When I joined the Headliners Concert Committee at the end of my freshman year, I had no idea what it truly took to organize a student-run music festival – complete with high-profile national artists, clothing vendors, art installations and the creation of community through music.
On April 12, thousands of students gathered in the Baum Walker Stadium Parking lot for the 10th annual Springtime of Youth (SOY) music festival. As last year’s vice-chair and the incoming chair of the Headliners Concert Committee, I spent the past academic year working alongside an incredible team to coordinate what has become one of the university’s most anticipated traditions.
Since its inaugural event in 2015, SOY – inspired by the second verse of our Alma Mater – has hosted acts like Wiz Khalifa, Diplo, Kesha and T-Pain. This year’s event, featuring The Driver Era, Teezo Touchdown, bbno$ and Trevor Daniel, was once again a testament to the impact student-run events can create when preparation meets passion.
Committee Structure
SOY comes to life due to the work of three sub-committees, each playing a crucial role in the year-long planning process.
The Social Media + Graphic Design Committee creates the visual identity and promotion of the festival, spending months crafting social media campaigns, marketing materials and merchandise. Strategic efforts to build excitement around the event are what ultimately draw thousands of students to the event.
The Business Outreach Committee handles all things food trucks while working with the clothing vendors and student install artists to maximize these festival experiences. All these opportunities directly give back to the campus and the wider Fayetteville community by directly putting money in the seller’s pockets.
The Student Outreach Committee works to ensure our primary audience, UA students, are aware of the festival and excited to attend. By organizing table events and collaborating with other student organizations, these efforts target diverse campus interests to engage with as many student demographics as possible.
Planning Process
Leading the committee, my role included leading these sub-groups while coordinating artist selection, event logistics, and budget management.
Artist selection begins at the very beginning of each school year – or even earlier – working with a middle agent to receive prices and availability. The committee prioritizes artists who appeal to a wide range of music tastes, representing diverse genres and ensuring there is something for everyone.
Headliners receives its money from the Program Allocations Board (PAB), which allocates student fee funds to organizations representing all students (Associated Student Government, Volunteer Action Center, etc.) Being a part of this committee also offers valuable money management skills when balancing a budget, including artist fees, production technology, marketing costs, and student wages.
After securing artists and the venue, planning begins to focus more on promotion and student engagement before moving into day-of logistics.
Festival Day Experience
Though doors did not open until 2:30 p.m., the committee began setting up for the concert early in the morning and did not leave until well past midnight.
Early responsibilities included setting up “green rooms” (essentially each artist’s waiting room or lounge), running essential errands, helping the production team with any necessary tasks, installing art pieces, and welcoming all vendors.
This year, there were three food trucks, three art pieces, and more than 15 booths selling clothing and other items. Ross and Rocky Lynch of The Driver Era even came out from backstage to shop, spending over $100 at a first-time seller’s shop.
Hours of hard work become worth it, seeing the crowd react to performers entering the stage and artists creating special moments for the students. Trevor Daniel remixed the school’s fight song, bbno$ invited a fan on stage, Teezo Touchdown hired a student photographer and The Driver Era wore cowboy hats decorated at a pre-festival engagement event.
The festival wrapped up around 11 p.m., but the committee’s work was not over. We spent the next few hours making the parking lot look like we were never there, and the next week, immediately began planning for next year.
Looking Back and Looking Forward
I truly believe SOY is more than just a music event. It is an essential place for students to find community and unwind during a stressful time of the semester, all while enjoying an entirely free event. The fact that any student can attend without any financial barriers makes it a uniquely inclusive and entirely rewarding experience.
Next school year, the festival is making a switch to the fall semester for the first time in its history. The committee is already looking forward to the opportunities this change will bring, blending tradition with new elements for an ideal, engaging atmosphere.
I am so grateful for the entirety of the Headliners Concert Committee and all of our partners who worked to make this year a success! Be sure to follow @uarkheadliners on Instagram.
Story by: Addie Jones | Headliners Chair | Junior | Political Science and Journalism Major
Photos by: Drew Bethell
