Walking around a sprawling, sunbaked Chelmsford festival site as the build takes shape, Anna-Sophie Mertens pauses frequently, gesturing toward the first outlines of what will soon become State Fayre. Speaking to Billboard U.K. over video call — with the noise of construction rattling in the background — Mertens, senior vp of touring at Live Nation UK, lists off a slate of experiential elements designed to give the new event its identity.
There’ll be an arcade bar, she tells us as she points to a field behind her, alongside an ax throwing ins, amusement rides and a big wheel. A spa area is being installed for weekend campers, while flags and bespoke bunting will line the festival grounds. “These little touches are intentional, they will give the festival a lot of character,” Mertens says. “It’s so exciting.”
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The inaugural State Fayre, which takes place this weekend (June 26 – 28) at the 50,000-capacity Hylands Park in Essex (the former site of mid-’00s pop bash V Festival), arrives as Live Nation look to carve out space in an increasingly competitive U.K. festival market with a new focus on Americana, country and classic rock.
Mertens, who sits as a member on the Country Music Association board, has been focused on turning the nation’s growing appetite for roots-influenced music into a large-scale live proposition. According to a recent Music Week report, U.K. country music consumption alone rose by 10.9% last year across streaming platforms — making it the fastest-growing market in the world.
