Superfly

Superfly is a New York-based marketing and event company that has been shaping live entertainment and brand experiences for over two decades. Founded in 1996 in New Orleans by Kerry Black, Rick Farman, Rich Goodstone, and Jonathan Mayers, the company began as a part-time venture while the founders were still in college or starting their careers. The name 'Superfly Presents' was inspired by the Curtis Mayfield soundtrack from the 1976 film "Superfly". Initially focusing on the burgeoning jam band scene, they organized their first show, "Take Funk to Heaven," during Mardi Gras in 1997.

The company is the creative force behind some of the most recognized music festivals in the United States. In 2002, they launched the Bonnaroo Music and Arts Festival in Manchester, Tennessee, an event that draws approximately 80,000 attendees annually for a four-day immersive community and arts experience. Following this success, Superfly co-founded the Outside Lands Music and Arts Festival in San Francisco's Golden Gate Park in 2008, an event known for its diverse lineup and focus on culinary arts and sustainability. In addition to these large-scale festivals, the company develops and produces immersive fan attractions, such as The FRIENDS Experience in partnership with Warner Bros., and has created experiences for brands like Microsoft, The New York Times, and Lizzo.

Recognizing an opportunity to leverage their expertise, the founders established the Superfly Marketing Group in 2009. This division serves as a multi-dimensional marketing agency, creating campaigns, promotions, and experiential marketing platforms for a roster of clients that includes prominent names like Google, Apple, Nike, and Netflix. Their services encompass experience strategy and execution, creative development, event production, digital experiences, and IP creation. The business model revolves around producing their own iconic live events and partnering with global brands to connect them with their target audiences through meaningful cultural moments. In 2018, Virgo Investment Group made a significant investment to support the company's growth and expansion into new live experiences.

Keywords: experiential marketing, live events, music festivals, brand experiences, event production, Bonnaroo, Outside Lands, entertainment marketing, immersive attractions, corporate experiences, audience engagement, brand activation, large-scale events, cultural marketing, fan experiences, creative agency, event management, consumer engagement, sponsorship activation, IP creation