Billionaire Islander Paul Allen recently announced the launch of Upstream, a catalyst for emerging music and culture in Seattle happening May 11-13, 2017.

The three-day festival and summit is designed to promote music discovery, spark transformative conversations and foster opportunities for emerging artists and the industry within the new entertainment economy.

It follows the South By Southwest model, but has a Northwest emphasis. Meli Darby, formerly of the Crocodile, will curate the talent for the festival, which is hoping to attract local artists.

In close partnership with KEXP and the Alliance for Pioneer Square, Upstream will be a one-of-a-kind music festival experience in the historic neighborhood of Pioneer Square. Upstream will include over 200 artists offering unique performances in more than 25 locations throughout Pioneer Square and CenturyLink Field’s North Lot. Attendees can expect intimate performances, surprising collaborations and curated stages that will inspire music discovery.

“Upstream will celebrate the sound and culture of Seattle and the Pacific Northwest. We have a thriving music scene filled with emerging artists that deserve more exposure, resources and attention,” Allen, who created Upstream, said in a statement on Vulcan.com. “The greatest value of art, whatever the medium, is when it’s shared widely.”

The Upstream summit will transform CenturyLink Field Event Center into a collaborative space. It will juxtapose genres — bringing together music professionals, technologists and creatives — to help spark new ideas and create new economic opportunities both for emerging artists and the industry at large. Attendees can expect interactive keynotes, breakout sessions, cross-industry discussions and mentor-led workshops specifically for emerging artists.

“As the music industry evolves, we want to help push our local music economy forward to ensure artists can thrive here,” stated Jeff Vetting, executive director of Upstream. “I have been proud to be a champion of the Pacific Northwest music scene for many years and now with Upstream, we can shine a light on the emerging musicians who inspire us.”

Pre-sale tickets will be available for purchase in fall 2016. Follow Upstream on Twitter, Facebook, Instagram or Snapchat at @upstreamfest for more updates.

To learn more about Upstream and to sign up for updates, visit Upstream’s website at www.upstreammusicfest.com. Upstream is managed by Allen’s private company, Vulcan Inc. Microsoft co-founder Allen has invested in Seattle’s music scene before; he founded the Experience Music Project Museum in 2000 and the Seattle Art Fair two years ago.