How Black-founded festivals help brands celebrate Black culture

I’ll never forget the first time I watched the singer Sade perform “Cherish the Day” at Madison Square Garden. I was only seven, but I felt instantly pulled toward her soothing sound. The air vibrated with music as we all sang along. At that moment, surrounded by nearly 20,000 fans, I knew my love of music would be how I engaged with the world around me. It was a rare feeling of connection that turned into an unforgettable memory. 

The feeling of identity, shared joy and connection I experienced at that concert was personal but not unique. For Black audiences, live music transcends entertainment. It becomes a powerful celebration of culture, community and shared identity. In the U.S. alone, 19.5 million Black fans attend concerts and festivals each year, many of whom specifically seek out culturally inclusive events such as Black-founded festivals Broccoli City, Roots Picnic and this weekend’s Dreamville Festival, founded by Grammy Award-winning recording artist and entrepreneur J. Cole. 

The bedrock of these festivals is culture and community, and for brands that meet Black fans there, these events are an opportunity to create lasting, authentic connections. Brands that elevate the entire journey, from the excitement of the lineup drop to lasting post-festival memories, will not only be remembered for the experience but also for fostering a sense of belonging that extends far beyond the final set.

The Black (audience) experience

Savvy brands understand that these moments are more than just about the music. One size does not fit all when approaching the sophisticated, socially conscious and intergenerational Black audiences that these events attract. 

In a recent study on building community with Black fans through live events, Live Nation found that 89% believe live music events are important spaces for expressing and celebrating Black culture and creativity, and 91% feel deep pride and connection at these events. Black fans also say festivals have enabled them to forge deeper connections with friends, family and other generations.

It’s expected that 100,000 predominantly Black fans will descend on Raleigh, North Carolina, for Dreamville Festival this weekend, headlined by superstars like SZA, Nicki Minaj and J. Cole. The festival, known for celebrating Black culture, highlights local artists, food, vendors and small businesses. This year, fans can expect incredible experiences and interact with brand activations from Hennessy, Defender, Bacardí, Charmin, Febreze and more. 

Festivals also can positively impact local economies far beyond the weekend of music. For example,  Dreamville Festival pumped millions of dollars into the Raleigh community last year, with projections for an even bigger impact this year. 

By aligning with the community, hiring local talent—creators, chefs, entrepreneurs, activists—and providing ongoing support, storytelling platforms and year-round engagement with these communities, brands are fostering genuine connections that resonate far beyond a single campaign.
 
Embarking on a partnership with this level of commitment is not for the faint of heart, and we encourage any brand considering it to ask themselves if they feel a responsibility to show up for the communities they market to.

Are you ready to generate real impact that leads to lasting memories and sustainable relationships with Black and diverse audiences … or are you just making noise?

How brands can create community

For Black fans, the word “community” holds immense weight and implies a feeling of belonging and support. As such, Live Nation's Curated team, which supports our Black-founded festivals, along with our brand partners, considers it our responsibility to provide just that. At a macro level, this means creating safe spaces for fans to enjoy music and connect in a diverse and inclusive environment, with genuine representation of the culture, its people and the everyday influences that shape it. 

What does this look like? Empowering and positively affirming language embedded throughout event messaging and brand voice. It also looks like thoughtfully curated initiatives that root back to their core values of home and family. And it looks like collaboration, unification and a sense of deep connection to one another.
 
Most importantly, it looks like collective engagement in preserving culture, and understanding the significance of identities and journeys, allowing both reflection as well as a leaning forward toward more positive futures.

Brands seeking to connect must truly immerse themselves in the Black cultural landscape. This means actively engaging with audiences on their terms, understanding their desires and showing up in the spaces they frequent.