See How Brands Engaged Music Fans at the 'Fifth and Final' Dreamville Fest

Guests were transported to a Caribbean-inspired oasis where they sipped on handcrafted rum cocktails such as the Peaches & Dreams Mojito, the 919, and Mojito Your Way.Photo: Yuxi Liu/BacardíRALEIGH, N.C.—On April 5 and 6, over 50,000 people attended what had been billed as the “fifth and final” Dreamville Fest. 

Held in historic Dorothea Dix Park in Raleigh, N.C., the two-day music festival is the brainchild of Fayetteville-born rapper J. Cole and his brand.  

Last year, organizers released the festival’s 2023 Economic Impact Report, which said the 2023 event brought in $145.9 million to the city. In addition to the live performances, the festival hosts more than 75 food vendors, muralists, artisans, nonprofit organizations, and other small businesses from across North Carolina, making it one of the state's premier cultural events.

The end of the fest would be a huge cultural and economic loss for the city. But during his set on the final day, J. Cole addressed the crowd, saying, “We will be back, just in a newer form.” And earlier this month, Dreamville and Raleigh officials announced plans to create a new event under the Dreamville label, although it’s not clear how it will differ from the original.

The 2025 lineup included Erykah Badu, Tems, GloRilla, Wale, 21 Savage, Keyshia Cole, Coco Jones, PartyNextDoor, and a host of others. Lil Wayne headlined on Saturday, along with the Hot Boys and Big Tymers.

Also on site were big-name brands like Chase Freedom, Hennessy, and Bacardi with festival-friendly activations.  

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