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

As the current iteration of the annual music event comes to an end, brands like Chase Freedom, Hennessy, and Bacardi hosted their usual high-energy experiences for the crowd.

Michele Laufik

April 23, 2025

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.

Keep scrolling to see more from Dreamville Fest 2025...

Casa Bacardí

Bacardí brought its signature Caribbean energy to Raleigh with its festival staple: Casa Bacardí.

Photo: Yuxi Liu/Bacardí

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/Bacardí

Festivalgoers could also enjoy DJ sets from Fannie Mae, A-Mino, and Nevy.

Photo: Yuxi Liu/Bacardí

Chase Freedom Cashback Club

Concert attendees were able to visit the Chase Freedom Cashback Club, which included a bar, special giveaways, games, and photo printouts. Chase Freedom cardholders also received exclusive access to the viewing deck with a plus-one, along with other perks throughout the festival.

Photo: Abraham Gonzalez

Attendees were able to shoot some hoops at a branded basketball game at the activation.

Photo: Abraham Gonzalez

Hennessy Highline

This year, the Hennessy Highline featured a live DJ set by Mannie Fresh, along with performances from Team Hennessy DJs.

Photo: Chad Wadsworth

Additional highlights included a branded claw machine, a live art mural, and more. Plus, attendees could enter for a chance to win one of 20 custom letterman jackets.

Photo: Chad Wadsworth

Guests sipped on cocktails, including the Henny-Rita, Hennessy Berry Mojito, and Hennessy Pineapple.

Photo: Chad Wadsworth

Normani also stopped by to guest bartend.

Photo: Chad Wadsworth

Hacienda Patrón

Patrón returned to Dreamville as the official tequila sponsor. The all-new Hacienda Patrón offered festivalgoers an elevated experience with a two-story build that featured panoramic views of both main stages, a tree bar, and DJ sets. Produced by Live Nation, the activation paid homage to the brand's hacienda in Jalisco, Mexico.

Photo: Thunder Nguyen

The experience offered a curated menu of cocktails served from one of three bars within the footprint. Each day, the first 100 guests were treated to a complimentary margarita served in the Patrón Collector’s Cup that was inspired by the brand’s signature bottle. Within the Hacienda, guests could capture memories at several photo-worthy moments or unwind on stylish lounge seating. Patrón expanded its on-site presence with a dedicated activation in the artist area as well.

Photo: Thunder Nguyen

Smirnoff Ice's Flavor Fair

Smirnoff Ice brought its "Flavor Fair" to Dreamville. The activation featured fair games including a giant spinning wheel, claw machine, ring toss, and more. Prizes included key chains, fanny packs, water bottles, hats, and bandanas, as well as festival merch and VIP ticket upgrades.

Photo: Abraham Gonzalez

While playing, fans sipped on Smirnoff Ice Smash Pink Lemonade and Smirnoff Ice Smash Screwdriver.

Photo: Abraham Gonzalez

American Apparel

American Apparel and Dreamville Fest collaborated on an exclusive "5th and Final" merch capsule collection, which is available online.

Photo: Abraham Gonzalez

DoorDash

In its debut year at Dreamville Fest, DoorDash invited five local North Carolina restaurants to be a part of the DoorDash Food Village. From soul food to smoothies, the Food Village offered fans a taste of the state's diverse culinary scene. The DashPass Perks Point activation rewarded the first 1,000 DashPass members with $10 off any food or beverage purchase and a festival-ready fanny pack stocked with essentials like Electrolit hydration packets, hand sanitizer, shoe wipes, ear plugs, and more.

Photo: Emery Barnes

Tito’s

The Tito’s Handmade Vodka activation provided fans a chance to hang out, catch a live DJ set, and snag a Polaroid photo. The space featured clouds ascending from the ceiling and plenty of sparkle.

Photo: Courtesy of Live Nation

Fans could also sign Tito’s branded vinyls and hang their Polaroids on the wall.

Photo: Courtesy of Live Nation

Electrolit

Electrolit kicked off its 2025 festival season with an activation that provided free hydration shots in flavors including Blue Raspberry, Fruit Punch, Strawberry Kiwi, and Grape.

Photo: YSA Lopez

Starry's 'Battle for Refreshment'

Starry debuted its "Battle for Refreshment" activation where attendees were invited to sample and decide whether they tasted Lem or Lime, casting their votes in immersive pods.

Photo: Courtesy of Live Nation

Pluto TV's 'Feel the Free Lounge'

Pluto TV's “Feel the Free Lounge” was designed to offer moments of calm and self-care throughout the weekend. Festivalgoers had the opportunity to unwind in a dedicated massage area; explore the Pluto TV platform and stream their favorite shows; freshen up at the grooming station stocked with essentials like wipes, hair ties, and hand sanitizer; and capture the vibe with a personalized aura photo experience, which matched their energy to recommended movies or TV shows found on Pluto TV.

Photo: Sam Wilkinson