Honeyland Festival Brings Music, Culinary Arts And Culture Creators To Texas

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WME music agent Kevin Shivers had an idea to create a “Black BottleRock festival” – one that showcased music, culinary arts and a cultural experience that also benefits Black creators and others seeking opportunities in the hospitality field. He reached across his network at Endeavor to bring together like-minded colleagues to make it a reality.

The result is Honeyland, a new, two-day festival showcasing the best in Black expression, which debuts this weekend (Nov. 11-12) at the Crown Festival Park in Sugar Land, Texas, approximately 20 miles southwest of downtown Houston. Curated by renowned food and beverage entrepreneurs Marcus Samuelsson and Uncle Nearest Whiskey owner Fawn Weaver, it features special performances by Mary J. Blige, Miguel, Coco Jones, Summer Walker and many more.

Passes, ranging from general admission to VIP packages, are still available via the Honeyland website. In addition to festival admission, the $95  general admission pass includes access to all food and beverage vendors, culture-defining performances, appearances, and workshops with Honeyland lineup of chefs, music artists, and more, with VIP packages, topping out with a $295 level, offering more elevated experiences and amenities.

“Honeyland is the essence of giving back,” Shivers says, of the festival. “It’s a place for Black expression in creativity, but also giving back while having the best time and giving creators a shine.” 

There is also a key social impact component to this event. The festival has created the Honeyland Fund, which will invest up to $1 million in grants to support Black creators and innovators and bring awareness to emerging talent in hospitality, events, and cultural industries. 

The festival is also providing resources to those eager to learn about and pursue a career in the culinary and entertainment industries through the Honey Crew initiative – this culinary career pipeline program is designed to provide under resourced students with educational programming, healthy eating resources, and access to industry professionals.

Shivers is able to draw on resources across departments at WME / Endeavor. Shivers credits Endeavor President Mark Shapiro with going all-in on Honeyland as soon as Shivers brought the idea to him. 

“The idea started with me in a meeting with Mark Shapiro,” Shivers explain. “And we had these ideas – like a Black BottleRock – and he said, ‘Oh, that’s a good idea’ and then went around the company and talked to a lot of different people. Fawn [Weaver], for instance, is an Endeavor board member and she’s curating spirits for Honeyland. Michael B. Jordan is involved. And we’re able to enlist WME clients across the project as well. 

“There are several touchpoints across our network and of course many WME clients are featured performers, curators, and visionaries for the event. It is a true example of collaboration,” Shivers says.

Among those making Honeyland a reality are partners including IMG, On Location, 160over90, WME, Obsidianworks, Endeavor Analytics, and Endeavor Impact.