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The chance to make a difference sometimes comes in unexpected packages. Huka Entertainment, a popular concert promoter in Mobile, AL, set out to produce a large-scale concert festival on the beach in nearby Gulf Shores. With the white sands and emerald green water of the region as a primary selling point, they garnered a healthy bankroll from investors and signed on powerhouse acts like John Legend, The Zac Brown Band, The Roots and Phish's Trey Anastasio to play the three-day event.