Behind the Festival: Insights from the Lollapalooza Co-Founder Etty Lau Farrell

Etty Lau Farrell is not only a singer, dancer, and actress, but also the co-founder of the globally renowned Lollapalooza festival. On Saturday, September 9th, 2024, I had the incredible honor of chatting with her about the festival’s rich history and how it has evolved since its debut in 1991. Etty's passion for Lollapalooza is undeniable, and she is equally committed to the environment, as reflected in the festival’s new partnership with Re:wild. Lollapalooza is more than just a business for Etty — it’s a true project of love.

As a female founder of Lolla can you share words of wisdom with other women who want to become female founders?

Etty: Well, okay, truth be told: My husband was the founder, and this was a festival that happened in the 90s as a travelling festival. While we were married, we established it as a destination festival, which started in Chicago and it became the first and only global music festival. I think [being a female founder] is very very difficult because in any industry, even in music, entertainment, it is still very much a man's world. And there are women that I know that are really breaking the glass ceiling, really making an impact.

But I do feel that as a woman, you have to almost work twice as hard, right? Because for a man, if they're angry and if they're stern and they are strict, they are very respected because they're stern and respected. As a woman, you call certain names because you are as demanding, right? And I do believe that there is a certain way of speaking to people.

As a woman, you cannot go directly against the men's club, you know what I mean? So as a woman, you just have to find your way to talk to them, perhaps connect with their heart. Connect with them as a human being versus going in and fighting them. Because as a woman, you're not going to win. So, I do think that you should be a bit more sensitive and understand the limit of physicality and fighting with a man and go around them.

After all these years since it started in the 90s, what would you say are some significant challenges you faced while growing this festival? And, what lessons did you take from that?

 Etty: I think some of the challenges, especially, let's concentrate in Germany. One of the challenges we had was finding a venue. So, as you know, it started at Tempelhof Airport when it first started. And I think we did two years there, but there were limitations. We knew that as we grow, it wasn't going to accommodate the growth of patrons that we have. And then because of the crisis in Syria, that's where they housed a lot of the refugees, right? So, we moved to a park, which was one of Perry, my husband and mine's favorite venue. It's this gorgeous park, but the neighbors hated us. Of course, because you have kids, drunk, parking on their lawns. Music. Yes, and noise at night. And so, we were very lucky when the city offered us the Olympic Stadium. But it is a very, very vast piece of property. And I do remember the first year, we wanted to make it really special. So, we took advantage of the Olympic-sized swimming pool. We had synchronized swimmers, and we really tried to utilize the grounds. But then we very quickly realized we were spread out too thin. And one of the best things I remember, the first year of Lolla Berlin, around the stadiums, they have these big panels, and they invited artists to graffiti. And they placed them all around, and they left them up for an entire month. And I thought that was very special, and it really tied into...

My driver, William, was showing me around the city yesterday. He showed me a stretch of Berlin Wall that the government allowed the artists to tag. So, we did the same thing. And I thought that was a really wonderful way to tie in everything.

And I think the challenge is just making sure that our patrons have a beautiful, memorable experience.And we are always evolving and changing how we are doing things to make sure that everyone has a great time, but remains safe as well.

Meggi: It's been almost 20 years? More than 20 years of Lollapalooza?

Etty: Yeah, I want to say, actually, the first touring festival started in 1991. And it ended in 1997. And I think the first Chicago one was in 2005. Almost 20 years. Yes, that's about 20 years.

What do you think is the biggest difference that has happened since then?

Oh God, just experience. The difference is, I think, we are more in touch with technology. That we are able to reach out to our patrons more directly, and information is being spread easier. And as you know, we partnered up also with Live Nation. So, we have support of a much bigger company. They give us the tools and facilities and help to grow bigger.

You have so many destinations of Lollapalooza worldwide, what are the key factors when you decide, oh, I'm going to take it to Mumbai, or I'm going to take it to Chile, or something like that?

Etty: It's really, you know, there are certain cities, of course, the demographic is a very big factor in how many people. For example, we went to Sweden, but there simply aren't enough people in Sweden to house a festival of this magnitude. You know, when we go into Lollapalooza, we bring a certain level of production that's consistent around the world. And we just couldn't, you know, there just simply weren't enough people.

And it has a lot to do with the country, if they're welcoming to us. And for example, we had high hopes of going into Turkey in 2005. But unfortunately, there is a lot of political unrest at the time. And we also announced Lolla Israel a couple of times. And that clearly, you know, isn't going to happen, right? But I do think that it's just a partnership between our brand and our festival with the government of that country. And if the citizens or the music festival lovers, goers will accept us as well.

Meggi: Also, you started to work with Re:wild, right?

Etty: Yes, yes.

Here, the question, how did you choose Re:wild

Etty: Well, Re:wild actually, it was a mutual connection between a very dear girlfriend of mine, Sully Winfrey. And she's been working with Re:wild. And Re:wild is an incredible brand. They have, their CEO is a scientist with multiple master's degree. But he is, you know how scientists are, they're not very social. They lack certain social skills, right? And the great thing about Re:wild is that his twin brother works at Wall Street. All of their basic funding, meaning the overheads, is completely covered. So, every dollar that they receive goes right back into Rewilding the Planet.

And of course, the organization is really run and started by a very, very famous Hollywood actor. However, he wants to take his name out of it because he doesn't want his fame to overshadow the work of Re:wild. Which is where we step in, where we can connect them to our patrons who are the younger generation. The generation that's going to make the difference.

They understand every year, as you know, coming to Lolla, it gets hotter. So, it is a very real thing that global warming is happening. And it is really up to your generation and the younger generation to say: enough! We want better for us. We want more for ourselves.

And I think Re:wild are doing the most amazing thing. And they're doing exactly what their name says. They're Rewilding the Planet. They're planting trees. They're doing really, really good things. And we do think it's such a great fit.

I am notoriously stern when I tour about our plastic waste. For example, when we tour, I make everyone get a LifeStraw filter water bottle. Because I won't allow any water bottles around. And Lollapalooza has always been very environmentally conscious. We try to carbon offset. But more importantly, we were one of the first festivals to do water filling stations. So, you can bring in your own water bottle. And we are constantly evolving the water that we sell on site to make them 100% recyclable. So Re:wild is an incredible organization that really fits in with the mission and the heart of Lollapalooza.

Now, something more personal: What are you looking forward to for the Lollapalooza weekend? Or how does a festival weekend look for you? How do you love to have your time at a festival?

Etty: Well, I'm excited to see some bands. I'm actually very, very excited to see Sam Smith's set. They are so good. I think we had them in South America. And I want to say we had them in Chicago. I'm very, very looking forward to them. And I know One Republic, Martin. And there are a few people in here that I hear… Shirin David is amazing. And Medusa. So, there's great, great line-ups. I'm very, very excited to go and participate.

What do you think were the original goals for Lollapalooza itself as a festival? And do you think those goals were achieved already? And regrets if there are any.

Etty: I think a great achievement for the festival… I think we have achieved a lot of bringing people together. That we want our festivals to be inclusive across the board. Whichever, however you see yourself, we love you. We welcome you. And I really feel that our patrons feel the same way. So, when you step in, there's a lot of beautiful celebrations of different people coming together, celebrating music.

And with regrets, you know, in hindsight, there are certain things that you always know you can do better, right? And I think it's not anything that's so big. It's just little production, mechanical things that we go, oh, it didn't work this year. We can do it next year.

And then lastly, we have playlist for our magazine where all the artists or people we interview recommend a song they like or love at the moment. What song would you say is your favorite or one you really recommend?

Etty: I actually have not really listened to much music because I've been on tour with my husband's band. One of the songs that I truly love right now is... I'm gonna be selfish here, okay? There's a song that Jane’s Addiction wrote called “True Love” that my husband wrote for me. That's gonna be their next single. So, I'm gonna have to say that that's my favorite song right now.

Check out our Artists Fave Playlist to find Etty's song & recommendation !

Photos & Interview by

Jan

Jan

I chase the rhythm of light and sound, freezing the energy of live music in every frame. Berlin based.

Meggi

Meggi

I like to write about everything pop & fandom culture. Since it has been an integral part of my life for over 10 years I want to write about it for people to get an insight into something they might not understand. I‘d love to shed light onto the misogynistic view on fansgirls/boys. Sport fans and pop music fans are not as different.