Leon Bridges was announced as the San Francisco festival's secret guest less than an hour before his performance. A slot for the surprise had been listed in the programme in advance, but not the performer's name.
The secret set has thus become a standalone marketing format: the audience continuously checks the app and social platforms, and the announcement itself generates separate news.
Summary
Outside Lands kept one act secret until Sunday evening. Leon Bridges was announced less than an hour before the concert began.
