Music

It all began with a song. In 2022, Goldenvoice/AEG executive vp Stacy Vee and Morgan Wallen’s booking agent, The Neal Agency’s Austin Neal, were planning the country superstar’s 2024 Stagecoach headlining gig. Wallen’s “Sand in My Boots” had recently become his fifth No. 1 on Billboard’s Country Airplay chart.

“I couldn’t get the song out of my head, and it inspired the concept,” Vee says, via email. “I brought up the idea of partnering on a [festival] and giving Morgan the keys on curation on a gorgeous beach and calling it Sand in My Boots. It turned out, they had been discussing the exact same idea at the exact same time.”

“Morgan has a wide range of musical tastes and influences, and we felt that would be cool to showcase on a big stage,” Neal says via email. “Plus, it felt like a legacy play and good opportunity to bring artists he likes and listens to all together at one time to play a show.”

This weekend, that idea becomes a reality as the first Sand in My Boots festival takes place May 16-18 on the beaches of Gulf Shores, Ala., where the Hangout Festival was formerly held.

Headliners Wallen, Post Malone and Brooks & Dunn will be joined by an extremely varied lineup — many of them among Wallen’s personal favorites — that includes fellow country artists Ella Langley, Hardy, Ernest, Treaty Oak Revival, Riley Green and Bailey Zimmerman, as well as rappers Wiz Khalifa, 2 Chainz, BigXThaPlug and Moneybagg Yo and indie rockers The War on Drugs and Real Estate.

“When the idea of Sand in My Boots started becoming a reality, it was extremely important to me to build a festival of artists that I enjoy and listen to regularly,” Wallen says in an email interview. “Having a blend of different genres was exciting and I hope fans feel the same way.”

“It felt like something was missing in the space of a country-led multi-genre music festival,” Neal says. “Ours brings other genres to the format vs. the other way around and allows us to be a more eclectic, version curated around Morgan’s influences and tastes.” 

There are few festivals as musically eclectic as SIMB that feature acts of from so many different genres. “We didn’t come up with this idea trying to fill a gap, but I believe that is what we have done,” Wallen says. “We created a festival that was centered around my country culture and that just so happens to include a variety of sounds. Sand in My Boots really was born out of building something that I was proud of, and also having a festival that these artists enjoy coming to.”

Wallen and Neal, who also began managing Wallen last summer, say their biggest challenge was wondering if people would buy into the multi-genre concept. “Will fans be receptive to it?  Will the artists enjoy it?  How do we put forth a weekend the fans will remember and want to come back to?” Wallen says.

They needn’t have worried. The festival’s 40,000 tickets sold out in under two hours, Vee says. But Neal admits there were a few lingering thoughts as to how it would sell. “The night before we went on sale Morgan and I laughed, ‘They’ll either love it or hate having that many styles of music with a festival built around that,’” he says. “It happened so quick, and that tells us there are more people out there that listen to all styles of music.”

“I think it’s just a testament to all the teams involved that helped build and deliver a bill that fans were excited to check out,” Wallen adds. “I wasn’t worried, more so curious how they would respond, and I am extremely grateful they responded the way they did by selling it out that fast.”

There is now a waiting list for all tiers of tickets ranging from general admission ($599 +$77.87 fees) up to Livin’ the Dream. ($7,999 +1,039.87 fees). As Wallen has done for the last few years with his concerts, $3 from every ticket goes to the Morgan Wallen Foundation, which supports sports and music programs for youths.

Wallen and Neal worked hand-in-hand with AEG on all facets of the festival. “We advise(d) on everything from production to curation and design graphically. Ticketing to influences, and merchandise and sponsorship are all done in partnership with AEG,” Neal says.

“Morgan was so collaborative,” Vee says. “He gave such great ideas, so hands on with activations, sponsors, the look and feel of it, the creative. He had his hand in everything. He’s a great promoter. He has such wonderful ideas. He never left us waiting, always quick with the feedback, through his manager.”

Of course, the one thing none of them can control is the weather. Luckily, as of publishing it looks like clear skies for the three days. When asked how often he’s consulting the weather, Neal says, “Every minute.”

The opening day of the festival coincides with the release of Wallen’s new album, I’m the Problem, but it wasn’t necessarily planned that way. “I would love to say it was, but it wasn’t originally,” Neal says. “The timeframe just worked out to fit the weekend and we felt it would be a cool tie to have uniquely Morgan experiences around the release of his fourth studio album.”

Wallen says he will highlight a few new songs in his set. Given all the demands on Wallen’s time with the festival and release, though, Neal says it’s unlikely Wallen will be popping up on stage to join other artists.

Even though this year’s event sold out immediately, Neal says there are no plans to expand to two weekends should there be future festivals. “We’re happy with where it is,” he says. “An exclusive event that exists in one weekend, where everything is highly curated.”

The only disappointment so far has been rock hitmakers 3 Doors Down having to drop out due to leader Brad Arnold’s cancer diagnosis. “It’s an incredibly sad thing, and I hate that Brad is going through that,” Wallen says. “I’m just praying that Jesus is with him and his family during this time and gives the strength to get through it.”