Takin' it to the Streets

On Labor Day weekend Saturday, an eight-block swath of East Village will be the site of the inaugural SoCAL Music Festival. And with palm tree-lined streets, breezy cabanas and professional skateboarding demos, this thing really is soooo Cal.

Four stages will host performances by dozens of national electronic dance music DJs and live bands, including Cold War Kids, Too $hort, Krewella, Norin & Rad, Designer Drugs; plus local acts Hyena, Family Wagon and Vokab Company. (The event's headliners were yet to be announced at press time, though the promoters are promising something big.)

The blocks between peformance zones will showcase art installations and LED screens flashing 3D imagery of Southern California awesomeness - to be experienced with complimentary 3D glasses).

"We are trying to do things that aren't your typical 'here's your festival with a stage,'" says Laurel McFarlane, president of McFarlane Promotions. "It has so many unique concepts to it."

Spawning the festival are the disco-charged brains of three of San Diego's biggest party machines: RMD Group, owners and operators of FLUXX, Sidebar and F6ix nightclubs in the Gaslamp; Eventvibe.com, producers of major DJ shows at clubs arenas from San Diego to L.A. and beyond; and McFarlane Promotions, the promo team behind downtown's ShamROCK, the Gaslamp Mardi Gras and other big-crowd events.

SoCAL Music Festival: it starts with a bang and ends with a fireworks show. America's Finest City is about to get even finer.

Tickets (for now, anyway) are available online for $30 and up.

socalfestival.com

WHAT: SoCAL Music Festival

WHEN: Saturday, September 1, 2 p.m. - midnight

WHERE: 9th and G Streets, East Village

WHY: 35 DJs and bands

WHO: 21 and up only

WOW: 3D LED sc

reens and complimentary 3D glasses

-Patricia B. Dwyer

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