The inaugural Breakaway Music Festival concept, produced by rising young promoters Prime Social, will launch with two new events at Major League Soccer (MLS) stadiums in Columbus, Ohio, and Dallas, Sept. 14 and 21, respectively. The multi-genre events feature artists from indie, EDM, pop, hip-hop, and other scenes, and will be promoted as "Your Field. Your Fest."

The first Breakaway will be Sept. 14 at Columbus Crew Stadium in Columbus, Ohio, with a lineup that includes Bassnectar, Empire of the Sun, Kendrick Lamar, Porter Robinson, Columbus-based 21 Pilots, Juicy J, Tokyo Police Club, Schoolboy Q, Robert DeLong, American Authors, LA Riots, Stalley, Shreddie Mercury, and more TBA.

The following weekend Breakaway will be staged at FC Dallas Stadium in Frisco, Texas, home venue to MLS' FC Dallas. That event will see performances from Wu-Tang Clan, Empire of the Sun, Big Gigantic, Matt & Kim, Texas' own Explosions in the Sky and Crizzly, Ra Ra Riot, Danny Avila, and more TBA.

Tickets for both events are GA, starting at $49, with VIP at $119. Ticket presales begin June 18, with public onsales to follow June 21. More details are at breakawayfestival.com and facebook.com/breakawayfestival.

Prime Social co-founder Adam Lynn expects the concept to grow to more days, and more cities, with "baby steps" being the credo. "The idea here is to not keep these as single-day events, but the first year made sense to do it just on the Saturday," he tells Billboard. "By 2014 and 2015, we expect two- and three-day events for both markets. We are going to build this brand year by year until we believe it can sustain a multi-day."

As for new markets, Lynn says, "we don't want to go to the over-served, we are looking for the under-served."

Based in Columbus, Prime Social managing partners Lynn and Zach Ruben merged their two independent operations, both focusing on EDM events in heartland college markets, in 2010. They have since presented some 300 concerts, festivals, and club events that are directly targeted to the college and post-graduate demographic, primarily in the EDM sector and utilizing strategic marketing and social media promotion to promote such artists such as Deadmau5, Steve Aoki, and Tiësto. They now promote in nearly 40 markets worldwide, with offices now in Columbus, Barcelona, and New York City.

Producing major festivals like Breakaway wasn't originally the game plan, Lynn admits. "We didn't get into this to do festivals, it was just a matter of growing events until they got to right size," he says, "and basically the right amount of money in our bank account."

There's more to come on Prime Social and Breakaway in the next issue of Billboard.