Is it just us or is anyone else a little, erm, jumpy about music festivals right now? In this post-Fyre world we're living in, it's understandable that you'd side-eye every bit of marketing guff you come across on social media - in fact, we'd wholeheartedly insist on it.
It's with this newly cynical perspective that we read about SOLSAHARA - "a five-day travelling visual and musical excursion through the sand dunes of the Sahara Desert in Morocco" - hosted by LA-based record label Sol Selectas from 10 - 15 April 2019.
It promises the following - quite frankly - mind-blowing litany of experiences to be played out against the backdrop of the dunes, with the focus being every bit as much on culture as on the musical acts. Think Burning Man meets Oasis Festival, but with a nomadic road trip thrown in for good measure.
"From eating delicious Moroccan cuisine, learning about local customs and art, travelling through the mountains and villages of the Moroccan countryside, exploring the wonders of the Medina, shopping for handmade Moroccan artisanal goods, wandering through luxurious gardens, dancing under the Saharan moonlight and stars, riding camels at sunset, listening to live Berber tribes perform, and so much more..." the website lists. And breathe.
The difference between Billy McFarland's disastrous escapade and this, however (aside from Ja Rule's rousing philosophical speeches), is that this bunch of creative dreamers can actually put their name to a handful of successful previous festivals, including ones in Ibiza, Mykonos, Tulum and NYC. The duo behind the record label - newly engaged couple Sabo Sabatini and Helia Jamali - have created 60 global music projects over the past 11 years, specialising in deep tribal dance music that "incorporates ancient sounds and mystical rhythms."
It comes off the back of last year's Oasis Festival - the Marrakech-based, eco-friendly EDM and wellness event (yes, that's a thing). Is Morocco the new epicentre of the electronic renaissance? And is this the kind of multi-faceted experience we demand from our music festivals these days? Yes? Viva la evolution, that's what we say.
- For more information and to join the caravan, visit solsahara.com