The 2024 Broccoli City Festival, held at Audi Field in Washington from July 27 – 28, combined big-name hip-hop and rap performers such as Megan Thee Stallion and Little Yachty with interactive experiences for a sold-out crowd of 50,000.
Launched in 2013, Broccoli City is a Black-owned and operated social enterprise rooted in impact and entertainment. At its annual festivals, it combines music, art, culture and community to mobilize social change among the youth. This year’s festival featured headlining acts and various acclaimed artists such as Gunna, PartyNextDoor, Sexyy Red and more.
“[This year’s] festival was a great platform for creativity and community growth,” festival attendee Michael Retta said. “The art galleries, music performances and special guests all contributed to a vibrant atmosphere that encouraged social change and a healthier lifestyle.”
Broccoli City, a riff on Greensboro, NC, the home of the movement’s founders, centered initially around Earth Day and community. “The green is the broccoli and the borough is the city,” Founder Brandon McEachern told Upscale Magazine.
“There were numerous initiatives and information booths focused on sustainability, recycling and promoting green living,” Retta said of this year’s festival and its commitment to environmental awareness. “This added an educational aspect to the fun, highlighting the importance of taking care of our environment.”
Broccoli City is also committed to supporting local small businesses. Washington resident Sheika Reid, who attended this year’s Broccoli City Festival, reflected on the festival vendors: “I thought the way that they integrated so many vendors and community groups and really created the opportunity for organizations like DCVote and small business owners to vend in and to really be present and have a footprint there.” She also noted that, in addition to many community organizers engaging with the audience, political figures spoke at the festival, such as Congresswoman Jasmine Crocker and Director of the Office on Gun Violence Prevention Stefanie Feldman.
Beyond its annual festival, Broccoli City has developed many campaigns and programs to help support and make an impact on the community. Their Power of One campaign, for example, aims to complete one million positive actions through their website WeChipN. People can create a profile on the site, sign up for environmentally purposed actions and receive rewards for completing them, including tickets to the Broccoli City Festival, concerts and gift cards. Broccoli City believes small actions can make a big impact and hopes this campaign will encourage positive change.
Broccoli City also hosts an annual event called BroccoliCon, which is a free career exhibition for minority college students, young professionals and individuals looking for employment opportunities. The event has a variety of workshops, hiring sessions, resources and assets for career growth. BroccoliCon creates and inspires new opportunities, networks, skills and helps people have the support and knowledge to influence culture and communities. It attracts people from diverse backgrounds and seeks to inspire young people of color to make a beneficial impact on communities.
Broccoli City’s leadership team also manages a multi-year program in partnership with the District Department of Energy and DC Sustainable Energy Utility, where they are expanding solar energy participation in low-income communities. Since the beginning, they oversaw the division of 3,000 no-cost Home Energy Conservation Kits to Washington residents struggling to pay their energy bills.
The Broccoli City Festival combines young adult empowerment with entertainment and fun. As Retta commented, “The atmosphere was electric, and the diversity of people celebrating music, food and culture was amazing.”
Broccoli City has mobilized over 20 million young people in the past decade through its festivals, events, and online programs. It hopes to continue fostering an inclusive future and inspiring people to make a social impact.
Broccoli City’s next festival will take place in 2025. Tickets range upward of $245, and attendees under the age of 18 must be accompanied by an adult.
