Live Nation Bets on Americana Boom With State Fayre: ‘We Want to Have a Home for Classic Rock Music in the U.K.’
Categoria: Musica
Anna-Sophie Mertens explains why she believes the time is right for an all-new U.K. festival.
Por Billboard | 25/06/2026
Walking around a sprawling, sunbaked Chelmsford festival site as the build takes shape, Anna-Sophie Mertens pauses frequently, gesturing toward the first outlines of what will soon become State Fayre. Speaking to Billboard U.K. over video call — with the noise of construction rattling in the background — Mertens, senior vp of touring at Live Nation UK, lists off a slate of experiential elements designed to give the new event its identity. There’ll be an arcade bar, she tells us as she points to a field behind her, alongside an ax throwing ins, amusement rides and a big wheel. A spa area is being installed for weekend campers, while flags and bespoke bunting will line the festival grounds. “These little touches are intentional, they will give the festival a lot of character,” Mertens says. “It’s so exciting.” Related A Roundup of Country, Americana & Bluegrass Festivals in 2026 (Updating) Bizarrap & Myke Towers Drop 'BZRP Music Session #42/66' — And Take Shots at Germany Jelly Roll Surprise-Releases 'Hands Up,' His First Song Since Filing for Divorce from Bunnie Xo The inaugural State Fayre, which takes place this weekend (June 26 – 28) at the 50,000-capacity Hylands Park in Essex (the former site of mid-’00s pop bash V Festival), arrives as Live Nation look to carve out space in an increasingly competitive U.K. festival market with a new focus on Americana, country and classic rock. Mertens, who sits as a member on the Country Music Association board, has been focused on turning the nation’s growing appetite for roots-influenced music into a large-scale live proposition. According to a recent Music Week report , U.K. country music consumption alone rose by 10.9% last year across streaming platforms — making it the fastest-growing market in the world. Headlined by Kings of Leon , Alanis Morrisette and The Lumineers , she and her team hope to position State Fayre as “a true home for classic rock music in the U.K.” While Leicestershire’s Download, another Live Nation event, remains primarily anchored in heavy metal and hardcore, and many other major U.K. festivals lean toward multi-genre programming, State Fayre is aiming for something that combines three distinct sounds into one cohesive whole. Kingfishr, Dylan Gossett and Orville Peck are among the other names on the bill. “It was really important for us to bring together a few different musical elements, but to ensure they blended together so that we could showcase the real depth of each genre,” she continues. “There really isn’t any other event doing that at such a large scale.” Alongside its musical offerings, State Fayre’s organizers are placing equal emphasis on its food strip, The Fume Pit, home to dozens of BBQ traders. Designed to evoke the easygoing spirit of summer fairgrounds in the U.S., it features shared picnic tables, open grills and a deliberately informal layout that encourages visitors to linger and drift between food and entertainment thro