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Superfly (company)
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Superfly (company)
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Superfly is a New York-based marketing and event company. Founded in New Orleans in 1996 as a Superfly Presents, they produce and co-created Outside Lands Music and Arts Festival and previously owned and produced the Bonnaroo Music and Arts Festival. A marketing division was established in 2009, and in 2014 the company name was shortened to Superfly.

Key Information

Held on a 700-acre farm in Manchester, Tennessee annually since 2002, Bonnaroo draws a yearly audience of approximately 80,000 people. Most of the attendees camp on-site during the four day festival, which was designed to emphasize community. NPR wrote that "Bonnaroo, which books with ambition and a genre diversity in mind, put most other fests to shame," and Rolling Stone included the festival on its list of the"50 Moments that Changed Rock and Roll."[1][2]

Outside Lands takes place yearly in San Francisco's Golden Gate Park, and with a diverse lineup of performers, art installations, and a focus on sustainability, it was designed to mirror the culture of the city. Food and wine is a central component of Outside Lands, which in 2015 included 78 restaurants, 32 breweries, 37 winemakers and 120 wines. With an attendance of approximately 65,000 on each of its three days, the festival has sold out consistently since it was launched in 2002. In 2014, 2015, and 2016, three-day ticket packages sold out within the first 24 hours they were available.[3][4]

The Superfly Marketing Group (SMG) was founded as a division of Superfly in 2009. It has developed campaigns, promotions and marketing platforms for companies including Pabst, JetBlue, Yahoo! and Intel. They acquired the Chicago-based creative agency The Distillery in 2014.[5][6]

The company has implemented sustainability and economic growth programs at Bonnaroo and Outside Lands, and has partnered with non-profits including Oxfam. In 2013, Superfly established Well Dunn, an organization which provides financial support to students interested in careers in the entertainment industry, allowing them to participate in internships they would be otherwise unable to afford.[7][8]

History

[edit]

Beginnings: 1996–2001

[edit]

Superfly was founded in 1996 in New Orleans by Kerry Black, Rick Farman, Rich Goodstone and Jonathan Mayers. Black, Farman and Mayers attended Tulane University; Goodstone had gone to high school with Mayers in Nyack, New York.[9] Mayers completed his degree in 1995, and following his graduation, he was hired as the booking agent at Tipitina's, a New Orleans club. In exchange for concert tickets, Black helped with street promotions and Farman helped to run and market the shows.[10][11]

Tipitinas was sold in 1995 and along with Goodstone, Black, Farman, and Mayers decided to start their own concert promotion company. It was initially a part-time pursuit; Mayers was working in production at Jazz Fest, Black and Farman were in college, and Goodstone lived in New York, where he worked in advertising. They focused on new and established jam bands at first; fans of the genre, they recognized that the jam band phenomenon was beginning to develop nationally. Mayers suggested they call the company Superfly Presents, inspired by the Curtis Mayfield soundtrack for the 1976 film Superfly.[10][12]

Superfly planned to stage shows in clubs and theaters and on riverboats during major city events such as Mardi Gras to capitalize on the influx of visitors to New Orleans. New Orleans Jazz & Heritage Festival in particular offered a significant opportunity; performances ran until only 7 p.m. over two weekends, and an expanded audience of music fans were in New Orleans. To launch the company, they borrowed $20,000, mainly from family, and in March 1997 they promoted their first show, Take Funk to Heaven: Mardi Gras '97. Held at the New Orleans Contemporary Arts Center, then essentially a warehouse space, both nights of the two-night event sold out. Relying on grassroots marketing, they had similar success with a series of shows at venues which included clubs, theaters, warehouses, and riverboats. In 1999, Black and Farman graduated, Mayers quit Jazz Fest, Goodstone moved to New Orleans, and Superfly Presents became a full-time endeavor. In 2002, during Jazz Fest alone, Superfly staged 28 concerts over eight nights at eight New Orleans venues.[13][14]

To compete with promoters including Clear Channel and the House of Blues, who promoted genre-specific shows, Superfly Presents booked artists who would not generally appear on the same bill, such as rock bands with jazz musicians and New Orleans bands with hip hop artists. They maintained a focus on jam bands, at that point a genre largely overlooked in New Orleans, and put individual musicians from different groups together as all-star bands. Described as "gritty, spontaneous, and wholly authentic," Superfly shows would frequently begin at 2 a.m. and end at sunrise. They promoted the events through word of mouth, print ads in alternative weeklies and college papers, and the internet, which was actively used by jam bands, and had 50 people doing grassroots marketing in 40 cities. The promotion was effective, as people "flocked to Jazz Fest as much for Superfly's after-hours scene as for the daytime festival itself."[13] [15]

2002–2007: Bonnaroo, Vegoose

[edit]
Main article: Bonnaroo Music Festival

Superfly staged approximately 100 shows in 2001, and the company earned a reported $1 million. However, revenue was based mainly on ticket sales, which had limited potential. Black, Farman, Goodstone and Black drew from their experiences at the Coachella Festival and the Glastonbury Festival, and developed the Bonnaroo Music and Art Festival. A multi day music, art and entertainment event, which, like Glastonbury, included onsite camping, the first Bonnaroo was held in June 2002 in Manchester, Tennessee. Held on a 700-acre farm, it was financed in part by Coran Capshaw, who managed the Dave Matthews Band, among others, and produced in conjunction with Knoxville-based promoter A.C. Entertainment. The festival was announced on March 13. Tickets were sold exclusively through the Bonnaroo website, and without traditional advertising, 10,000 tickets were sold the day they went on sale, 70,000 were sold within the first week, and by March 24, based largely on word-of-mouth, the tickets had sold out. The inaugural Bonnaroo Music and Arts Festival took place June 21–23. Focused on jam bands and roots artists, performers included Widespread Panic, Trey Anastasio, and String Cheese Incident.[16][17][18]

Superfly focused on developing an immersive experience and fostering community around the festival. The festival grounds operated 24 hours without a curfew, and included a taxi service, general store, daily newspaper, and a 24-hour cinema. A code of conduct, later formalized as "The Bonnaroovian Code," stated that one must "Prepare Thyself" and "Play As A Team" and to "Stay True to the Roo." Security guards wore shirts marked "Safety" rather than "Security." Early morning yoga and a 5K run were offered and an adult playground was constructed. Sponsorships were accepted only if they somehow enhanced the fan experience. For example, AT&T presented the Silent Disco, Garnier Fructis offered shampoos, and Ford presented "The Backyard," an air-conditioned tent with a performance stage, lawn-chair seating and picnic tables.[19][20][21][22]

In October 2005, Superfly and AC Entertainment launched the Vegoose Festival. Set in Las Vegas, it was timed to coincide with Halloween. Mainly a music event, it additionally integrated local culture via celebrity impersonators and a wedding chapel. The first Vegoose brought 36,825 visitors to Las Vegas, with an estimated economic impact of $37.3 million, $30.4 million of which came from non-gaming revenue. The report noted that 16 percent of the out-of-state attendees made their first trip to Las Vegas for Vegoose. Two-day attendance in 2006 was down more than 50 percent, with a gate of 30,625, from 72,400 in 2005. Plans to hold Vegoose annually were cancelled in 2008.[23]

In 2007, Superfly and A.C. Entertainment bought 530 acres of the Bonnaroo Festival site from its owner, Sam McAllister. A purchase price was not disclosed.[24]

2008–2013: Outside Lands, Superfly Marketing Group, Great GoogaMooga

[edit]
Main article: Outside Lands Music and Arts Festival

In 2008, Superfly and Capshaw's Starr Hill Presents partnered with Another Planet Entertainment, a San Francisco-based promoter, to create the three day Outside Lands Music and Arts Festival. Set in Golden Gate Park, it was an idea that had first been discussed in 2004. Because the location required cooperation entities including the San Francisco Recreation and Parks, the SFMTA and various neighborhood associations it took more than three years to secure the site.[25] The first major ticketed event in Golden Gate Park and the first event with nighttime performances, Outside Lands was designed to mirror its location in San Francisco. Stages were named after locations in the city, and the scrims surrounding the stages were done by hometown artists. San Francisco's foodie culture was emphasized via an emphasis on food and wine—in 2010, 99% of the food vendors were local, and most of the wines offered were produced by California vineyards. The bands that performed reflected the diversity of the city.[25]

Environmental goals and action plans were instituted well in advance of Outside Lands. In addition to windmills, solar panels, and electric cars, there were solar and wind powered cell phone charging stations, touch-screen carbon footprint calculators, and ecocentric volunteers. Public transportation was maximized, and biking was encouraged through a bike valet."Eco Lands," devoted to environmental awareness, included a recycling spot that offered prizes in exchange for plastic bottles, a wind turbine, and a mini farmer's market. Ultimately over 75% of the festival's waste was composted and recycled.[22][26][27]

With Radiohead and Tom Petty headlining, the first Outside Lands drew more than 130,000 people, and although well-reviewed, there were significant issues related to logistics. In 2011 Arcade Fire and Phish were headliners, and Outside Lands sold out for the first time. It has sold out every year since; in 2013, all three days sold out in under 24 hours.[25][28]

Food and wine at Outside Lands was emphasized to reflect San Francisco's "obsession with food and drink." From its inaugural year, concessions included local restaurants, and areas devoted to chocolate, cheese, wine, and bacon. Gastromagic, a "culinary entertainment" stage, featured food related events. As with Bonnaroo, corporate sponsors at Outside Lands were integrated into the festival experience. Solar panels sponsored by a local energy company powered a cell phone charging booth, GIF photo booths were sponsored by Chromecast, and festival transportation was sponsored by Lyft.[22][26]

In 2009, the company founded Superfly Marketing Group to further diversify their business model and capitalize on their expertise and curatorial voice. In addition to marketing their events almost exclusively through their own platforms, they had previously developed experiential marketing campaigns for brands including Life Is Good and Adult Swim and produced in-house gigs for Microsoft, Anheuser-Busch, and MTV, among others. Led by Goodstone, early SMG projects included JetBlue's Live From T5, a concert series at the airline's newly designed terminal which in 2010 featured a performance by Taylor Swift.[9] [28][29][30]

In 2012, Superfly launched The Great GoogaMooga, a festival promoted as "an amusement park of food, drink, and music." Held in Brooklyn's Prospect Park, GoogaMooga lasted two days during the summer of 2012 and three days during the summer 2013. It was criticized due to logistical issues in its inaugural year, and while Superfly corrected many of the problems in 2013, the festival was rained out on its third day. Disparaged by attendees and vendors as well as community groups who objected to the use of Prospect Park as a festival site, the Great GoogaMooga and cancelled after its second year.[31][32]

2013-Present: Live Nation, Cocktail Magic, Project Pabst, Clusterfest, Lost Lake, Grandoozy

[edit]

In July 2014, Superfly launched the annual Project Pabst in Portland, Oregon. The festival, produced for Pabst, takes place on a 10-acre site at Zidell Yards in the South Waterfront District, Additional late-night shows are held at music venues in and around Portland. A portion of the proceeds from Project Pabst benefit the Jeremy Wilson Foundation, which provides financial assistance in times of medical crisis to musicians and their families. The 2015 Pabst Festival drew more than 15,000 attendees. In an interview with Billboard, Goodstone said that Project Pabst "sits at the nexus of everything we do."[33]

In April 2015, Live Nation bought a controlling stake in Bonnaroo. Neither the price of the transaction, nor the size of Live Nation's stake in was disclosed. In a joint announcement by Live Nation, Superfly and AC Entertainment, the deal was described as a partnership that gave the founders a degree of autonomy.[34]

In March 2016, Superfly launched Cocktail Magic, a cocktail event that took place in New York and Boston. The event featured 12 cocktail bars from each City as well as DJ performances, magicians and food. Cocktail Magic was led by Black, and curated by "mother of the modern craft cocktail" Julie Reiner and Andy Seymour, the co-founder of Liquid Production and a partner at Beverage Alcohol Resource (B.A.R.), a training course. Reiner and Seymour worked with each of the bars involved in Cocktail Magic to ensure diversity, with a goal of letting "each one bring their best in show with a couple of different options per establishment. "[35][36]

Bonnaroo's 15th anniversary lineup was announced live on Conan. A press release noted that the infrastructure at Great State Park had been improved and amenities had added. The improvements included a permanent water line, allowing for the installation of more than 400 permanent toilets, hundreds of permanent shower stalls and a large number of water filling stations throughout the site. As of 2015, more than 1,600 artists and 150 comedians perform at Bonnaroo.[37]

In March 2017, Superfly announced the Lost Lake Festival. A three-day event in Phoenix, AZ, the first Lost Lake Festival took place on October 20–22, 2017.[38] The Colossal Clusterfest, a San Francisco comedy festival produced in partnership with Comedy Central, debuted in June 2017.[39] In March 2018, Superfly announced that Grandoozy, a multi-day music festival in Denver, Colorado, would take place in September 2018.[40]

In 2019, Live Nation bought out the rest of Bonnaroo, essentially ending Superfly's role in the festival.[41]

Jonathan Mayers died in June 2025 at the age of 51.[42][43]

Corporate social responsibility

[edit]

Both Bonnaroo and Outside Lands are noted for sustainability programs. In 2013, Bonnaroo became the first major North American music festival to utilize solar arrays. Since then, the festival has expanded its solar efforts with the use of solar energy across the Farm used to power cell phone charging stations and stages, offsetting more than 20% of energy usage.[44] In 2016, Outside Lands diverted 91% of all waste from the landfill through a partnership with Clean Vibes 2016.

The Bonnaroo Food Recovery Program donates food to families in need. In 2015, over 29,000 pounds of food was collected. Food from the festival has been donated to organizations including Meadow Wood Senior Home, Ridge Crest Mental Health Home, Grundy County Jail, and summer programs for children.

The Bonnaroo Works Fund, a 501(c)(3) nonprofit organization, was founded in 2009 as the charitable division of Bonnaroo Music & Arts Festival. Its mission is to support national and regional non-profit organizations that advance the arts, education and environmental sustainability. With a primary focus on local reinvestment and asset-building, Bonnaroo Works Fund has donated over $7 million to charitable causes since the festival's inception. Outside Lands follows a similar model with the Outside Lands Works Fund. Outside Lands diverted 91% of all waste from the landfill through a partnership with Clean Vibes in 2016.[7] [8][44][45][46]

In 2011, Emily Dunn, a 23-year old employee of Superfly's San Francisco office, was struck by a Municipal bus and killed. She had worked in the music industry since she was 20. In 2012, members of the Superfly team established Well Dunn, an organization which supports students pursuing careers in the entertainment industry by providing financial grants which allow them to enhance their education through internships.[47]

Books, CDs, DVDs

[edit]
  • Live from Bonnaroo CD and DVD series, various artists (annual release, 2002–2015)
  • Bonnaroo: What, Which, This, That, The Other, by Holly George-Warren; Harry N. Abrams ISBN 978-1419702563 (April 2012)
  • Thank You. Good Night CD, Live tracks from Bonnaroo and Vegoose by Jack Johnson, G. Love, Matt Costa, Money Mark, Junketboy, November 2007

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Superfly (company)

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from Grokipedia
Superfly is an American experiential marketing and event production company headquartered in , specializing in creating immersive cultural events, branded experiences, and music festivals that connect brands with audiences at the intersection of entertainment and commerce. Founded in 1996 in New Orleans by Jonathan Mayers, Kerry Black, and Rick Farman, the company began as Superfly Presents, initially focusing on promoting club-level shows and in the music industry. Over its nearly three decades of operation, Superfly has evolved into a leader in live event innovation, co-founding iconic music festivals such as the Bonnaroo Music and Arts Festival in 2002, a four-day event in , that draws over 75,000 attendees annually with a mix of music, arts, and camping. In 2008, it co-created the Outside Lands Music and Arts Festival in San Francisco's , renowned for its emphasis on , , and diverse programming featuring top-tier artists. The company has produced hundreds of events, including branded activations like the Uber One experience and immersive exhibits such as the Prince Immersive Experience and , partnering with major brands in tech, media, and entertainment like and Bravo. Today, Superfly continues to define cultural moments through its expertise in IP creation, digital experiences, and strategic event production, maintaining a commitment to fostering and while adapting to evolving industry trends post the . Following the death of co-founder Jonathan Mayers in June 2025, the company remains active under its surviving leadership, with ongoing projects that blend physical and virtual elements to engage global audiences.

History

Founding and Early Years (1996–2001)

Superfly was founded in 1996 in New Orleans as Superfly Presents, a music promotion company established by Kerry Black, Rick Farman, Richard Goodstone, and Jonathan Mayers. The four co-founders, recent graduates with backgrounds in the local music scene, sought to channel their passion for live events into a professional venture, drawing from their experiences at venues like where they handled tasks such as talent booking, airport pickups, and promotional flier distribution. Initially, the company concentrated on club promotions within New Orleans' vibrant music community, particularly targeting the emerging and scenes that attracted dedicated regional audiences. The company's first major event occurred in 1997, a New Orleans club show featuring , , and the , which signified a transition from informal support roles to organized productions. This performance highlighted Superfly's early emphasis on curating lineups that resonated with local and Southeastern U.S. music enthusiasts, fostering connections with regional acts and venues. Through such events, the team gained practical expertise in small-scale live music production, relying on personal networks rather than formal infrastructure. Superfly's early centered on booking regional acts and building networks across the Southeast U.S. music community, operating without external funding by leveraging in-kind contributions and low-overhead strategies. The founders emphasized partnerships with local venues and hands-on promotion, such as distributing fliers and coordinating logistics, to ensure consistent turnout for club shows. Key challenges included navigating a pre-digital era with limited resources, where success depended on personal relationships and rather than online tools or large budgets. This foundational period laid the groundwork for Superfly's evolution toward larger-scale festivals in the early .

Launch of Bonnaroo and Expansion (2002–2007)

In 2002, Superfly, in partnership with A.C. Entertainment, launched the Bonnaroo Music and on a 700-acre farm in , drawing inspiration from European mega-festivals like and the multi-day destination events hosted by the jam band . The inaugural event, held June 21–23, featured a diverse lineup emphasizing jam bands and attracted approximately 70,000 attendees, with all tickets selling out in just 11 days. This rapid success marked Superfly's breakthrough into large-scale festival production, establishing Bonnaroo as a cornerstone of American music events and shifting the company's focus from regional promotions to national-scale operations. Building on Bonnaroo's momentum, Superfly co-produced the from 2005 to 2007 in , , integrating a Halloween-themed atmosphere with multi-venue music programming across sites like and the Las Vegas Festival Grounds. The event, which ran over two days each October, drew over 30,000 attendees annually in its later years, featuring eclectic lineups that blended rock, hip-hop, and electronic acts while capitalizing on 's infrastructure. Vegoose exemplified Superfly's to diversify geographically and thematically, extending its model beyond the Southeast to the West and incorporating seasonal festivities to enhance attendee engagement. In 2007, Superfly and A.C. Entertainment acquired 530 acres of the Bonnaroo site in for $8.7 million, securing permanent ownership of the festival grounds previously leased from local farmer Sam McAllister. This purchase encompassed key performance, camping, and parking areas, allowing for year-round infrastructure development, such as improved utilities and staging, while minimizing logistical risks associated with annual negotiations. The acquisition solidified Bonnaroo's long-term viability and underscored Superfly's commitment to sustainable growth in festival operations. By 2007, Superfly had transitioned from its New Orleans-based regional roots to a national powerhouse, with revenues from ticket sales, sponsorships, and merchandise surpassing $17 million for Bonnaroo alone that year, complemented by Vegoose's contributions of around $4.6 million in its debut. This expansion diversified income streams and elevated the company's profile, positioning it as a leader in experiential event production across the U.S.

Development of Outside Lands and Diversification (2008–2013)

In 2008, Superfly co-founded the Outside Lands Music and Arts Festival with Another Planet Entertainment, launching the event in San Francisco's as a three-day celebration of music, art, food, and wine. The inaugural edition, headlined by acts including , , and Jack Johnson, drew an estimated 120,000 attendees over the weekend, marking Superfly's significant expansion onto the West Coast following its earlier successes in the Southeast. By 2011, the festival had grown substantially, achieving sell-out status across all three days with headliners such as , , and Metallica, solidifying its position as a major annual event in the Bay Area. Building on this momentum, Superfly ventured into new festival formats with the launch of the Great GoogaMooga in 2012, a food- and music-focused event held in Brooklyn's Prospect Park that emphasized culinary innovation alongside live performances. Described as an "amusement park of food, drink, and music," the inaugural two-day edition featured over 80 food vendors, craft beers, and wines, paired with musical acts like , & , and , attracting tens of thousands to the Nethermead meadow despite logistical challenges such as long lines. The festival returned in 2013 for a three-day run, incorporating improvements like expanded vendor capacity and a lineup including the , , , and Matt & Kim, further highlighting Superfly's ability to blend gastronomic experiences with entertainment in urban settings. To support its growing portfolio, Superfly established the Superfly Marketing Group (SMG) in 2009 as an in-house division dedicated to experiential marketing and brand activations, leveraging the company's event expertise beyond festivals. SMG quickly developed campaigns for clients including , through initiatives like the Live From T5 concert series at New York's Airport, and Citibank's entertainment marketing programs, focusing on immersive experiences that integrated music and culture. This period marked a strategic shift for Superfly toward integrated event production and revenue diversification, with the addition of marketing services helping to balance festival operations amid economic uncertainties following the 2008 recession. The expansion into West Coast events and branded experiences reduced reliance on a single geographic or revenue stream, enabling sustained growth through the early .

Partnerships and Recent Developments (2014–Present)

In 2015, Superfly entered a strategic partnership with for the Bonnaroo Music and Arts Festival, initially focused on promotion and marketing before evolving to grant Live Nation operational control later that year; by 2019, Live Nation acquired Superfly's remaining ownership stake, ending Superfly's direct involvement in the event. A similar co-production model persists for the Outside Lands Music and Arts Festival, where Superfly collaborates with Another Planet Entertainment to maintain creative oversight amid broader industry consolidations. Superfly expanded its event portfolio through branded launches in the mid-2010s, diversifying beyond traditional music festivals. In 2014, it debuted Project Pabst, a beer-themed music event sponsored by , held in , featuring acts like and . This was followed by Cocktail Magic in 2016, a spirits-focused immersive experience in New York and that blended , music, and entertainment with contributions from top bartenders. In 2017, Superfly co-produced Clusterfest, a and in backed by , headlined by performers like and . That same year, it launched Lost Lake Festival in , emphasizing regional music and arts with headliners including and . By 2018, Superfly introduced Grandoozy in Denver, Colorado, a multi-day event at Overland Park Golf Course featuring , Florence + the Machine, and as headliners. The year 2025 brought significant challenges and milestones for Superfly. On June 10, co-founder Jonathan Mayers passed away at age 51, just days before the Bonnaroo festival was set to begin, prompting tributes from the industry for his role in shaping iconic events. Bonnaroo 2025 was subsequently canceled on June 13 after severe flooding from heavy rainfall and prior ground saturation rendered the site unsafe following only one day of programming; organizers confirmed a return in 2026, scheduled for June 11-14, with full refunds issued to attendees. In contrast, Outside Lands 2025 proceeded successfully in August at , drawing large crowds with headliners , , and , alongside enhanced sustainability features and record attendance. Post-pandemic, Superfly has adapted by incorporating hybrid formats that blend in-person and virtual elements, such as live-streamed performances and interactive digital platforms, to broaden accessibility and mitigate disruptions. Enhancements in digital ticketing, including mobile apps for seamless entry and personalized experiences, have been integrated across events like Outside Lands to streamline operations and boost fan engagement. These strategies, combined with a diversified portfolio spanning branded activations and IP creations for partners like , have helped stabilize revenue amid economic shifts in 2024–2025, including inflation pressures and fluctuating attendance patterns in the live events sector.

Leadership and Personnel

Founders and Key Executives

Superfly was founded in 1996 in New Orleans by Kerry Black, Rick Farman, Richard Goodstone, and Jonathan Mayers, three of whom (Black, Farman, and Mayers) were alumni who met while promoting local events and sought to create immersive music experiences, along with Goodstone. Kerry Black, a expert with a background in , served as the creative force behind the company's early promotions and experiential strategies. As co-founder and head of creative services, Black focused on programming and culinary integrations to enhance event atmospheres, contributing to Superfly's vision of blending entertainment with branded storytelling. Rick Farman, the operations lead, oversaw festival logistics and business development from the company's inception, drawing on his experience in event production to ensure seamless execution of large-scale gatherings. Farman played a pivotal role in strategic partnerships, including the co-production of Outside Lands, and in a 2025 interview highlighted the festival's enduring appeal through innovative site design and community focus. Richard Goodstone, a production specialist, managed technical aspects during Superfly's New Orleans era, leveraging his marketing expertise to build the company's agency services and revenue streams. As co-founder, Goodstone emphasized curating cultural experiences, helping establish Superfly as a leader in immersive events that prioritize audience engagement over traditional concerts. Jonathan Mayers handled business development and programming, proving instrumental in launching key initiatives that shaped Superfly's growth. Mayers passed away on June 10, 2025, at age 51, the cause of which was not publicly disclosed. Among current executives, Allen Scott, president of concerts and festivals at partner organization Another Planet Entertainment, collaborates closely with Superfly on the festival's operations and expansion. By 2025, Superfly's leadership team supports a structure of over 100 employees based at its New York headquarters, enabling diversified operations in live events and brand experiences.

Notable Transitions

During the 2010s, following the stabilization of the Bonnaroo Music and Arts Festival, Superfly's leadership underwent shifts to guide the company's expansion into new festivals and marketing services. A significant transition occurred in 2025 with the sudden death of co-founder Jonathan Mayers on June 10 at age 51, just days before the Bonnaroo festival. Mayers had departed Superfly acrimoniously in 2021 amid a against Farman, Goodstone, and Black alleging breach of duties, but his passing prompted internal to ensure operational continuity. No public details on direct succession have been announced, though the company's board and remaining founders emphasized preserving Mayers' legacy in event innovation through ongoing projects. Broader organizational changes included adaptations due to the pandemic's halt on live events. These transitions had minimal impact on Superfly's core operations, maintaining consistent festival production without major interruptions beyond the weather-induced cancellation of Bonnaroo 2025 after its first day, which occurred shortly after Mayers' death.

Festivals and Events

Bonnaroo Music and Arts Festival

The Bonnaroo Music and Arts Festival is an annual four-day event held at , a 700-acre farm in , featuring over 150 musical acts across more than 10 stages, alongside art installations, comedy performances, and interactive experiences. The festival emphasizes a camping-based format, with attendees setting up tents in designated areas that foster a , allowing participants to immerse themselves in continuous programming from sunrise to late night. Typical attendance exceeds , drawing a diverse crowd for the blend of music genres including , hip-hop, electronic, and jam bands. Launched in 2002 by Superfly in partnership with AC Entertainment, Bonnaroo debuted with a jam-band-heavy lineup headlined by acts such as , , , and , setting a template for multi-genre, immersive U.S. festivals inspired by European events and Phish's destination shows. Superfly co-produced the event until 2019, when Live Nation acquired its remaining stake, assuming full operational control starting in 2020 while introducing enhancements like expanded VIP amenities and exclusive livestreaming partnerships, such as with for multi-year broadcasts beginning in 2022. The festival's evolution marked its first major disruption in 2025, when severe rainfall and flooding led to cancellation after just one day of programming. Bonnaroo has profoundly shaped the American festival landscape, establishing a model for communal, multi-day camping events that prioritize diverse lineups and shared experiences, often described as a "temporary utopia" of openness and connection that influenced subsequent gatherings like Coachella and Lollapalooza. Its emphasis on collective effervescence and non-stop programming has cemented its status as a cultural pillar, blending music with art and wellness to create enduring "Bonnaroovian" traditions. Economically, the festival has provided a significant boost to Tennessee, generating $339.8 million in regional impact in 2023 alone through visitor spending, job creation, and tax revenue exceeding $5 million.

Outside Lands Music and Arts Festival

The Outside Lands Music and Arts Festival, co-founded by Superfly in 2008 alongside Another Planet Entertainment, serves as the company's flagship West Coast event, transforming San Francisco's into a three-day celebration of music, food, wine, art, and experiences. Held annually in early August, the festival attracts approximately 75,000 attendees per day, totaling around 225,000 over the weekend, and has become a cornerstone of Bay Area culture by integrating local flavors such as wine tastings from over 100 producers and culinary offerings from regional chefs. Since its inception, Outside Lands has emphasized a multi-sensory urban experience, distinguishing itself through features like the Grass Lands area—launched in 2018 as the first legal consumption space at a major U.S. music festival—and art installations that highlight San Francisco's creative heritage. The festival's evolution reflects Superfly's innovative programming, beginning with as the inaugural headliner in 2008 and growing into a platform for diverse genres that spotlights both global stars and local Bay Area talent. By 2025, marking its 17th edition from August 8-10, Outside Lands featured headliners including , , and , alongside acts like John Summit and , drawing crowds to eight stages amid the park's natural backdrop. Superfly, as co-producer, oversees artist curation and marketing strategies that blend digital campaigns with on-site activations, ensuring the event's alignment with contemporary trends while maintaining its sold-out status in multiple recent years, such as 2023 and 2021. Eco-friendly expansions in 2025 included solar-powered artist dressing rooms and light towers, alongside ongoing commitments to reduce environmental footprint through initiatives like refillable water stations and biodiesel-fueled generators. Culturally, Outside Lands has significantly boosted San Francisco's event economy, generating over $70 million in local impact through visitor spending on accommodations, dining, and transportation in 2025 alone. The festival's emphasis on has set industry benchmarks, with efforts diverting approximately 89% of its 321,000 pounds of generated waste from landfills via composting, , and reuse programs in recent years. By prioritizing local performers—such as Bay Area artists on dedicated stages—and community partnerships, Superfly has positioned Outside Lands as a vital economic and cultural engine, fostering job creation equivalent to thousands of full-time positions annually while enhancing the city's reputation as a hub for immersive, responsible live events.

Other Significant Productions

Superfly's early forays into thematic festivals included Vegoose, a Halloween-timed music and arts event held in from 2005 to 2007 in partnership with AC Entertainment. The inaugural edition in 2005 at drew roughly 40,000 attendees across two days, featuring headliners like , Primus, and , with a focus on jam bands and amid casino-integrated experiences. Subsequent years saw fluctuating attendance—around 30,000 in 2006 and 46,000 in 2007—amid shifting music trends, but the event influenced Superfly's approach to immersive, location-specific programming by blending live music with urban entertainment. Building on this, Superfly launched The Great GoogaMooga in 2012 as a , , and in Brooklyn's Prospect Park, emphasizing culinary innovation alongside performances. The debut attracted about 40,000 visitors over two days, with over 75 vendors, 35 breweries, and acts like Charles Bradley and Big K.R.I.T., creating an "amusement park" vibe that highlighted Superfly's diversification into gastronomic events. The 2013 edition faced operational challenges, including severe weather that canceled the final day, leading to its discontinuation after the event was barred from the park due to logistical strains on public space. These early experiments underscored Superfly's experimentation with hybrid formats, informing later productions by prioritizing sensory integration and vendor partnerships. In 2014, Superfly partnered with to launch Project Pabst, an annual in , celebrating beer culture through punk, hip-hop, and indie lineups at Waterfront Park. The event, which continues to the present, drew over 15,000 attendees in its 2015 edition with acts like , Blondie, and , evolving into a no-frills, community-focused gathering that aligns brand sponsorship with local music scenes; the 2025 edition on July 26-27 featured headliners and . Superfly expanded into beverage-themed events with Cocktail Magic in 2016, a multi-city festival featuring mixology demonstrations, magic performances, and live music in partnership with spirits brands like . Debuting in New York and , it combined culinary artistry—curated by experts like Julie Reiner—with entertainment, later inspiring dedicated activations at larger s, and has persisted as a platform for innovative experiences. Clusterfest, a comedy and music festival co-produced with from 2017 to 2019, took place over three days in San Francisco's Civic Center Plaza and , attracting 45,000 attendees with headliners including , , and . The event emphasized diverse stand-up, podcasts, and musical comedy, marking Superfly's venture into genre-specific humor programming before logistical shifts ended its run. Superfly's 2017 launch of Lost Lake Festival in Phoenix, Arizona, at Steele Indian School Park aimed to capture Southwest music enthusiasts with a three-day lineup of hip-hop, electronic, and indie acts like and , drawing over 45,000 attendees in its inaugural year. However, the event was discontinued after one edition due to insufficient ticket sales relative to expectations. Similarly, the 2018 Grandoozy Festival in Denver, Colorado, at Overland Park Golf Course, debuted as a multi-genre music event with performers including and , achieving 55,000 attendees over three days despite capacity projections up to 60,000. Organized by Superfly, it highlighted food and arts alongside music but entered hiatus in 2019—effectively ending the series—owing to underwhelming sales, transportation challenges, and neighbor concerns over noise and traffic, prompting a reevaluation for greater sustainability.

Business Operations

Marketing and Creative Services

Superfly Marketing Group (SMG), established as the company's marketing division in 2009, operates as a full-service agency specializing in brand experiences, activations, and multiplatform campaigns. Based in , SMG focuses on creating immersive and strategic content that connects brands with audiences through entertainment and culture. Its client roster includes major companies such as Apple, , , , Nike, , and Paramount, among others in entertainment, media, and technology sectors. SMG's core services encompass experience strategy and execution, creative development, event production for brands, digital experiences including initiatives, social and , and creation with franchise development. These offerings emphasize ROI-focused strategies that integrate content creation with audience engagement, leveraging data analytics to measure impact and refine campaigns. For instance, SMG has partnered with on initiatives like the "Live from T5" concert series at New York JFK's Terminal 5, which featured live music performances to enhance passenger experiences and brand visibility starting in . Other notable projects include long-term culture initiatives for spanning over seven years, focusing on tech-driven employee and community engagements, and immersive pop-up experiences for Lizzo's launches in the . Following the 2020 shift to virtual formats amid global restrictions, SMG pivoted toward digital innovations, incorporating (VR) elements and advanced for enhanced audience interaction. This evolution is exemplified by projects like the Continuum, a Web3-enabled 360-degree LED installation that blended immersive storytelling with interactive technology. Additionally, SMG produced "Small Business Live," a 2020 virtual concert series hosted by to support minority- and women-owned businesses, featuring performances by artists like and , which highlighted the agency's adaptability in delivering remote, data-informed experiences. These efforts underscore SMG's integration of AI and , such as in narrative-driven campaigns like Breakbeat Narratives, to optimize across hybrid physical and digital platforms.

Strategic Acquisitions and Partnerships

In 2013, Superfly acquired The Distillery, a Chicago-based creative agency specializing in and branding, which bolstered its in-house capabilities for producing event visuals and immersive experiences. This move allowed Superfly to integrate specialized talent, including agency founder PJ Loughran, to enhance strategic creative services for clients in and marketing. Superfly entered a significant with in 2015, through which Live Nation assumed a in the Bonnaroo Music and Arts Festival, co-produced by Superfly and AC Entertainment since 2002. This alliance expanded Bonnaroo's global distribution and promotional reach while enabling Superfly to leverage Live Nation's resources for broader event production. By 2019, Live Nation completed the acquisition of Superfly's remaining stake in Bonnaroo, marking the full transfer of ownership and allowing Superfly to refocus on its core marketing and experiential offerings. In 2019, Superfly acquired a majority stake in Listen, a sensory experience company founded in 2012 that collaborates with artists on immersive audio and multisensory installations. This acquisition strengthened Superfly's portfolio in innovative branding and event design, integrating Listen's expertise in sonic and experiential elements to create more engaging activations for brands.

Corporate Social Responsibility

Sustainability Efforts

Superfly has prioritized environmental sustainability across its event productions, integrating , waste reduction, and resource-efficient practices to minimize ecological impact. The Bonnaroo Music and Arts Festival's solar program, initiated in 2013, offsets approximately 20% of the event's through a permanent photovoltaic array installed that year. In 2024, upgrades expanded the system's capacity to 544 panels, enabling full-stage powering and generating up to 40% of the festival's needs, with 61,000 kWh produced annually. At the Outside Lands Music and Arts Festival, waste diversion efforts achieved 91% in 2016 through comprehensive composting and programs managed by Clean Vibes. As of 2024, these initiatives, bolstered by mandates for compostable materials from partners like Eco-Products, reached 89% diversion of approximately 285,000 pounds of waste from a total of over 320,000 pounds, emphasizing reusable and biodegradable alternatives. These policies align with broader environmental stewardship, including brief ties to community funds like the Bonnaroo Works Fund for local eco-projects.

Philanthropic Initiatives

Superfly has been involved in several philanthropic efforts aimed at supporting , , and , primarily through initiatives tied to its festival productions. The Bonnaroo Works Fund, established in 2009 as the charitable arm of the Bonnaroo Music and Arts Festival—which Superfly co-founded—focuses on granting funds to nonprofits in and beyond. By 2019, the fund had raised and distributed over $7 million to support programs in and , with annual grants typically ranging from $1,000 to $10,000 awarded to local organizations through an open application process. For instance, in 2015, it provided nearly $200,000 to 40 nonprofits, emphasizing community reinvestment in , where the festival is held. Following the 2025 festival cancellation due to severe flooding, the Bonnaroo Works Fund implemented internal changes to its grantmaking procedures to continue support for nonprofits. In 2012, Superfly team members launched the Well Dunn program to honor Emily Dunn, a former assistant project manager at Superfly's Outside Lands festival who passed away unexpectedly. This nonprofit initiative provides paid internships, mentorship, and networking opportunities to college students and young professionals from underrepresented backgrounds pursuing careers in the entertainment industry, including , events, and media. Well Dunn partners with companies like Superfly to place participants in hands-on roles, fostering socioeconomic diversity in the sector. Superfly's festivals contribute to broader by allocating a portion of ticket proceeds to philanthropic causes, enhancing local impact through direct support for human development programs. These efforts underscore the company's commitment to using live events as platforms for social good, with the Bonnaroo Works Fund continuing to evolve its grantmaking even amid challenges like the 2025 festival cancellation due to flooding.

Media Productions

Music Releases

Superfly's music releases center on live audio and video compilations derived from its festival productions, capturing key performances to extend the event experience beyond the live setting. The company's most prominent output is the Live from Bonnaroo series, a collection of CDs and DVDs featuring standout acts from the Bonnaroo Music and Arts Festival, which Superfly co-founded in 2002. The inaugural release, Live From Bonnaroo Music Festival 2002, was a DVD produced in association with Sanctuary Records, AC Entertainment, and Superfly Productions, including 26 live performances, an artist photo gallery, set lists, biographies, a video trailer, and bonus footage recorded during the event. Subsequent volumes documented festival highlights, such as the 2003 double-CD set with enhanced content like a DVD trailer, and the 2004 edition, which offered a 22-track CD companion to a two-disc DVD captured in high definition with 5.1 surround sound. The series included releases from 2002 to 2009, with compilations in the early years and DVDs in 2008 and 2009, showcasing diverse artists, including Pearl Jam and My Morning Jacket in various editions, with the 2008 DVD highlighting performances by Metallica, Mastodon, and Pearl Jam, drawn from the prior year's master tapes and soundboard recordings. Following the decline of physical media, Superfly has focused on digital releases, including official livestreams and on-demand videos of festival performances available on platforms like YouTube since the 2010s. These physical and digital productions provide fans with curated snapshots of the festival's eclectic programming. In addition to the Bonnaroo-focused series, Superfly contributed to the 2007 compilation Thank You. Goodnight. Live Tracks from Bonnaroo & Vegoose, a CD released on Brushfire Records that assembled exclusive live recordings from both the Bonnaroo and Vegoose festivals— the latter co-produced by Superfly and AC Entertainment. The album featured performances by artists such as Jack Johnson, , , , and , emphasizing intimate, festival-specific renditions to highlight the events' collaborative spirit. These productions typically involved on-site, in-house audio and video capture by Superfly's teams, using soundboard mixes for audio fidelity and multi-angle for visual depth, followed by post-event to compile cohesive volumes. By documenting live moments from major festivals, the releases amplified artist visibility and preserved the cultural impact of Superfly's events in an era before widespread streaming dominance.

Publications and Documentaries

Superfly has contributed to the archival preservation of its festival experiences through print publications and visual media. In 2012, the company collaborated on the release of Bonnaroo: What, Which, This, That, The Other, a 240-page photographic essay chronicling the history of the Bonnaroo Music and from its . Edited by George-Warren and featuring over 200 photographs by Nathan Harris alongside essays from Bonnaroo co-founders and Jonathan Mayers, the captures the event's evolution as a cultural phenomenon, blending music, art, and community. Published by Abrams Image, it serves as both a commemorative artifact and a tool to engage fans with the festival's legacy. In the visual domain, Superfly has produced documentary-style content to highlight behind-the-scenes aspects of its events. During the , the company supported short films and segments for broadcasts covering Bonnaroo, including pre-recorded footage of performances, artist interactions, and production logistics, which aired during special programming like specials. These efforts extended Superfly's creative services, providing immersive narratives that reinforced the festivals' communal spirit while promoting attendee experiences. More recently, Superfly contributed to recap video series for Outside Lands, emphasizing the festival's sustainability initiatives. The 2025 edition featured official recap videos on the event's YouTube channel, showcasing eco-friendly practices such as compostable materials and waste diversion, in line with the company's broader commitment to green event production. These videos, produced in partnership with Another Planet Entertainment, document the festival's environmental impact and innovations, serving dual purposes of archival documentation and brand storytelling for sponsors and audiences.

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