The Black-Founded Festivals Marketers Can’t Miss


With nearly 20 million Black Americans attending live music events annually in the U.S. alone, Black-founded festivals have become rich, cultural destinations for showcasing Black artistry and self-expression.

By being part of these cultural events, brands have a meaningful opportunity to elevate the moments that matter most to Black audiences, leaving a lasting impact. Ahead are four Black-founded festivals that should be on every marketer’s radar.

Dreamville Festival

Raleigh, NC | April 6-7, 2024 | 100,000 attendees

Held annually each spring in Raleigh, Dreamville Festival is an outdoor weekend music celebration curated by internationally acclaimed hip-hop superstar J. Cole in one of America’s most beautiful and historic public parks, Dorothea Dix Park. As a proud Black-owned music festival, Dreamville continues to emphasize community, diversity, and inclusivity throughout the onsite fan experience each spring. In this same spirit, J. Cole regularly invites his favorite musical artists and collaborators from across the world to perform in his home state of North Carolina – some of whom are performing for their first time ever in Raleigh – while the festival plays host to dozens of local independently-owned businesses, as well as artisans, muralists, merchants, and community organizations to offer attendees a true taste of Raleigh’s culture.

One Musicfest

Atlanta, GA | Fall 2024 | 100,000 attendees

ONE Musicfest (OMF) is the Southeast’s premier festival experience for urban progressive music. Founded in 2010, ONE Musicfest has exemplified its motto, “Unity Through Music,” by bringing diverse audiences together for an unforgettable experience featuring the buzziest music acts, incredible food, and the best vibes in the Southeast. Recognized by Billboard Magazine as a “Can’t-Miss Festival,” OMF is a cultural mashup of creative expression developed for a cross-generational audience.

Roots Picnic Festival

Philadelphia, PA | June 1-2, 2024 | 70,000 attendees

Dubbed One of Hip Hop’s Greatest Festivals by Rolling Stone, The Roots Picnic brings an unexpected and always entertaining mosaic of cultural moments that can’t be missed! Curated by the legendary Roots Crew, The Roots Picnic offers activities across music, art and food all weekend long, anchored by The Jam Session, featuring a high-profile headliner putting a twist on their usual set by collaborating live with The Roots as their backing band. Known for feeling like an annual family reunion, The Roots Picnic is a cultural celebration for trendsetters and music lovers across the Northeast and beyond.

Broccoli City Festival

Washington, DC | July 27-28, 2024 | 50,000 attendees

Broccoli City is a Black-founded social enterprise rooted in impact and entertainment. While thousands of fans descend on D.C. for the unforgettable music festival in July, Broccoli City leverages the festival community as early as April to be a platform for volunteerism, wellness, education, and sustainability. For example, the festival hosts its annual job fair BroccoliCon – designed to become the largest annual hiring opportunity for young people of color – and the Broccoli City 5K – an annual community run to kick off the festival and spotlight health and wellness. Since 2013, Broccoli City has mobilized over 200k young people, hundreds of small businesses, and community organizers to create a more equitable world.

Related articles