Boomtown Fair, one of the UK’s largest independent festivals, features in the first episode of ‘The Meister Series’, Jägermeister’s new project celebrating those in the industry who constantly raise the bar and look beyond what has been done before.

At Jägermeister to ‘Be The Meister’ means living by your own rules and striving for perfection at every turn. Someone bold, unique and continuously pushes the boundaries, breaking convention to create things previously unseen. This series features some of these creative, influential individuals and organisations within the entertainment community to give music fans insider access to what they have been up to. After untold challenges the industry has faced recently, the series shines a light on these behind-the-scenes heroes of the industry while looking to the future with optimism.

The first episode features the Directors and Co-Founders of Boomtown Fair, Chris Rutherford and Lak Mitchell alongside Director Anna Wade. The trio delve into a range of topics on what it is like to run a festival, what makes Boomtown so unique and what fans can expect from the future.

As pivotal spokespeople within the live events industry in the UK, Boomtown and their wider partners have felt the impact of the last 12 months, and the impact it has had on so many. They have been vocal supporters of the WeMakeEvents movement to create visibility of the wider network and raise money for those in the industry whose life has been dramatically affected by the pandemic. To find out more about how to get involved and support the industry please visit

Speaking on the project, Jägermeister’s UK Music Manager Tom Carson said: Jägermeister Musik is deep-rooted in the live music scene, a part of life that has dramatically changed since March last year, but through creativity and innovation some are managing to navigate in the storm. With this series, we want to celebrate all the behind the scenes professionals who have found their careers and livelihoods suddenly halted. This is a tribute to their essential work and contribution to the music world we love so much.

Looking into the future, Boomtown said: ‘For the 2021 event which we launched back in October, we took stock, delved deep into our values and ethos and really examined what we want Boomtown to stand for. We went back to chapter one, and we called the event The Gathering. Gatherings have been part of human connection for thousands of years, coming together and sharing knowledge, so for our post-pandemic event we wanted to go back to that true meaning and give people the chance to connect to music and each other and have an unforgettable experience.’

The second episode will feature London biggest underground event organisers LWE, out in February 2021.

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