Worlds Away: Blending Music and Technology
The Worlds Away festival, which launched in October 2024 at the Monterey County Fairgrounds in California, is setting out to redefine the music festival experience by integrating technology in innovative ways.
Festival organizers are aiming to move beyond the traditional music festival format to create multilayered experiences, incorporating elements like augmented reality (AR) scavenger hunts, digital graffiti walls, and virtual merchandise try-ons, offering attendees a more immersive and interactive environment.
“We wanted to create a multilayered experience. It wasn’t just about integrating tech into a festival. In fact, we want to move away from the term ‘music festival,’” explained Ro Sahebi, the festival’s founder.
Music and Technology Unite
Music, particularly electronic dance music (EDM), formed a core element of the event. The choice of EDM was deliberate, as it represents a genre already heavily reliant on technology.
The festival featured performances from renowned artists like The Chainsmokers, Tiesto, Lauv, Sam Feldt, and Lost Kings.
Sahebi stated, “We decided to choose EDM as the genre simply because it is already synonymous with technology. EDM is a form of music that leans on technology and innovation to advance—without it, it doesn’t exist.”
“So when we were presented the opportunity to work with The Chainsmokers and Tiesto, we jumped. What better way to launch the Worlds Away brand than with icons of the genre,” Sahebi added.
Experiential Elements
Beyond the music, the festival featured visually striking elements like the Lumina Gardens, designed to shape the event’s narrative across the fairgrounds. A significant walk-through installation was developed in collaboration with Normal Studio, known for their work on “Beyond Van Gogh: The Immersive Experience.”
Augmento, an AR platform, facilitated the integration of technology, with installations created by Vita Motus, known for their work on Coachella and Electric Daisy Carnival (EDC). The event also incorporated other festival staples.
Approximately 7,400 attendees, referred to as “travelers,” experienced the inaugural Worlds Away festival. Sahebi noted that the idea faced skepticism: “The experts all told us this endeavor was a huge mistake. We knew there were going to be mistakes and lessons to learn. But at the end of the day, it’s like any other passionate pursuit, you have to wake up every day ready to play the game. Tenacity counts for a lot.”
