“Our top priority is making sure that as we continue to grow and evolve, we remain accessible to our community,” said Broccoli City founder Brandon McEachern in a statement to Billboard.
Last year, Broccoli City teamed up with Live Nation Urban to expand the festival, tripling its attendance to over 35,000 people with headlining performances from Cardi B, Migos and Miguel.
This will the first year the event will be held at the FedEx Field venue, which co-founder Marcus Allen said in a statement will allow Broccoli City "to evolve as an organization, create a more enjoyable experience for attendees, remain accessible to consumers and still feature some of D.C.’s top food and marketplace vendors.”
Along with the festival, Broccoli City will also host an array of programming that includes panels, workshops, interactive discussions and one-on-one interviews. Among the featured speakers are Bozoma Saint John (chief marketing officer, Endeavor), Kevin "Coach K" Lee (chief operating officer, Quality Control Music), Ethiopia Habtermariam (president, Motown, executive vice president of Capitol Music Group), Shawn Gee (president, Live Nation Urban), Dr. Wes Bellamy (city councilman, Charlottesville), Jeanine Liburd (CMO, BET), Amber Grimes (svp, global creative, Capitol Music Group) and many more.
“Our consumers deserve the opportunity to go to a conference and learn from Bozoma Saint John then turn up with Childish Gambino at the festival; and our goal has always been to make sure that we're meeting consumers where they are, providing an incredible experience and doing it in a way that doesn't box anyone out," Mceachern added.
This year’s Broccoli City weekend will also feature BC All Night Preview Event with an extended footprint. Formally three separate events, the BC All Night will now be a full night of live performances, unique activations, strategically curated food vendors and live art installations on the festival grounds April 26 from 7-11 p.m.
Attendees of all ages can also participate in a 5K run and walk at 8 a.m. on April 27, followed by group workout classes, fitness demos, giveaways and curated food from participating sponsors prior to heading to the festival grounds.
“We really focus on delivering on a specific narrative with all of our live platforms,” Gee, president of Live Nation Urban, told Billboard in a statement. “As I see the various lineups for festivals being announced, it seems like the trend is to try to be all things to all people, which is the antithesis of what we are about. We’re excited about this year and what we were all able to put together.”
Tickets go on sale this Friday at 10 a.m. EST through BCFestival.com.