Justine Skye performs at Soho House Music Festival in New York, shot by Kevin Gavidia.
Kevin Gavidia
The first US edition of the UK festival paired a genre-spanning lineup with sponsor activations designed to be used, not just seen. On Saturday, Oct. 3, Soho House brought its festival to New York for the first time, taking over Pier 17 in the Seaport for a full day of live music, food and drinks. The event has run for years in the UK. Its US debut leaned on a lineup that crossed decades and genres, and on brand partnerships built directly into the guest experience.
Alanis Morissette headlined the main stage with a set of her best-known songs, closing with “Ironic.” Earlier in the day, the main stage featured Pauli the PSM, Justine Skye, Hamilton Leithauser and The Flaming Lips. Questlove delivered one of the day’s most talked-about moments when he brought out Pusha T and A$AP Ferg. On the DJ stage, Soul Summit, Good Neighbors and Santigold played through the afternoon before MGMT closed the night. Will Poulter and Sam Nivola were among the names in attendance.
A Lineup Without Genre Cohesion
Most festivals define themselves by a genre or a scene. This lineup was built for range. Alanis Morissette brought broad, cross-generational recognition, the kind of headliner whose catalog nearly everyone in the crowd can sing along to. MGMT, The Flaming Lips and Hamilton Leithauser spoke to an indie audience that came of age in the 2000s. Santigold bridged indie and dance, and the DJ stage gave the day a running club thread between main stage sets.
Questlove’s set showed how a single booking can do double duty. On paper, it was a performance from one of music’s most respected curators. In practice, it doubled as a surprise-guest showcase, with Pusha T and A$AP Ferg giving the day a hip-hop peak and the kind of moment that travels on social media after the fact. For a first-year festival without an established reputation, guest appearances like these give attendees something to post and give the event a story to tell beyond the printed lineup.
A$AP Ferg’s explosive surprise performance at Soho House Festival New York.
Kevin Gavidia
Justine Skye, who has recently moved from R&B into dance music, was aware she stood apart from the rest of the bill. “When I looked at the lineup, I was like, oh, I’m so completely different than all of these other artists,” she said backstage after her set. She saw that as the point. “Maybe there’s someone here who had no idea who I was, that now they’re just like, oh, wait, I want to check out this girl’s music,” she said. “That’s what I love about festivals so much, because I’ve discovered so many amazing artists at festivals as well.”
An artist who sees her difference at a festival as an opportunity is one who is clearly building towards a longer, more successful career. Many artists opt to take the easy way out, only accepting festivals they’re familiar with or shows they know they can sell out. The other path leads to growth.
That’s the case for eclectic booking from an artist’s perspective. A mixed lineup puts performers in front of audiences they wouldn’t reach at their own shows, and for an artist in the middle of a genre shift, that exposure is valuable. Skye, a Brooklyn native, also noted a personal connection to the event: she has been a Soho House member for about 11 years.
Brand Partnerships Meant To Add Value, Not Just Logos
The brand partnerships were integrated into the day rather than layered on as signage. Inside, the Porsche Pit Stop offered hair and makeup alongside a Porsche driving simulator, pairing a practical festival need with a product demo. On the roof, Zbiotics handed out prebiotic shots before guests reached the bars. Patrón built a two-story bar, Champagne was free-flowing, and House cocktails including the Picante and Eastern Standard were poured alongside rosé and beer.
LaCroix served mocktails for guests who wanted a lower-key day. Alcohol-free options have become a standard expectation at premium events, and putting a recognizable brand behind them treats non-drinkers as a planned audience rather than an afterthought.
Food mixed local favorites with the club’s own properties. MYKA Frozen Yogurt, Tacos Domingo, Parm and Loser’s Eating House were on site, alongside a BBQ spread with lobster, New York strip steak, smash burgers and a raw bar, plus Cecconi’s pizza. Everything was included in the day, which removed the lines and transactions that usually define the festival food experience.
Adam Fussell for Soho House Festival New York
Adam Fussell for Soho House Festival New York
Three takeaways stand out. First, the booking favored breadth over genre identity, giving nearly every attendee a reason to show up and giving artists like Skye access to new audiences. Second, surprise guests did the work of a marketing campaign, turning a single set into the day’s most shareable moment. Third, the sponsor model emphasized utility, with partners offering something guests actually used, which tends to generate more goodwill than visibility alone.
Whether New York becomes an annual stop will show how committed Soho House is to building a US festival presence. For a first edition, the formula was clear: a nostalgic headliner, an indie core, a hip-hop surprise and an all-inclusive experience. As Skye put it, the best part of a festival is walking in for one act and leaving with a new favorite.
Leave a comment