Organizers of the festival where Drakeo the Ruler was killed had recently made a major management change, inking a new joint venture with Live Nation
, the festival was a joint venture between Live Nation and veteran independent promoter Robert “Bobby Dee” Drieslein, who is Snoop’s business partner. Austin, Texas, festival promoter C3 Presents, which promotes Lollapalooza and Austin City Limits, was also involved in producing the festival, a Live Nation rep confirmed.
Once Upon a Time in LA was created by Drieslein and well-known talent buyer Jeff Shuman in 2017 under the name Summertime in the LBC and had been promoted by Goldenvoice, the AEG-owned concert company behind Coachella. Goldenvoice also co-promoted the R&B-focused Lovers and Friends festival owned by Dreislein and Shuman and the Smokin Grooves festival, which the men co-owned with booking agent Cara Lewis.
From 2017 to 2019, the three festivals were staged at an outdoor site in Long Beach near the Queen Mary, a 1930s-era luxury ocean liner that had been permanently moored and converted into a hotel. In 2019, Summertime in the LBC was renamed Once Upon a Time in LA following a settlement with the Long Beach band The Dove Shack, who wrote the 1995 song “Summertime in the LBC” and claimed the Summertime in the LBC festival infringed on the group’s intellectual property.
The festivals were rapidly growing and selling out in record time when the pandemic hit in March 2020, followed by the bankruptcy of Urban Commons in April 2021 amid fraud accusations. The real estate company had reportedly used the Queen Mary as collateral for a number of large loans and was threatened with jail time by a federal bankruptcy judge accusing Urban Commons executives of diverting $2.4 million in PPP loans meant for Queen Mary to personal bank accounts, court records show.
The bankruptcy ended Goldenvoice’s agreement with Urban Commons, and the concert company moved the events it owned to different venues, including a park space in Long Beach.
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