Feb 2, 2022 - News

How Hinterland's 2022 lineup came to fruition

Hinterland attendees in 2019

Hinterland attendees in 2019. Photo: Olivia Sun/The Register via Imagn Content Services

Hinterland has grown from a two-day event to a four-day festival this year, featuring some big names in the industry and all of your favorite new artists.

  • Axios spoke to Sam Summers, owner of Hinterland's operator First Fleet Concerts, about what it takes to book the music fest, which will run Aug. 4-7.

Behind the scenes: It starts pretty simple. Summers works with his wife to pick which musicians to bring to the Avenue of the Saints Amphitheater in St. Charles.

  • They think about the music they're listening to and list which bands they'd like to see in spreadsheets.
  • Then, Summers figures out what he can make happen.

For choosing headliners, Summers sees who's free and considers if they'll sound good in a field. He also thinks about who the attending bands would be "stoked" to have at Hinterland themselves.

  • "If you're hanging out with all your friends and then you're gonna go onstage, you're probably going to have a really good time and people are gonna know it," Summers said.

Fun fact: Summers said he considered booking Billie Eilish in 2017, when she was still starting out.

  • He talked with her agent and asked for live footage because Eilish hadn't performed publicly at that point. (That's definitely changed now.)

What's next: Tickets go on sale Friday. The festival will be sold to capacity.


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