Not since Queen of Versailles have I taken so much delight in watching rich people having a hard time. Watching a bunch of “influencers” (gag – Alice Sheldon tried to warn us and we just didn’t listen) who were willing and able to drop more than a middle class person’s annual salary just for the opportunity to party with models and Blink 182 forced to retrieve their luggage from huge trucks and rush in a panicked herd to try and claim disaster tents made me laugh for five minutes straight.
Ok, let’s back up. Fyre Festival was the brainchild of Billy McFarland, a twentysomething college dropout from an affluent unincorporated neighborhood in New Jersey who managed to accidentally pull off the greatest catalyst of schadenfreude of the new millennium through nothing other than sheer self-delusion.
Wait, let’s try again.
Ok. For those of you who missed the media blitz in 2017 and the follow up descriptions that accompanied the release of this documentary and its Hulu-hosted competitor, Fyre Festival was a planned luxury music festival to be held in late spring 2017 in the Bahamas, to promote the Fyre booking app, which was intended to function like Tinder or Uber for events and performers. So, if you were the kind of parent whose child might appear on My Super Sweet 16 and wanted to have Ja Rule or Kendall Jenner or Post Malone perform (that is, a parent who is obscenely wealthy and criminally negligent), Fyre would help you do that, and the world would get a little darker and more dreary. Netflix documentary Fyre: The Greatest Festival that Never Happened, traces the beginning of the festival and the app back to its creator, Billy McFarland, and exposes McFarland and his cronies as the pathologically nouveau riche trendchasers that they are.
As far as this documentary is concerned, McFarland’s story begins with his creation of Magnises, identified in news archival footage in the film as “the black card for millennials” (and if you’re already sick of hearing the word “millennial” before your viewing, you should turn back now), a proxy credit card made of sheet metal that could be paired to another card and allow young go-getters to mimic their idols: money magnates with their black and platinum Amexes. This is actually the perfect place to start with the discussion of what went wrong with Fyre Festival, as it gets to the core of what allowed a group of inexperienced goofballs to defraud a willing (and deserving) vapid, wealthy public: image, artifice, performance, and prestige. Magnises’s Twitter account, which hasn’t posted anything since March 2017, boasts this description: “The community for the socially and professionally adventurous.” Essentially, it was a private club that, for $250 a year, gave members not only a “Just Like Daddy’s!” metal credit card and access to a work/playspace loft that also hosted private events. Per Forbes, “Members would gain entry to exclusive celebrity events, a concierge service to score hard-to-get concert tickets and restaurant reservations and access to a swanky, shared hangout pad. They’d also get to meet up with other wealthy young folk who like to party: entrepreneurs, businesspeople and entertainers.” So, you know, a cesspool of young money and unearned self-congratulation; I don’t think that you’ll be shocked to learn that the photos from these events are full of white faces.
From there, the documentary explores the friendship (?) between McFarland and Ja Rule, who the younger man met via Magnises events. McFarland came up with the idea for the Fyre app with Ja Rule, and the two of them leapt at the idea of using a music festival to promote the app. From the moment of inception, virtually everyone involved with the festival comes off as, if you’ll pardon my lapse into common speech, a supreme fucking douchenozzle. There’s McFarland, of course, who seems like a rich kid who just wanted to party every day of his life and got in way over his head and decided to dig further rather than admit his mistakes and come clean. There’s also the preposterously named Mdavid Low, Fyre’s Creative Director, whose Twitter laudably contains much anti-Trump, pro-Net Neutrality, pro-immigration rhetoric mixed in with the same kind of shallow “get shit done” motivational images that your former high school dudebro bully posts on his Facebook (example). There’s Samuel Krost, a twenty-three year old who seems to have somehow gotten involved because of a prior relationship with Selena Gomez and friendship with model Gigi Hadid, one of the models who was ultimately complicit in the misrepresentation of Fyre Festival on social media; his LinkedIn profile bears no mention of his involvement in the Fyre debacle, which seems both wise and deceptive. There’s Andy King, the head honcho of event production company Inward Point, a middle-aged businessman who invested time and energy into Fyre based on his belief that McFarland was a savvy businessman; he also has the best story in the entire doc, degrading though the memory may be. There’s Marc Weinstein, a music festival alum who aims to paint himself as a sympathetic whistle-blower but doesn’t quite hit the mark. There’s Grant Margolin, the Chief Marketing Officer of Fyre, who, aside from Billy, comes across as the most delusional person on the entire island. More than once, the doc shows Grant with a smartphone in each hand trying desperately to coordinate an event that was out of control from the word “go,” as his colleagues and co-workers chuckle while reminiscing about how woefully unprepared Margolin was for this kind of responsibility, painting him as McFarland’s toad. You almost feel sorry for him – a short, average looking dude surrounded by beautiful models, suitbros with expensive personal trainers, and even McFarland, who’s handsome in an I’ve-had-a-few-drinks-so-sure-I’ll-go-home-with-you kind of way, until you see the manic energy that he brings to every action and imagine how exhausting it must have been to work alongside him; there’s a scene where he’s trying to organize a bonfire for the promotional video shoot where he uses the word “big” eleven times in a row to describe what’s needed. And then there’s Ja Rule himself, acting as the imp who pushes McFarland to ludicrous extremes of reckless spending and gratuitous excess, as best expressed in his ridiculous toast to the crew: “To living like movie stars, partying like rock stars, and fucking like porn stars.” It’s a perfect storm of booze-fueled toxic immaturity coupled with the business acumen of childhood overachievers who sold the most wrapping paper at the fundraiser and now think they’re too big to fail.
McFarland, Ja Rule, and Margolin are ghosts in this documentary, appearing only in archival footage, of which there is a stunning wealth of material to supplement the talking heads provided by Weinstein, Krost, Low, and others. It’s never explicit in the text, but Fyre acts as a stunning indictment of what mainstream media likes to (inaccurately) call “millennial naivete” and (inarticulately) call “FOMO” by taking aim not only at McFarland and his cronies but also demonstrating how the need to obsessively self-document elements of daily life for the performative artifice of celebrity in exchange for the temporary but ultimately fleeting satisfaction of emoji reacts and comments from followers/subscribers. Some of the most fascinating parts of Fyre come not from the delineation of how the event was doomed to failure but from the completely shallow lack of self-reflection exhibited by the attendees of the festival when detailing their experiences, which for most of these privileged goons will be the most difficult experience of their charmed lives. Hulu’s documentary, Fyre Fraud, features a wider range of these than Fyre (stay tuned), but you’ll find yourself deeply hating almost every person who appears on screen. There’s Mark Crawford (who appears in this film exactly as he does in his LinkedIn profile, shitty haircut and all), who recounts first hearing about the festival and how he and his bros started hitting the gym in preparation for hanging out with models on Pablo Escobar’s private island (note that the promotional video was shot on Norman’s Cay, which was not the ultimate site of Fyre, nor did it go over well with the living family members of people who were killed as part of Escobar’s drug empire). There’s Justin Liao, a cryptocurrency dude who comes across as a stone cold sociopath as he smiles while recounting the fact that he and his buddies ransacked the tents next to theirs and intentionally made them even more uninhabitable on the first night so that they would not have neighbors, intercut with footage he shot himself using that most aggressively absurd of instruments, a selfie stick. Also using a selfie stick is James Ohliger of Jerry Media who, alongside Jerry Media CEO Mick Purzycki, is one of the more visually appealing participants, but other than their interviews all of the footage of them comes from self-shot phone video that is so saturated with unsubtle marketing language and envy-baiting rhetoric that it makes your libido curl up and die. Worst of all, nearly every single man in the documentary talks about the appeal of partying on a desert island with “hot,” “beautiful,” “gorgeous,” “breath-taking” women in a way that makes your brain short circuit because you’re not sure if you should vomit in disgust or just crawl out of your skin. These are certainly attractive ladies, but the undisguised piggishness that serves as the impetus to attend Fyre is so unexaminedly toxic and nakedly misogynistic, even from interviewees like Weinstein, whom I think we’re supposed to like, that it’s disgusting.
There are a few people involved for whom you can feel empathy, however. Shiyuan Deng, a developer for the Fyre app, expresses her frustration early and often, and you get a feel for what it must be like to be a cog in the development machine when the business for which you work ends up bursting their money bubble and leaving you out of a job and wasting all of the time that you put into coding and testing. Maryann Rolle, the proprietor of a restaurant that was intended to assist with the feeding of event attendees, ended up losing her entire nest egg as the result of hiring additional staff for Fyre-related business that failed to take form. The mononymous Columbo, a contractor working on the building of facilities for the festival, was unable to pay the construction staff he hired to assist him, many of whom worked for 20 hours a day in a desperate attempt to prepare for the festivities, and ended up having to flee the island to avoid reprisal from others. And then there’s Keith van der Linde, perhaps the only sane person involved with Fyre Fest, a pilot whose important questions (how are you going to move toilet facilities to an abandoned island?) were met with McFarland’s declarations that “We’re not a problems-focused group, we’re a solutions-oriented group,” which is (a) exactly the kind of startup wishy-washy language you would expect from him, and (b) not the only time that one of the involved parties recited this bit of McFarland wisdom in response to legitimate issues that needed attention while McFarland was busy jet skiing and feeding wild pigs. Notably, other than Keith, the laborers and unpaid workers were all people of color, implicitly noting the stratification of labor in the worlds of Fyre and Magnesis.
Overall, this is a pretty slick documentary, although the talking head segments notably look less professional/more VH1’s I Love the… than similar interviews in the Hulu doc, but it’s not terribly detrimental. I know that there were some concerns about the involvement of Jerry Media, who were tasked with managing the social media elements of the festival, as producers on the film, but I’m not sure it was as much of a detraction as it could have been; either they were willing to present the worst sides of themselves by sharing their own self-congratulatory footage and failing to disguise their desire to “fuck like porn stars,” or they didn’t realize how this footage made them appear, so it’s a toss up there. If you have Netflix, check this one out. Also, for further reading, take a look at Rolling Stone‘s “What Fyre Fest Docs Reveal About Tech’s Cult of Positivity”, and also revel in how prescient this decade-old Onion News Network video was in regards to this generation’s need to obsessively self-record.
-Mark “Boomer” Redmond