Ultra Music Festival partners with SiriusXM for post-cancellation radio channel
Large numbers of people have been left with plenty of free time following the wave of event cancellations implemented in response to the novel coronavirus pandemic and the disease it causes, COVID-19. Fortunately, some enterprising groups are trying to make the best of a bad situation by finding new, non-physical ways to host events and engage with audiences.
That includes Ultra Music Festival, which teamed up with satellite radio company SiriusXM to salvage something from the wreckage of this year’s canceled gathering.
SiriusXM announced this morning that it will begin broadcasting Ultra Virtual Audio Festival on UMF Radio this Friday, March 20. According to a press release, the radio channel will feature exclusive live DJ sets from artists who were originally scheduled to perform on Ultra’s 2020 edition, including Above & Beyond, Afrojack, Armin van Buuren, Major Lazer, Martin Garrix, Nicky Romero and Oliver Heldens.
UMF Radio will also air festival performances that have previously aired on SiriusXM in years past. Carl Cox, the Chainsmokers and Kygo are said to be among the artists whose archived performances should be shared.
The channel launches Friday, March 20 at 5 p.m. ET and will air until Monday, March 23 on Channel 52 on SiriusXM satellite radios and apps.
This is not the first time that the international dance music festival and the premium radio company have collaborated. In the past, SiriusXM has broadcast sets directly from Ultra stages to listeners.
However, this is the first time that the two parties have teamed up in the absence of a real music festival.
“With the postponement of beloved events, necessary changes to people’s daily lives and the need for social distancing, we know our listeners are looking for a sense of community more than ever,” said Scott Greenstein – President and Director. content from SiriusXM – in the press release announcing Ultra Virtual Audio Festival. “To encourage this, we are pleased to work with Ultra Music Festival to bring our listeners this virtual audio festival showcasing the diverse lineup of artists that UMF offers year after year, as well as new, exclusive sets fresh from some of the biggest names in dance music.
The press release says Ultra ticket holders — who may still be suffering from the lack of refunds — can anticipate an email offering access to UMF Radio and other SiriusXM programming in the very near future.