Shavonne DarganPhoto: Courtesy of Shavonne Dargan
Historically, brands have struggled to engage with Black audiences outside of obvious moments. Black History Month. MLK Jr. Day. Juneteenth. These are all a good start for well-meaning businesses to find ways to connect with Black communities, but in isolation from a larger marketing approach, they fall short.
A significant unifier in Black culture is, unsurprisingly, music. Every year, more than 18 million Black Americans attend live music events, with festivals growing in popularity as a favorite destination among fans. This is thanks to the deep connection festivals have to advance Black culture through the on-site musical experience and beyond.
In the live music industry, we’re seeing brands taking this opportunity to finally move away from a “one-size-fits-all” marketing approach and instead invest in strategies at cultural events that authentically connect with Black audiences throughout the year. Even though Black audiences are routinely undervalued, smart brands in industries like fashion, technology, food, and spirits are starting to figure out how to connect with them. They realize that music festivals are a key opportunity to make those connections.
For brands to succeed, they must understand that the most impactful drivers core to the Black audience are: 1) community is paramount; 2) culture is innate; and 3) experiences are multigenerational.
Community is paramount
If brands want to connect with Black audiences genuinely, they first need to realize the importance of community. At music festivals, fans feel a special sense of joy and freedom through connecting to culture, and feeling a sense of belonging to a community that understands and accepts them while being surrounded by the universal love of music. That's why each Black-founded festival has a unique identity shaped by the local community where it's held.
Take the Broccoli City Festival, for example, a two-day hip-hop and R&B festival (taking place July 15-16 this year) that now attracts more than 30,000 fans daily, has deep ties in Washington, D.C., and curates events year-round that focus on volunteerism, wellness, education, and sustainability. The day before the festival, the Broccoli City team also host a 5K run to spotlight health and wellness, which brands like JUST Egg and Asics have sponsored in the past. Additionally, its annual conference BroccoliCon (taking place April 20-21 this year)—a job fair designed to become the largest annual hiring opportunity for young people of color—hosts professional workshops and executive panels on entrepreneurialism and securing business funding.
While thousands of fans descend on D.C. to have an unforgettable live music experience in July, BroccoliCon leverages the festival community as early as April to be a platform to build connections, enhance career advancement, and much more. 
Looking to attend a Black-founded festival this year? Consider Broccoli City Festival, a two-day hip-hop and R&B festival (July 15-16); Strength of a Woman (May 11-14), a festival founded by Mary J. Blige in Atlanta; and The Roots Picnic (June 2-4).Photo: Greg Noire / Dreamville Festival / The Parallel Agency
Culture is innate
When it comes to Black-founded festivals, it's all about deep connections to culture. These events are intentionally designed to create an authentic space for self-expression, and to showcase the music and artistry of Black artists. But they're also so much more than that. From art and dance to fashion and food, there's a 360-degree cultural experience custom-made for Black fans and their lifestyles.
And the fans themselves are a big part of driving the culture forward. Take J. Cole’s sold-out Dreamville Festival (it took place April 1-2 in Raleigh, N.C.), for example. This spring, about-face, Halsey's cleanly formulated, vegan, and cruelty-free beauty brand, offered global fans across 23 countries and all 50 states custom festival kits with makeup shades for all skin tones. And with Black Americans being the fastest-growing vegan demographic in the country, it's no surprise that plant-based options are becoming increasingly popular on the festival circuit.
Everything Legendary, a leading Black-owned business in the space, is just one example of this exciting trend.
Black-founded festivals bring together people of all ages, as seen through the multigenerational crowds where mothers, aunties, and daughters are all singing along to the same song.Photo: Brandon Todd / Dreamville Festival / The Parallel Agency
Experiences are multigenerational
Black-founded festivals bring together people of all ages—it often feels like a family reunion. You might see mothers, aunties, and daughters singing along to their favorite artists, like Ms. Lauryn Hill at Strength of a Woman (May 11-14), a festival founded by Mary J. Blige in Atlanta. Here, young professionals mingle with leading music industry executives at Femme It Forward events, which highlight the industry’s most creative and accomplished female visionaries through multi-market consumer experiences across live shows, tours, panels, original music, and more.
And at festivals like The Roots Picnic (June 2-4) and Dreamville Festival—which boast legendary artists from Diddy and Usher to J. Cole, Drake, and Burna Boy—it's ever evident that fanbases span multiple generations.
Black-founded festivals around the country create memorable experiences for fans to see their favorite artists. Still, they're also building community and culture and fueling local business development, entrepreneurism, and brand engagement. More than 50% of the Black population is 34 years old or younger, is super tech-savvy, and is just approaching their peak earning years. As a result, they're watching the actions brands are taking more closely than ever.
The brands that take the time to understand what moves Black fans and how they influence global culture will be able to cut through the noise and unlock authentic ways to make an impact. But, of course, the best way to get started is to experience a festival yourself. Hope to see you at one soon!
