Same Same But Different Is Pioneering a Fan Ownership Model for Indie Festivals: ‘We Want Their Input’

Following a sold-out 2025 edition that marked its most successful year yet, the Same Same But Different (SSBD) Festival is breaking new ground by inviting fans to buy into its future. 

The Southern California festival, held each September at Lake Perris State Park in Riverside County, has launched a first-of-its-kind public ownership campaign through WeFunder, allowing attendees to invest directly in the company. The soft launch, open only to 2025 attendees, raised $409,000 in its first week. Now, WeFunder is opening the investment opportunity to the general public, making SSBD one of the first music festivals in the U.S. to pursue what co-founder Brad Sweet is calling a “fan-funded ownership model.” 

“For as little as $100, fans can move from just attending to becoming part-owners,” says Sweet of the offering, which starts Friday (Oct. 10). “We’re making sure SSBD grows with the people who made it possible — and that it stays independent for years to come.” 

Founded 2018 by musicians and friends living together in Southern California, Same Same But Different has steadily built a loyal following around its lakeside setting, immersive art and eclectic music lineup. This year, the festival capped attendance at 5,000 — a sellout — and achieved a 34% year-over-year increase in ticket sales, beating its own projections, the festival says. 

“Our theme this year was ‘less but better,’” Sweet explains. “Rather than expand and do everything that comes across the plate, we wanted to hone in on what we already do well and make it better, smoother, more dialed in.” 

Sweet says SSBD’s goal is to cap attendance permanently at around 7,500 to maintain the intimate, community-driven atmosphere that defines the event. “It’s a reflection of the festivals I loved the most,” he says. “You can still stay profitable and be a business that makes sense — but keep that intimacy that makes it special.” 

Because SSBD is attempting to raise money through WeFunder, it is required to disclose internal financial information to the Securities and Exchange Commision (SEC). According to the company’s public filings, SSBD has $242,811 in assets, more than double the previous year, with $234,620 in cash on hand. The company is carrying $726,962 in short term debt, up from $353,726 in the previous year, and long-term debt of $1.5 million, up from $1.1 million the previous year. The company reported $2.2 million in revenue this year, slightly up from the previous year, and negative net income of $911,994, down slightly from the previous year. 

Under the new WeFunder model, fans can purchase actual shares in the company. “This is true ownership,” says Sweet. “We filed with the SEC, so it’s real — not just crowdfunding. It’s ownership, perks, and participation.” 

Investors can buy in for as little as $100, with perks starting at $250 and scaling up to lifetime VIP passes for investments of $10,000. At the $500 level, investors will be invited to annual meetups and early access events — including a cannabis-themed show this November where Sweet plans to discuss next year’s plans with the community. 

Investors at higher levels will have opportunities to weigh in on creative decisions, like lineup choices or art installations, though voting rights in company operations will remain with festival management. 

“We didn’t want hundreds of people voting on business matters,” Sweet says with a laugh. “But creatively, we want their input. These are the people who understand the culture.” 

Sweet says he wanted to prove that independent festivals could stay independent — and financially healthy — without selling to Live Nation or AEG. “We’re doing this because we’re profitable,” he emphasizes. “We didn’t want this to feel like a donation. We wanted fans to know they’re investing in a strong business with a future.” 

If successful, investors could receive dividends within a few years, as the festival grows into its 7,500-attendee ceiling. Sweet says any future acquisition — though not the goal — would pay out investors equally alongside founders. 

“This might become a new financial model for how independent festivals can stay independent,” Sweet says. “Raising funds is often what pushes early-stage festivals into the arms of big corporations. This could be a way to change that — to let the community that loves you also own you.”