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POSTY FEST:
A POSTY-MORTEM

Sunday's Posty Fest was by all accounts a huge success. A sell-out, the inaugural festival in Dallas, TX provided a homecoming of sorts for its namesake, Post Malone. The 20k+ attendees were treated to an all day event comprised of two stages at the Dos Equis Pavillion. Support acts, including London Ent. artist Tyla Yaweh, who opened the show, played the outdoor, afternoon stage while headliners Malone, Travis Scott, Tyler The Creator, and Lil Skies took the Pavillion stage that evening. "It was a blessing to be out here with my brothers and my family and to have them see me launch this beautiful festival," said Yaweh.

Posty Fest is the brainchild of Malone's manager, Dre London. Initially conceived two years ago, the festival provided the ultimate branding for his marquee act. It may be the only other major festival than Ozzfest to bear its headliner's name. After seeing what was being done at other festivals like Coachella and Lollapalooza, London felt they could do something original and brand it around Malone and his life and interests. And they wanted to do it in Dallas, about 25 miles from Malone's hometown of Grapevine.

The vibe of the festival was definitely like a homecoming, said London, with even Malone's mother marveling that everyone was there for her son. Posty Fest had no shortage of sponsors including Crocs, True Religion, Essentia Water and gaming headset and accessory maker, HyperX, who recently named Malone as the first musician to be a brand ambassador.

London launched the festival with 20k tickets, 14k of which sold in the first three hours of availability with the remainder released at a later date. So, what are the future plans for Posty Fest? London won't reveal much other than we can expect to see a bigger and even better festival next year. Thoughts of taking it international are also swirling.

Tyla Yaweh, Dre London and Post Malone consider ordering another beer truck.

"So, how do you put together your charts, anyway?" Post asks our own Jamie Mitchell, who proceeded to explain that after inputting a series of data variables into a stochastic algorithm, he then calculates a median percentage based on sales, subscription, ad-supported and other consumption factors. "After that," he added, "I bury a potato under the full moon and wait for the mole people to appear in my dream." Seen before enjoying a delicious bowl of Posty Toasties are (l-r) Dre London, Republic's Matty B, Jamie and Post.

 

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