The iHeartRadio Festival as an Employee
An inside look at what it is like to experience and help set up the iHeartRadio Festival
The end-of-summer heat beats down on the crowd. Screams have filled the air for the last few hours and will likely continue until the sky turns dusky and the sun creeps back behind the mountains. Bright lights strobe, lighting up the stage, and the voices of Big Time Rush can be heard coming out of the loudspeakers.
Ashleigh Liebig feels the sweat dripping down the back of her neck and the beginning of a sunburn brushing her shoulders. By this time of day, over half the crowd is sporting a new sunburn or tan. The warmth coming from the crowd only makes the Las Vegas heat worse, but Liebig pushes forward to get closer to the artist on stage. Security guards at the front are passing out bottles of water and blocks of ice attempting to keep guests cool. This is a one-eighty from the nighttime show Liebig attended the previous night, that blasted frozen air from the rafters onto the crowd. Fatigue is creeping in, but Liebig is ready to enjoy the rest of the day, and save exhaustion for tomorrow.
The iHeartRadio Festival took place between eight p.m. Friday and just before midnight on Saturday night, from Sept. 23rd to the 24th. It consisted of three shows, with both nighttime shows taking place at the T-Mobile Arena, while the daytime show on Saturday was outside at Area 15.
Marketing for the event required all hands on deck. This is the third time Liebig has attended the iHeartRadio Festival, but this is the first time she’s had a hand in the process as a Promotional Assistant. Liebig helped with events, such as the “Where’s Wallen” contest, where listeners could enter to win Daytime Festival tickets by finding the 95.5 The Bull Van in specific locations provided by the radio station. She was a big help to the company in spreading the word about the festival and helping people enter for the chance to win free tickets.
iHeartMedia Radio Host, Amanda Habrowski, better known as ICE, also helped to spread the news about the Festival. ICE customized posts and content to better fit the radio stations and appeal to different audiences. Social media played a large role in spreading the word about the Festival. “For Luke Combs, I was posting his videos and promo on The Bull, Instagram, and social accounts,” ICE said. She shared how each station appeals to different people, but people go to the festival to see a certain artist and then find another they enjoyed at the show. The festival is a collection of different music genres, just like the stations, so the festival is unique in that it appeals to a variety of people.
That is what makes the iHeartRadio Festival different from other music festivals. “What I think what the iHeartRadio Music Festival brings to the table is just diversity,” ICE said. “And in a way to showcase artists you wouldn’t think twice about not listening to and then you’re like, holy sh*t, Luke Combs.” ICE continued to speak about how some artists really shine onstage, and engaging with the audience can make someone a new fan.
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Music is all about connection. ICE shared how she aspires to do that whenever she is on the air. “I truly feel that it’s just a good way for people to come together,” ICE said. “ And, you know, experience genres of music they never thought that they would even imagine listening to. So I think that’s what, in my opinion, stands out with the iHeartRadio Music Festival.”
Liebig added that the iHeartRadio Festival is a great place to see multiple artists among your favorites. Many artists include a few of their popular songs mixed in with some lesser-known ones. “You get your favorite artists and your favorite music,” Liebig said. “[There’s] more bang for your buck.”
As an iHeartRadio employee, Liebig received tickets to all three shows and was excited to attend. “My entire life revolves around music and the concept of how it makes us feel,” Liebig said. “And concerts are my favorite since it isn’t just about the music, but the energy created.” iHeartRadio provided a means for people to meet up, experience some of their favorite artists, and connect with each other. Music can form its own community, and bringing a variety of artists onto the same stage allows people with different tastes to connect and maybe find something new.
The daytime show on Saturday was not all fun and games, but that did not stop this small community. The Las Vegas heat pressed down on the crowd, and with the water coolers off to the side by the food trucks, it was noticeable. Despite that, paramedics, security, and other crowd members were ready to help attendees struggling with heat exhaustion. Liebig was another victim of the end-of-summer heat, but that did not stop her from enjoying the daytime stage. “At the Festival everyone was super nice and it felt almost like a community,” Liebig said. “When I was getting my heat exhaustion, the people around me were willing to help me out and it made it so I could enjoy the rest of the show.” The Festival connected attendees. Everyone suffered through the same heat but it helped strengthen the community during the event.
While Liebig enjoyed the event as a guest, ICE spent her time at the Festival with an employee badge around her neck. With an entire team making sure the Festival ran smoothly, ICE was given the task of capturing and creating content. She took photos and videos that would get edited into publishable content for the official iHeartRadio social media accounts. That content was posted to let others know about the festival and connect to those who attended. ICE mentioned she enjoyed the festival and her favorite part was watching others enjoy themselves and connect with each other. “I just want to make sure others are having a good time,” ICE said.
The iHeartRadio Festival had an impression as both Liebig and ICE said they look forward to attending more in the future, whether they still work for the company. iHeartRadio had a lot to offer their audience and despite the slight heat struggle during Saturday daytime stage, they succeeded in fulfilling guests’ expectations. For a short time, the people at the Festival were a community all their own.
You can learn more about the specifics of the festival and relive your favorite moments at the link here.
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