Parklife Weekender has apologised for “unnecessary personal distress” caused by text messages sent out by its marketing team claiming to be from ‘mum’.
The Manchester event, which will be headlined by Foals and Snoop Dogg this summer, sent out a text which said it was from ‘mum’, reading: “Some of the Parklife after parties have already sold out. If you’re going, make sure your home for breakfast”. BBC News reports that the text offended fans including 19 year old Ros Prior, whose mother had passed away. “I just saw Mum and I started crying. Even though it was only two seconds of sheer panic it was horrible because you just do think, ‘Oh my god. Is she still alive?'” she said. “I wrote an email to Parklife expressing how angry I was and took a picture of it and put it on Twitter. Since then people haven’t stopped saying they feel the same and Parklife can’t get away with this.”
Parklife have now apologised, saying the stunt was supposed to be an “irreverent way to engage with festival-goers” but have said sorry for the “unnecessary personal distress” caused.
Parklife Weekender takes place in Manchester’s Heaton Park this summer between June 7-8. Joining the headliners on the bill will be Disclosure, Bastille, Katy B, Kendrick Lamar, Rudimental, London Grammar, SBTRKT and Jamie xx.
Warpaint will also perform at Parklife Weekender. Speaking about their upcoming appearance at the festival Warpaint said: “Playing Parklife Manchester this year, very excited. see you all there!” Other artists set to perform at Parklife Weekender 2014 include Chromeo, Mount Kimbie, Childhood, Gorgon City, Duke Dumont, Flying Lotus, Gold Panda, Zomby, Sam Smith, Clean Bandit, Pusha T, Julio Bashmore, Danny Brown, Skream and Erol Alkan.