7:00am PT by THR staff
Run the Jewels to Headline Inaugural Adult Swim Festival
Adult Swim, ever fond of events and stunts, is staging its first-ever festival.
The two-day event, targeting the Turner network's young-skewing audience, will take place Oct. 6-7 in downtown Los Angeles and feature a musical lineup headlined by hip-hop outfit Run the Jewels.
“Adult Swim already does television like no one else," Jill King, senior vp marketing and partnerships for Cartoon Network, Adult Swim and Boomerang, said Friday in a statement. "Now it’s time to bring that same unique approach to a one-of-a-kind festival experience. The Adult Swim Festival will feature everything fans love about us…great shows, cutting-edge music and a passionate community to enjoy it all together.”
In addition to the musical component, the event — billed as a "cultural festival" — will include a marketplace, screenings, comedy performances and interactive gaming.
This is not the network's first foray into music. Adult Swim already has its Singles program and is well known for its upfront party in New York, where the network annually treats media buyers and industry members to headlining acts like Drake, Nicki Minaj and Outkast.