BY KYLE MARIE MCMAHON
Over 100,000 Dreamers descended upon Dorothea Dix Park last weekend when J. Cole and his Dreamville Festival took over Raleigh. Pre-festival events started earlier in the week, with performances and pop-up shops in the Warehouse District, including Amazon Music’s Public Access livestream and a morning yoga session with Olu (a.k.a. Johnny Venus) of EarthGang.
But the celebration truly began when doors opened on Saturday, April 6, and the first performer took the stage. Domani had the honor, and the party didn’t stop until almost midnight on April 7, when J. Cole finished his extended set.
The lineup featured a range of styles, from soul R&B and Afrobeat to hip-hop and Southern rap. To ensure visitors could enjoy all the acts without long breaks between performances, the Big Field had two stages, Rise and Shine, at opposite ends.
Performances ran near-continuously, allowing attendees just enough time to shop for merchandise, grab a drink or bite to eat at one of over 50 food and drink vendors or catch a ride on the Ferris wheel.
Dreamville Festival-Goers
Photos by Jessica Bratton
While the economic impact on Wake County cannot be denied (reports for 2023 state the festival generated more than $145 million, with $18 million in food and beverage alone), the Dreamville Festival means more to the community than money. “It brings Carolina together. It gives us something to look forward to year after year. It’s something for us. It’s something put on by somebody local, for locals,” says Danielle Bell.
Danielle has attended every year, driving the hour from Fayetteville—also J. Cole’s hometown—to enjoy some of her favorite artists with fellow fans. Her drive was much shorter than that of two women who drove ten hours from upstate New York to attend Dreamville for the first time.
And while most attendees came specifically for J. Cole, they were just as diverse as the musicians they came to support. Their ages spanned several generations. The fashion ranged from athletic wear and sneakers to floral prints and cowboy hats. Locals mingled with visitors from Atlanta, Chicago, California and beyond. Yet, despite these differences and the packed crowd, festivalgoers say they felt nothing but positive energy and good vibes.
A festival attendee from Texas named Alexandria says, “It just feels like home, and no matter who’s beside you, it’s like you can bond, you can connect, and it’s just a great time.”
Another attendee from Texas, Cameron Banks, says he never gets to experience being around a group like the one at Dreamville, an inclusive and Black-owned event. He expresses his gratitude to Raleigh and the people of North Carolina for embracing him.
So while the Dreamville Festival has grown in both attendance and revenue each year—a trend that is sure to continue if it returns in 2025, as planned—the cultural importance and sense of community for both locals and hip-hop fans as a whole is what truly brings them to the area and keeps them coming back.
Dreamville Festival-Goers
Photos by Jessica Bratton
