V Festival Australia to return

Wed 1st Jun, 2011 in Local News

Despite its absence from the summer circuit for two years now, a spokesperson for Virgin Mobile has confirmed that V Festival will eventually return.

After bringing us some very memorable musical moments, including the Pixies’ first ever tour of Australia, a puppet wielding Beck and a metallic skirt sporting Billy Corgan, V Festival Australia was shelved in 2010 and 2011.

The hiatus was confirmed by Michael Coppell Presents last year when they announced that the partnership between the touring company and Virgin Group had ended and not been renewed.

In an interview with Marketing magazine Virgin Mobile spokesperson Amber Morris has now revealed that while the festival has been shelved for the time being, the brand expects the event to return in the near future: “It’s actually run through Virgin Management, and Virgin Mobile are the sponsor…Virgin management is the umbrella for all of the Virgin businesses. As far as I know they are still looking in to it, it has just been a hold for a couple of years.”

The news that the festival is going to eventually return supports comments made by Richard Branson in 2008 that Virgin planned to stick with its sponsorship of the Festival as part of its long term Marketing plan.

It would also mirror what has taken in place in Canada, where during the height of the GFC in 2010 the festival announced it was going on hiatus but promised to return in 2011 or 2012.