August 9th 2024.
Can you believe it? One Music Fest is celebrating its 15th year of bringing urban culture and joy to the lively city of Atlanta. The festival, which takes place on Saturday, Oct. 26-27, has come a long way since its humble beginnings in the King's Plow parking lot. Now, it boasts over 100,000 attendees at the beautiful Piedmont Park.
BLACK ENTERPRISE had the opportunity to sit down with the founder of One Music Fest, J. Carter, to discuss 15 years of Black cultural excellence. Carter's passion for the festival is palpable, and he shared with us his journey and his vision for the future.
"It doesn't feel like 15 years," Carter expressed with excitement. "I'm super, super excited to release the lineup. Last year, we hit a record 100,000-plus attendees at Piedmont Park."
But it hasn't always been smooth sailing for Carter. He recalls the early years when his passion for the festival led to financial losses. However, his determination and belief in the marketability of Black culture kept him going. He credits his wife for encouraging him to see the venture as a long-term investment.
"It was my wife who said, 'You can look at it as one of two ways: losing money or investing money'," Carter shared. And invest, he did. His dream of celebrating Atlanta and hip-hop culture paid off, and now, One Music Fest is a highly sought-after event.
When asked about the possibility of plateauing in terms of attendance numbers, Carter responded with a resounding no. "I definitely think there are higher numbers to achieve. But, we don't solely base achievement on attendance. From day one, it's been about how do we impact culture."
Carter explained that the festival's main goal is to present Black culture in a different light and create a safe space for people to celebrate their differences and unity through music. He also expressed the importance of constantly evolving and incorporating the energy and perspectives of younger generations.
"There's a younger generation that's progressive enough and gets it," Carter shared. "My job is to be able to tap into and reach them."
One Music Fest has had its share of challenges, with Carter admitting that the first five years were financially unsuccessful. But despite this, their growth in attendance and sponsors continued to increase. However, Carter and his team realized the importance of knowing their value and stopped undercutting themselves when it came to working with brands.
"We stopped undercutting ourselves and said, 'Nah, brands, this is how y'all gotta show up if you want to talk to the culture'," Carter explained.
So, what can attendees look forward to for OMF's 15th year? According to Carter, this year's lineup is a tribute to the incredible women who have been making waves in politics, sports, and music. He highlighted the diverse range of talent, from Cardi B to Jill Scott, and expressed his excitement for the event.
But it's not just about the music and entertainment. One Music Fest has a significant impact on the city of Atlanta. Carter estimated that the event brings in around $50 million in revenue through tourism, commerce, and job opportunities. And despite the offers to move the festival to other cities, Carter is firm in his decision to keep OMF in Atlanta.
"I don't think One Music Fest could have happened in any other city," Carter stated. "This is Atlanta. We're standing on the shoulders of giants, bridge builders, and bricklayers who have done the work."
He also praised Atlanta for being a city that allows people to dream and go for those dreams safely. "Where you can dream and go for that dream safely," Carter said. "Everything you need is about 2-3 calls away in Atlanta."
With tickets in high demand, Carter advises those who want the VIP experience to grab their tickets ASAP, as they usually sell out within the first two weeks of the event. Tickets are available for purchase on the official website.
As we wrapped up our conversation, Carter shared his excitement for the future of One Music Fest and his plans to expand the festival to other cities. "We're not just a music festival; we're a cultural event," Carter declared.
And with 15 successful years under their belt, it's safe to say that One Music Fest will continue to be a staple event in Atlanta's vibrant culture and a celebration of Black excellence for years to come.
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