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Keep it Low 2018: Crowbar and Ananda Mida Join Lineup

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Keep it Low 2018 — AKA Keep it Low #6 — continues to add to its formidable lineup with New Orleans sludge forebears Crowbar and Italian psych-proggers Ananda Mida joining the bill. I like how even down to the lineup announcements, Keep it Low plays it a little more mellow than most other fests. It’s a Sound of Liberation product — see also Up in Smoke, the Desertfests in Berlin and Belgium, and any number of other tours and whatnots — so it’s not like they don’t know how to position it, but still, especially this year, the lineup announcements have come through more like a communique from one friend to another rather than a festival talking to its audience. How you frame these things matters. Not just as a part of branding, but as part of defining the experience of the fest itself.

To wit, as they add Crowbar and Ananda Mida — one band legendary and another band an upstart — the announcement makes the simple assumption that the person reading it knows who both bands are. It says quickly who the bands are and then moves on to plug the ticket link. This helps distinguish Keep it Low from other fests because it speaks more directly to the specific audience it’s working to capture. It’s a different way of saying “we’re fans too” than coming right out and saying it, and while I won’t take away from any other method a festival might choose to employ, it’s nonetheless an effective means of communicating that idea. And frankly, I believe it.

The update follows here, courtesy of the festival’s social media:

Keepers!

We are stoked to tell you today that New Orleans’ sludge metal veterans Crowbar join the Keep It Low Festival 2018 line-up (on Saturday) along with Italian stoner/psych collective ANANDA MIDA (on Friday)!

Our line-up now features 19 bands split over the 2 days! 2-day passes are long gone, but you can still grab day tickets right here: www.keepitlow.de/tickets-keep-it-low!

Do not wait for too long, Keep It Low is sold out evey year!

https://www.facebook.com/keepitlowfestival/
https://www.facebook.com/events/300578407135232/
https://www.facebook.com/Soundofliberation/
https://www.soundofliberation.com/news

Crowbar, “Existence is Punishment” official video

Ananda Mida, Live Dec. 27, 2017

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