Mothership Weekend and the rebirth of mom-rock

Moms don’t want a brunch buffet or wilting Trader Joe’s flowers this weekend: They want to party. Yesterday, over 3,000 people descended on Miramar Beach, FL, for the third annual Mothership Weekend, a three-day festival put on by singer-songwriter Brandi Carlile.

If you’ve never heard of Mothership or Carlile’s other, all-inclusive fest in Mexico, “Girls Just Wanna Weekend,” you’re probably not part of the “Bramily,” or the festival’s target demographics: Seventy percent of ticket holders are 45 and up, while 83% are women.

It’s not that Dad can’t come, it’s just that the festivals are set up to speak to middle-aged mothers in everything from the branding to lineups that are light on male performers.

• The bills feature a range of ’90s, Mom Rock legends, like Alanis Morissette and Sheryl Crow, as well as newer queer and nonbinary artists that share the earnest acoustic Lilith Fair-vibes, like Joy Oladokun and pop band MUNA.
• The fests provide luxury amenities, non-concert experiences, and packages that allow attendees to reserve seats for the entire weekend.

The future of festivals. While the brand-splattered Coachella and other giant festivals have experienced slowing ticket sales over the last few years, pricey, niche festivals like Carlile’s—which costs $895 per person for a 3-day pass and a condo—and even floating music cruises are attracting repeat customers.