At the BeachLife Festival 2024 in Redondo Beach, pop stars and music legends bring diverse crowds together in a commercial celebration of unity beyond today’s fractured headlines.
By John Lavitt
Redondo, CA (The Hollywood Times) 05-05-2024
At the BeachLife Festival 2024, people came to see the headliners, and many significant bands took the stage during the three-day festival. The music flowed freely from Sting and Seal on Friday to Incubus and Devo on Saturday. Indeed, over thirty acts played, taking one of the four stages right on the beach with the waves as their background sound.
On Sunday night, however, after Sugar Ray and ZZ Top were almost blown off the stage, the promoters had to cancel the main night acts of My Morning Jacket and Trey Anastasio from Phish. Unfortunately, the high winds threatened the safety of the performers and the crowds. Despite the disappointment on the final night, the festival was a success, particularly from a commercial standpoint.
Beyond the money being made, a certain unity was accomplished as well. The festival’s website says, “Our mission is to inspire community, authenticity, and generosity through the celebration of music, art, and our Southern California beachlife culture… We will protect this lifestyle at any cost because it is the central theme to our lives, and each day, we celebrate the relaxed lifestyle that has grown out of this environment.”
At the BeachLife Ranch Festival 2023, the brother festival in Redondo Beach that covers country music, this reporter bumped into and hung out with Redondo Beach Mayor Bill Brand. During an interview, Mayor Brand told The Hollywood Times, “We love events like BeachLife Ranch because they offer a real break from the obvious challenges we have faced over the past couple of years. These festivals allow us to celebrate the very best of Redondo Beach for a few days. We are grateful for the opportunity to bring people to our city and show them the vibrant heart of our true hospitality. It is a great time for everyone.”
After the joy of meeting Mayor Brand last year, it was a shock to discover at the festival that Bill Brand passed away at a way too young age of 65 from lung cancer on February 9, 2024. During the current festival, it was like a slap to the face when we saw the billboard in memory of Bill Brand with pictures of him riding his surfboard and with his wife. The billboard celebrated his life as a true lover of the beachlife vibe.
Helping bring the festival to Redondo, Bill Brand believed in having fun and living life to the fullest. He disliked the divisions and discord that dominated so much of modern American society. In his memory, the rest of this article will celebrate the vibe that Bill Brand so appreciated, dedicating the last years of his life to bringing the best to his community.
What is beautiful about the BeachLife Festival is how it brings people together to experience the joys of beach living. From listening to music and lying down in the sand, people revel in the opportunity to let go and have a great time. As a mayor, Bill Brand was all about fostering positivity. Such a vibe radiates throughout the event, from the informational booths about local causes to parents with kids playing on the beach.
After all, kids do not care who plays on the big stage. What is most fun is the energy and excitement of a buzzing crowd. As they danced about and celebrated the day, there was a sense that the kids were leading the way for all of us. In today’s age, what is needed most is the acceptance of differences and the reflection of wonder in a child’s eyes.
As a weekend event, the Beachlife Festival offers a little something for everyone. The offerings are fun and diverse, from a silent auction of special autographed merchandise from the artists to the smaller SpeakEasy Stage, presented by Grillo’s Pickles and developed by BeachLife Creative Director Jim Lindberg. As Eddie Andre, Co-Founder / VP of Brand at Grillo’s Pickles, said, “Since day one, we’ve been involved within subcultures like punk rock and skateboarding, and it’s great to know that 16 years later, this is still part of the DNA of our brand. We can’t wait to chill out and eat pickles with you at the Speakeasy Stage with SoCal legends that I grew up listening to.”
Indeed, from the Big Main Stage to the SpeakEasy Stage, the music of Southern California was well-represented. Ultimately, music is the message. In a fractured society, music has the potential to bring us together and let us forget our differences.
Photos by Erik Topolski and Michael Taub
