Billy McFarland is back, with Fyre Festival 2. Scheduled to take place in Isla Mujeres, Mexico from May 30 to June 2, tickets just went on sale, ranging from $1,400 to a truly brazen $1.1 million — even though no artists have been confirmed, and McFarland himself isn’t sure if he can legally leave the country to attend, as he told the Today show Monday morning.
It’s certainly unexpected. Back in 2017, McFarland masterminded a wildly successful viral campaign for Fyre Festival, promising an ultra-luxurious music event in the Bahamas. Influencers flocked to promote it, but when guests arrived, they found FEMA tents, sad cheese sandwiches, and no running water. The debacle became a defining moment of influencer culture gone wrong, immortalized on Instagram. (Lost in the mayhem was Fyre Festival’s original purpose: to promote Fyre Media, McFarland’s “Uber for the performing arts,” a platform connecting event organizers with musicians.)
McFarland’s ineptitude landed him in prison for fraud. But don’t be shocked if people again buy what he’s selling. Marketing can overcome a lot, with people eager to be part of a moment, even if it means getting burned twice.
