Tomorrowland, the Coachella of international electronic music festivals in Boom, Belgium, is sold out. More than 400,000 tickets were sold for the first weekend. Second weekend begins Friday. Musical guests include David Guetta, Armin van Burren, Eric Prydz, Diplo, Tiesto, Alesso, and other one-named artists. One-day tickets go for $428, if you can get one. Ticket marketer viagogo reports a 317% increase in demand for tickets for this upcoming weekend. What’s causing the spike in sales?
Could be the viral power of magical bracelets! In order to get into Tomorrowland, everyone must wear and present a bracelet: a red one for Glorious Sunday, green for Incredible Saturday, blue for Magical Friday, and brown for Full Madness. But they’re not just signifiers for bouncers at the doors, bracelet-holders are encouraged to activate their bracelets by pressing the heart button on the bracelet in order to connect with friends on Facebook and get the latest updates from the fairgrounds. Next stops for Tomorrowland: Atlanta, GA (September 2014), and Brazil (May 2015).