NEW YORK, NY.- Michael Lang, one of the creators of the Woodstock festival, which drew more than 400,000 people to an upstate New York farm in 1969 for a weekend of “peace and music” — plus plenty of drugs, skinny-dipping, mud-soaked revelry and highway traffic jams — resulting in one of the great tableaus of 20th-century pop culture, died on Saturday in a hospital in Manhattan. He was 77.

Michael Pagnotta, a spokesperson for Lang’s family, said the cause was non-Hodgkin’s lymphoma.

In August 1969, Lang was a baby-faced 24-year-old with limited experience as a concert promoter when he and three partners, Artie Kornfeld, John P. Roberts and Joel Rosenman, put on the Woodstock Music and Art Fair on land leased from a dairy farmer, Max Yasgur, in bucolic Bethel, New York, about 100 miles northwest of New York City.

Since Monterey Pop in California two years before, rock festivals had been sprouting around the country, and the Woodstock partners, all in their 20s, were ambitious enough to hope for 50,000 attendees. Lang and Kornfeld, a record executive, booked a solid lineup, with, among others, Creedence Clearwater Revival, the Jimi Hendrix Experience, Jefferson Airplane, Janis Joplin and a new group called Crosby, Stills & Nash (they would be joined at the festival by Neil Young). The show was set for Aug. 15-17.

They sold 186,000 tickets in advance, at $8 a day. On the opening day, traffic snarled much of the New York State Thruway, and many ticket holders did not make it. Others simply entered the field without paying.

In an interview, Rosenman said that days before the show, workmen had said that they could build a stage or ticket booths but not both; the partners chose a stage.

The event became a defining moment for the baby boomer generation, as a celebration of rock as a communal force and a manifestation of hippie ideals. Despite the presence of nearly half a million people, and the breakdown of most health and crowd-control measures, no violence was reported.

Lang — described in The New York Times Magazine in 1969 as a “groovy kid from Brooklyn” — became the public face of the powers behind the festival. He was seen in Michael Wadleigh’s hit documentary “Woodstock” (1970) roaming the grounds in cherubic curls and a vest. Despite the festival’s inception as a moneymaking endeavor, Lang always insisted that its aims were to bring out the best in humanity.

“From the beginning, I believed that if we did our job right and from the heart, prepared the ground and set the right tone, people would reveal their higher selves and create something amazing,” Lang said in his memoir, “The Road to Woodstock” (2009), written with music journalist Holly George-Warren.

Michael Scott Lang was born in Brooklyn on Dec. 11, 1944, and grew up in middle-class surroundings in the Bensonhurst neighborhood. His father, Harry, ran a business that installed heating systems, and his mother, Sylvia, kept the books.

Lang attended New York University and the University of Tampa, and in 1966 he opened a head shop in the Coconut Grove neighborhood of Miami. He soon became involved in the music scene there, and in May 1968 he was one of the promoters of the Miami Pop Festival, with Hendrix, Steppenwolf, Blue Cheer and Frank Zappa’s Mothers of Invention.




Later that year Lang moved to Woodstock, New York — then known as a prime bohemian outpost thanks to the residency of Bob Dylan — and he soon met Kornfeld. Around the same time, Roberts and Rosenman, two young businessmen who were roommates on Manhattan’s Upper East Side, placed a classified ad in The New York Times and The Wall Street Journal introducing themselves, half in jest, as “young men with unlimited capital” in search of investment ideas.

Lang and Kornfeld always maintained that they never saw that ad. But the four men met through one of Roberts and Rosenman’s investments, a recording studio in New York, and Lang and Kornfeld suggested a studio in Woodstock, which they said was swarming with talent. The four set up a partnership, Woodstock Ventures, and agreed to work together.

In his memoir, Lang said that Roberts, who had a large inheritance, had agreed to finance both the studio and the festival. Rosenman, in an interview, said the plan had been for profits from the festival to pay for the studio.

When the Woodstock festival took place, it was initially portrayed in the news media as a catastrophe. The Daily News’ front page declared, “Traffic Uptight at Hippie Fest,” and a Times editorial bore the headline “Nightmare in the Catskills.”

But images of endless fields of longhaired fans idling peacefully, and of stars like Hendrix, the Who and Santana commanding thousands of fans, ricocheted around the world and established a new template for the rock festival — even though many local governments around the country quickly took action to keep other such hippie fests out of their backyards.

Lang and Kornfeld quit the partnership. To settle more than $1 million in debts from Woodstock, Roberts and Rosenman sold film and soundtrack rights to Warner Bros. According to Rosenman, it took about a decade for Woodstock Ventures to break even. Roberts died in 2001, and in 2006 a performing arts center and museum, the Bethel Woods Center for the Arts, was opened on the site of the 1969 festival.

In 1971, Lang formed a record label, Just Sunshine, which signed artists including folk singer Karen Dalton and funk singer Betty Davis. He also managed Joe Cocker, whose memorable performance at Woodstock helped build his fame. Lang was also involved in anniversary versions of Woodstock in 1994 and 1999 — the latter marred by fires, rioting and allegations of sexual assault — and he eventually rejoined Woodstock Ventures as a minority partner.

That company holds the trademark and other intellectual property rights for the Woodstock festival, including the image of a dove on a guitar that was part of its first poster. Among its many licensing deals was one for Woodstock Cannabis.

Lang is survived by his wife, Tamara Pajic Lang; two sons, Harry and Laszlo; his daughters Molly Lang, LariAnn Lang and Shala Lang Moll; a grandson; and his sister, Iris Brest.

In 2019, Lang attempted to revive Woodstock for a 50th anniversary concert in Watkins Glen, New York, that would feature Jay-Z, Miley Cyrus, the Killers, Chance the Rapper, Santana and Imagine Dragons. But the event collapsed amid a legal battle with its financial backer, an arm of the Japanese advertising conglomerate Dentsu.

To make the 50th anniversary show stand out in a market that had become crowded with large-scale festivals like Coachella, Lollapalooza and Bonnaroo, Lang envisioned the new event as one that would make social and environmental activism central to its experience, and hark back to its roots.

“It just seems like it’s a perfect time,” he said in an interview with The Times, “for a Woodstock kind of reminder.”

This article originally appeared in The New York Times.