially taking place in Champions Park.
“We have a great partnership with Kentucky venues,” McCurry says. “They have allowed us to find a long-term home that isn’t quite as vulnerable to weather. That has also given us the ability to grow the festival’s footprint. As these festivals have brought in fans from all over the country, the grounds have allowed us to scale the experience. They have amazing infrastructure that lets us have camping right there. There are a lot of hotels and the site is airport adjacent. Without the great support we have gotten, this would be a much different festival.”
Fans have come to expect Louder Than Life and Bourbon & Beyond on back-to-back weekends. The condensed schedule reduces the costs of putting on the events, resulting in lower ticket prices. Many attendees stay for both, generating an estimated $43 million in economic impact for the city in 2022.
“Ever since Bourbon joined Louder they have been on consecutive weekends,” McCurry says. “What that allows us to do is reduce the very real costs of producing live events. We’re able to keep our tickets affordable for fans. Producing eight days of music in 11 isn’t easy, but with the infrastructure already being there, it makes it much more accommodating.”
Already, DWP is working on finding the right mix of talent for 2024. McCurry says while pausing the festivals during the COVID pandemic was difficult, the group was able to better understand their fans and what they value.
“Our talent team prides itself on putting out the best lineup every year and being better than the year before,” McCurry says. “They have a lot of pride in curating that lineup specifically for the fans. We want to provide something new and something they love so people want to come back and experience it again.”
Fans shouldn’t expect these festivals to leave the local community any time soon. McCurry says DWP sees Louisville as a second home and hopes to continue putting on great events that highlight the city.
“People are discovering Louisville for the first time and falling in love with it, like we did back in 2012 when we first started
scouting,” McCurry says. “Louisville has been an amazing host city, which makes it easier for people to come back when they have a good experience. People feel at home there. That’s a true testament to what we love about Louisville, which is the people and the community. That’s what makes us the proudest, when people come from all over the country and see Louisville the way we see it. Our long-term goal is to continue that and showcase the people, and put Louisville on the national spotlight for having great entertainment and festivals.”
For more info, go to dannywimmerpresents.com.
