Project 30-90 is just over a month away, and so far, it looks like the producers need to remember that the moment of the event is what matters most. So far, they’ve hosted two promo events with the clever premise of a 30 minute set announced via social media 90 minutes before the show. I understand the buzz value in spreading the word via Twitter, but the reports I’ve got from both shows were underwhelming – the music half-over or more by the time people got there, and the free drinks were gone or, when they offered margaritas, down to shooters because they’d run out of mix.

The festival itself has similarly cool associated concepts – a green festival – but as much as people like the concept of being more environmentally friendly, they want to see a good show more. I hope I’m wrong, but it’s hard to see Ghostland Observatory, Grace Potter and Jason Isbell as a lineup that’ll get people to go to an outdoor, daytime show on the Labor Day weekend.