When singer-songwriter Sarah McLachlan founded Lilith Fair, the pioneering 1990s music festival with an all-female lineup, a water company considered advertising at the event but decided against it. The reason? “We’re kind of really focusing on a male audience,” recalls Marty Diamond, McLachlan’s then-agent, in the new documentary “Lilith Fair: Building a Mystery—The Untold Story,” which premieres on Hulu on Sept. 21.
“I was like, ‘It’s water,’” deadpans Diamond. But that was the climate for female artists when Lilith Fair began. It did just fine without the water brand, becoming the top-grossing touring festival of 1997 and earning $60 million in ticket sales during its three-year run.
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