Dreamville Festival 2024: See How This Music Event Kicked Off the Outdoor Activation Season for Brands

The two-day music fest was the start of the summer run for several big-name brands like Chase, Patrón, and Jaguar Land Rover.

Michele Laufik

April 22, 2024

The rum brand returned to Dreamville with Casa Bacardí, produced by Live Nation. Here, local DJs spun tunes while specialty cocktails flowed. Festivalgoers also had access to an upper-level viewing area.Photo: Sam Wilkinson

RALEIGH, N.C.—Started in 2018, Dreamville Festival is held every spring in historic Dorothea Dix Park in Raleigh, N.C., and is the brainchild of Fayetteville-born rapper J. Cole and his Dreamville brand.

This year’s event took place April 6 and 7 and featured headliners including SZA, J. Cole, Lil Yachty, and Nicki Minaj, with two main stages and more than 100,000 attendees.

Earlier this month, organizers released the festival’s 2023 Economic Impact Report, which said that last year's 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.

Also on site this year were big-name brands like Chase, Patrón, and Jaguar Land Rover with new and tried-and-true activations. Plus, since it was also the Men’s NCAA Final Four weekend as well, a tent was set up to allow attendees to catch the games in between sets.

Keep scrolling to see more from these brands and others at Dreamville Festival 2024...

Charmin

Charmin was on site offering festival attendees a better bathroom than the usual port-a-potty with its premium “VIPee Restroom Experience,” produced by MSL and Saatchi & Saatchi. Attendees could also snag a photo sitting on a giant gold toilet, meet the Charmin Bear, and try the brand’s new Ultra Soft Smooth Tear toilet paper.

Photo: Sam Wilkinson

Chase

Chase Sapphire Reserve cardmembers had access to exclusive perks including the Sapphire Reserve Lounge, produced by CAA, where they could charge their phones and enjoy a cash bar and complimentary bites. Cardholders could also take advantage of an expedited entry lane and dedicated merchandise lane, as well as discounts at food and beverage and merchandise stands when using a Chase debit or credit card.

Photo: LFDC Studios

Bacardí

Photo: Sam Wilkinson

Febreze

As the festival’s air freshener sponsor, Febreze presented a Live Nation-produced immersive experience in its “Mood Lounge,” highlighting three Mood Collection scents. Fans were able to select scented paths to discover and share their unique Febreze aura.

Photo: Sam Wilkinson

Smirnoff ICE

Smirnoff ICE kicked off its 2024 festival run at Dreamville Festival. Here, fans were able to choose their photo moment and enter for a chance to win a VIP ticket upgrade. The outdoor lounge, which was produced by Dentsu, featured comfortable, shaded couch seating with clear views of both stages.

Photo: Sam Wilkinson

Patrón

At the Patrón Tequileria, which was produced by TEAM Enterprises, festivalgoers could sip on specialty cocktails including Strawberry Margarita, Pineapple Paloma, Spicy Margarita, and Jalisco Mule.

Photo: Zach Villafana

Hennessy

The cognac brand served up classic cocktails like the berry mojito and margarita with a Hennessy twist at its Game Seven-produced activation. The brand’s newest campaign, "Made for More," stars Teyana Taylor and Damson Idris and showcases the mixability of the spirit.

Photo: Mike Kirschbaum

Jaguar Land Rover’s Defender

The luxury auto brand's space, produced by Live Nation, featured an elevated viewing platform as well as the vehicle. Defender is also set to appear at the Ohana Festival in Dana Point, Calif., and the Gorge Amphitheatre in Quincy, Wash., where it will host a lounge, premier camping area, and Defender shuttles for fans.

Photo: Melody Timothee

Festivalgoers were able to participate in an on-site activity supporting the Dix Park Conservancy within the Defender space.

Photo: Melody Timothee

Chateau Ste. Michelle

The Chateau Ste. Michelle Wine Experience, produced by Live Nation, featured a selection of Washington wines and frosé. Fans could pose for a photo on the Dreamville Festival x Chateau Ste. Michelle swing and sip wine from shaded, comfortable seating. Fans also had the chance to win a prize by pulling a cork from the interactive “Uncork Your Next Move” cork art piece.

Photo: LFDC Studios

White Claw

A festival staple, the White Claw Shore Club, produced by GEAUX Experiential, was equipped with seating, shade, photo moments, and, of course, the brand’s hard seltzer.

Photo: Sam Wilkinson

Electrolit