Red Hill Entertainment director Aidan McLaren said his organisation had high hopes for the event with plans to create an annual music event in Shepparton, should it succeed.
‘‘It’s more than a festival, it’s meant to be an experience,’’ he said.
Land of Plenty management hope to offer a broad range of acts, dipping into the hip-hop, rock and indie genres, to attract thousands of festival party-goers.
‘‘Everyone who is involved in the festival has a very broad love of music,’’ he said.
‘‘We want it to be broad and available to anyone who wants to attend. I think it will have a bit of a Triple J slant, which creates a 15-to-30-year-old core target, but we want anyone who loves music to come.’’
The event will run for 12 hours and likely be available to all, with tickets priced at $99, up to $149 for VIP tickets, Mr McLaren said.
The line-up remains a secret and would be announced on May 14, with tickets on sale two days later.
Mr McLaren said two acts that had already signed on had featured in the Triple J Hottest 100 15 times each.
Art displays, market stalls, gourmet food vans and carnival rides will also feature.
City of Greater Shepparton Deputy Mayor Shelley Sutton said the naming and official announcement of the event was a positive for Shepparton.
‘‘This is a fantastic opportunity for the region,’’ she said.
‘‘Greater Shepparton has been looking for a major music event for years. We’ve tried smaller ones over, but I think this one has a following of people so it’s a great start. It could be the start of something big.’’
One feature will be the inclusion of local acts, with one already selected and a second being sought, Mr McLaren said.
Any local musicians interested in being considered should contact the organisers.
‘‘Send us an email with ‘pick of the crop,’ in the subject line, a link to their music and explain in 150 words or less why they should be selected,’’ Mr McLaren said.
Those interested can contact organisers via email at hello@land ofplentyfestival.com
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